Plant-Based Meat Product Sales Increased When Sold in the Meat Department
PBFA and Kroger, the leading grocery retailer in the U.S., conducted a test from December 2019-February 2020. The study found plant-based meat product sales increased when sold in the meat department.
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%.