Retailers as gatekeepers of the protein transition: commercialization patterns for plant-based meat alternatives in Europe

Purpose – This study aims to examine retailer assortment decisions within the plant-based analogues (PBA) category by analyzing how product characteristics reflect assortment decisions in European online markets. In addition, it seeks to identify patterns in commercialization practices as conveyed through product claims and information on online retailers’ websites. Design/methodology/approach – Through online store audits, 748 plant-based products were collected across 17 online retailers in 5 European countries. The dataset includes detailed information on product format, ingredients, nutritional value, price, claims, cooking instructions and visual package elements. Data elaboration includes descriptive statistics, factor analysis and cluster analysis. Findings – Results suggest that retailers offer standardized PBA assortments across countries, while identifying distinct commercialization patterns to promote these products. These patterns primarily emphasize sustainability attributes, alignment with dietary lifestyle and a combination of health and taste attributes, appealing to different consumer targets. Practical implications – Retailers have considerable potential to expand their assortments by diversifying the brands they carry, investing in underrepresented segments such as fish analogues, and increasing recipe-level variety in terms of flavour profiles, culinary traditions and plant protein sources. Further opportunities lie in strengthening category management through more consistent pricing strategies and clearer, more harmonized product categorization. Originality/value – This study contributes to the literature by providing the first comprehensive, retailercentred analysis of PBA assortment and commercialization patterns across EU online retailers, extending prior research beyond single-category and consumer-perception approaches. In doing so, it makes a significant contribution to the ongoing debate on plant-based alternatives as a rapidly growing food category and provides insights into how retail practices can support the protein transition.