Consumers consistently vocalize their preference for ethical, sustainable and healthy food, but their in-store choices are still often driven by cost, convenience and taste. Cost, in particular, plays a dominant role.
Early adopters, like vegans, vegetarians and novelty-seeking meat-eaters, may willingly pay a premium for plant-based alternatives. But achieving price parity is key to mass adoption of plant-based foods — a crucial step in reducing food-related carbon emissions, curtailing deforestation and lowering land and water usage. (Not to mention the ethics of slaughter-based meat.)
Lidl is targeting a large and growing flexitarian market. According to a survey by the Federal Association of the German Food Trade, 41% of Germans identify as flexitarian, and 43% would consume more plant-based options if they didn't have to pay a premium. By eliminating the price barrier, Lidl could effectively mainstream plant-based nutrition.
