Study: Plant-based alternatives now cheaper than animal products on average - Plant-Based Alternatives Now Cheaper Than Animal-Based Products, Study Finds
A study by ProVeg has revealed a significant shift in the pricing of plant-based alternatives. For the first time, in August 2024, these products were cheaper than their animal-based counterparts on average. This trend continued into 2025, with only one discounter, Netto, offering plant products at a higher price.
The shift in pricing has been particularly notable in the discount chains. In 2024, Lidl was the only discount chain where plant alternatives were cheaper than animal-based products. However, by 2025, the situation had reversed, with Netto being the only discounter where plant options were more expensive. This change suggests a growing affordability of plant alternatives.
Steffen Jahn, a professor of marketing at Martin Luther University Halle-Wittenberg, noted that price parity alone may not be enough to encourage frequent switches to plant alternatives. Consumers may require additional incentives, such as taste and convenience.
The largest price gaps in favor of plant products were found in veggie schnitzel, soy milk, and similar products at Lidl, Aldi Nord, and Aldi Süd. However, prices for vegan ground meat and plant-based burgers rose noticeably, while increases in yogurt and cooking cream alternatives were slight.
The ProVeg study indicates a significant step towards affordability for plant alternatives. While prices for some products, like vegan ground meat and plant-based burgers, increased, the overall trend shows a decrease in cost. This shift could encourage more consumers to opt for plant products, contributing to a more sustainable food system.
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