Project Shifting Shelves: Encouraging consumers to choose plant-based options more often in the supermarket

83 / 5,000 Cashier scans groceries from senior customers at the supermarket checkout

Project information

In short
  • Start project: 1 January 2025
  • End project: 31 December 2026
  • Financer: Ministry of Agriculture, Fisheries, Food Security and Nature (KIA Agriculture, Water and Food)
  • Project leader: Muriel Verain
About

The National Protein Strategy aims for 50% of protein consumption to come from plant-based sources by 2030. Increasingly, retailers and food producers are committing themselves to protein targets in order to boost the share of plant-based proteins in their sales. This PPP explores which supermarket interventions are effective in increasing the sales of plant-based protein-rich products (legumes, nuts, plant-based meat alternatives and plant-based dairy substitutes). 

Our approach

Approach

The aim of this PPP is therefore to determine which (combinations of) supermarket interventions are feasible and most effective in stimulating the sales and consumption of plant-based protein-rich products. We will focus on optimal positioning, communication and pricing in order to:

  • Foster a positive attitude, affect and perception of plant-based protein-rich products among customers.
  • Increase sales, repeated choices and consumption of plant-based protein-rich products.

We will concentrate on three core elements:

  • Supermarket structure (store design and the positioning of shelves and products),
  • Point-of-sale (POS) communication (for example ceiling hangers, floor stickers, additional displays, product and shelf signage, information, labelling),
  • Pricing (in combination with the other elements).

We identify two transition pathways that consumers may follow to make their protein consumption more plant-based: (1) using legumes and nuts as the protein base of the main meal, and (2) replacing meat and dairy with plant-based analogues.

It is expected that these transition pathways will appeal to different customer groups, but they can also be alternated within a dietary pattern. These pathways will therefore form the two central cases in this PPP. For each of these transition pathways, interventions will be designed and tested (with virtual testing and a real-life test in-store) to assess their effectiveness for different customer groups. This addresses the central research question: “How can plant-based protein-rich products be effectively positioned, communicated and priced to support a more plant-based dietary pattern in the supermarket?”

This PPP thus contributes to promoting a more plant-based diet and to scientific knowledge on effective supermarket interventions for different consumer groups.

Collaboration

Partners

In this PPP, Wageningen University & Research (WUR) collaborates with Jumbo, Intersnack, The Vegetarian Butcher Collective, Alpro and HAK.

Why choose WUR?

Collaboration

Partnering with WUR means developing effective, scalable interventions that motivate consumers to choose plant-based proteins more often. Backed by science and tested in practice. 

Added value

  • Evidence-based interventions for shelf, messaging and price
  • Tested in virtual and in-store pilots
  • Insights into different consumer groups
  • Aligned with Dutch Protein Strategy 2030 goals 
Impactful outcome
The project aims for effective and scalable adjustments to supermarket design that stimulate plant-based protein consumption.

Questions about this project?

Contact

Do you have questions about this project? Contact our expert.

dr. MCD (Muriel) Verain, MSc

Researcher in consumer behavior

See also (3)

Continue reading
Expertise

Accelerating the protein transition

Wageningen University & Research identifies accelerators to achieve a 50:50 animal-plant-based protein consumption ratio by 2030.

Expertise

Designing and testing intervention strategies

Wageningen University & Research develops behavioural interventions that align with consumers’ underlying motivations. Using cutting-edge behavioural science, we test these interventions in both controlled environments and real-world settings. This reveals what truly works in practice, providing solid evidence for policymakers and practitioners.

Longread

How the food environment drives the protein transition

Meat and dairy should no longer be the default in consumers’ food choices. But how do you trigger consumers to opt for more plant-based proteins? According to Marleen Onwezen and Muriel Verain, the food environment – from supermarket to workplace canteen – can give a real boost to the protein transition. “Consumers really are willing.”

Consumer behaviourProtein transition

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