克罗格研究：植物肉产品摆放在肉类部门售卖，促使植物肉销售额猛增23%

原文：https://vegnews.com/2020/7/kroger-study-when-stocked-in-the-meat-department-sales-of-plant-based-meats-spike-by-23-percent

注：译文谨供参考。

KROGER STUDY: WHEN STOCKED IN THE MEAT DEPARTMENT, SALES OF PLANT-BASED MEATS SPIKE BY 23 PERCENT

克罗格研究：植物肉产品摆放在肉类部门售卖，促使植物肉销售额猛增23%

A 12-week merchandising research project finds that placement of plant-based meat alongside its animal counterpart at select Kroger stores leads to desirable sales results.

一项为期12周的商品促销研究项目发现，在一些选定的克罗格（Kroger）商店内，植物肉产品放置在动物肉制品旁边进行售卖，可以取得理想的销售业绩。

by ANNA STAROSTINETSKAYA

作者：ANNA STAROSTINETSKAYA

JULY 9, 2020

2020年7月9日

Sales of plant-based meat increased by 23 percent when those products were placed in the animal meat department, according to a study conducted by Kroger in partnership with trade group Plant Based Foods Association (PBFA). From December 2019 to February 2020, Kroger added a three-foot vegan meat display case inside of the meat department at 60 test stores in Denver, and parts of Indiana and Illinois to ascertain consumer buying habits.

根据克罗格公司（Kroger）与贸易团体“植物性食品协会”（PBFA）合作实施的这项研究，植物肉产品摆放在动物肉类部门进行售卖，促使植物肉产品的销售额增长了23%。为了查明消费者的购买习惯，克罗格公司从2019年12月到2020年2月，在美国丹佛（Denver）以及印第安纳州和伊利诺斯州的部分地区，选定了其60间试销商店，在店内的肉类部门增设三英尺的纯素肉制品陈列柜（，用于促销各种植物肉产品）。

During the test period, research—conducted in partnership with Kroger’s data analytics subsidiary, 84.51°—included audits, sales analysis, education for store employees, and customer interviews. Feedback from customers included statements of excitement about the wide selection of plant-based meats with nearly all shoppers indicating that they assumed plant-based meats would typically be stocked alongside their animal counterparts and that doing so made the plant-based options easier to find.

克罗格公司的数据分析子公司“84.51°”参与实施了该项研究，试销期间的研究工作包括审计、销售分析、店员教育和顾客访谈。在反馈信息时，顾客们兴奋地谈论到植物肉产品的选择非常广泛，而且几乎所有的购物者都觉得植物肉产品一般会放在动物肉制品旁边售卖，这么做能够更容易找到可供选择的植物肉产品。

“This test provides one more proof point that plant-based meats have moved from niche to mainstream,” Sean Brislin, merchandising director at Kroger, said. “Kroger continues to experience double-digit growth in the plant-based category, and this test demonstrates the viability of shifting product placements to reach even more customers. We thank the Plant Based Foods Association for partnering with us on this insightful merchandising research project.”

“这次试销又增添了一个证据点（proof point），证明植物肉已经从小众产品发展成了主流产品，”克罗格公司商品总监肖恩·布里斯林（Sean Brislin）说道。“克罗格公司的植物性品类（category）继续实现两位数的增长；本次试销有力论证了通过调整产品摆放位置能够接触更多顾客的可行性。我们感谢植物性食品协会与我们合作实施这个富有见解的商品促销研究项目。”

When broken down by region, Kroger’s Midwest locations saw a 32 percent increase during the research period and a 13 percent spike in sales in the Denver area test. “This research proves that it is important for retailers to place plant-based meat where shoppers expect to find it: in the meat department. Other retailers are sure to make this change with this new data in hand,” Julie Emmett, senior director of retail partnerships at PBFA, said. “The increase in sales in the Midwest demonstrates there is tremendous opportunity for plant-based meats to succeed everywhere, including in the nation’s heartland.”

在试销研究期间，从不同地区的销售情况来看，美国中西部克罗格分店的植物肉销售额飙升了32%，而丹佛地区克罗格分店的植物肉销售额猛增了13%。“本次研究证明了对于零售商来说很重要的一件事情，就是把植物肉产品放在购物者希望找到的地方：肉类部门。看到这些新的销售数据之后，其他零售商也肯定会做出同样的改变，”植物性食品协会的零售合作关系高级总监朱莉·埃米特（Julie Emmett）说道。“中西部地区的销售增长表明，植物肉产品在任何地方都有获得成功的绝佳机会，包括在美国的中心地带。”

During the peak of the pandemic-buying period in mid-March, PBFA found that sales of plant-based foods increased by 90 percent when compared to sales during the same time last year. When it comes to vegan meat, sales spiked by 148 percent during the peak-buying period and continued to grow by 61 percent in the next four weeks, representing a growth rate that is twice as fast as animal-based meat. PBFA executive director Michele Simon said that retailers such as Kroger can continue to capitalize on these trends with proper placement of plant-based products.

植物性食品协会（与另一家市场调研公司的研究）发现，在新冠病毒大流行导致三月中旬的购物高峰期间，植物性食品的销售额比去年同期剧增了90%，其中的纯素肉制品销售额同比飙升了148%，而且在接下来的四周里继续暴涨61%，这个上涨数字是同一时期的动物肉制品增长率的两倍。植物性食品协会的执行总经理米歇尔·西蒙（Michele Simon）表示，通过正确放置植物性产品，诸如克罗格公司这样的零售商可以继续充分利用这些良好的发展趋势。

“As plant-based meat sales continue to grow, with sales increasing even more rapidly compared to pre-pandemic levels, this research becomes even more compelling for retailers to locate plant-based meats in the meat section if they want to maximize sales by reaching more consumers,” Simon said.

西蒙说道：“植物肉销售持续增长，销售额比疫前水平增长更迅速，在这样的发展形势下，本次研究结果更加可以说服零售商们将植物肉产品放置在肉类区进行售卖，如果他们想通过接触更多消费者最大限度地提升销售业绩的话。”