World Animal Protection Canada has launched a retail strategy guide aimed at helping Canadian grocery stores increase plant-based food sales by expanding product selections, developing private-label offerings and improving pricing and product placement.
The Canadian Retailer’s Playbook for Plant-Powered Growth outlines strategies retailers can use to respond to consumer demand while creating more opportunities for Canadian farmers and food manufacturers. The organization says it is already engaging with major grocery retailers across the country to explore implementation.
The initiative comes as consumers increasingly look to purchase Canadian products and governments focus on strengthening domestic food production and supply chains.
“Canada is at a moment when we’re being asked to think differently about how we support our own economy and build greater resilience,” said Colin Saravanamuttoo, executive director of World Animal Protection Canada. “That requires all of us to play a role, and Canada’s major grocers are part of that equation. We grow world-class food here, Canadian companies are innovating, and consumers who want to buy Canadian. This is an opportunity to strengthen our food system and keep more of the value we create here at home.”
The organization says expanding plant-based food selections could provide retailers with an opportunity to attract customers without necessarily taking sales away from conventional products.
Consumer demand presents retail opportunity
World Animal Protection Canada points to findings from a recent survey it conducted in which 48 per cent of Canadians said they were open to or already seeking out plant-based food options. The organization says the results indicate interest extends beyond consumers who identify as vegan or vegetarian.
The playbook identifies private-label products, competitive pricing and improved in-store placement as areas where retailers could work to increase sales. It also outlines ways to use product assortment and promotional strategies to make plant-based options more accessible to consumers.
“Supporting Canada’s plant-based food sector should be viewed as a growth opportunity, not a sacrifice strategy,” added Lynn Kavanagh, farming campaign manager at World Animal Protection Canada. “Canadians want more affordable, healthy and convenient options alongside the foods they already enjoy. Retailers that respond can reach a growing flexitarian market, strengthen customer loyalty and give Canadians more reasons to choose their stores.”
The organization argues that retailers can use plant-based products to generate additional sales while responding to changing consumer preferences, rather than treating the category as a replacement for existing food offerings.
Canadian agriculture and food manufacturing
The playbook also highlights Canada’s position in pulse production and its growing plant-protein industry as potential advantages for domestic retailers looking to expand their offerings.
It connects grocery businesses with organizations including Pulse Canada to explore Canadian sourcing opportunities and Protein Industries Canada to establish connections with domestic manufacturers and food innovators.
World Animal Protection Canada also points to international grocery chains Lidl, Tesco and Carrefour as examples of retailers that have used plant-based initiatives to increase sales and strengthen category performance.
The Canadian guide draws on lessons from those retailers and adapts them into strategies intended for the domestic grocery market.
Retailer engagement underway
World Animal Protection Canada says it is working with retailers across the country, offering access to international retail practices, implementation support, educational resources and connections with industry partners.
The organization says the initiative is intended to help grocery businesses identify opportunities to expand plant-based product sales while supporting Canadian agricultural production and food manufacturing.
World Animal Protection is an international animal welfare organization that says it has 75 years of experience working to improve the lives of animals. Its Canadian activities include engagement with the National Farm Animal Care Council, collaboration with farmers and the agricultural sector, and advocacy with governments, retailers, restaurants and the financial sector on animal welfare and food-system issues.
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