The growth in plant-based foods is not being driven by vegans or vegetarians, but consumers who want to eat less meat and dairy for health or planetary reasons. New to the segment, they’re in desperate need of education in several areas.
What can retailers do? First, says Pete Speranza, CEO at Wicked Kitchen, a maker of plant-based meals, sauces and snacks, “They need to celebrate these products more. Explain why you added them and exactly how they’re helping the planet.” Not only does it help grocers look good, shoppers may feel good about a purchase that may or may not cost a bit more.