KNOWLEDGE HUB
Research, insights, and resources for growing plant-based.
PBFI's insights are grounded in years of direct work at the intersection of agricultural production, food manufacturing, and market development. This is where we share what we learn.
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In partnership with PBFA and 84.51°, this report analyzes Kroger shopper behavior across plant-based categories over 52 weeks, building on our 2023 and 2024 migration analysis studies. While total plant-based households declined 6%, highly engaged shoppers are growing — with new repeat customers outpacing those lost, and categories like yogurt, frozen meals, and cheese seeing their strongest influx of new buyers yet. The data points to a maturing market: fewer casual browsers, more committed households — and a clear opportunity to meet a consumer where they are.
Latest Insights
Plant Based Foods Institute Names Sanah Baig as Executive Director
The Plant Based Foods Institute (PBFI) is pleased to announce the appointment of Sanah Baig as its new Executive Director, effective June 2025. Baig brings extensive experience in food and agricultural policy, most recently serving as the Senior Policy Advisor for Agriculture and Nutrition at the White House.