ArticlePublic health nutrition2022
Does promoting plant-based products in Veganuary lead to increased sales, and a reduction in meat sales? A natural experiment in a supermarket setting.
Article in Public health nutrition, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 9 papers.
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Who cites it
9 citing papers in PubMed.
- The effect of increasing availability of vegetarian meals on their sales in worksite cafeterias: a stepped-wedge cluster randomised controlled trial.The international journal of behavioral nutrition and physical activity · 2026Trial
- Testing the effect of a dynamic descriptive social norm message on meat-free food selection in worksite cafeterias: a randomized controlled trial.BMC medicine · 2025Trial
- Exploring spillover effects beyond workplace dietary interventions using agent-based modelling.Public health nutrition · 2026Article
- Sustainable Pet Diets: A Leading Effective Altruism Issue.Animals : an open access journal from MDPI · 2026Article
- The UK Food Environment: A Systematic Review of Domains, Methodologies, and Outcomes.Current developments in nutrition · 2025Review
- Universal Truths about Reducing Meat Consumption?Current environmental health reports · 2025Review
- Perceived motivators and barriers to consuming a plant-based diet: a qualitative research study.BMC nutrition · 2025Article
- Do promotions of healthier or more sustainable foods increase sales? Findings from three natural experiments in UK supermarkets.BMC public health · 2024Article
- Human-computer interactions with farm animals-enhancing welfare through precision livestock farming and artificial intelligence.Frontiers in veterinary science · 2024Article
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Authors and funding
4 authors.
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No grant is acknowledged in the PubMed record.
Abstract
objectiveTo explore changes in plant-based and meat product sales during and after implementation of a multi-component in-store intervention implemented by a major UK food retailer. Secondary objectives included exploring differences by store format and area affluence.
designThe intervention increased the visibility, accessibility, affordability and availability of a selection of plant-based products. Unit sales of plant-based and meat products during the intervention (January 2021) were compared with pre- (November 2020) and post-intervention (February and March 2021). Non-meat product sales were assessed as a control. Negative binomial mixed models were used to explore sales changes and differences by store format or affluence.
settingThe intervention was applied in a real-world supermarket setting during Veganuary.
participantsStores that applied the full intervention (
resultsAverage weekly unit sales of plant-based products increased significantly (57 %) during the intervention period (incidence rate ratio (IRR) 1·52 (95 % CI1·51, 1·55)). Plant-based product sales decreased post-intervention but remained 15 % higher than pre-intervention (IRR 1·13 (95 % CI 1·12, 1·14)). There was no significant change in meat sales according to time period. The increase in plant-based product sales was greatest at superstores (58 %), especially those located in below average affluence areas (64 %).
conclusionsResults suggest that increasing visibility, accessibility, affordability and availability of plant-based products led to increased sales, with evidence of lasting effects. No significant changes in meat sales were observed. Variation according to store format and area affluence indicates targeted intervention approaches are needed.
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