Lidl: 46% of sales within the Disc of Five

Lidl is stepping up its commitment to healthier eating. The supermarket has set a new target for 2030. By then, at least 46% of food sales must fall within the Disc of Five guidelines. The ambition applies to the entire assortment and is measured in kilograms sold.

The previously established target for 2025 has now been achieved. In 2025, 38% of food sales consisted of products within the Disc of Five. In 2022, that share was still 36%. According to Lidl, this growth is the result of years of effort focused on assortment adjustments, product improvements, and encouraging healthier choices.

New benchmark for 2030

With the new target, Lidl aims to demonstrate what is possible in the area of health. The retailer remains positive about a joint sector target, but has chosen to move forward independently.

Stephanie Both, Chief Customer Officer Lidl, says: “As a supermarket, we bear significant responsibility for what our customers eat every day, and we believe a healthy lifestyle should be affordable and accessible to everyone. That is why we continue to invest in a healthier assortment as well as in initiatives that help customers make healthier choices in their daily lives.”

The 46% target applies to total food sales measured in kilograms. This means the company is steering on volume across its full range.

LidlMini’s to encourage healthier choices

To support its ambition, Lidl will launch the LidlMini’s on February 9. The campaign features ten vegetable and fruit plush toys with an educational focus. The loyalty campaign runs from week 7 through week 14. Customers receive one stamp for every €10 spent on groceries. With 18 stamps, the loyalty card is full and a free LidlMini can be selected. Ten different versions are available.

The accompanying activity book was developed in collaboration with Smaaklessen. It helps children learn about vegetables, fruit, and healthier choices in a playful way. According to Chantal Goenee, Sustainability and Health Advisor at Lidl, the supermarket aims to make healthy eating affordable, appealing, and fun for both young and old.

Lidl.nl