San Francisco, CA—The Plant-Based Migration Analysis report has revealed new insights on consumer engagement with plant-based foods. Kroger, the Plant Based Foods Institute, and 84.51° collaborated on this research project after prior studies dating back to 2019 showed a need for more data.
From 2022-2023, 7 million plant-based consumer households were studied in an effort to assess customer loyalty across store departments. A key finding: Consumer engagement with plant-based foods gradually reduces money spent on animal-based food products.
“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. With our ability to survey those households, we understand the reasons for their purchases," said Julie Emmett, PBFI Vice President of Marketplace Development. “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.”
Plant-Based Shopping is Trending Up
For four straight years, consumers have been actively decreasing their spending on animal-based categories while increasing plant-based purchases. This is true for both new and existing plant-based shoppers, according to the report. Spending on animal-based products like milk, cheese, and fresh meat have all declined.
Frozen foods and plant-based milk have benefited from the shifting consumer interest. There has been an increase in spending and brand loyalty in these categories.
Healthier Options Are a Top Focus
Among the individuals opting for more plant-based options, nearly half suggested health is a primary motivator. This is a 7% increase from last year, according to PBFI, which also noted that rising costs of animal-based foods is the second largest influencer, showing a 9% gain.
“Despite economic challenges in the past few years, we continue to see that shoppers have remained engaged and interested in plant-based foods,” remarked 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.”
Access the full Plant-Based Foods Migration Analysis Report here.
