Report Tracks Shoppers’ Shift to Plant-Based Foods
Insights from the most recent “Plant-Based Migration Analysis” from The Kroger Co., the Plant Based Foods Institute and 84.51° – the data insights arm of Kroger, have found for the fourth consecutive year that shoppers who engage with plant-based foods reduce their spending on related animal-based food categories over time. The research quantified the behavior of approximately 7 million plant-based consumer households over two years (2022-2023) and builds on research conducted since 2019, providing a guide for retailers to expand their plant-based offerings, with the aim of spurring category growth and engendering customer loyalty across store departments.
“We are thrilled to partner with 84.51° to study spending patterns of millions of households across multiple plant-based and animal-based categories over the last four years,” noted Julie Emmett, VP of marketplace development at San Francisco-based PBFI. “With our ability to survey those households, we understand the reasons for their purchases. This research reveals evidence of a shift away from animal-based food and toward plant-based foods for a variety of reasons. Retailers can use this extensive research to develop merchandising and marketing strategies for long-term growth.”
Key findings from the report include the following:
- The Shift From Animal-Based Products Continues: For the fourth straight year, consumers who are new to or boosting their plant-based purchases are actively decreasing their spending on corresponding animal-based categories, especially in milk, cheese and fresh meat. Among other reasons, increasing plant-based food variety and options fueled a rising shopper shift away from animal-based foods.
- Increased Loyalty in Key Categories: Shoppers who are engaged with plant-based foods are showing higher spending and loyalty in the plant-based milk, frozen meat and frozen meal categories.
- Health and Cost Are Driving the Shift to Plant-Based: Almost half of households boosting their plant-based spend cited health as a primary motivator, a 7% increase over the previous year. The rising cost of animal-based foods is the second-largest influencer, with a 9% gain.
- Lower Spending and Opportunity: For those reducing plant-based purchases, taste/flavor and budgetary constraints are key reasons, as well as the perceived limited options versus animal products.
“Despite economic challenges in the past few years, we continue to see that shoppers have remained engaged and interested in plant-based foods,” said Linette Kwon, PBFI data and consumer insights analyst. “As the challenges of price and findability improve, we believe different plant-based categories will have many more opportunities to better reach shoppers.”
The Kroger Family of Companies’ nearly 420,000 associates serve more than 11 million customers daily through a digital shopping experience and retail food stores under a variety of banner names. The Cincinnati-based grocer is No. 4 on The PG 100, Progressive Grocer’s 2024 list of the top food and consumables retailers in North America. PG also named Kroger one of its Retailers of the Century.
