A new study published in the International Journal of Retail & Distribution Management sheds light on the retail practices concerning plant-based meat alternatives (PBMAs) in Italy.
The study, which is funded by LIKE-A-PRO, provides valuable insights into how retailers position and promote PBMAs, identifying key factors that influence consumer adoption.
Among the key findings, the study found that PBMAs are often displayed in separate plant-based or vegetarian sections rather than alongside conventional meat products. This placement may reinforce the perception of PBMAs as niche products and thereby potentially limit their appeal to curious consumers or flexitarians.
While discounting and in-store promotions play a crucial role in driving food purchases, the study shows that PBMAs receive significantly fewer promotional efforts compared to conventional meats. Retailers have yet to fully utilise price incentives and marketing campaigns to encourage trial and repeat purchases.
PBMAs are often priced higher than conventional meat. This functions as a barrier for price-sensitive consumers. Further, promotions are essential for capturing consumer interest and push purchases. The study therefore suggests that competitive pricing strategies, or retailer-driven discounts could improve accessibility and consumer uptake.
These findings provide actionable insights for stakeholders within the alternative protein sector. By addressing these retail challenges through better product placement, enhanced promotional strategies and competitive pricing retailers play a key role in accelerating the mainstream adoption of alternative proteins.
Read the paper Retail practices for plant-based meat alternatives in Italy, to learn more about the study. The paper, which is authored by Antonella Samoggia, Giulia Rossi, Giuseppe Macaione and Aurora Guidotto from Department of Agriculture and Food Sciences, University of Bologna, Italy and has been published with open access in the International Journal of Retail & Distribution Management.
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