Dutch Lidl cuts cost of plant-based foods, makes minced meat partly plant-based

Food awareness organization, ProVeg International, has welcomed today’s announcement by Lidl in the Netherlands to permanently reduce prices on plant-based meat and dairy substitutes to make them equal or lower than their animal-based equivalents. We are hoping to hear more about the retailer's strategy at The Future of Protein Production Amsterdam, 23-24 October, as Chantal Goenee, Advisor Sustainability & Health, Lidl Netherlands, will be one of more than 100 speakers taking part.

Lidl also announced today that it is the first supermarket to introduce partly plant-based minced meat, consisting of 60% minced beef and 40% pea protein, to motivate customers to lower their environmental impact. Half of Dutch citizens eat minced meat every week.

Jasmijn de Boo, Global CEO of ProVeg, welcomed the move as a “hugely significant shift” in a major supermarket’s approach to food system change.

“We are delighted that Lidl is choosing to actively promote plant-based foods by both reducing the prices of the products and by creating a blended minced meat that cuts the CO2 of fully minced meat. Much work is being done by supermarkets to encourage the purchase of plant-based food but this move by Lidl in the Netherlands represents a hugely significant shift in the way supermarkets approach food system change.

“Shifting to more plant-based diets is vital if we are to successfully stabilize CO2 emissions and halt habitat and biodiversity loss around the world. Supermarkets play a huge role here and Lidl has shown what can be done to encourage this shift. We urge other supermarket chains to compete with Lidl with their promotion of  plant-based foods.”

A survey carried out by ProVeg in 2023 found that the likelihood of people buying plant-based food over their animal-based equivalents increases dramatically when the prices of the plant-based products are cheaper. Earlier this year, another survey commissioned by ProVeg found that plant-based meat and dairy products are now cheaper overall than conventional meat and dairy products in nearly all Dutch supermarkets.

Lidl has the ambition to increase plant-based protein sales to 60% by 2030. The minced meat mix is available in all Lidl stores in the Netherlands from today in a package of 300g for €2.29.  

“Lidl is taking two important steps," said Martine van Haperen, Health and Nutrition expert at Proveg Netherlands, who is another speaker at The Future of Protein Production Amsterdam. "Price is the main obstacle for people to choose plant-based more often. The move to make plant-based products the same price or cheaper than meat and dairy removes that obstacle. Also, not everyone wants to eat meat substitutes or legumes. By introducing a hybrid product, simply on the meat shelf, they really appeal to the carnivore. They don’t even have to change their consumption patterns. This is a valuable addition that really gives Lidl the opportunity to influence the protein ratio.”

The leading discount supermarket chain has been at the forefront of plant-based innovation in the Netherlands, adopting a strategic approach to penetrate the market. By leveraging its extensive supply chain, the retailer has successfully introduced a diverse range of plant-based products, offering consumers a compelling alternative to traditional meat and dairy items.

One of Lidl's key differentiators has been its ability to optimize product development and sourcing. The supermarket has invested in partnerships with innovative food technology companies to develop plant-based products that closely mimic the taste, texture, and nutritional value of their animal-based counterparts. Additionally, Lidl's procurement team has focused on sourcing high-quality ingredients at competitive prices, enabling the retailer to offer affordable plant-based options to its customers.

To enhance product visibility and drive consumer adoption, Lidl has implemented targeted marketing campaigns and in-store promotions. By strategically placing plant-based products alongside traditional meat and dairy items, the supermarket has challenged consumers' conventional shopping habits and encouraged them to explore new alternatives. Furthermore, Lidl has leveraged digital marketing channels to reach a broader audience and provide informative content about the benefits of plant-based eating.

Lidl's success in the Dutch plant-based market demonstrates the potential for B2B partnerships between retailers and food technology companies. By collaborating on product development, supply chain optimization, and marketing initiatives, businesses can create sustainable and profitable plant-based offerings that meet the evolving needs of consumers.