Dive Brief:

• As consumers strive to eat healthier and promote environmental sustainability, "plant-powered" foods are becoming increasingly popular in restaurants and grocery stores, according to the New Hope Network. A GlobalData study revealed more than 70% of global consumers are moderating their meat intake or avoiding it as protein perceptions change and plant-based food options improve.
• To lure vegetarian, vegan and "Meatless Monday" consumers, grocers should leverage vegetable-centric options like pre-cut vegetables; use vegetables as the key ingredient or flavor profile in center-store products; and offer pea, brown rice or chia protein alternatives to whey-based options.
• Retailers should also consider investing in chop-while-you-shop vegetable butchers and plant-based food stations such as veggie rotisseries. Cauliflower crust pizza, grain bowls and vegetable-based burger patties also are trendy items that could draw shoppers to prepared food sections. 

Dive Insight:

The global market for meat substitutes alone has exploded in recent years. Visiongain, a research firm, forecast the market will be worth more than $4 billion in 2017. Last year, total plant-based meat sales topped $606 million — excluding data from Whole Foods — with refrigerated meat alternatives surging 15.9%, according to retail sales company SPINS.

Plant-based meats are just one area supermarkets could use to draw consumers reluctant to consume traditional items such as beef or chicken from an animal. Already, Whole Foods and some Safeway stores are including plant-based burgers next to their ground beef, chicken, steaks and other meats.

As more consumers stop eating meat or cut their consumption significantly, grocery stores have room to entice consumers to purchase more items outside of the meat case within their stores. According to a report by Mintel, 31% of Americans are now practicing “meat free” days. 

Offering extensive and delicious vegetarian options in-store also improves grocery reputations, and positions stores as trendy and in-touch with consumers' dietary concerns. Supermarkets also could work with brands to partner on promotions for Meatless Mondays or annual events tied to plant protein or vegetarians. Premium vegetarian-and vegan-friendly products can create a sense of excitement for regular customers who are looking to reduce their environmental footprint or cut down on their red meat consumption. 

Up until recently, vegetarian/vegan shoppers sought out niche stores that catered to their specific food needs, but more are turning to traditional retailers or even online shopping because it’s easier to find what they need and often the prices are lower. The vegetarian space poses an opportunity to capture new consumers, giving retailers a lucrative growth area they shouldn't ignore.