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STUDY SHOWS SALES OF PLANT-BASED PROTEIN UP SIGNIFICANTLY WHEN PLACED IN MEAT DEPARTMENT
Agri-Pulse reports:

A study conducted by supermarket giant Kroger and the Plant Based Foods Association found sales of plant-based meat alternatives can increase significantly when they're placed in store meat departments.

The study was conducted at stores in three states - Colorado, Indiana and Illinois - from last December through February. In the Midwest region, sales of the plant-based products rose 32% when they were put in the meat department. The sales increase in the Denver area was more modest, 13%, but the industry says there already are a lot of consumers of plant-based products in that region.

"This test provides one more proof point that plant-based meats have moved from niche to mainstream," said Sean Brislin, Kroger's merchandising director.

Julie Emmett, senior director of retail partnerships at the Plant Based Foods Association, said other retailers are likely to move the products into the meat department as a result of the research.


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