Lidl aims for 50% plant-based protein by 2030

Lidl has announced that it has set a concrete target for the protein transition by 2030. The supermarket chain aims for 50% of proteins sold to be of plant origin, with no more than 50% coming from animal protein. Currently, 38% of proteins are plant-based and 62% are animal-based. Lidl is the first supermarket to put out a target for reducing animal protein in sales.

Lidl has significantly expanded its range of vegetarian and vegan products in recent years. Despite these efforts, Lidl realizes that more needs to be done to achieve the target. Therefore, the supermarket is going to increase the visibility and findability of its meat substitutes. In a pilot project in 70 Lidl stores, some meat substitutes will be presented right next to the meat products. Over the next three months, the impact on purchases will be studied, and interviews with customers will be conducted. The prices of the meat substitutes will also be significantly lower than those of the meat products.

For this pilot, Lidl is cooperating with Wageningen University and the World Resource Institute (WRI). The results of the project will be made public, including a scientific report. Previous studies have shown that presenting plant-based alternatives alongside animal products is potentially effective, especially for people who want to eat less meat from time to time. Lidl is responding to habitual behavior in supermarkets with this intervention, contributing to the transition to more plant-based proteins.

The WRI emphasizes that consumers who choose climate-friendly food in the supermarket are making an important difference. The research focuses on the effective ways food producers and supermarkets can respond to this change. The project hopes to inspire other retailers to take practical steps and contribute to reducing the environmental impact of our food basket.

Lidl.nl