Sprouts Farmers Market recently commissioned a survey of 2,000 U.S. consumers about the plant-based food movement, and the retailer found continued and growing interest in the trend, particularly among those 24-39.
Check out this Q&A with Robby Cruz, vice president of produce sourcing and procurement for Sprouts, for more insight on the trend and the role of fresh produce in that lifestyle.
Q: How does fresh produce fit into the plant-based lifestyle trend?
A: Sprouts shoppers have always been engaged and connected to what they eat, and with fresh produce showcased at the center of our stores, it's a natural destination for all customers, and especially those looking to incorporate more plants into their diet.
By offering a wide selection of conventional, organic, specialty, local and seasonal produce, the category resonates well with those adapting strictly plant-based diets, in addition to those making the decision to reduce their meat intake in favor of more vegetables for a flexitarian diet.
Within the produce category, we also continue to work with our vendor partners to bring innovative dips, dressings and salad kits to stores with a focus on unique flavors to give customers a variety of choice and inspire them to enjoy produce in different ways.
Q: There's been a lot of buzz around plant-based, but often people first think of the term as related to meat substitutes. What are some ways that marketing and merchandising can connect the idea of a plant-based lifestyle to the original plants — produce?
A: The assortment of attribute-driven and innovative products in our stores makes for a treasure hunt shopping experience where customers can discover something new that fits their specific lifestyle on every visit.
Produce is the highlight of all of our stores, and the biggest traffic driver, and we like to educate and inspire shoppers about new and popular varieties with eye-catching merchandising, informational signage, articles on Sprouts.com and product collections on the Sprouts app.
Recently, our produce departments started carrying seasonal Sumo mandarins, and through prominent displays showcasing the citrus ... including a number of stores that had super Sumo displays, the ever-popular fruit has been enjoyed by an increasing number of Sprouts shoppers.
Q: What are some of the produce items that have seen boosts because of use in meat-substitute dishes?
A: Mushrooms are popular with shoppers looking to bulk up meals with produce that is flavorful and nutrient dense, and with more people cooking at home, we have seen a significant lift in that category.
Our produce assortment also includes different and convenient ways to prepare everyday items with products like hearty squash that is riced, cubed, noodles or cut into fries.
Q: What are some of the produce items that have seen boosts among people looking to get specific nutrition from plants?
A: Avocados are the best selling item across all Sprouts stores and offer a tremendous nutrient base, including more potassium than bananas and high levels of healthy fatty acids, fiber and antioxidants.
We've also seen more shoppers enjoying microgreens and ginger, which both are packed with nutritional and immune-boosting benefits.