Perhaps you've also wondered whether a plant-based diet is really more expensive. For a long time, that was the case – but now a new study reveals something surprising: For the first time, a vegan shopping basket is, on average, cheaper than one containing animal products. This is the finding of the 2025 price study by ProVeg – and it's causing quite a stir.
Study shows: Veganism saves money
ProVeg analyzed over 150 food items that would typically be found in a vegan shopping cart and a comparable one containing animal products. The result: A vegan shopping cart costs an average of 6.23 percent less – regardless of whether it's for singles or multi-person households.
The study is based on average prices across Germany and compares classic everyday products – from milk and cheese alternatives to meat products and basic ingredients.
Why has plant-based nutrition become cheaper?
Several developments are intertwined here:
Higher demand leads to better prices.
Plant-based products are no longer a niche market. The more that is bought, the cheaper companies can produce. This leads to lower prices on store shelves.
Animal products are becoming more expensive
The prices of meat, cheese, and eggs have increased significantly in recent years. Reasons for this include rising energy and feed costs, higher wages, and stricter environmental regulations. These costs are reflected in the prices at the store.
Competition brings movement
More and more suppliers are bringing plant-based alternatives to the market. This leads to more innovation, greater variety, and fairer prices for consumers.
Politics and society provide impetus.
Sustainable nutrition is increasingly being promoted. Educational initiatives, funding programs, and political goals are acting as a tailwind.
What does that mean for you?
Buying plant-based products can save you money today without sacrificing taste or variety. This is especially interesting for:
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Families with children
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Students and households with limited budgets
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People who want to live more sustainably
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Anyone who wants to make their diet more conscious
Going vegan is therefore not just a question of ethics or climate. It also makes financial sense.
What does this mean for Lotao and our new products?
The study results also reflect what we at Lotao are observing. More and more people are looking for plant-based alternatives that are practical for everyday life and taste good. That's why we have consciously expanded our product range and developed new plant-based products that are easy to prepare and provide a balanced meal.
Our new veggie ravioli , veggie gyros , and veggie kebab demonstrate the diversity of plant-based cuisine today. They are quick to prepare, easy to combine, and offer a plant-based alternative to classic meat dishes. This makes them a perfect fit for a modern lifestyle where enjoyment, health, and sustainability go hand in hand.
Those who follow a plant-based diet don't have to miss out on anything. On the contrary: the selection is constantly growing and becoming more affordable. The ProVeg study confirms what we experience with our products every day. Plant-based nutrition is not only sustainable, but also practical for everyday life, enjoyable – and for many households, a great way to shop more consciously.
Conclusion: An impetus for dietary change
For a long time, plant-based products were considered an expensive alternative. The new ProVeg study shows the opposite. Plant-based foods are now, on average, cheaper than animal-based foods. This will change the market in the long term – towards greater sustainability, better health, and greater social justice.
And perhaps also towards a new normal in the supermarket.
Further information:
ProVeg Price Study 2025
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