Where Do Plant-Based Proteins Fit in The Grocery Store?

Promoting and Advancing Petroleum Marketing, Retail Grocery, and Convenience Stores in West Virginia

Driving Local Business and Community Growth Across West Virginia

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OMEGA is a West Virginia-based organization dedicated to supporting and advancing the business interests of the state’s petroleum marketing, retail grocery, and convenience store industries.

As a network of over 225 locally owned businesses, OMEGA actively promotes cooperation, advocates for favorable legislation, and provides education and resources to its members. With over 50,000 employees, OMEGA members significantly contribute to the state’s economy, generating more than 10% of all state taxes and supporting local communities through scholarships, charitable donations, and civic involvement.

OMEGA is committed to fostering industry growth while serving West Virginians with essential services like fuel, food, and convenience.

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OMEGA offers three types of membership: Convenience Store Members, Petroleum Marketer Members, and Grocer Members, all of which play a vital role in providing fuel, food, and essentials across West Virginia. As a liaison with state and national agencies, OMEGA works closely with organizations like NACS, PMAA, FMI, and the N.G.A. to advocate on behalf of its members.

We keep members informed through newsletters, legislative updates, an online resource hub, and educational seminars. Additional member benefits include access to the Encova Workers’ Compensation Discount Program and participation in our annual Trade Expo and fundraising efforts for children’s charities. OMEGA is here to support, advocate, and enhance the success of our industry members.

FMI’s Power of Meat 2019 report finds, plant-based meat alternatives sales increased 19.2% last year and account for $878 million in annual sales.

By: Rick Stein, Vice President, Fresh, Industry Relations, Food Marketing Institute <img src="https://www.fmi.org/images/default-source/blog-images/img_8085.tmb-large 2.jpg?sfvrsn=1b85546e_1" data-displaymode="Thumbnail" alt="Impossible Burger" title="Impossible Burger" style="float: right; margin-bottom: 10px; margin-left: 10px;" />If you measure the plant-based burger trend in Kelvins, it’s reached 100+ degrees this summer. FMI’s 2019 <a href="https://www.fmi.org/our-research/research-reports/u-s-grocery-shopper-trends">U.S. Grocery Shopper Trends</a> report finds a rising number of households (33%) have at least one member following a non-medically prescribed diet such as vegan, vegetarian, pescatarian or flexitarian, and this trend is higher for Gen Z and Millennial households. Increased demand for personalization is challenging the food shopping experience, and a growing number of shoppers are turning to plant-based proteins to help meet their unique household needs. FMI’s <a href="https://www.fmi.org/forms/store/ProductFormPublic/power-of-meat-2019">Power of Meat 2019</a> report finds, plant-based meat alternatives sales increased 19.2% last year and account for $878 million in annual sales. The plant-based protein trend has ignited another interesting debate among food retailers— <a href="https://uk.reuters.com/article/beyond-meat-retail/beyond-meats-home-in-the-meat-aisle-sparks-food-fight-idINKCN1T715O">where should plant-based proteins be featured in the grocery aisles</a>? For example, Beyond Meat products are often placed in, or in proximity to, the meat case. For shoppers, this offers personalization in every grocery store aisle; now within the same case one might find organic, natural, grass-fed, plant-based and conventional proteins.  When we asked consumers where they wanted <a href="https://www.fmi.org/forms/store/ProductFormPublic/power-of-meat-2019">plant-based alternatives places in the grocery store</a> we got a mix of answers: <ul style="list-style-type: disc;"> <li>26% believe plant-based alternatives should be found in the produce department.</li> <li>37% thought the meat department placement was best.</li> <li>37% shop the frozen aisle for plant-based alternatives</li> </ul> More frequent news about breakthroughs in plant-based protein products are keeping the temperature on high, and food retailers will continue to look to the perimeter for opportunities to customize consumers’ diverse protein demands.   <a href="https://www.fmi.org/our-research/research-reports/u-s-grocery-shopper-trends" class="button-secondary">Download U.S. Grocery Shopper Trends</a> <a href="https://www.fmi.org/forms/store/ProductFormPublic/power-of-meat-2019" class="button">Download The Power of Meat 2019</a>

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Supporting West Virginia Communities

OMEGA members play a vital role in West Virginia, supporting communities through substantial tax contributions and a wide-reaching presence across the state. With over 55% of the population living in border counties, our members are dedicated to serving both local and regional needs. Beyond business, we’re proud to give back, having contributed over $3.1 million to children’s charities since 2003, reflecting our commitment to making a positive difference.