Lidl Is Making Conscious Nutrition Accessible to All
Conscious nutrition should not be determined by budget size. The companies of Schwarz Group are vigorously committed to this principle. The retail division Lidl is demonstrating how scientifically based nutrition strategies, bold pricing policies and product innovations can be successfully united.
Price Parity as the Key to Change
Since October 2023, Lidl in Germany has been offering the majority of its vegan private-label range, Vemondo, at the same price as comparable animal products, and has therefore broken down a market barrier: Plant-based alternatives are no longer more expensive.
The effects are measurable: According to a 2024 study published by the ProVeg nutritional organization, sales of vegan products have risen by over 30 percent since the introduction of the price parity. Particular favorites are innovations such as No Butter, No Ghurt or the vegan range of Tasty liquid meals, which specifically close gaps in the assortment – naturally, at no extra charge.
Protein Strategy with Clear Goals by 2030
The pricing campaign is part of the long-term protein strategy initiated by Lidl at the beginning of 2023. It is aligned to the Planetary Health Diet of the EAT Lancet Commission as well as the WWF methodology on assortment analysis.
The Goals of Lidl in Germany:
- 20 percent plant-based sources of protein in the assortment by 2030
- 10 percent alternative dairy products by 2030
- 20 percent wholegrain content in the grain assortment by 2030
Even today, Lidl is the first retailer in Germany to publish the ratio of animal and plant-based proteins in its assortment every year. In 2023, 11.8 percent of proteins were plant-based, and the percentage of alternative dairy products was 6.6 percent.
International Partnership between Lidl and the WWF
The commitment stretches far beyond Germany: Together with the nature and environmental protection organization, WWF, Lidl has been driving the transformation of the assortment forward in 31 countries. Lidl is the first food retailer to create transparency in all food categories based on the Planetary Health Diet and is therefore giving customers the opportunity to make more conscious purchasing decisions.
This international collaboration shows that price parity and the protein strategy are not isolated measures but are instead part of a holistic approach to conscious nutrition.
A Holistic Look at Nutrition
In addition to extending the range of plant-based alternatives, Lidl is also concentrating on improving existing products. By 2025, the sales-weighted amounts of sugar and salt are to be reduced by 20 percent, without compromising on product safety or taste. Many products have already been optimized to date and others are being continuously adapted.
The Kaufland retail division is also pursuing ambitious goals: Kaufland has also introduced price parity with its K-take it veggie brand and is working on increasing the plant-based protein content of its assortment. Furthermore, the reduction of sugar, salt and fat is in focus at Kaufland, particularly in products for children.
Conscious Nutrition for All
The direction is clear: Price parity, plant innovations and international cooperations allow for healthy nutrition that is affordable to all. Lidl, Kaufland and the companies of Schwarz Group are therefore assuming responsibility for a sustainable transformation of the nutrition system that is based on scientific findings, is measurable and may be implemented consistently.
That is acting ahead – making sustainable nutrition affordable instead of just talking about it.
