Lidl slashes prices on all plant-based meat alternatives, including vegetarian burgers and sausages, under their 'Vemondo' brand and other labeled items. This move aims to cater to the rising demand for vegetarian options, as revealed by a recent study showing that 9% of consumers follow a vegetarian diet.
The lower prices are a response to the higher production costs and taxes on vegetarian meat substitutes. Typically, meat substitutes are not produced in the same quantities as animal-based meat, causing them to carry a higher price tag. Additionally, VAT taxes are more substantial on meat-free substitutes compared to meat and sausages.
Environmental associations have criticized this disparity and advocate for adjusting the VAT rate. They argue that the tax on meat should rise while the tax on meat substitutes falls to zero. Lidl's average price reduction for vegetarian products stands around 20%.
Lidl's rationale behind this initiative lies in the belief that sustainable choices should be accessible to all consumers. The company's aim is to offer plant-based alternatives at competitive prices, increasing their popularity. Studies suggest that pricing plant-based foods competitively can significantly boost their sales.
In line with this strategy, Lidl seeks to boost the proportion of plant-based proteins, fruits, vegetables, and whole grains it sells by 20% by 2030. The retailer's move has already prompted other European retailers, such as Kaufland and Aldi Süd, to trim the prices of their plant-based alternatives.
References:
- ProVeg International (2021). Meat and dairy alternatives: The future of food. Retrieved from
- Stanley et al. (2021). The effect of price on the purchase and consumption of plant-based meat alternatives. Proceedings of the National Academy of Sciences. Retrieved from
- Lidl (n.d.). Conscious Nutrition. Retrieved from
- The Guardian (2021). Lidl to cut prices of plant-based meat alternatives by up to 30%. Retrieved from
