Lidl Boosts Plant-Based Meat Sales by 7% by Putting Them in the Meat Aisle

Lidl Netherlands conducted a successful pilot experiment by placing plant-based meat alternatives next to traditional meat in stores, resulting in a 7% increase in sales. This move aimed to determine whether the placement of plant-based products made a difference in consumer behavior. The retailer saw positive results in visibility, taste, and volume, leading to a spike in sales of the vegan products.

As part of their ongoing efforts to promote plant-based options, Lidl plans to improve the quality of their plant-based meat products in terms of flavor and health. The retailer aims to have 60% of its protein sales come from plants by 2030. The success of placing plant-based analogues in the meat aisle aligns with previous research, indicating that visibility plays a crucial role in driving consumer choices towards more sustainable and healthier diets.