Vemondo, Lidl Italia’s vegan-vegetarian private label, has become the most purchased brand among Italian households in the strategically important segment of fresh plant-based deli substitutes. The line has secured leadership in value, volume (kg), and number of packs sold, according to data from NielsenIQ’s Consumer Panel covering the 52 weeks ending 7 September 2025.
MARKET MOMENTUM IN A GROWING CATEGORY
Launched in 2021, Vemondo targets not only strict vegans and vegetarians but also a fast-growing cohort of “flexitarian” consumers—shoppers looking to reduce animal-protein intake without fully abandoning it. This broader positioning has become a key asset as plant-based food gains mainstream traction.
NielsenIQ’s panel system, which tracks prices, promotions, and store-level dynamics by transforming millions of till receipts into consumer-behaviour insights, underpins the brand’s performance metrics.
The data highlight two main indicators of Vemondo’s market strength:
- Private-label market share: Vemondo accounts for more than 40% of all private-label purchases in the fresh plant-based deli category—a sign of strong consumer preference for Lidl’s offering.
- Range depth: The brand features around 90 fixed-assortment SKUs, including core products such as hummus, soy yogurt, falafel, tofu, and seitan, alongside rotating in-and-out promotional items.
LIDL ITALIA’S STRATEGIC VISION
“We are truly proud of this important recognition, which comes directly from our customers,” said Eduardo Tursi, Managing Director of Purchasing at Lidl Italia. “Our goal is to make plant-based alternatives accessible to everyone, helping promote a healthier and more sustainable lifestyle.”
Tursi added that Vemondo demonstrates “how a conscious diet can combine taste and affordability,” countering the perception that plant-based options necessarily come at a premium.
Aligned with the group’s international strategy, Lidl Italia is preparing to expand the assortment further. The long-term goal is to increase the share of plant-based foods sold by 20% by 2030, compared with 2023 levels. The initiative encompasses a range of protein sources, whole grains, fruits, and vegetables, underscoring the retailer’s commitment to sustainability and promoting more balanced dietary choices for its customers.