Adding more plant-based proteins to meals could help consumers lower grocery costs while also supporting a more environmentally sustainable diet. However, new research from researchers at Simon Fraser University suggests that consumer decisions at the supermarket are shaped by more than simple price comparisons. The study found that affordability matters, but product variety and accessibility also strongly influence whether shoppers choose plant-based or animal-based proteins.

The research analysed more than 87,000 grocery shoppers in Canada and Finland using real-world loyalty card purchase data collected over two-year periods. The dataset included information from approximately 58,000 Canadian shoppers and 29,000 Finnish shoppers, allowing researchers to observe what consumers actually purchased rather than relying on surveys or self-reported eating habits. The findings were published in the scientific journal Nature.

Researchers tracked monthly purchases across seven plant-based protein categories, including legumes, tofu, plant-based beverages, and meat substitutes, along with 14 animal-based protein categories such as beef, pork, poultry, eggs, and dairy products. They then examined how changes in price affected purchasing patterns across different income and education levels.

The study found that rising prices reduced purchases of both animal-based and plant-based proteins, but meat purchases were more strongly affected by price changes. According to lead author Cameron McRae, this finding challenges the common assumption that price alone is the main obstacle preventing consumers from buying more plant-based foods. Instead, the research suggests the relationship between cost and consumer choice is more complex than previously understood.

Researchers also found that shoppers with lower socioeconomic status were generally more sensitive to price increases. However, the gap between higher- and lower-income consumers was smaller for plant-based foods than for animal-based products. Income appeared to play a larger role than education in influencing plant-based food choices. The findings suggest that expanding the variety of affordable plant-based products could make sustainable diets more accessible to a wider range of consumers.

McRae notes that meat shoppers often have multiple lower-cost alternatives available when prices rise, such as switching from steak to ground beef. Plant-based shoppers, by comparison, may face fewer affordable substitutes when only a small number of products are offered on store shelves. Researchers argue that if governments and retailers want consumers to adopt more climate-friendly diets, plant-based foods cannot remain positioned as premium products. The study highlights the importance of competitive pricing between animal- and plant-based proteins and suggests discounts or subsidies for plant-based foods could encourage broader adoption.

While highly processed plant-based substitutes can sometimes increase grocery bills, the researchers emphasise that whole foods tell a different story. Simple ingredients such as beans, lentils, and peas remain among the most affordable sources of protein available. McRae says consumers may find meaningful savings by replacing meat with legumes even a few times each week. According to the study, focusing on minimally processed plant-based foods rather than expensive one-to-one substitutes may allow households to build diets that are both more affordable and more environmentally sustainable.

More information: Cameron McRae et al, Plant-based protein foods are less sensitive to price changes than animal-based ones, with differences across income and education levels, Nature. DOI: 10.1038/s44458-026-00040-y

Journal information: Nature Provided by Simon Fraser University