EDEKA boosts vegan range as plant-based demand surges in Germany

EDEKA has expanded its vegan product range as demand for plant-based foods continues to grow. The German supermarket chain now offers over 100 vegan items under its own brands, making it the largest selection in the country’s food retail sector. This move comes as millions worldwide take part in Veganuary, a campaign promoting a month-long vegan diet. Veganuary 2024 saw around 25 million participants globally, encouraging people to try a fully plant-based diet. EDEKA has joined the initiative by providing practical advice for those looking to reduce animal products. The company’s communication strategy includes in-store promotions, a special vegan edition of its food magazine, and online recipes. Social media content and a podcast episode on veganism also form part of the campaign.

Sales of EDEKA’s own-brand vegan products have risen sharply in recent years. Between 2021 and 2023, revenue from its plant-based alternatives jumped by 45%. The range now features meat substitutes and dairy-free options under the labels EDEKA MY VEGGIE and EDEKA Bio MY VEGGIE.

EDEKA remains one of Germany’s largest employers, with roughly 410,700 staff across 11,050 stores. The group reported €70.7 billion in revenue for 2023. Beyond retail, it also leads in vocational training, supporting over 19,200 apprentices nationwide. The expansion of EDEKA’s vegan range reflects a broader shift towards plant-based eating. With strong sales growth and a wide product selection, the company is positioning itself as a key player in Germany’s vegan market. The Veganuary campaign further reinforces its commitment to supporting customers in adopting animal-free diets.