Promoting plant-based products during Veganuary leads to a considerable increase in sales, “with evidence of lasting effects”, according to a new study.
Veganuary is a non-profit organization, launched in 2014, that encourages people worldwide to try vegan for January and beyond. During the 2022 campaign more than 620,000 people took our pledge to try a vegan diet, while more than 1,540 new vegan products and menu options were launched in our key campaign countries.
Published in the peer-reviewed journal Public Health Nutrition, a new study set out 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.” The study is titled Does promoting plant-based products in Veganuary lead to increased sales, and a reduction in meat sales? A natural experiment in a supermarket setting.
According to the study’s abstract, “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 & March 2021). Non-meat product sales were assessed as a control. Negative binomial mixed models were used to explore sales changes differences by store format or affluence.”
Average weekly unit sales of plant-based products “increased significantly (57%) during the intervention period.” Plant-based product sales decreased post-intervention “but remained 15% higher than pre-intervention.” The increase in plant-based product sales was greatest at superstores (58%), especially those located in below average affluence areas (64%).
The study concludes by stating: “Results suggest that increasing visibility, accessibility, affordability, and availability of plant-based products led to increased sales, with evidence of lasting effects. No significant changes in meat sales were observed. Variation according to store format and area affluence indicates targeted intervention approaches are needed.”
The full abstract of the study can be found below:
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 & March 2021). Non-meat product sales were assessed as a control. Negative binomial mixed models were used to explore sales changes differences by store format or affluence.
Setting: The intervention was applied in a real-world supermarket setting during Veganuary.
Participants: Stores that applied the full intervention (n=154) were included for analysis. Weekly sales data for each store was obtained from the retailer.
Results: Average weekly unit sales of plant-based products increased significantly (57%) during the intervention period (Incidence Rate Ratio 1.52 [95% CI, 1.51-1.55]). Plant-based product sales decreased post-intervention but remained 15% higher than pre-intervention (IRR 1.13 [95% CI, 1.12-1.14]). There was no significant change in meat sales according to time period. The increase in plant-based product sales was greatest at superstores (58%), especially those located in below average affluence areas (64%).
Conclusions: Results suggest that increasing visibility, accessibility, affordability, and availability of plant-based products led to increased sales, with evidence of lasting effects. No significant changes in meat sales were observed. Variation according to store format and area affluence indicates targeted intervention approaches are needed.
