Plant-based food sales in the U.S. hit a record $7.4 billion in 2021, and new consumer research to better understand shopping behaviors could accelerate the industry’s growth. Kroger collaborated with the Plant Based Foods Institute (PBFI), sister non-profit to the Plant Based Foods Association, to conduct research for a new “Plant-Based Foods Migration Analysis Report” to understand plant-based shopper behavior and sentiment, leveraging 84.51° data science and insights.