Vemondo confirms its position as the leading brand in the Italian plant-based food substitute market (Fresh Products), becoming the most purchased private label by Italian families according to data from the NielsenIQ Consumer Panel. This result strengthens Lidl Italia's competitive position in the plant-based segment, currently among the most dynamic in packaged consumer goods.
The NielsenIQ survey—based on panelists scanning product codes via a mobile app—allows for in-depth analysis of purchasing behavior, activated promotional levers, and selected points of sale. Vemondo's positioning is clear: in the 52 weeks ending September 7, 2025, the brand ranked first in the segment by value, volume (kg), and number of packages sold, demonstrating the growing penetration of plant-based alternatives in the shopping cart.
Launched in 2021, Vemondo represents a strategic asset for Lidl. The brand caters to vegan and vegetarian consumption, but above all, flexitarian demand, currently among the main drivers of plant-based growth. The assortment includes approximately 90 fixed-shelf items—including hummus, tofu, seitan, falafel, and plant-based yogurt—along with in- and out-of-stock rotations that help energize the category and support purchase frequency.
According to NielsenIQ, Vemondo generates over 40% of private label purchases in the category, a figure that highlights the private label's ability to combine value for money, breadth of product range, and reliable quality. These factors are reflected in increasing shopper loyalty and Lidl's growing competitiveness in the plant-based fresh food segment, which continues to show above-average growth rates for the grocery market.
"We are truly proud of this recognition, which comes directly from consumer behavior," comments Eduardo Tursi, Managing Director of Purchasing at Lidl Italy. "Vemondo demonstrates that plant-based alternatives can be an opportunity for everyone: accessible quality, taste, and convenience are our driving forces. We will continue to invest to further expand the range, supporting a healthy and sustainable lifestyle."
The project is part of Lidl's international strategy, which aims to increase plant-based food sales by 20% by 2030 compared to 2023. This goal responds to both new consumer needs and the demands of modern retail to expand high-potential segments with deep product assortments and concrete competitive differentiators.
