Too expensive, too difficult

It’s the economy, stupid. At least, it sure looks that way.

Between 2023 and 2024, 28% of Kroger shoppers who cut back on plant-based meat and dairy products said the pricier picks just no longer fit in their budget — up 12 percentage points (pp) over the previous year. Nearly a quarter (23%) also cited fewer sales and promotions for falling off, another 12 pp increase year over year.

Inflationary prices cut both ways, though, as high prices on…