PBFA and Kroger Plant-Based Meat Study
PBFA and Kroger, the leading grocery retailer in the U.S., conducted a test from December 2019-Febrary 2020. The study found plant-based meat product sales increased when sold in the meat department. See our press release here.
Test Methods
- During the test, refrigerated plant-based meat was placed in a three-foot set within the animal meat departments.
- The test included 60 stores located across two divisions and three regions: Colorado, Indiana, and Illinois. In Colorado, the test was conducted at King Soopers stores, which is a more developed plant-based market, while Indiana and Illinois are areas where plant-based foods are not yet as popular.
- During the test, refrigerated plant-based meat was placed in a three-foot set within the animal meat departments.
- The data included sales analysis, shopper interviews and emails, education for store personnel, and audits.
- To announce the test, Kroger sent an email to 1.8 million targeted shoppers informing them of the new set, with a dedicated website containing educational information and recipes.
Overall Test Results
The study found that plant-based meat sales increased an average of 23% compared to control stores. 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%.
Midwest Test Results
- The test set attracted 32% more new shoppers over control stores
- Shoppers purchasing a wider variety of plant-based meats increased by 33%
- Shoppers increased their number of purchase occasions by 34%.
Denver Test Results
- The test set attracted 14% more new shoppers over control stores
- Shoppers purchasing a wider variety of plant-based meats increased by 16%
- Shoppers increased their number of purchase occasions by 14%.
What Kroger Shoppers Said
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Unmet Needs: Insights and Solutions
As the plant-based foods industry continues to scale and diversify, obtaining a deeper understanding of the plant-based consumer is crucial for brands and retailers alike. Our latest cutting-edge report, “Uncovering the Unmet Needs of Plant-Based Consumers,” is designed to illuminate crucial consumer sentiments: This first-of-its-kind research leverages insights from Kroger’s plant-based food shoppers to hone in on what the plant-based industry needs to prioritize to meet the needs of consumers, build trust, and create sustainable pathways for growth.
Key themes explored in this research include:
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- Product innovation to drive both trial and loyalty: Unveiling deeper insights into taste, texture, and functionality—and what consumers are looking for—to create even better foods.
Click here to download a summary deck exploring this research, initially presented at Natural Products Expo West, March 2023.
The ‘Certified Plant Based’ seal will help us build consumer advocacy beyond PBFA, which is what we need to create the tipping point on plant- based eating.