The plant-based burger market is undergoing a transformative shift, largely driven by changes in how consumers discover, purchase, and consume meat alternatives. As plant-based eating becomes more mainstream, retail and e-commerce sales channels are playing a pivotal role in driving visibility, product accessibility, and brand engagement. This article explores how traditional and digital retail environments are evolving to meet the rising demand for plant-based burgers, and highlights performance metrics, trends, and strategic insights.

Supermarkets and Hypermarkets: Still Leading but Facing Evolution

Supermarkets and hypermarkets remain the dominant sales channels for plant-based burgers worldwide. Their broad consumer reach, shelf space availability, and partnerships with leading brands make them a primary avenue for driving volume. However, these channels are adapting to consumer preferences that now favor clean-label, organic, and minimally processed options. Retailers are beginning to reorganize their shelf layouts, introducing dedicated plant-based sections to enhance visibility and encourage trial purchases. Promotions, in-store demos, and loyalty-based incentives are also helping boost repeat purchases in this setting.

In North America and Europe, large grocery chains are adding private-label plant-based burger options to compete on price and quality. These store-brand lines often mimic top-tier products in terms of ingredients but are positioned more accessibly. As competition tightens, product placement, packaging appeal, and brand story differentiation are becoming crucial levers of retail success.

Specialty Health Stores and Organic Retail Chains

Niche retailers like Whole Foods in the U.S., Planet Organic in the UK, and similar health-focused outlets across Germany, Australia, and Canada have played a critical role in establishing early plant-based burger credibility. Although their share of overall sales is smaller than mainstream outlets, they serve as testing grounds for innovative products and emerging brands. Consumers shopping in these stores are typically more informed and health-conscious, making them ideal early adopters of new formulations such as pea protein, mushroom-based, or lab-grown blends.

Brand loyalty in these specialty environments tends to be stronger, and price sensitivity is slightly lower, offering opportunities for premium positioning. However, scale and regional coverage are limited, which may restrict long-term volume growth.

E-commerce Platforms: Accelerating Growth, Especially Post-Pandemic

The pandemic significantly boosted the adoption of e-commerce for grocery and frozen food items, including plant-based burgers. From direct-to-consumer (DTC) websites to third-party platforms like Amazon, Instacart, and region-specific online grocers, digital channels have opened up new frontiers in how consumers buy alternative proteins.

E-commerce is now accounting for 15–20% of total plant-based burger sales in developed markets and continues to grow. Brands benefit from increased control over their messaging, real-time consumer data, and better margins via DTC. Meanwhile, marketplaces offer unparalleled exposure and convenience for consumers. Promotions such as bundle deals, subscription offers, and limited-time discounts are helping to build digital loyalty.

In emerging economies like India, Brazil, and Southeast Asia, online grocery is quickly gaining relevance, thanks to mobile-first consumers and expanding middle-class populations. However, issues such as cold-chain logistics, payment infrastructure, and delivery reliability remain challenges that must be addressed to ensure consistent product quality.

Foodservice Integration via Retail-Like Partnerships

The convergence of foodservice and retail strategies is becoming more pronounced. Quick-service restaurants (QSRs) like Burger King, McDonald’s, and local chains are not only selling plant-based burgers in-store but also collaborating with retailers to offer take-home versions of their popular items. This synergy allows for brand recognition in both dining and home environments.

Furthermore, ghost kitchens and cloud kitchens are also impacting retail demand indirectly, as they introduce plant-based options to customers through app-based ordering. While not conventional retail, these digital-first models mimic many aspects of retail and are being increasingly counted in omnichannel performance metrics.

Regional Channel Performance Trends

In North America, brick-and-mortar retail still dominates but is seeing incremental migration to hybrid models that combine in-store and digital fulfillment. Europe has a slightly higher adoption of omnichannel grocery services, particularly in Scandinavian countries, Germany, and the UK. Asia-Pacific is rapidly building a foundation for e-commerce-driven growth, especially in urban centers, while Latin America and Africa are progressing through digitally-assisted offline retail models.

Retail consolidation in many regions is giving major grocery chains greater leverage in negotiating shelf space and pricing with plant-based burger manufacturers. As a result, startups and mid-sized brands are turning to e-commerce to maintain control and expand visibility without the costs associated with physical retail distribution.

Investment and Brand Strategy Considerations

The evolving retail landscape demands that plant-based burger companies adopt a multi-channel strategy. Relying solely on physical grocery chains is no longer sufficient. Brands that actively build out their online storefronts, optimize for mobile shopping, and participate in third-party e-marketplaces are better positioned for sustained growth.

Technology investments—such as inventory tracking, personalized marketing, and consumer feedback integration—are becoming essential tools in building seamless omnichannel experiences. Packaging innovation that supports shelf-stability and easy delivery without compromising quality is also a rising trend in response to e-commerce logistics challenges.

Conclusion

Retail channel performance is a critical factor in the expansion of the plant-based burger market. While traditional grocery outlets remain key, the surge in digital shopping and the integration of foodservice elements are transforming how brands connect with consumers. Success in this evolving environment depends on a flexible go-to-market strategy, omnichannel distribution readiness, and strong brand storytelling across both physical and digital platforms. As the market continues to expand, adaptive retail strategies will differentiate the winners in this high-growth segment.