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Plant-based sales slide when placed directly next to meat counterparts

Moving plant-based alternatives into the meat aisle helps boost sales but only if they are all in a dedicated area. 

Research by IGD and Asda showed that relocating the meat substitutes directly alongside their meat counterparts – for example plant-based sausages next to the pork ones – resulted in sales falling by 30%.

The principal factor was that shoppers could see how much more expensive the meat-free versions were. During the trial, on average, plant-based bacon and sausages were respectively three and five times more expensive than the animal versions. Some 37% of shoppers say cost is the main barrier to them adopting healthier and more sustainable diets, according to IGD. 

IGD suggested further work should test such product placements when the prices are equal. Coop, which has matched its meat-free range to the meat equivalents, is an obvious candidate for such a trial.

Another reason for the sales decline during the trial was because shoppers couldn’t find the products they were after. The dedicated bays had a significant amount of point-of-sale marketing, with the plant-based section “clearly visible, using lots of colour and sitting at the end of an aisle”. 

Beth Fowler, nutrition and health strategy manager at Asda, said: “We will simplify the shopping experience for customers when they buy our meat-free ranges, by merchandising products in a dedicated, extended meat-free fixture in-stores.”