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The Kroger Co.'s data science arm, 84.51°, unveiled new research at the recent Natural Products Expo West show in Las Vegas detailing the behavior of omnichannel plant-based shoppers, and how grocers can shape their marketing and merchandising strategies to grab more sales from these consumers.

Julie Emmett, VP of marketplace development for the Plant Based Food Association (PBFA), led a panel discussion with Shannon Weis, lead consultant/insights account manager at 84.51° and PBFA consumer insights analyst Linette Kwon, where they presented new research to be published in April. The 12-week e-commerce study looked at 10 plant-based subcategories, animal-based meat, understanding the path to purchase on online shopping, the entry points, how consumers interact with various plant-based categories, and how consumers search for plant-based foods online.

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