“Estimating the Effect of Moving Meat-Free Products to the Meat Aisle on Sales of Meat and Meat-Free Products: A Non-Randomised Controlled Intervention Study in a Large UK Supermarket Chain”

A new research article by Carmen Piernas, Brian Cook, Richard Stevens, Cristina Stewart, Jennifer Hollowell, Peter Scarborough, and Susan A. Jebb published in PLOS Medicine, “Estimating the Effect of Moving Meat-Free Products to the Meat Aisle on Sales of Meat and Meat-Free Products: A Non-Randomised Controlled Intervention Study in a Large UK Supermarket Chain,” evaluates whether changing the positioning of meat-free products in stores may be an effective method to reduce meat consumption. The study found that prominent positioning of meat-free products in the meat aisle of supermarkets “did not result in decreased sales of equivalent meat products,” but did lead “to a significant increase in sales of meat-free products, which was sustained over time” (by an average of 25%).