The plant-based category has had its share of ups and downs. A year ago, The Guardian asked whether the plant-based sales phenomena of the last decade was finally starting to be on the outs. But recent data from Kroger data arm 84.51° suggests that consumers are still choosing plant-based, especially in the plant-based dairy category.
Some key findings from the 84.51° data:
Shift in spend: Shoppers who engage with plant-based foods generally reduce their engagement with animal-based foods. Shoppers who increased their plant-based engagement overall increased their dollar spend in total plant-based foods by 92%, while only increasing animal-based spending by 9% in the same period
Consumers are choosing plant-based: 38% of surveyed shoppers indicate they are choosing plant-based milk instead of animal-based milk; 25% are choosing plant-based meats instead of animal-based meat; and 22% are choosing plant-based yogurt instead of animal-based yogurt
Ecommerce as growth engine: Plant-based foods hold a higher market share in ecommerce likely due to easier searchability and increased variety of products
Over 1.4 million Kroger households engaged with plant-based categories on their ecommerce platforms during the 12-week study period. While Millennials were the most engaged, all generations were represented, illustrating a broad opportunity to optimize omnichannel strategies based on consumer buying preferences.
At the recent EXPO East natural products show in Philadelphia, Penn., Supermarket News Executive Editor Chloe Riley sat down with 84.51° Lead Consultant, Insights Account Manager Shannon Weis, to talk about how consumers are actually shopping plant-based today.
Take a listen.
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