Protein Transition Strategy- Lidl Germany’s Quantifiable Approach to Sustainable Retail (Rethink Priorities)

Editorial Note

This report was produced by Rethink Priorities between July 2024 and September 2024. The project was commissioned and supported by an anonymous funder, which does not necessarily endorse our conclusions.

The report focuses on six case studies of diet shift initiatives towards a more plant-based food system. These cases were chosen from a long list to create a portfolio of cases that demonstrated variety in terms of geographic reach, causal mechanisms, institutions and actors involved, and novelty of approaches.

We have tried to flag major sources of uncertainty in the report and are open to revising our views as more information becomes available.

Case study profile

Institution type: Retailer transition

Implementing institution: Lidl Germany

Initiative: Achieve a 20/80 plant/animal protein split by 2030

Key players: Lidl Germany, The Albert Schweitzer Foundation, ProVeg International, The Green Protein Alliance

Key strategies:

• Increase the range of plant-based options available
• Stock plant-based products in the same aisle as analogous animal-based products
• Introduce price parity between comparable plant-based and animal-based products