Retail & E-Commerce

Lidl Austria Joins Price-Parity Movement, Slashes Prices for Over 30 Vemondo Products

Starting today, Lidl Austria is undercutting prices by up to 52% for over 30 Vemondo products (its private-label brand), including alternatives to milk, minced meat, sausages, and other plant-based products.

This radical price reduction aims to match the prices of vegan products with similar animal-based items to ensure what the retailer calls “equality on the plate.” 

“We have abolished the price barrier for vegan products”   

With this initiative, Lidl Austria joins the price-parity trend that started with Lidl Germany, followed by Kaufland, Aldi Süd, Penny, BILLAJumbo, Lidl Hungary, Lidl Denmark, and Salling Group to make plant-based alternatives more attractive and affordable for vegans, vegetarians, and flexitarians. 

“We have abolished the price barrier for vegan products. The animal-based comparison items are not expensive branded products, but our affordable own brands. This means we are foregoing margins and investing a lot of money in the development of a more conscious diet in the interests of climate protection,” says Alessandro Wolf, CEO of Lidl Austria.

Lidl Austria reduces the prices of vegan products to match them with similar animal items.
© Lidl Austria

Promoting change with new products

In 2023, Lidl Austria launched a “Conscious Nutrition” strategy to ensure customers can access the best options for a sustainable lifestyle.

To set the goals of its new strategy, the retailer, in collaboration with WWF Austria, recently conducted a study to determine the percentage of animal proteins in its products compared to plant-based protein suppliers, becoming the first Austrian retailer to research its protein sources.

As a result, the company plans to expand its current portfolio of 450 vegan items by 2025. In addition, the company says it will focus on making plant-based alternatives more appealing to customers with a range of healthy alternatives to animal products made using regional ingredients such as pea or soy protein.

Lidl Next Level
© Lidl

Affordable sustainable diets

The latest Smart Protein survey on European consumers has revealed a continuing diet shift in Austria, where the number of vegans has risen by 2%, and over half of Austrians have reduced their meat consumption since 2021.

According to the survey, the Austrian plant-based market is booming, with many surveyees saying they consume plant-based milk, cheese, yogurt, and meat alternatives. However, the study also found that the main obstacle to purchasing these alternatives is price, with 38% of Austrian surveyees stating they find plant-based products too expensive.

“For a sustainable change in diet, we need to reduce the consumption of animal-based foods and promote plant-based products instead – both through a better range of alternatives and through better affordability of climate- and resource-friendly foods,” says Pegah Bayaty, spokesperson for sustainable nutrition at WWF Austria. 

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