Fairs & Events

Lidl Hosts Protein Transition Event, Reports Vegan Sales Increase of Over 30%

Lidl Germany has hosted a protein transition event in Berlin, bringing together 110 representatives from politics, business, science, and society. Participants discussed topics such as what the protein supply of the future will look like, how animal welfare could be improved, and what society expects from food chain actors.

Lidl described its strategy of creating price parity between plant-based products and their animal counterparts, noting that sales of vegan products had increased by over 30% since it made the pricing changes. The retailer has also begun placing plant-based products next to animal-based ones to make them easier for consumers to find.

Additionally, Lidl is actively working to expand its vegan range, and is transparently disclosing the ratio of plant to animal proteins it sells. The chain announced last year that it would reduce the number of animal-based products it offers, saying that there was “no alternative” to this step due to climate change and sustainability concerns.

© Lidl

“Opportunities but also challenges”

In a keynote speech at the event, Dr. Christine Chemnitz, director of the think tank Agora Agrar, explained that reducing animal product consumption could help to achieve sustainability goals such as climate neutrality and protection. Eva Bell, head of department at the Federal Ministry of Food and Agriculture, discussed topics like the government’s nutrition strategy and using plant-based proteins to stay within planetary boundaries.

This was followed by a panel discussion exploring how plant-based protein consumption could be increased (among other subjects), with audience members invited to contribute their questions. The conclusion of the discussion was that all actors, including producers, retailers, consumers, and politicians, will need to contribute to the protein transition.

“What we take away from today’s discussion is that the transition to a healthy and sustainable protein supply opens up great opportunities but also challenges for everyone involved in the food chain. Protein transformation is an important and long-term process that is generating great interest among the population and the economy,” said Jan Bock, deputy CEO of Lidl Service GmbH & Co. KG. “At Lidl, we are helping to shape this change by enabling our customers to make increasingly conscious and sustainable purchasing decisions that are affordable and easily accessible for everyone. In the future, we will continue to consistently promote the expansion of a more sustainable range and implement appropriate measures.”

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