ProVeg: Lidl in Germany offers the best value vegan basket

By: Trademagazin editor Date: 2024. 11. 08. 09:02

Following the introduction of price parity a year ago, Lidl is now the first German grocer to offer a vegan basket at no extra charge compared to the animal basket, according to a recent study by ProVeg.

According to the ProVeg survey, Lidl’s basket of plant-based cold cuts, sausages, burgers, fish fingers, fresh cheese and yoghurt, sliced cheese, cooking cream, milk, pizza and schnitzel is more affordable than a basket of the same animal products. In addition, Lidl offers the cheapest products in seven product categories. The result is thanks to Lidl’s own vegan brand, Vemondo, which has been available since October at the same price as conventional products in most categories.

According to Christoph Graf, Lidl’s German head of retail, the price parity of vegan alternatives is currently unique in German food retail. The discounter aims to make sustainable consumption affordable and easily accessible for all.

Since the alignment of prices for plant products and their animal equivalents, Lidl’s vegan sales have increased by more than 30%. In addition, Vemondo products have been deliberately displayed in stores alongside their animal counterparts to make it easier for customers to choose plant-based products.

Lidl aims to be the first in Germany to increase the proportion of plant protein sources in its product range to 20% and the share of alternative dairy products to 10% by 2030.