Plant Based Protein Is Officially Taking Over the Meat Aisle
Just a few years ago, plant meats were hard to find in a traditional grocery store. What options did exist were relegated to their own section, far from the standard lineup of ground beef and chicken thighs.
But times have changed. These days, plant proteins are dominating the meat aisle — and the top grocery retailer in the U.S., Kroger, is leading the way.
A recent trip to Ralphs Grocery in Los Angeles (part of the Kroger family of stores) found a wide array of different options on prime display alongside traditional meats.
The plant meat takeover is in line with a new endeavor between Kroger supermarkets and the Plant Based Foods Association (PBFA). The two have teamed up to see how consumers respond to plant-based foods being offered in the meat aisle.
Last month they launched a 16-week merchandising test in 60 stores across Denver, Indiana, and Illinois. The test includes plant-based patties, sausages, deli slices, roasts, seitan and jackfruit.
“Retailers as well as our members, manufacturers of plant-based food, are asking PBFA for merchandising best practices,” says Julie Emmett, Senior Director of Retail Partnerships for PBFA. “PBFA set out to conduct evidence-based research through a control store test. Due to an existing partnership with Kroger, PBFA presented the idea to Kroger key decision-makers. Because Kroger is on the leading edge of plant-based food sales and innovation, they felt it was perfect timing to deepen our partnership and conduct the research together. PBFA is thrilled given Kroger’s position as the #1 grocery retailer in the country.”
Products and brands that are carried in the meat aisle (depending on the supermarket, of course) include Beyond Meat patties and ground, Lightlife patties, breakfast sausages from Before the Butcher, plant-based meatballs from Pure Farmland, and chick’n from Sweet Earth. (Trader Joes is also in on the game and released its own beef-like protein patties that are found in the meat aisle).
Kroger also just released a lineup of its own plant-based meats under the label Simple Truth Emerge. These items, which include patties and meatless ground, are available exclusively at the Kroger Family of stores including Ralphs, Fry’s, Harris Teeter, and more.
“Kroger continues to be at the intersection of plant-based curiosity and culinary innovation. As more of our customers explore and embrace a flexitarian lifestyle, Simple Truth Emerge is a fresh innovation that provides a flavorful meat alternative that cooks comparably,” said Gil Phipps, Kroger’s vice president of Our Brands.
“Kroger believes that everyone deserves to have access to fresh, affordable and delicious food, no matter who you are, how you shop or what you like to eat. And Simple Truth Emerge is an illustration of the commitment that Kroger has to providing our 11 million daily customers with new choices that fit their evolving eating styles and preferences.”
“We want to learn what is best for shoppers through this research,” adds Emmett of the trial run. “We want to make it as easy as possible for any shopper seeking plant-based foods to find what they want.”
“Our goal is to support the growth of plant-based foods on behalf of the industry. We look forward to gaining insight from the sales data and shopper interviews and sharing the results with the industry to help guide merchandising decisions. Both PBFA and Kroger’s goal is to support the shopper who ultimately is driving the sales of plant-based foods.”
This meat aisle takeover is a sign of changing times. In an era when brands like Kraft, Nestle, and Smithfield Foods are all offering plant proteins, the market is clearly shifting. Even the Hollywood Foreign Press Association took a stand for the planet with its recent all-vegan Golden Globes dinner.
Whether it’s for the planet, the animals, or human health, there are countless reasons to opt for plant-based options — and popular culture is catching on.
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