Lidl aims to boost plant-based product sales in Finland

Grocery chain Lidl is aiming to attract new customers who are interested in plant-based proteins. One strategy involves product placement within stores. Laura Kvissberg, Lidl’s sustainability manager, reports that in Finland, six Lidl locations have removed separate vegetarian shelves, placing plant-based products directly alongside their meat counterparts. This way, new customer segments can easily find vegetable options, such as choosing falafel balls over meatballs.

According to Kvissberg, Lidl aims to increase plant-based eating among Finns with a goal of doubling the sales of vegetarian products. To achieve this, the prices of Lidl’s own Vemondo vegetarian products have been decreased. “We want to boost the demand for plant protein and have consciously decided to lower our prices,” she explains.

Sales have already grown, with Kvissberg stating that Lidl’s meat-like plant protein products have been priced to match the cost of similar meat items. A spring price adjustment has led to an over 30% increase in plant-based product sales. Lidl is also promoting plant protein sales during their vegetarian theme weeks.

In contrast, reports indicate that K-group grocery stores are selling minced meat almost at no profit to entice customers to make additional purchases, a strategy that does not extend to plant protein products. Kvissberg asserts that Lidl’s meat-like plant protein items are generally cheaper or at least on par with the prices of equivalent meat products.