Lidl smashes 2025 plant-based sales target with nearly 700 percent growth

Lidl GB has revealed it has surpassed its 2025 plant-based sales target, reporting a 694 percent increase in meat-free and alternative milk sales.

The discounter had originally set a 400 percent growth target but confirmed the milestone this week, citing changing shopper habits and growing flexitarian demand.

The surge supports Lidl’s wider ambition to ensure that 25 percent of total protein sales come from plant-based sources by 2030, in line with the Planetary Health Diet.

Amali Bunter, Head of Responsible Sourcing and Ethical Trade at Lidl GB, said:

Surpassing our 2025 meat-free and milk-alternative sales target marks a significant milestone in our wider healthy and sustainable diets agenda and supports our long-term goal of aligning with the Planetary Health Diet by 2050, a vital lever in the net-zero transition.

We’re proud to be leading the industry with our protein transition goal of ensuring that plant-based protein sales (by tonnage) account for 25 percent of our total protein sales by 2030. Alongside this we are continuing to work closely with our farming partners on the sustainability credentials of our animal-based protein products, providing our customers with a full offering of sustainable choices when they visit our stores.”

Lidl’s Vemondo Plant! range continues to outperform meat-style alternatives, driving the success of the retailer’s plant-based sales. Sales of the top three veggie products exceeded their meat-replacement counterparts by almost 20 percent.

To build on this momentum, Lidl has added more than 20 new products to the range this week, including marinated tofu, falafel and tortellini, alongside staples such as plant-based meat-free mince and burgers priced from £1.49.

The retailer also confirmed it is committed to having its full Vemondo Plant! line certified by The Vegetarian Society. Since January, Lidl has sold over 1,400 tonnes of pulses, seeds and grains, reinforcing its position in making plant-based diets more accessible.

The announcement follows Lidl’s recent move to become the first UK discount supermarket to introduce a health marker for own-label products. The Live Well logo highlights healthier options for consumers, helping shoppers easily identify products that meet strict nutritional standards and align with the Planetary Health Diet.