Objective To explore changes in plant-based and meat product sales during and after implementation of a multi-component in-store intervention implemented by a major UK food retailer. Secondary objectives included exploring differences by store format and area affluence. Design The intervention increased the visibility, accessibility, affordability, and availability of a selection of plant-based products. Unit sales of plant-based and meat products during the intervention (January 2021) were compared with pre- (November 2020) and post-intervention (February & March 2021). Non-meat product sales were assessed as a control. Negative binomial mixed models were used to explore sales changes differences by store format or affluence. Setting The intervention was applied in a real-world supermarket setting during Veganuary. Participants Stores that applied the full intervention (n=154) were included for analysis. Weekly sales data for each store was obtained from the retailer. Results Average weekly unit sales of plant-based products increased significantly (57%) during the intervention period (Incidence Rate Ratio 1.52 [95% CI, 1.51-1.55]). Plant-based product sales decreased post-intervention but remained 15% higher than pre-intervention (IRR 1.13 [95% CI, 1.12-1.14]). There was no significant change in meat sales according to time period. The increase in plant-based product sales was greatest at superstores (58%), especially those located in below average affluence areas (64%). Conclusions Results suggest that increasing visibility, accessibility, affordability, and availability of plant-based products led to increased sales, with evidence of lasting effects. No significant changes in meat sales were observed. Variation according to store format and area affluence indicates targeted intervention approaches are needed.

Abstract‘Less but better’ is a pragmatic approach to tackling the sustainability challenges of meat consumption and production. Definitions of ‘less’ and ‘better’ lack clarity. Here we explore interpretations of these concepts, finding increasing use of ‘less but better’ in the literature from Western, high-income settings. Despite discrepancies among interpretations of ‘less’ meat, existing quantifications indicate that significant reduction is needed to achieve desirable food system outcomes. Interpretations of ‘better’ meat incorporate the delivery of environmental sustainability, improved animal welfare and better health or nutrition, but lack clear principles and omit many sustainability themes. Practices and outcomes are seldom linked, and diverging narratives on interactions between ‘less’ and ‘better’ exist. A shared vision of livestock systems with improved sustainability across multiple indicators is needed to establish principles for ‘less but better’ in order for decision-making to deliver desired outcomes.

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