TRENOS SiGINT: Lidl GB and Its 700% Plant-Based Growth

JC Analyst - September 2025

Signal:

Lidl GB and its near-700% (694%) increase in plant-based sales marks a consumer reset from niche veganism to mainstream pantry choice. The trend is shifting from meat analogue hype to everyday affordability, powered by tofu, pulses, and low-priced branded staples. Lidl’s playbook, price accessibility plus nutritional credibility, creates a blueprint for other UK retailers facing scrutiny over health and sustainability targets.

Human Factor

For UK households watching food budgets, Lidl’s £1.49 falafels and plant-based mince are more than products, they’re survival tools in a cost-of-living crunch. And for families tired of ultra-processed “fake meat,” the turn toward whole-food proteins provides a healthier, trusted alternative. This isn’t about lifestyle tribes, it’s about eating better for less.

TRENOS Metrics Snapshot

Signal	Data Point
TikTok Views	#Vemondo tagged content ~2.3M views (2025 est.)
Retail Footprint	960+ Lidl UK stores nationwide
Ingredient Format	Pulses, tofu, falafel, grains, pasta (tortellini)
Product Range	+20 new Vemondo Plant! SKUs, £1.49–£2.99
Consumer Segment	Budget-conscious flexitarians, families, Gen Z health-first shoppers
Brand Origin	Germany (Lidl global), UK execution
Export Status	Vemondo range also in EU markets
Trend Classification	Whole-food plant-based, affordable health
System Pressure Point	Ultra-processed meat substitutes vs. whole-food affordability

PFN NEWS STORY

ENDS: