Retail Playbook Aims to Boost Canada's Plant-Based Food Sales

World Animal Protection Canada has released The Canadian Retailer's Playbook for Plant-Powered Growth to help grocery stores increase plant-based food sales. The guide, launched on October 29, 2026, arrives as the Canadian plant-based food market, valued at $1.4 billion, faces softening sales. It outlines practical strategies for retailers to convert widespread consumer interest into purchases, arguing that these sales can add to business without cannibalizing conventional product purchases.

International examples from retailers like Lidl, Tesco, and Carrefour illustrate adaptable strategies. The organization is already engaging with Canada's major grocery retailers to explore implementation, offering global best practices, implementation support, and industry connections. The full playbook is available for download through the organization's website.

Strong Consumer Interest Drives Opportunity

Nearly half of Canadians are open to or seeking plant-based options, creating demand for retailers to expand offerings. A recent survey found 48 per cent of Canadians are open to or already seeking out plant-based food options. To convert this interest, the playbook recommends competitive pricing, better product placement, and launching or expanding private-label ranges in areas like dairy alternatives, mince, and vegetable-forward ready meals.

Colin Saravanamuttoo, Executive Director of World Animal Protection Canada, stated the playbook supports thinking differently about the economy and building resilience. The guide outlines a phased implementation process including building internal agreement, establishing measurement systems, reviewing assortment and pricing, encouraging trial through promotions, and setting targets. Supporting resources like a retailer checklist, case studies, and measurement tools are available on the organization’s website.

Strategic Sourcing and Domestic Advantages

The playbook leverages Canada's competitive position in pulse production and plant-protein industry for sourcing and manufacturing partnerships. It directs retailers to Pulse Canada for domestic sourcing opportunities and to Protein Industries Canada for connections with manufacturers and food innovation projects. This initiative aims to help retailers expand plant-based sales while supporting Canadian agricultural production and food manufacturing.

Lynn Kavanagh, Farming Campaign Manager at World Animal Protection Canada, said supporting Canada's plant-based food sector is a growth opportunity, not a sacrifice strategy. The organization, which has 75 years of experience in animal welfare, works with governments, retailers, restaurants, and the financial sector to advance higher-welfare food choices and support innovative solutions.

Practical Implementation Strategies

Retailers can start with simple tests like price parity on own-brand products or Veganuary promotions, supported by in-store trials and educational resources. Engagement with Canada's major grocery retailers is already underway to explore implementation. The playbook recommends a dual placement model, citing European examples where sales increased when plant-based products were placed alongside animal-based equivalents. This involves putting plant-based products on the meat shelf while also maintaining a dedicated plant-based section.

World Animal Protection Canada offers retailers direct help with pilot design, consumer research, supplier introductions, and educational materials. An impact calculator for use on shelf tags and in loyalty apps is also in development. The playbook recommends starting with a single test, such as achieving price parity on five own-brand products or running a targeted Veganuary promotion.