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Study shows consumers buy more plant-based alternatives when sold next to meat

A study shows consumers are more likely to buy plant-based meat alternatives when they are marketed alongside real meat. 

The Plant-Based Foods Association and the Kroger grocery retailers conducted a test from December through February, placing refrigerated plant-based products within three feet of animal meat departments.  The study found plant-based product sales went up 23%, and in the Midwest, sales jumped 32%.  The report says the Denver area already had a high concentration of plant-based consumers, and their sales increased by 13%.  The study also found shoppers purchased a wider variety of products and increased their number of purchase occasions.  Kroger says through the end of April, post-coronavirus panic buying sales of plant-based products are up 61%.

The tests were done in 60 Kroger owned stores in Illinois, Indiana, and Colorado.