Plant-based meat analogues sell significantly better when they’re merchandised amid conventional meat, according to a new study.
Kroger and the Plant Based Meat Association tested how analogue meat sold when presented in a three-foot set within the coolers for fresh conventional meat. The test was conducted in 60 Krogers and King Soopers stores in Colorado, Illinois and Indiana. It was supported by emails to 1.8 million targeted shoppers, informing them of the new set and directing them to a website with product information and recipes.
Sales of analogue meats went up 23% in the 60 stores in the study, compared with control stores where meat analogues were merchandised separately. The stores in Illinois and Indiana did markedly better, with a 32% sales spike, while stores in the Denver area saw a more modest 13% hike. The study attributed this to Illinois and Indiana consumers being less familiar and comfortable with analogue meat, giving the product more penetration potential there.
“This test provides one more proof point that plant-based meats have moved from niche to mainstream,” Sean Brislin, Kroger’s merchandising director, said in a statement. “Kroger continues to experience double-digit growth in the plant-based category, and this test demonstrates the viability of shifting product placements to reach even more customers.”
