Lidl Study: Placing Meat Alternatives Next to Conventional Meat Significantly Increases Sales

A pilot study conducted by Lidl Netherlands, Wageningen University, and the World Resources Institute found that placing meat alternatives next to conventional meat in stores significantly increased sales of plant-based products. The study took place in 70 stores over a six-month period, resulting in a 7% increase in meat alternative sales. Customer feedback was positive, with many supporting the strategy and indicating a preference for more visible meat substitutes.

As a result of the research, Lidl Netherlands will focus on improving the visibility, taste, and healthiness of its meat alternatives. The retailer has already implemented changes, such as introducing larger pack sizes for the products across all 440 stores. Lidl's sustainable business strategy includes reducing the number of animal products on offer and increasing plant-based proteins, with prices for plant-based products in many markets being lowered to match conventional counterparts. The study's findings may inspire other supermarket chains to follow suit in promoting healthier and more sustainable food choices.