Where Do Plant-Based Proteins Fit in The Grocery Store?

<p>By: Rick Stein, Vice President, Fresh, Industry Relations, Food Marketing Institute</p> <p><img src="https://www.fmi.org/images/default-source/blog-images/img_8085.tmb-large 2.jpg?sfvrsn=1b85546e_1" data-displaymode="Thumbnail" alt="Impossible Burger" title="Impossible Burger" style="float: right; margin-bottom: 10px; margin-left: 10px;" />If you measure the plant-based burger trend in Kelvins, it&rsquo;s reached 100+ degrees this summer.</p> <p>FMI&rsquo;s 2019&nbsp;<a href="https://www.fmi.org/our-research/research-reports/u-s-grocery-shopper-trends"><em>U.S. Grocery Shopper Trends</em></a>&nbsp;report finds a rising number of households (33%) have at least one member following a non-medically prescribed diet such as vegan, vegetarian, pescatarian or flexitarian, and this trend is higher for Gen Z and Millennial households. Increased demand for personalization is challenging the food shopping experience, and a growing number of shoppers are turning to plant-based proteins to help meet their unique household needs. FMI&rsquo;s&nbsp;<a href="https://www.fmi.org/forms/store/ProductFormPublic/power-of-meat-2019"><em>Power of Meat 2019</em></a>&nbsp;report finds, plant-based meat alternatives sales increased 19.2% last year and account for $878 million in annual sales.</p> <p>The plant-based protein trend has ignited another interesting debate among food retailers&mdash;&nbsp;<a href="https://uk.reuters.com/article/beyond-meat-retail/beyond-meats-home-in-the-meat-aisle-sparks-food-fight-idINKCN1T715O">where should plant-based proteins be featured in the grocery aisles</a>? For example, Beyond Meat products are often placed in, or in proximity to, the meat case. For shoppers, this offers personalization in every grocery store aisle; now within the same case one might find organic, natural, grass-fed, plant-based and conventional proteins.&nbsp;</p> <p>When we asked consumers where they wanted&nbsp;<a href="https://www.fmi.org/forms/store/ProductFormPublic/power-of-meat-2019">plant-based alternatives places in the grocery store</a>&nbsp;we got a mix of answers:</p> <ul style="list-style-type: disc;"> <li>26% believe plant-based alternatives should be found in the produce department.</li> <li>37% thought the meat department placement was best.</li> <li>37% shop the frozen aisle for plant-based alternatives</li> </ul> <p>More frequent news about breakthroughs in plant-based protein products are keeping the temperature on high, and food retailers will continue to look to the perimeter for opportunities to customize consumers&rsquo; diverse protein demands. &nbsp;</p> <p><a href="https://www.fmi.org/our-research/research-reports/u-s-grocery-shopper-trends" class="button-secondary">Download U.S. Grocery Shopper Trends</a></p> <p><a href="https://www.fmi.org/forms/store/ProductFormPublic/power-of-meat-2019" class="button">Download The Power of Meat 2019</a></p>