How Retailers Are Driving Plant-Based

Retailers see the opportunity, they see the growth, and there some fundamental tactics they are employing to engage the plant-based consumer.

KEY

RETAILER TACTICS:

• Make it prominent in-store

• Embed your own brand plantbased portfolio demonstrably

• Promote it intentionally and creatively

• Incorporate into your digital strategy

Retailers like Kroger and Waitrose are creating plant-based and even vegan sections within their fresh departments, carving out space that is noticeable and flagged.

TACTIC #1: Make it prominent in-store

TACTIC #2: Embed your own brand plant-based portfolio demonstrably

With tactic #1 in place, then the next thing retailers are doing is making own brands a key focus within the set itself and doing this in the most important categories (like plant-based milk).

TACTIC #4: Incorporate Into Your Digital Strategy

With plant-based consumers leaning slightly younger, it is especially important to ensure that retailers incorporate them into their digital strategies. They not only need to be readily accessible, but also easy to find and shop based upon your plant-based needs. Ahold’s Giant and Stop & Shop divisions are making their web really intuitive to navigate for any meat-free shopping needs, they are publishing plant-based recipes through their “Nutrition Partners and Our Picks” program, and conduct plant-based on-line webinars to educate newer consumers.

TACTIC #3: Promote it intentionally and creatively

Just like any brand, but especially when there is a consumer target (the flexitarian) that you may be trying to attract, you must be creative in the way you engage them. Plantbased eating for the uninitiated can be perceived to be boring and lifeless, so supplying consumers with ideas is essential.

Chefs got into the game of Vegan-January (World Vegan Month) or Veganuary, but retailers like Marks & Spencer did too, and used it as an opportunity for further excitement around plant-based eating.