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%.
Midwest Region Test Results

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%.
Midwest Region Test Results

What Kroger Shoppers Said

Kroger Quotes graphic
Kroger Quotes graphic

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