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.

Photo by K. Mitch Hodge on Unsplash