How retailers can shape the future of plant-based food

The future of plant-based food does not just depend on innovative brands or open-minded consumers – it also depends on retailers, says ProVeg International. With 70% of food sales coming through supermarkets, they have a key role to play in shaping the food environment. But are they doing enough to make plant-based diets the new norm?

In the latest episode of the New Food Hub podcast, ProVeg International talks to Martine Van Haperen, a food and hospitality expert. The conversation sheds light on the current retail situation for plant-based products, the barriers to their uptake and how to make a real difference to the trade.

Animal-based foods are the default in supermarkets

While consumers say they are open to adding more plant-based options to their diets, when they enter a supermarket, the predominance of animal products brings out their old habits. A Dutch study found that two-thirds of people believe the food system should become more plant-based. Despite this, many people in supermarkets are returning to the products they are used to – often because subtle signs suggest that animal-based foods are the default.

But retailers may be able to break this status quo. From shelf placement to pricing strategies, every decision they make has an impact on consumer habits. But how can they drive consumers towards plant-based choices without driving them away?

Smart retail strategies

Retailers who want to increase sales of plant-based products can consider using the following tools:

Invisible changes – the power of discrete reformulation

Reformulation is the process of changing a product’s formulation to better meet health, environmental or technological requirements. In the case of plant-based foods, this often means replacing butter or eggs, for example, with a vegetable ingredient. All without any noticeable change in taste, texture or experience.

Many retailers are already adopting this “silent strategy”: the recipes of own-brand biscuits and pastries change, but the appearance, name and location of the product remain the same. The customer hardly notices the change, yet takes home a more sustainable alternative.

Many people do not follow a strict plant-based diet, yet are open to healthier or more sustainable alternatives. Discreet reformulation gives retailers the opportunity to support this openness in a subtle yet effective way. In communicating such products, it is advisable to focus on taste, texture and origin, not necessarily on the ‘vegan’ label. This will help break down mental barriers and bring plant-based options closer to consumers used to conventional products.

Shelf placement: a race for attention

It’s no secret that product placement has a profound effect on the propensity to buy. This is especially true for plant-based alternatives such as plant-based drinks, meat substitutes or vegan desserts, which become really attractive when they are displayed in a prominent position. Products hidden away on lower or less conspicuous shelves are much less likely to make it into the basket.

It’s worth creating separate, eye-catching islands, themed displays or gondolas tailored to plant-based offerings. These will help you find your way around quickly and increase impulse purchases.

Blended products: the first steps in a gradual transition

Meat and vegetable protein combinations are becoming increasingly popular and offer a great way to make a gradual lifestyle change. These hybrid solutions are particularly useful for those who are open to new tastes but not yet ready for a fully plant-based diet. They introduce you to the world of plant-based alternatives while maintaining the taste and texture you are used to.

While the placement of 100% plant-based products at the meat counter is less practical – as they are harder to find for vegan shoppers looking for a targeted option – these mixed ingredient products have just the right place. Prominently displayed near the meat offerings, they can also be found by those who initially came for the classic options – and are perhaps open to a more conscious choice.

Measuring sales of vegetable and animal proteins

The Protein Tracker, developed by ProVeg Netherlands, is an innovative measurement tool that helps supermarkets to track sales of vegetable and animal proteins. This not only gives an accurate picture of current supply ratios, but also enables data-driven decision making to develop a more sustainable supply.

Some retailers are already committed to achieving a 60/40 ratio of plant to protein by 2030, and Protein Tracker is a key tool to achieve this.

The data can also be a valuable marketing tool

If your store aims to increase the proportion of more sustainable protein sources, it is worth communicating this to customers in a conscious way – for example through infographics, in-store posters, web content or by highlighting plant offerings in catalogues. This not only builds brand credibility, but can also inspire customers to make more informed choices. Rather than focusing solely on the ‘vegan’ label, it’s better to focus on taste, texture and origin – messages that resonate more easily with traditional shoppers.

Shopping experience around plant-based trends

Plant-based products are more than just commodities. They also carry the message of a more conscious, healthier lifestyle. It is worth making this approach part of the shopping experience. How? Set up themed corners, organise seasonal campaigns or work with local communities to bring inspiring and positive messages to shoppers.

For example, launch a “Vegetable Week” initiative or introduce a “Green Basket” concept, where vegetable alternatives are displayed in a prominent way with a special recommendation. With a little creativity, these ideas can be picked up by social media.

If your company is also committed to a plant-based transition, sign our plant manifesto!