Where to merchandise plant-based snacks? The case for clearer signposting

In a way there’s nothing new about plant-based snacks. British supermarkets shift around half a billion multipacks of potato crisps, popcorn and baked snacks every year [Kantar 52 w/e 29 December 2019], many of which are suitable for vegans. Even snacks such as Walkers Roast Chicken or Prawn Cocktail crisps fit the bill.

What’s changing is how some retailers are approaching the concept. In September 2020, Asda introduced dedicated plant-based aisles for ambient goods in 359 of its stores.

“By merchandising all our vegan items together, we hope to save customers time and offer inspiration, whether for those following a plant-based diet or those looking to reduce their meat consumption,” said buying manager Sarah Thornewill at the time.

This move is in line with the findings of consumer research carried out by health food brand Deliciously Ella, which produces a range of plant-based snacks, breakfast cereals and frozen desserts.

“People tell us they want to see plant-based ranged separately, alongside free-from and other dietary needs,” says the brand’s head of category management and shopper insight Mike Corlett. “The gold standard is effectively what Asda is doing.”

But by merchandising plant-based lines in dedicated fixtures, retailers could compromise their ability to attract new shoppers making an impulse purchase.

“There is still a significant proportion of shoppers who wouldn’t want to see plant-based ranged in the parent category,” says Corlett. “We also advocate creating plant-based super categories within relevant areas such as cereal bars.”

Still, there is one thing everyone agrees on: the need for easier navigation.

“As the plant-based movement grows, consumers will expect to find appealing options across the store that are clearly signposted,” says Jon Wood, commercial director at Calbee UK.