Germany's Lidl has launched a plant-forward supermarket campaign that sees the grocery chain benchmarking the prices of its own vegan products under the Vemondo brand to animal-based products. In doing so, Lidl makes the plant-based diet a little bit more affordable to consumers. This move aligns with Lidl's commitment to promoting conscious and sustainable nutrition at affordable prices. Additionally, the supermarket chain aims to raise the proportion of plant-based protein sources in its offerings to 20% and alternative dairy products to 10% by 2030.
This supermarket campaign is not solely for vegetarians and vegans but also caters to flexitarians seeking more sustainable food options without higher costs. A survey revealed that a significant portion of the German population follows a flexitarian diet, and many would buy more plant-based foods if they were cheaper.
Vegan Product-Promoting Supermarket Campaigns
Lidl Equalizes Prices for Vegan & Non-Vegan Products
Trend Themes
1. Plant-forward Supermarket Campaigns - Supermarkets benchmark vegan product prices to make plant-based diets more affordable, catering to flexitarians seeking sustainable food options without higher costs.
2. Conscious and Sustainable Nutrition - Supermarket chains prioritize promoting conscious and sustainable nutrition at affordable prices by increasing plant-based protein sources and alternative dairy product offerings by 2030.
3. Rising Demand for Plant-based Foods - Survey reveals that a significant portion of the German population follows a flexitarian diet and would buy more plant-based foods if they were cheaper.
Industry Implications
1. Supermarkets - Supermarkets can capitalize on the rise in demand for plant-based foods by benchmarking vegan product prices and offering more affordable and sustainable options to cater to flexitarians.
2. Food and Beverage - The food and beverage industry has an opportunity to meet the rising demand for plant-based foods by developing innovative products and pricing strategies to make them more accessible to consumers.
3. Retail - Retailers can tap into the conscious and sustainable nutrition trend by offering a wide range of plant-based protein sources and alternative dairy products to appeal to health-conscious consumers.