GB: Lidl to add to its plant-based range - But are customers keen on making changes to their meals?
Value grocer, Lidl, has unveiled plans to expand its plant-based offerings. The brand’s push for vegan alternatives aligns with its commitment to increase its plant-based range ‘through 2025 and beyond’. Currently, the grocer’s own plant-based lineup, ‘Vemendo’, has increased to more than 50 private label products since its launch two years ago. Similarly, the retailer also intends to publish a sustainability report later in 2023, with a focus on “key differences between animal and plant-based foods.”
Are Lidl’s current customers open to swapping their meat-based products with plant-based alternatives?
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioral consumer metrics - 45% of Lidl’s customers agree with the statement that they are “open to substituting meat/dairy products with plant-based alternatives.” Of the general British population, 42% agree with the statement as well.
The general British population, at 46%, is more likely than Lidl’s customers, at 39%, to disagree with the statement that they are “open to substituting meat/dairy products with plant-based alternatives.”
Further, 40% of Lidl’s current consumers agree with the statement that they are “actively trying to reduce [their] meat consumption”, Profiles data shows. However, 49% of Lidl’s current customers and an equal proportion of the general British population disagree with the statement.
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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