Plant-Based Meat Sales Increase an Average of 23% When Sold in the Meat Department
New study provides insight for retailers when merchandising plant-based meat products
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.
The 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.