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July 30, 2020 - The Good Food Institute

Meat-Aisle Merchandising Catapults Plant-Based Meat Sales

Meat-Aisle Merchandising Catapults Plant-Based Meat Sales
Beyond Beef at SupermarketCredit: Beyond Meat

Gone are the days when plant-based meat was confined to the produce aisle. New evidence from The Kroger Co. and Heinen’s bolsters the case for shelving plant-based meat products in the meat aisle. Kroger’s recent merchandising test and Heinen’s sales performance show significant gains in plant-based sales when placed in the meat section, and offer key strategies for retailers to adopt in their own stores.

Kroger study demonstrates sales increase

The Kroger Co., in collaboration with the Plant Based Foods Association, recently released results from a study on merchandising plant-based meat in the meat department. The study, which ran from December through February at 60 test stores, placed plant-based meats in a dedicated 3-foot set within Kroger’s meat department. Across test stores, plant-based meat sales increased an average of 23 percent compared to the control group.

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