Lidl Netherlands has set a new goal for 2030, aiming to have 46% of its sales fall within the Wheel of Five, which promotes healthy eating patterns. The supermarket is focusing on increasing sales of fruits, vegetables, whole grains, and plant-based protein sources to achieve this target. Lidl has been making moves to ramp up sales of plant-based products and has emerged as a leader in sustainability and healthy eating in Europe.

The company's commitment to healthy food sales aligns with the updated dietary guidelines in the Netherlands, which advise reducing red meat intake and increasing consumption of plant proteins. Lidl has been proactive in launching blended meat products and lowering the cost of its own-label meat and dairy alternatives to make healthy choices more accessible to customers.