Retail trends and opportunities for plant-based products
Our resources can help you develop successful retail strategies for positioning, merchandising, and marketing plant-based products.
Plant-based meat, eggs, and dairy at retail
Plant-based meat shoppers are more valuable than the average grocery shopper
Plant-based shoppers tend to be engaged, younger, and higher income. Many plant-based meat buyers:
- buy plant-based meat at a store other than their usual, suggesting retail availability and experience impacts purchase and leakage.
- like trying new things, are tech savvy, and shop online.
- are younger and will become increasingly important as they become a larger portion of the buying population.
In GFI’s 2024 consumer segmentation research, we found almost three in four of U.S. adults from Gen Z to Gen X are open or are already eating plant-based alternatives, representing roughly $60–70 billion of U.S. retail spend. Learn more about the consumer groups open to plant-based meat, and explore consumer perceptions of plant-based meat, cultivated meat, precision-fermented dairy, and mycoprotein.
The vast majority of plant-based meat buyers are omnivores
Over 95 percent of households that bought plant-based meat in 2025 also bought conventional meat, according to SPINS. It’s clear that the consumer base for plant-based meat are not primarily vegetarians, but consumers with diverse attitudes and needs that are coming to plant-based eating in different ways and for different reasons. Some consumers are actively reducing conventional meat, while others are focused on adding plant-based options, often motivated by health.
Explore GFI’s plant-based meat consumer segmentation report to understand how different consumer groups view plant-based meat, and check out research on consumer health perceptions of plant-based meat to understand how its various nutrition benefits impact purchase decisions and spend.
Product assortment & private label product development
Retailers who want to capitalize on consumer interest in plant-based products can start by stocking a wide assortment of plant-based meat, egg, and dairy products across categories. Retailers can also consider developing compelling private-label products at lower price points, which can help address a key barrier consumers say keeps them from buying more in the category. Furthermore, retailers can give customers a chance to sample professionally prepared plant-based products by adding them to foodservice offerings and prepared foods.
Merchandising tactics
By merchandising plant-based meat, eggs, and dairy alongside their conventional counterparts, retailers can make plant-based options more accessible to the many shoppers who purchase both plant-based and conventional meat. Along with shelf tags, retailers can also leverage “plant-based” aisle signage to communicate store location and product features to customers. Finally, retailers can showcase plant-based categories in endcaps and special displays, especially alongside analogous animal products.
View our guide on how to promote sales with effective merchandising tactics.
Marketing and promotions strategies
Retailers can successfully market plant-based proteins by upping the indulgence factor and featuring tasty plant-based options as alternatives to animal-based options. Retailers can appeal to more customers by using inclusive terms, such as “plant-based” and “plant-protein,” instead of limiting identity-based terms, such as “vegan” or “vegetarian.” Retailers can leverage existing wellness and nutrition programs, as well as seasonal campaigns, and offer an in-store demo program to increase category exposure. New cross-category plant-based themed promotions are another great way to appeal to customers.
Learn more about marketing and promoting plant-based foods.
Strategies and analyses
From retail sales data to consumer research to marketing and merchandising guides, our resources showcase strategies and case studies in leveraging plant-based meat, egg, and dairy products to grow category and total store sales.
Merchandising plant-based meat, eggs, and dairy at retail
Discover the best practices in retail merchandising, aisle signage, and shelf tags for plant-based meat, egg, and dairy.
Marketing and promoting plant-based proteins
This quick guide offers evidence-based marketing and promotion strategies to increase plant-based sales at retail.
Consumer insights
Understand alternative protein consumer segments, demographics, adoption, motivations, and perceptions.
Alternative protein company database
Explore the landscape of plant-based, cultivated, and fermentation companies including consumer brands, manufacturers, and ingredients companies.
State of the Industry: Plant-based meat, seafood, eggs, dairy, and ingredients
This report details the commercial landscape, sales, investments, innovation trends, and regulatory developments in the plant-based meat, seafood, eggs, dairy, and ingredients industry.
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Plant-based retail market overview
Explore our analysis of U.S. retail sales data for plant-based meat, dairy, eggs, and more, including category insights, size, growth, and purchase dynamics for the market.
Our experts
Abby Sewell
SENIOR CORPORATE ENGAGEMENT MANAGER
Abby serves as GFI’s Senior Corporate Engagement Manager, supporting food manufacturers, meat companies, and retailers to inspire and accelerate their shift toward alternative protein.
Areas of expertise: CPG marketing, consumer insights, brand strategy, strategic partnerships, social impact
Jody Kirchner
ASSOCIATE DIRECTOR OF MARKET INSIGHTS
Jody Kirchner leads GFI’s market and consumer insights team, delivering data-driven analysis to educate industry leaders and key stakeholders on the opportunities around alternative proteins.
Areas of expertise: consumer insights, market research & analysis, growth strategy, innovation, food industry
Emma Ignaszewski
ASSOCIATE VICE PRESIDENT OF CORPORATE ENGAGEMENT
Emma Ignaszewski oversees the corporate engagement team’s direct outreach group and provides guidance to CE’s operations and support functions. Her work helps to ensure the seamless execution of GFI’s corporate strategy and stakeholder engagement initiatives.
Areas of expertise: alternative protein industry landscape, strategic corporate engagement, market insights and consumer research, marketing & communications, alt protein sustainability & climate impacts.
Caroline Bushnell
SENIOR VICE PRESIDENT, CORPORATE ENGAGEMENT
Caroline Bushnell leads GFI’s Corporate Engagement team in their work with companies and investors around the world to accelerate the alternative protein industry.
Areas of expertise: food industry, alternative protein ecosystem, market trends, consumer insights, CPG marketing, emerging industry opportunities.
