PBFA/I Customer Journey Report [Dec 2025]

This report is a continuation of PBFA/I's migration analysis study. View the 2023 report here and the 2024 report here.

The February 2025 Customer Journey report from PBFA/I and 84.51º analyzes customer behavior for plant-based product groups using a Customer Journey analysis. The analysis timeframe is 52 weeks ending 12/28/2024, with a Leaver timeframe stretching back 104 weeks, focusing on the Total Kroger Enterprise.

Key Findings:

• Overall Trends: Total Plant Based Foods Households (HHs) declined by 6% versus the prior year, and total plant-based products saw a 6% decline in sales. However, highly-engaged HHs (3+ visits) are on the rise, with new repeat HHs outpacing those lost.
• Customer Journey Segmentation: The analysis looks at Kroger shoppers with 3+ visits buying in the product groups. Shoppers are segmented into New, Increaser, Maintainer, Decreaser, and Leaver households.
• Product Popularity (3+ Visits): Plant-Based (PB) Milk is the most popular category, with at least 73% of engaged PB HHs purchasing it, followed by PB Fresh Meat and PB Frozen Meat, both at least 14%.
• Growth Categories: PB Yogurt, Frozen Meals, and Cheese are experiencing strong growth in repeat customers. These categories also have the highest percentage of new HHs (25% to 29%).
• Customer Profile: New PB customers show a strong preference for high-quality and nutritious products, are less price-sensitive, and over-index on Millennials. New engagement in PB cheese and meat signals a broader dietary commitment.