Retail practices for plant-based meat alternatives in Italy

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Abstract
Purpose: This study explores in-store retail sales practices for alternative protein products in Italy, with a focus on plant-based meat alternatives (PBMAs) compared to conventional meat products. It also investigates PBMA across different brand and business protein orientations to uncover disparities in retail practices, with attention to conventional and discount retailing. Design/methodology/approach: Data are collected in Bologna, a mid-size metropolitan area in Italy, during autumn 2023. The methodology involved conducting in-person store audits across ten supermarkets and hypermarkets. The data collected encompasses variables such as protein type, product format, price, promotions, product shelf placement and protein orientation. Data elaboration includes Analysis of variance (ANOVA) testing and multivariate linear regression. Findings: Results support that retail management practices price PBMA higher, offer fewer promotions and place them in the “ready-to-eat” department versus the meat department, if compared to conventional meat products. This suggests that Italian retailers do not consider PBMA as a direct alternative to the meat, but rather as a distinct food product category with its own retail management practices. The study also reveals that PBMA brand and business protein-orientation management practices influence pricing and sales. Retailers’ managerial approach shapes PBMA sales and consumer purchasing behavior. Originality/value: The study is pioneering research on retailers and PBMA, a rapidly expanding food category. It focuses on Italy, a country where interest in alternative protein products remains limited but shows significant potential for growth. Finally, it provides a detailed analysis of in-store retail food management practices balancing PBMA with conventional meat products.

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