When you step into your local grocery store, you know exactly where everything on your list is — the milk in the back, your favorite snacks in aisle four. But have you noticed the growing presence of plant-based products?
Consumers are showing a greater interest in animal-free options, and retailers are responding to the demand. Learn how and why grocery stores are changing so you know what to expect in your future shopping trips.
Plant-based products take center stage
Plant-based products are taking the food category by storm. The Plant-Based Foods Association reported a 79% increase in U.S. product sales from 2019 to 2021, with sustained growth in recent years. It’s clear that major grocery retailers have been expanding their plant-based sections to keep up with consumer demand.
A desire for a healthy and environmentally friendly diet is driving this market growth. Research done by The Permanente Journal has shown that plant-based diets can effectively reduce the risk of heart disease, diabetes, cancer and obesity. The potential health benefits of this lifestyle are influencing people to look for more plant alternatives in the grocery store.
Concerns about the ethical and environmental impact of animal-based diets are also pushing people to look toward plant-based options. The carbon footprint of eating meat is significant — Oxford researchers found that a global switch to more plant-based diets can cut food-related greenhouse gas emissions by two-thirds.
The positive impact of animal-free products can be seen through the increasing online discussions about this topic. As the spending power of these younger consumers increases, the plant-based market has no issue maintaining its growth.
Understanding the plant-based surge
As the industry continues to grow, it’s helpful for you to get a handle on what plant-based products actually are and check out the wide variety popping up in stores. These foods are mostly made from plants and are often designed to mirror their animal-based counterparts. Whether it’s milk, meat, or even eggs—chances are, there’s a plant-based version out there.
Plant milk takes the crown
When you think of plant-based foods, milk alternatives probably come to mind first, and that’s for a good reason. Plant milk is the largest category in the plant-based market. According to the Plant-Based Foods Association, it’s becoming a staple for many families, with a 40.6% household penetration in the U.S. There are a ton of different options to choose from, such as almond, oat, coconut, rice and pea — it seems like anything can be made into plant milk.
Plant-based dairy is gaining ground
The other plant-based dairy category includes butter, cheese, creamer, ice cream and yogurt. This category reached $2.1 billion in sales in 2021 and is still on a growth trajectory, particularly in creamers. Brands are driving the popularity behind creamers by introducing fun flavors like crème brule and dark chocolate truffle.
All of the up-and-coming animal-free dairy options make cooking vegan recipes a lot easier.
Want to eat mac and cheese, but dairy causes you to break out? You can use plant-based cheese as a substitute and still enjoy a rich and creamy meal. Or, if you’re baking a cake for a vegan friend, you can use plant-based butter that’s readily available at your local grocery store.
Fast-food jumps on the plant-based meat bandwagon
For a long time, meatless patties defined the plant-based meat category. These patties are usually made from soy, peas and black beans. With these alternatives, vegans and vegetarians are free to enjoy meat-free burgers.
Marry Me Tofu is a popular choice for their ease of preparation and a great source of protein and fiber. Or, if you’re craving chicken, try making vegan chicken nuggets instead. There are plenty of recipes that allow you to substitute traditional dishes for healthier and animal-free ingredients.
In recent years, major food chains have been hopping on the trend and releasing plant-based burgers. McDonalds introduced the McPlant while Burger King has the Impossible Whopper. These burger patties were created in collaboration with leading meat alternative producers Beyond Meat and Impossible Foods, who have been driving product development in this category.
Plant-based meat is no longer just burgers but can also be seen in meatballs, deli slices, chicken nuggets tenders and cutlets. Recipes are constantly being tweaked based on customer feedback to better match the taste and texture of real meat.
Innovation at its finest
Innovation isn’t just happening in plant-based meat—it’s taking off across the entire industry as brands aim to get as close as possible to the real thing. There are some fascinating developments, like Crafty Counter’s vegan hard-boiled egg made from nuts, which people say looks, feels, and tastes just like the real deal. Over in the seafood space, Aqua Cultured Foods is making a splash with its fish-free creations. What started as a restaurant venture is now expanding, with plans to bring their offerings to more restaurants and eventually a broader market.
The evolving grocery landscape
NielsenIQ reports that grocery retailer websites have received 691,000 consumer searches for plant-based products in 2022 alone. With strong consumer interest in this category, retailers are making changes in their stores to reflect the market demand.
The Plant-Based Foods Association recommends that retailers put plant-based products next to, but not integrated with, their animal-based counterparts. Grocery stores like Kroger have been following this advice while using signage and shelf tags to draw attention to these newer items and placements. This allows merchandisers to tell a story with their store layout — that plant-based is a different category and has a unique edge over traditional animal-based products.
The widespread transition to a plant-centric lifestyle may lead retailers to adopt in-store vertical farming. This is where plants grow directly in stores within small units that local farmers help manage. With vertical farming, retailers can provide fresh produce directly to their customers, making a plant-based diet more sustainable.
Challenges and controversies
The rise of plant-based products has put a dent in traditional meat and dairy industries—and they’re pushing back. One example is the DAIRY PRIDE Act, a bill in the U.S. aimed at banning the use of terms like “milk” and “yogurt” on products that don’t actually contain dairy. Supporters of the bill argue that these labels confuse shoppers into thinking plant-based alternatives have the same nutrients as dairy milk.
While the bill has been shut down multiple times, it made another appearance in 2023. Even if it passes this time, though, it probably won’t slow the plant-based momentum all that much. Europe passed a similar rule, and plant milk sales there just kept climbing—labels or not.
Shifting shelves and changing tastes
The plant-based movement is steadily shaking things up, giving traditional food categories a real run for their money. As more people lean into healthier and more eco-friendly choices, shelves are slowly filling up with animal-free options. Retailers are starting to catch on, and the shift is happening right before our eyes—you just have to know where to look. Next time you’re at the store, take a moment to spot the signs of this quiet revolution.
Mandy Applegate is the enthusiastic creator of the vegetarian website Splash of Taste; she makes meat-free cooking fun and easy. When Mandy’s not cooking and writing, you’ll find her traveling, exploring countries and cuisines and spending time with her chihuahua.