Lidl Netherlands has announced plans to display its top four best-selling meat alternatives alongside traditional meat products in refrigerators.
Already implemented in other markets including Spain, this strategy aims to encourage flexitarian customers to choose plant-based options more frequently. Products offered initially will include vegan ground beef, vegetarian chicken pieces, vegan schnitzels and veggie burgers, with other meat substitutes potentially added later.
Lidl is committed to advancing its plant-forward strategy until 2025, aiming to decrease the proportion of animal-based products on sale and expand its range of vegetable proteins.
To evaluate the impact of this new arrangement, Lidl will conduct a three-month trial period in 70 out of its 440 stores, overseen by Wageningen University & Research. Previous studies have shown positive effects on meat substitute sales in Europe, according to research group Monique van der Meer.
By 2030, Lidl aims for at least 50% of its protein sales to be of vegetable origin. Currently, 38% of its protein offerings are plant-based.
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