Lidl GB has recorded a 694% increase in sales of its private-label plant-based products over the past five years, surpassing its original target of a 400% rise by 2025. The growth covers meat alternatives, dairy substitutes, and whole-food plant-based offerings.
The surge is being driven primarily by traditional plant protein and vegetable-led products rather than meat alternatives, with sales of pulses, seeds, and grains exceeding 1,400 tonnes since January. Lidl has expanded its Vemondo Plant range to include items such as plant-based mince, burgers, marinated tofu, falafels, and vegan tortellini.
The UK market shows a broader shift toward whole-food plant-based diets. Meat alternative sales fell nearly 10% last year, while plant-based milk declined by 2%, though these products remain present in roughly a third of households. Nine percent of UK consumers identify as vegan, vegetarian, or pescatarian, while 31% are flexitarian. Around half of these groups aim to reduce meat and dairy consumption or increase plant-based intake.
Lidl is aiming to have 25% of total protein sales in the UK come from plant-based sources by 2030, up from 14% in 2021. It also seeks to increase the revenue share of non-dairy products and globally expand its plant-based offering by 20% by the end of the decade. The retailer has introduced a Live Well label on products that align with Planetary Health Diet guidelines, highlighting plant proteins, whole grains, fibre content, and recyclable packaging.
The UK’s leading supermarket continues to use pricing and product range strategies to meet rising demand for accessible, nutritious plant-based foods, setting a benchmark for competitors navigating the protein transition.