World Animal Protection Canada urges grocers to turn plant-based demand into sales

World Animal Protection Canada has launched a playbook aimed at helping Canadian grocers grow plant-based food sales through changes to pricing, product ranges and store placement, arguing that retailers can capture more consumer spending while supporting domestic farmers and food manufacturers.

• World Animal Protection Canada launched a retail playbook covering plant-based assortment, private label, pricing, placement and promotion, with engagement already underway among the country’s major grocers.
• A survey by the organization found 48% of Canadians were open to or already seeking plant-based options, supporting its case for reaching shoppers with varied diets.
• The guide connects retailers with Canadian sourcing and manufacturing organizations, linking opportunities on supermarket shelves with the country’s pulse production and domestic plant-protein development.

Announced on October 29, The Canadian Retailer’s Playbook for Plant-Powered Growth makes a commercial case for expanding plant-based offerings at a time when buying Canadian and strengthening domestic food supply chains have become priorities.

The animal welfare organization said it was already engaging with Canada’s major grocery retailers to explore implementation. Its approach combines lessons from international supermarkets with connections to Canadian suppliers and practical support for retail teams.

“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.”

Saravanamuttoo linked the initiative to retaining more economic value within Canada, drawing on the country’s agricultural production and the work of domestic food developers.

“This is an opportunity to strengthen our food system and keep more of the value we create here at home,” he said.

The playbook focuses on decisions that influence what shoppers buy, including which products retailers stock, how they price them, where they appear in stores and how they are promoted. Private-label development is also identified as an opportunity to make plant-based products more accessible.

“Supporting Canada's plant-based food sector should be viewed as a growth opportunity, not a sacrifice strategy,” said 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.”

A recent survey conducted by the organization found that 48% of Canadians were open to or already seeking out plant-based options. World Animal Protection Canada cited the finding as evidence that the potential customer base includes people who continue to eat animal products.

The organization argued that plant-based sales can add to retailers’ business without necessarily replacing purchases of conventional products. Its recommendations therefore address shoppers looking to include more plant-based foods in their existing diets, as well as those who avoid animal products.

Competitive pricing, better placement and private-label ranges are among the measures it identified to help retailers convert that interest into purchases.

The guide also sets out a phased process for implementation. According to its accompanying website, this includes building internal agreement, establishing measurement systems, reviewing assortment and pricing, encouraging trial through promotions and customer education, and setting targets. Supporting resources include a retailer checklist, case studies and measurement tools.
worldanimalprotection.ca

Canada’s agricultural base forms another part of the proposal. The organization highlighted the country’s strength in pulse production and its developing plant-protein industry as advantages for grocers seeking Canadian products.

The playbook directs retailers to Pulse Canada for domestic sourcing opportunities and Protein Industries Canada for connections with manufacturers and food innovation projects. These links are intended to help translate interest in Canadian ingredients into products available on supermarket shelves.

International examples include Lidl, Tesco and Carrefour, whose plant-based initiatives are used to illustrate approaches Canadian grocers could adapt. The organization said the guide translates those experiences into strategies suited to Canadian grocery retail.

Its accompanying website identifies merchandising, category management, sourcing, marketing and data teams among the intended users, alongside sustainability staff. It also encourages retailers to measure their current balance of plant- and animal-source food sales and track progress against goals.
worldanimalprotection.ca

World Animal Protection Canada said its work with retailers would include implementation support, educational tools, international best practices and introductions to industry partners. The playbook is available through the organization’s website.

If you liked this, check these out...‍

• Plant-based alternatives now cheaper in 53% of Dutch supermarket comparisons

• Tesco and Gosh! help drive plant-based market back into growth as veg-led scratch cooking gains ground

• Protein Industries Canada backs scale-up of whole-cut meat alternatives with US$11 million investment