Here’s Why Shoppers Are Buying More Plant-Based Foods

An estimated 65% of Americans eat or have eaten plant-based proteins. Despite this growing interest in bloomberg When new york times Doubts about the plant-based industry arose as the struggles of Beyond Meat escalated. New research exposes these suspicions to be unfounded, showing that shoppers are increasingly drawn to plant-based foods, 1.6. 1 million households have added plant-based foods to their shopping list.

Supermarket chain Kroger recently released a study that reveals the real relationship between American shoppers and plant-based foods. Specifically, we’re looking at whether consumers are replacing animal foods with plant-based alternatives, or whether they’re buying more food in general. After all, customers are hungry for plant-based products.

a report entitled plant-based food transition analysis report, Kroger is analyzing the shopping data of 8 million households in two phases from 2019 to 2021. Kroger compiled this report in collaboration with the Plant Based Foods Institute and data insights company 84.51º.

“This study was conducted as part of Kroger’s long-term strategy premised on listening to our customers,” Holly Adrian, natural and organic strategy and innovation manager at Kroger, said in a statement. “Kroger is committed to learning from consumers and creating the best plant-based food merchandising strategies to best meet the needs of shoppers.”

Growing Interest in Plant-Based Diets

The new study builds on Kroger’s previous data showing a 23% increase in plant-based meat sales. The study prompted a major grocery retailer to try to understand how shoppers change their grocery lists to showcase more plant-based foods. divided the analysis into five categories, including milk, frozen foods, chilled and frozen meats, yogurt, and cheese.

After two years of research, Kroger categorized shoppers into new, increased, maintained, decreased, and discontinued purchases of plant-based foods. The study found that 20% of his 8 million households observed fit into the new category, indicating a significant increase in interest in plant-based foods since 2019.

Julie Emmett, senior director of marketplace development at PBFI, said: “We are grateful for our long-standing collaboration with Kroger and their willingness to share these results on behalf of the industry.”

The study also noted that from 2019 to 2020, households purchased a much higher percentage of plant-based foods due to “panic buying” and rising health and sustainability concerns. According to reports, refrigerated plant-based meat increased by up to 200%. Also, 63% of his new households buy plant-based meats and 40% buy dairy-free cheeses.

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As panic buying slows and regular grocery store visits return, Kroger observed how shoppers readjust their grocery purchases in year two. Kroger found that from 2020 to 2021, households that buy plant-based foods spend less on animal-based foods.

“One way to measure the impact of plant-based foods is through comprehensive research to understand how animal-based foods are being replaced by plant-based foods,” Emmett said in a statement. says.

The study found that these shoppers reduced their average animal-based meat purchases by an average of $31 year-over-year. Kroger also noted that the maintenance group, which did not purchase more plant-based products, reduced its spending on animal-derived foods by $28.21.

According to the study, plant-based sales increased by a record 24.1% in 2020, and after an expected slowdown, purchases of plant-based products continued to grow by 1.5% in 2021. New households from 2019 to 2021.

Households were classified as Leaving, shoppers who spent less on plant-based foods, and spent $60.48 less on meat and dairy, compared with an average $41.71 decrease in purchases of plant-based products. did.

One recent study found that vegans and vegetarians save an average of $23 on their weekly grocery shopping compared to meat eaters, and with food prices rising, consumers are finding ways to save. I’m looking for.

Overall, 84.51º argues that these findings indicate that households eating more plant-based foods are actively substituting meat and dairy products. Brands such as Beyond Meat have reportedly seen declining revenues in recent months. Washington Post This could be related to increased competition, noting that more than 60 plant-based meat companies are vying for market share.

“This study leverages 84.51°’s robust data science to analyze plant-based food sales and plant-based shoppers to get a complete picture of this market, thanks to our long-standing collaboration with the PBFA. Ongoing,” said Catherine Cowan, Insight Account Manager at 84.51°, in a statement. “We look forward to using these findings as a benchmark to understand the future growth of this category.”

Why Shoppers Are Going Plant-Based

To better understand why shopping trends are changing, Kroger surveyed 150 shoppers in increasing and decreasing groups. Among households increasing plant-based purchases, 43% replaced animal products with dairy-free milk, 30% opted for vegan meats and meals, and 20% opted for plant-based cheese or yogurt. I am buying.

Kroger also found that 95% of respondents said they want to buy more plant-based products. A poll found that 54% of her customers felt motivated by personal health issues and 49% felt motivated by potential health benefits.

But what about the declining households? Kroger found that 64% of his shoppers feel motivated to reconsider their lower buying habits at lower prices. Kroger also noted that 61% were more likely to buy plant-based foods with brands promoting him, and 21% wanted recipes attached to these products.

For plant-based events, see The Beet news article.