Lidl: Vegan Prices on Par with Animal Products

Lidl's Commitment, to align the prices of vegan alternatives with those of animal products, is a unique step within the German discount market.

By aligning the prices of products such as soy drinks, vegan schnitzels and vegan sausages with their animal-based equivalents, Lidl aims to increase the share of plant-based proteins in its product range. This strategy is in line with the growing trend among German retailers to appeal to younger, more financially powerful consumers by emphasising sustainability.

While other supermarkets such as Edeka and Rewe have expanded their organic range and incorporated more vegan alternatives, Lidl's approach stands out through the direct linking of the prices of these products to their animal-based equivalents, regardless of differences in raw material costs or VAT rates. This price parity, which affects both the pricing and placement of products, is unprecedented in Germany, particularly in the efficiency-driven discount sector.

For Lidl, implementing this initiative means a price reduction of around 20% for its vegan own-brand range. The goal is to make these products a genuine and affordable alternative for customers. Ultimately, Lidl hopes to increase its sales over time and benefit from economies of scale. The supermarket chain also plans to restructure shelves and place vegan alternatives in close proximity to their animal-based equivalents, in order to encourage consumer choice.

Although there have been setbacks in the market for alternative products, as customers often do not make repeat purchases after the first buy, Lidl appears to be addressing the demand of half of consumers who have expressed interest in meat substitute products. According to a YouGov survey, customers' main criticism of these products is their higher price compared to meat.

Lidl's commitment to affordable vegan alternatives is in line with the German government's planned nutritional strategy, which aims to transform the entire food system towards a plant-based approach. This shift is seen as crucial for achieving national and international climate, biodiversity and sustainability goals.

It is important to note, however, that sustainability initiatives in the retail sector are not always without controversy. The supermarket chain Penny, for example, was both supported and criticised for its «true prices» campaign, in which environmental costs were taken into account. Lidl emphasises that this commitment does not mean that animal products will disappear from their shelves, but rather that additional choices will be created for consumers.

By publicly committing to increasing the share of plant-based proteins in its product range from the current 11 percent to 20 percent by 2030, and from 6 percent to 10 percent in dairy products, the company has taken a significant step towards its sustainability goals. Recently, they have added 20 new vegan alternatives to their range and further expanded their offering in this category.

You can help all animals and our planet with compassion. Choose empathy on your plate and in your glass. Go vegan.