Earlier this year, major French supermarket chain Monoprix partnered with vegetable-based food companies Bonduelle and Céréal Bio to conduct a consumer consultation on the theme of making diets more plant-based.
Almost 15,000 people took part in the consultation, and Monoprix has now published the results. They indicate that many French people are in favour of promoting plant-based foods, with over 60% supporting measures such as sharing easy plant-based recipes and increasing information about the nutritional and health benefits of plant-based products.
Currently, Monoprix and convenience store chain Franprix (owned by the same parent company) promote plant-based foods during Veganuary and the barbecue season. This involves in-store promotions and the sharing of recipes and information via social media, newsletters, and websites.
Following the survey results, the retailers will introduce a third communication event in September, raising awareness of plant-based foods via in-store tastings and more. Bonduelle and Céréal Bio will be involved in the event, and have also helped Monoprix develop new in-store media regarding the nutrition and environmental impact of plant-based foods.
Visibility and quality
Survey respondents also wanted to see improved visibility and accessibility for plant-based foods. Monoprix claims to already offer twice as many plant-based products as the market average, but is testing different ways to improve their visibility in-store. The retailer says it is also committed to featuring a quota of meatless products in its catalogue throughout the year from January 2025. These will either be identified by a pictogram or grouped on a dedicated page.
Finally, Monoprix aims to improve the quality and traceability of plant-based foods. The retailer is developing a sustainable nutrition charter to regulate the listing of plant-based alternatives; this will include requirements such as having a NutriScore similar to or better than their animal-based counterparts and avoiding certain additives. At present, 83% of Monoprix products reportedly comply with the charter.
European supermarkets promote plant-based
Over the past year, European retailers have increasingly been taking measures to boost sales of plant-based foods. For example, many chains — including Lidl, BILLA, Kaufland, Salling Group, and Jumbo — have reduced the prices of plant-based alternatives to achieve parity with animal-based foods. BILLA reported earlier this year that the initiative had led to a 33% increase in sales of price-reduced plant-based products. Additionally, 11 Dutch supermarket chains have committed to selling 50% plant-based proteins by 2025, with this goal increasing to 60% by 2030.
“Part of our plant-based strategy is to always keep an eye on prices,” said Verena Wiederkehr, Head of Plant-Based Business Development at BILLA. “It is our goal to make plant-based enjoyment affordable for everyone. Putting animal products on a par with their plant counterparts in terms of price is an important step on this path and is very well received by our customers.”
