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STUDY: Plant-Based Meat Sales Increase an Average of 23% When Sold in the Meat Department

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Nearly all shoppers presumed the plant-based meats would be in the meat department near their animal-based meat counterpart, explaining that it makes it easier to find and buy.

PBFA: The Plant Based Foods Association (PBFA), the trade association representing 170 plant-based food companies, and Kroger, the largest grocery retailer in America, found that plant-based meat sales increased by 23% when those items were sold in the meat department. This ground-breaking study, which placed all plant-based meat in a three-foot set within the meat department, ran for 12 weeks from December 2019 through February 2020. The 60 test stores spanned three states: Colorado, Indiana, and Illinois.

In the Midwest region, where more flexitarians are emerging, plant-based meat sales were up 32% during the test period. In the Denver area, which already had a high concentration of plant-based consumers, the test also showed impressive results, with plant-based meat sales up 13%… The research included sales analysis, shopper interviews and emails, education for store personnel, and audits. The test was conducted in partnership with Kroger’s data analytics subsidiary, 84.51°.

Common interview responses from shoppers included how “excited and impressed” they were about the many options within the new set. Nearly all shoppers presumed the plant-based meats would be in the meat department near their animal-based meat counterpart, explaining that the tests made plant-based alternatives easier to find and purchase…

Julie Emmett, senior director of retail partnerships at the Plant Based Foods Association said, “This research proves that it is important for retailers to place plant-based meat where shoppers expect to find it: in the meat department. Other retailers are sure to make this change with this new data in hand.” She added: “The increase in sales in the Midwest demonstrates there is tremendous opportunity for plant-based meats to succeed everywhere, including in the nation’s heartland.”  SOURCE…