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.

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