With the statement, “We’re a real supermarket, just entirely plant-based,” Dennis Henkelman, the operator of REWE voll pflanzlich and REWE Group Management Board member Peter Maly, launched Germany’s first fully vegan supermarket this April. The chain now provides insights into the success so far of the Berlin vegan superstore, revealing that around 5,500 customers are taking their weekly food shopping at the new location, which was previously a supermarket operated by Veganz.
With over 2,700 vegan products in a 212 square-metre space, the store offers fresh vegetables, baked goods, refrigerated items, confectionery, and personal care.
“Launching a purely plant-based store in today’s market was bold, but we were confident in our vegan product expertise”
Henkelman describes how convenience foods top the sales charts at REWE voll pflanzlich, in particular baked items, with around 6,000 chocolate croissants and cinnamon rolls sold in just six months. Fresh produce also ranks among the top sellers, with REWE Bio cucumbers and bananas proving especially popular.
In addition to well-known brands such as Revo Foods with its 3D printed salmon filet, Better Nature‘s increasingly popular tempeh products, Veganz’ Mililk, and of course Beyond Meat; the REWE voll pflanzlich lineup also includes a potato-based plant drink, vegan broths, and tofu finishing sauces.
“Our goal is to quickly introduce new items and respond to customer requests, like gherkins, regional mustard, and liquid smoke,” explains Project Manager Isabell Kroll. A suggestion board at the store entrance and feedback from Instagram allow customers to share their preferences.
Unique customer profile
Henkelmann comments that he observes a different customer profile here than at a standard REWE store: “Plant-based products sell well in my regular store, but the clientele there includes more flexitarians with varied shopping carts. At REWE voll pflanzlich, we see more dedicated vegans who seek a fully plant-based experience.”
Presently, REWE voll pflanzlich remains in the pilot phase, “We’ll see over the next year whether a fully plant-based grocery offering gains long-term acceptance,” he says.
With its location at the busy Warschauer Brücke near an S-Bahn station and surrounded by numerous office buildings, the supermarket is attracting significant daily footfall, says the company.
Expansion “remains to be seen”
Six months after the opening, Peter Maly states his satisfaction as to the store’s success so far. “Launching a purely plant-based store in today’s market was bold, but we were confident in our vegan product expertise and experience from managing over 3,800 stores across Germany. So far, initial figures and customer feedback indicate that a full-range, plant-based supermarket is viable in the right location.
“Whether we expand the concept with more stores remains to be seen,” says Maly. “Meanwhile, our REWE locations nationwide benefit from products first tested at REWE voll pflanzlich before being added to the broader REWE product range.”
Read more about the superstore here.
