Given that shoppers are largely driven by an interest in health and wellness when shopping for plant-based meat and dairy, it’s important that grocers communicate those attributes, experts say.
“In general, retailers are not doing a good job of communicating the dairy section at all and the benefits of dairy,” Circana’s Crawford says. “There’s not much signage there or communication there.”
Grocery department placement also plays a significant role in plant-based sales.
For alternative meats, “consumers expect to see it in the frozen section,” DuBois, of Circana, says. Refrigerated plant-based meats should be merchandised next to chicken, he adds, since that’s the “closest” protein.
While 75% of shoppers surveyed by FMI say they always know where to find fruits and vegetables in the grocery store, just over half say they know where dairy milk alternatives are, and a minority say they always know where to find alternative meats.
Consumers surveyed by FMI also say they would like to learn more about how to cook plant-based foods, as well as about their nutritional value and sustainability attributes.
“(This) suggests an opportunity for programs and initiatives led by food retail registered dietitians to encourage overall health and well-being, aligned with the Dietary Guidelines,” FMI says. “There is also an opportunity for food industry culinary experts and chefs to provide tips and guidance on food preparation and recipes.”
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