A practical guide for retailers looking to increase visibility, trial, and repeat purchases
Let’s be honest, shopping for food can be an overwhelming experience, whether in-store or online. Shoppers are faced with never-ending choices, time pressure, and often uncertainty about where to start or how to find what they need. In this context, how can plant-based foods successfully attract and convert mainstream consumers?
This is where strategic merchandising plays a critical role. Effective merchandising helps make aisles, shelves, and online retail environments easier to navigate, while subtly nudging shoppers towards specific products, including plant-based options. This is particularly important for flexitarian shoppers, who are already open to plant-based foods but may skip them in their weekly shop if they are hard to find or poorly signposted.
In this third part of our Retailer Toolkit, we explore how smart merchandising strategies can be used to improve shopper experience, normalize plant-based choices, and ultimately drive plant-based retail sales.
Linking merchandising with customer education
Merchandising is not just about where products sit on the shelf; it is also a powerful educational tool. Clear placement, intuitive layout, and effective signage can help shoppers understand how plant-based products fit into their everyday meals, making it easier for good intentions to translate into action.
Product placement
The placement of plant-based products within aisles and on shelves has a significant impact on customer perception and purchase decisions.
One of the most debated questions among retailers is whether plant-based products should be grouped in a dedicated aisle or integrated alongside their meat and dairy counterparts. Retailers around the world have adopted different approaches, each with distinct advantages and drawbacks.
The three main placement strategies
- Integrated placement: Placing plant-based alternatives directly next to their animal-based counterparts within the same section, e.g. sausages. This approach increases visibility, helps mainstream consumers perceive plant-based products as viable substitutes, and encourages impulse purchases. However, some critics argue that it does not clearly differentiate plant-based products from conventional items,1 although strong packaging and shelf signage can mitigate this.
- Integrated-segregated placement: Grouping plant-based products together, but positioning them within the same aisle as animal-based products. This increases visibility and impulse-purchase potential while still helping shoppers easily identify plant-based options.
- Segregated placement: Positioning plant-based products in a completely separate aisle. While this can make shopping easier for vegan and vegetarian consumers, it typically reduces visibility among mainstream shoppers, who are less likely to visit dedicated vegan aisles, and therefore limits impulse purchases.
ProVeg recommendation
At ProVeg International, we recommend the integrated-segregated approach, as it:
- Reaches the largest consumer group – flexitarians and mixed eaters – rather than focusing primarily on the smaller vegan and vegetarian population. For example, around 40% of European consumers identify as flexitarian, compared to just 7% who identify as vegan. Meanwhile, 95% of consumers who buy plant-based meat also purchase conventional meat.2
- Normalizes plant-based products and demonstrates their everyday utility.
- Allows shoppers to remain in their usual aisles while easily spotting and comparing plant-based alternatives.
- Encourages trial and creates opportunities to trade up to premium products, increasing overall basket value.
- Reflects consumer preference: 76% of shoppers prefer to find plant-based meat in the meat or frozen aisle.3
- Maintains accessibility for vegan consumers.
- Aligns with market norms: 65% of the top 15 retailers merchandise at least one refrigerated plant-based meat product in the meat aisle.4
Flexitarians and mixed eaters are far less likely to visit separate vegan aisles. When plant-based foods are grouped under a ‘vegan’ label and put in a segregated area, they risk being perceived as niche or ‘not for me’, unintentionally discouraging trial.
“Integrated merchandising is an effective way to sway the thinking of people who may never have thought they would try these kinds of products. Plant-based foods become normalized when consumers see them with animal-based products, and that gives a higher chance of being trialled.”
Case study: Kroger
Research by US retailer Kroger found that integrating plant-based alternatives into conventional meat aisles increased sales of plant-based products by 23% compared to control stores. In addition, 57% of consumers said that stocking meat-free products in the meat aisle would help them choose healthier and more sustainable options.5
It is worth noting that fully integrated placement – or a mix of different strategies – can also be effective in certain situations, particularly for smaller categories such as plant-based eggs.
“The best way to support flexitarians in reducing their meat intake is probably through interventions that make it easy to turn intentions into action, [such as] increasing the availability of tasty plant-based products, [or] making it easy to identify stores or restaurants that have a wide range of plant-based options.”
High-traffic areas
Beyond aisle placement, retailers can increase visibility and trial by highlighting plant-based products in high-footfall locations.
- Entrances and checkout areas: Eye-catching displays of plant-based snacks, quick meals, or drinks can encourage impulse purchases. For example, French retailer Auchan partnered with Mondelez International on front-of-store checkout displays, leading to potential category sales increases of up to 15%.6
- Speciality zones: Health- and wellness-focused areas can be effective platforms for plant-based products. German retailer GLOBUS Markthallen, for instance, showcases plant-based foods in its dedicated ‘GLOBUS Gutfühlmarkt’ area.7
- Aisle ends: End caps offer prime visibility and are ideal for spotlighting priority plant-based products or new launches.
Online shopping
Many merchandising principles translate well to e-commerce, with some adaptations.
- Integrate plant-based products with their animal-based counterparts within categories such as meat, ready meals, or dairy.
- Provide a clearly labeled standalone plant-based category to support shoppers actively seeking these products. Using ‘plant-based’ rather than ‘vegan’ or ‘vegetarian’ helps maintain broad appeal.
Visual merchandising
Crowded shelves can make it difficult for shoppers to spot plant-based products, particularly if they are hidden among animal-based items. Clear, logical visual merchandising improves navigation and increases conversion.
Shoppers typically scan shelves from left to right and top to bottom. Retailers should design shelves to support this natural behavior using proven blocking techniques:
- Color blocking: Use consistent color cues to improve scannability and attract attention without creating visual clutter.
- Brand blocking: Group products by brand to help shoppers quickly locate familiar favorites.
- Ingredient blocking: Organize products by key ingredients (e.g. oat, soy, almond) to support easy decision-making.
- Vertical merchandising: Display products in vertical columns to maximize eye-level visibility and create a balanced, organized look. Position plant-based options at eye-level.
- Horizontal merchandising: Encourage aisle movement and broader exposure, while being mindful of reduced visibility for stationary shoppers.
- Cross-merchandising: Place complementary products together (e.g. plant-based sausages with buns) to simplify shopping and increase basket size.
Select one to three of these methods to increase the visibility and accessibility of plant-based products. Online retailers can replicate these techniques digitally by prioritizing plant-based products at the top of category pages and using clear brand and ingredient filters.
Physical merchandising tools
In addition to shelf layout, retailers can draw attention to plant-based products through:
- Shelf-edge labels and tags
- Shelf dividers highlighting plant-based sections
- Shelf stoppers, wobblers, and ‘bus stops’
- Overhead aisle signage using inclusive language
- ‘New’, ‘high-protein’, or ‘high-fibre’ icons
- Online banners highlighting plant-based options
Promotional campaigns
Merchandising is most effective when supported by strong promotional activity.
Seasonal moments
- Christmas and festive periods: Merchandise plant-based centerpieces and desserts alongside traditional options to reinforce suitability for shared meals.
- Summer BBQ season: Feature plant-based burgers and sausages within BBQ displays.
- Back-to-school and midweek meals: Highlight convenient, quick-cook plant-based products.
Challenges and themed campaigns
- Veganuary and similar initiatives: Integrate promotions across the store, highlight easy swaps, and use inclusive messaging.
- Health-led themes: Focus on benefits such as fiber, protein, or heart health.
- Value-led campaigns: Promote affordable plant-based staples and own-label options.
Bonus: purchase-influencing factors
Merchandising works best when aligned with other key purchase drivers, which include:
Price
- Clearly signpost price parity and promotions.
- Avoid positioning plant-based products solely as premium items.
Naming and labeling
- Use familiar, appetite-led product naming.
- Prefer ‘plant-based’ over ‘vegan’ or ‘vegetarian’.
- Highlight functional benefits such as protein or fiber.
Variety without overload
Retailers should offer enough variety to encourage trial, without overwhelming shoppers or duplicating similar SKUs.
“Range and choice are key… but be mindful of SKU duplication.”
Urgency and exclusivity
- Highlight limited-time offers and exclusive launches.
- Rotate featured products to keep the category fresh.
Conclusion
Effective merchandising is one of the most powerful tools retailers have to accelerate the mainstream adoption of plant-based foods. By improving visibility, reducing friction, and aligning placement with how consumers naturally shop, retailers can turn curiosity into trial, and trial into repeat purchase.
Crucially, successful plant-based merchandising is not about creating separate spaces for niche audiences. It is about integrating plant-based options into everyday shopping journeys, using clear language, smart placement, and consistent promotion to normalize these products for all shoppers.
When thoughtful merchandising is combined with competitive pricing, appealing naming, and the right level of choice, plant-based products can compete on a level playing field, delivering benefits for consumers, retailers, and the wider food system alike.
Key takeaways for retailers
ProVeg makes the following recommendations:
- Design for the mainstream shopper: Flexitarians and mixed eaters represent the biggest commercial opportunity. Integrated or integrated-segregated placement helps reach them where they already shop.
- Make plant-based easy to find and compare: Clear signage, eye-level placement, and logical grouping reduce friction and increase conversion.
- Use merchandising as a behavioral nudge: High-traffic areas, end caps, and impulse zones can drive trial without relying on heavy discounting.
- Align physical and digital strategies: Apply the same principles of integration, visibility, and clear naming online as in-store.
- Promote plant-based eating during everyday eating moments: Seasonal occasions, midweek meals, and value-led campaigns help normalize plant-based choices.
- Balance choice with simplicity: Offer enough variety to encourage repeat purchase, but avoid SKU duplication and shelf overload.
- Support merchandising with the right signals: Competitive pricing, familiar naming, and benefit-led labeling all reinforce purchase decisions.
Taken together, these actions can help retailers unlock category growth, increase basket value, and future-proof their assortments as demand for plant-forward foods continues to rise.
Read parts one and two of our Retailer Toolkit. For more support on your plant-based strategy, get in touch with our experts at [email protected]. Don’t forget to subscribe to our newsletter and podcast!
Gemma Tadman
Business Communications Manager
References
- https://www.supermarketnews.com/organic-natural/integrated-versus-segregated-natural
- https://gfi.org/marketresearch/
- https://www.fmi.org/blog/view/fmi-blog/2019/03/12/the-power-of-meat-2019
- https://www.fmi.org/blog/view/fmi-blog/2019/03/1. Subconsciously2/other handthe-power-of-meat-2019
- https://plantbasedfoods.org/marketplace/pbfa-and-kroger-plant-based-meat-study/
- https://www.display.be/POP-checkout-display-drives-up-selling.html
- https://www.globus.de/unternehmen/presse/veganuary-2023-globus-rueckt-im-januar-vegane-ernaehrung-in-den-fokus-855902.php
