Effective communication of plant- based foods: a case study analysis of Danish and Italian markets

Flexitarian diets based on the incorporation of more plant-based foods – here defined in terms of meat alternatives – in otherwise meat-based diets are seen as a more feasible and flexible route towards sustainability. However, acceptance of these products remains low. Among the actors of the food value chain, retailers play a key role in fostering this transition as they have the power to affect consumers’ food choices by making sustainable alternatives more accessible and “acceptable”,

Hence, the objective of the present chapter is to better identify the role of retailers and their communication strategies in promoting the consumption of sustainable meat alternatives. With this goal in mind, we analysed the promotion and distribution of plant-based food among retailers in two European markets, namely Denmark and Italy. From a managerial perspective, the present chapter provides useful insights for both food manufacturers and retailers for promoting the consumption of plant-based foods.