Lidl Belgium aims to double plant-based sales with price cut

Lidl Belgium is permanently lowering prices of plant-based protein products to the level of the animal variant. The retailer will also expand its range and aims to double sales by 2030.

Lower prices, more choice

From 15 May, Lidl will permanently lower the prices of its plant-based dairy and meat alternatives to the level of the animal variant. In its promotional leaflet, the retailer announces hefty price cuts for soy yoghurt, organic soy drink chocolate, soy cream and vegan cheese, among others.

When promotions run on animal products, they will also apply to plant-based alternatives. On top of that, the retailer wants to offer its customers more choice: the share of plant-based protein sources such as legumes, seeds and vegan alternatives to meat, eggs and fish will increase to 20% by 2030, the share of alternative dairy products is to reach 10%.

Under its private label Vemodo, Lidl currently has 23 vegetarian and vegan products in its range. During promotional weeks, the retailer supplements that range with temporary vegan products.

Making plant-based more accessible

By eliminating the price difference between animal and plant-based proteins, the discounter aims to make plant-based choices more accessible. Indeed, a recent study by iVox commissioned by Lidl Belgium shows that more than four in ten Belgians (42%) say they would buy more vegetarian and/or vegan products if they were cheaper. Half of those surveyed (49%) are convinced that the substitutes are effectively more expensive than their animal protein-based variant.

In Germany, Lidl previously cut prices on plant-based products. Sales there increased by 30%. In the Netherlands, Jumbo announced a price cut for meat substitutes in November last year. The supermarket chain wants 60% of the proteins it sells to be plant-based by 2030. Partly for this reason, the retailer will also stop promotions for meat at the end of this month.