Does promoting plant-based products in Veganuary lead to increased sales, and a reduction in meat sales? A natural experiment in a supermarket setting.

ABSTRACT:

Objective

To explore changes in plant-based and meat product sales during and after implementation of a multi-component in-store intervention implemented by a major UK food retailer. Secondary objectives included exploring differences by store format and area affluence.

Design

The intervention increased the visibility, accessibility, affordability and availability of a selection of plant-based products. Unit sales of plant-based and meat products during the intervention (January 2021) were compared with pre- (November 2020) and post-intervention (February and March 2021). Non-meat product sales were assessed as a control. Negative binomial mixed models were used to explore sales changes and differences by store format or affluence.

Setting

The intervention was applied

SUBMITTER: Trewern J 

PROVIDER: S-EPMC9991543 | biostudies-literature | 2022 Nov

REPOSITORIES: biostudies-literature