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August 17, 2025British Food Journal

How retail marketing levers influence demand for plant-based products: a revealed preference analysis across food categories and urbanization levels

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Authors

ACAndrea CaccialanzaMCMirta CasatiMMMargherita Muzzillo

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Overview

Analysis reveals retail marketing levers significantly impact demand for plant-based products, suggesting urbanization context matters.

Key Points

  • Store assortment significantly boosts plant-based products market share in all urbanization levels, particularly in rural areas.
  • Price-based promotions show the strongest correlation with plant-based demand in urban settings but less so in rural regions.
  • Analysis utilized four years of sales panel data, focusing on the influence of marketing levers in the grocery sector in Italy.
  • Results imply retailers should tailor marketing strategies based on urbanization level to promote plant-based alternatives effectively.

Cite This Study

Caccialanza et al. (2025) studied this question.

synapsesocial.com/papers/68a36dec0a429f7973331be1https://doi.org/10.1108/bfj-10-2024-1093
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