PBFA/I Migration Analysis Year 4 [Oct 2024]

Insights from the latest Plant-Based Migration Analysis from Kroger, the Plant Based Foods Institute, and 84.51° data insights demonstrate for the fourth year in a row that shoppers who engage with plant-based foods gradually reduce their spend in related animal-based food categories over time. This groundbreaking research quantified the behavior of ~7 million plant-based consumer households over two years (2022-2023) and builds on research conducted since 2019, providing a blueprint for retailers to expand their plant-based offerings, potentially driving category growth and building customer loyalty across store departments.

A few key findings from the report include:

1. Shift from Animal-Based Products Continues: For the fourth year in a row, consumers who are new to or increasing their plant-based purchases are actively decreasing their spending on corresponding animal-based categories, particularly in milk, cheese, and fresh meat. Among other reasons, increasing plant-based foods variety and options fueled a growing shopper shift away from animal-based foods.

2. Increased Loyalty in Key Categories: Shoppers engaged with plant-based foods are showing increased spending and loyalty in plant-based milk, frozen meat, and frozen meals categories.

3. Health and Cost Driving Shift to Plant-Based: Nearly half of households increasing their plant-based spend cite health as a primary motivator, with a 7% increase over the previous year. Rising costs of animal-based foods is the second largest influencer, showing a 9% gain.

4. Decreased Spending and Opportunity: For those reducing plant-based purchases, taste/flavor and budgetary constraints are key factors, along with perceived limited options compared to animal products. The findings in this research can be used as an unmet needs analysis as well to support continued successful R&D for this sector.