The supermarket chain Lidl has reported an increase in vegan sales of 30% in its stores in Germany. Lidl’s increase in vegan sales occurred after it brought the price of plant-based products in line with their non-vegan traditional versions. It also discovered that putting vegan products in the meat aisles boosted sales. 

On 4th March 2024, another supermarket chain, Tesco, published a report titled “The return of the plant-based shopper as fans move into scratch cooking,” in which it revealed that “the plant-based food revolution is moving into its second phase with Tesco seeing rising volume demand for meat-free ingredients and whole cuts.” Tesco saw fish alternatives up by 100% versus last year over the previous 3 months, tofu and tempeh up by around 20%, plant-based steaks and “chicken” breasts up by 20%, and meat-free burgers up by 10%. Also, 46% of Tesco’s customers polled are eating more vegetables now than they did five years ago.” Other findings showed that 73% say they now eat more greens, 68% eat more root veg like carrots and sweet potato, and 62% eat more salad veg such as lettuce and peppers.

Cate May, Tesco’s Plant-Based Food Buyer, said to Vegan Food and Living, “Plant-based food has been the biggest culinary trend so far this century and attracted interest from vegans, vegetarians and meat-eaters alike who were curious as to what the fuss was all about…These latest sales figures show they’re doing that by cooking from scratch. Customers are starting to understand the versatility of plant-based ingredients and whole cuts, and are creating a wide variety of meals such as tofu stir-fries, meat-free curries using chicken alternatives or beans and pulses, and classic steak and chips using plant-based steaks.”

“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.