April 1, 2022

Summer Grilling Series: Plant-Based Proteins are 🔥

Sun’s out, buns out…burger buns that is! While some parts of the country enjoy grilling season year-round, Memorial Day officially kicks off the summer grilling season across the country, and hot-diggity-dog, are we ready for it here at AdAdapted!

Based on last year’s grocery list data, it is fair to say that retailers will see a spike in demand for the usual grilling suspects this summer (along with a few surprises).

So spark a flame, grab your protein of choice and let’s learn a little bit more about what’s cooking on shoppers’ grocery lists this season in our Summer Grilling Series.

Plant-Based Proteins Continue to Capture Market Share

Not surprisingly, hamburgers, a summer staple, find favor during the warmer months. What is surprising, is the number of burger-enthusiasts who are deciding to purchase animal protein alternatives. In fact, 98% of those buying plant-based proteins identify as omnivores or flexitarians, rather than consider themselves vegetarian or vegan according to NeilsenIQ.

Reviewing consumers’ digital grocery list data from 2021, we note that meat alternatives are cumulatively eclipsing traditional burgers in making grocery lists. Additionally, while shoppers’ “burger/hamburger” list transactions show summer favor, plant-based burger list terms peak slightly at the beginning of the year (possibly due to New Year’s health resolutions), leveling off most of the year with a predictably strong July showing.

LIST TRANSACTIONS PER 1K USERS: 2021

Burgers/Hamburgers peak in summer. Plant-based items show less add-to-list seasonality. 

Beyond Impossible

With health, environment, and animal welfare continuing as top-of-mind concerns for many consumers, individuals of all ages are becoming repeat customers of plant-based protein brands promising healthy, sustainable meat alternatives like Beyond Meat and Impossible Foods.

Between 2019 and 2020, AdAdapted found that Beyond Meat was experiencing huge gains on grocery lists, which parallels the company’s growth following its IPO success. Increased brand recognition found Beyond Meat identified by name, as indicated by list data. Although still a popular list item in 2022, “Beyond Meat” has notably leveled to a steady position on consumers’ grocery lists.

YOY CHANGE: BEYOND MEAT LIST TRANSACTIONS PER 1K USERS

Beyond Meat growth as a list item peaked in 2020, with a strong but level showing over the past two years.

Add-to-list transaction data also demonstrates a shift in grocery list user preferences away from adding generic “veggie burgers” to shopping lists, with that term declining for well over a year. Brands like Beyond Meat and Impossible Foods appearing more frequently on lists are a part of a downward trend for “veggie burgers.”

YOY CHANGE: VEGGIE BURGER LIST TRANSACTIONS PER 1K USERS

The downward trend of “veggie burger” as a grocery list item. 

Regionally, add-to-list transactions indicate that the East and West coasts yield more interest in veggie burgers (both branded and generic list items) over the South and Midwest. Impossible Foods found marked year-over-year growth across all regions, reflecting its recent gains on Beyond Meat in a hyper-competitive market.  

PLANT-BASED GRILLING PRODUCTS YOY REGIONAL POPULARITY

East and West regions favor plant-based burgers over the Midwest and South. 

Shopping list information provides advertisers with unique insights into brand awareness and consumer preferences within the CPG ecosystem. Whether you represent plant-based or conventional products, AdAdapted can help your product gain traction on consumers’ lists and ultimately get products into carts. 

As always, reach out to info@adadapted.com for more information and check out our newest post about Shopping List Marketing.

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