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The Canadian retailer’s playbook for plant-powered growth
Download playbookDriving sales, meeting climate goals, and winning new customers
Canadian grocery retail is changing. Consumer preferences are shifting; sustainability expectations are growing, and plant-based foods are moving from niche to mainstream. Yet many retailers are still leaving growth opportunities untapped.
The Canadian retailer’s playbook for plant-powered growth is an evidence-based guide developed by World Animal Protection to help retailers turn plant-based strategy into commercial success.
Drawing on Canadian market trends, retailer interviews, and global best practices, this practical playbook shows how retailers can grow sales, strengthen customer loyalty, support ESG goals, and future-proof their business.
Why this playbook matters
Canada’s plant-based food market is already worth $1.4 billion and projected to exceed $3 billion by 2033.
The growth is not being driven by vegans or vegetarians alone. It is being driven by flexitarians, consumers looking for healthier, affordable, and convenient ways to include more plant-based foods in their everyday shopping.
Global retailers are already proving what’s possible:
- Lidl Germany achieved a 30% sales increase through price parity and integrated placement.
- Dutch retailers helped drive a national 42% plant-based protein share through collective measurement and targets.
- Tesco UK evolved its strategy toward “veg-led” foods, now representing 40% of its plant-based sales.
The question is no longer whether plant-based categories can grow.
The question is: who will capture that growth?
What’s inside the playbook
This is not a research report. It’s a tool for execution.
The playbook provides Canadian retailers with a practical roadmap organized into three parts:
Part A — Why a plant-based strategy is good for business
Build the internal business case with evidence on:
- Market growth and commercial opportunity
- Canadian consumer trends and the rise of flexitarian shoppers
- Global retailer success stories
- ESG, climate, health, and resilience considerations
Part B — The path to growth: move from strategy to shelf
A phased implementation journey with actionable tactics to help retailers:
- Build internal alignment and measurement systems
- Optimize assortment, pricing, and placement
- Drive trial through promotions and customer education
- Set targets, track progress, and scale impact
Each tactic includes practical steps, lead teams, and real-world examples from retailers and industry leaders.
Part C — Tools & resources
Access practical implementation support, including:
- A retailer implementation checklist
- Case study examples
- Measurement frameworks and tools
- Partnership opportunities and upcoming consumer engagement resources
Who is this for?
Designed for cross-functional retail teams, including:
- Sustainability & ESG teams
- Merchandising & category management
- Marketing & communications
- Sourcing & supplier relations
- Data & performance teams
Get involved!
Whether you are just beginning your plant-based strategy journey or ready to set ambitious targets, this playbook is designed to help you start where you are and move forward with confidence.
World Animal Protection developed this playbook as a resource, but we’re also here to support implementation. We encourage retailers to understand their current balance of plant- and animal-source food sales, openly track and share progress, set clear goals to grow plant-based sales, and take practical action to deliver results.
From consumer insights and industry connections to pilot design and emerging engagement tools like our upcoming Impact calculator, we’re committed to helping retailers unlock the commercial, environmental, and social benefits of plant-powered growth.
This playbook is more than a resource, it's the start of a partnership.
Whether you're exploring plant-based options for the first time or ready to set ambitious public targets, World Animal Protection can support your journey.
We offer consumer insights, industry expertise, strategic connections, and guidance to help you design and implement impactful initiatives.
Download the playbook and explore how a plant-based strategy can help your business grow.
