Trial with Ghent University suggests placement of vegetable packs alongside plant-based protein and recipes can inspire more shoppers
Carrefour Belgium says it has seen a surge in sales of vegetable meal kit packs after placing them alongside plant-based protein products.
As part of a trial in partnership with Ghent University research centre Be4Life, the retailer placed plant-based options alongside the vegetable packs and promoted vegetarian recipes.
The merchandising strategy has apparently proved successful and increased combined sales significantly.
“Encouraging customers to eat less meat and more vegetables fits perfectly with Carrefour’s objectives,” explained Carrefour spokeperson Siryn Stambouli. “However, consumers often see plant-based alternatives as more expensive, less tasty and more difficult to prepare. Those who eat meat regularly are often less willing to change their habits. Flexitarians, who do not eat meat two to three times a week, are an interesting target group for this change.”
As part of a broader commitment to sustainable food consumption, the retailer has expanded its plant-based product range and aims to make vegetarian options more accessible and appealing, to encourage consumers to adopt healthier, more environmentally friendly eating habits.
Since 2023, it has placed vegetable packs into other departments and clearly marked to make them more visible and help flexitarian shoppers more easily discover those alternatives.
