The plant-based food and drink category has experienced significant growth in recent years, with a wide range of products including bacon, ham, chicken, burgers, milk, and cheese now available. The rise in popularity of plant-based options is evident in events like Veganuary, which saw over 600,000 consumers sign up and contributed to the sector’s further growth. Convenience retailers have a big opportunity to increase their sales by offering the right range of plant-based products. This category is particularly appealing to Generation Z, with 16- to 24-year-olds leading the way in adopting reduced-dairy diets.
One area of significant growth within the plant-based category is cheese alternatives. These alternatives are now worth £58.6 million and are purchased by 8.3% of UK households. Big brands have entered the market, providing more variety and familiarity to shoppers who are more likely to experiment with new products from trusted brands. For example, Philadelphia launched a plant-based soft cheese alternative made from oats and almonds, while Cathedral City created a plant-based soft cheese with a Spring Onion & Cracked Black Pepper flavor.
Butters and spreads are also experiencing increased demand in line with the plant-based and free-from segment. Dairy-free spreads are now purchased by more than 25% of UK households, up 8% from last year, and the category is valued at £91.9 million.
Even traditional confectionery brands are investing in plant-based alternatives to cater to different needs and stay relevant. Mondelēz International has expanded its range of plant-based sugar and chocolate confectionery, with some variants of Maynards Bassetts Fizzy Fish and Sour Patch Kids now being vegan-certified. The company also launched Cadbury Plant Bar, a plant-based alternative to Cadbury Dairy Milk.
The popularity of plant-based milk has soared over the past decade, with one in three people in the UK now buying plant-based milk. Concerns about climate, animal welfare, and health reasons, including lactose intolerance, are driving this trend. Independent retailers have a real opportunity to get ahead by offering a wider range of plant-based products, as consumers are not just substituting dairy but also considering plant-based alternatives as delicious, healthy, and nutritious products in their own right.
As every aspect of our eating lives is now being influenced by plant-based alternatives, it’s crucial for every store to reflect this trend in its offering to avoid missing out on potential sales. Here are some tips for driving plant-based sales:
1. Offer plant-based alternatives to popular big-brand products to capture the attention of the growing vegan market.
2. Place plant-based alternatives next to their traditional counterparts to encourage discovery and make the shopper journey simple and accessible.
3. Make plant-based snacking cheese alternatives highly visible for time-poor and impulse shoppers by locating them at the food-to-go section and checkout.
4. Utilize eye-catching features such as clip strips, parasite units, and branded chillers to promote plant-based products throughout the store.
5. Stock a variety of plant-based options to cater to different shopper preferences, including snacks and more-indulgent options that can be incorporated into plant-based meals.
In conclusion, with the increasing concerns about the environment and health, the plant-based sector is set to continue growing and becoming mainstream. It is important for retailers to adapt their offerings and ensure they have a wide range of plant-based products to meet the demand of their customers.