TABLE 7.

Location of products from each category within eight different supermarket locations.

	% Of products displayed in each location
	Tofu products	Legume products	Plant-based meats	Products sharing the section/Display	Products in neighboring sections	Section/Shelf labels or flags to indicate range?
Freezer
Store A-1	0	0	80%	Ready meals	Ready meals, frozen vegetables	No (“meals”)
Store A-2	0	0	80%	Potato gratin products	N/A – endcap	No
Store B-1	0	6%	51%	Gluten-free products (ready meals), savory party snacks	Savory party snacks (pies, sausage rolls), gluten-free products (pastry, pasta, garlic bread)	No
Store B-2	33%	0	54%	Gluten-free products (crumbed chicken, pastry, pizza bases, ready meals, garlic bread, savory party snacks)	Ready meals, frozen vegetables	Meat-free monday, any night!” (sticker)*
Store C-1	0	40%	91%	Savory party snacks	Savory party snacks (dumplings, spring rolls)	“Make it meat free” (shelf tag)*
Store C-2	0	6%	78%	Gluten-free products (ready meals, crumbed chicken, pizza bases, pastry)	Gluten free products (conventional meat products – honey chicken, sweet and sour pork, fried rice), Frozen desserts	“Make it meat free” (shelf tag)*
Store D-1	0	0	52%	Exclusively meat-alternatives	Ready meals, frozen vegetables	No (“vegetables”)
Store D-2	0	6%	41%	Exclusively meat-alternatives	Conventional meat - battered fish, Frozen vegetables	“Vegetarian and plant based” (sticker)
Average	6%	6%	60%
Chilled – general
Store A-1	0	100%	20%	Fresh pasta, Tofu, Ready meals, Pizza	Conventional meat – sausages and smallgoods, Juices	No (“ready meals”)
Store A-2	0	100%	20%	Fresh pasta, Tofu, Ready meals, Pizza	Pre-made salads, juices	No
Store B-1	100%	94%	19%	Tofu, other plant-based products (dressing/sauces, desserts), liquid egg whites, Fermented cabbage products	Packaged seafood (smoked salmon, prawns, mussels)	No
Store B-2	67%	100%	22%	Cheese + crackers, fermented cabbage products	N/A – endcap	No
Store C-1	–	–	–	–	–	–
Store C-2	100%	94%	22%	Tofu, vegan products (cheese, dressings/sauces, probiotic drinks), bone broth (free-range chicken bone broth, grass-fed free-range beef bone broth), protein smoothie	Frozen meals, frozen bakery products, plant-based products, including pesto, sauerkraut, protein smoothies, vegan cheese	”Plant-based destination” (shelf label)
Store D-1	0	70%	48%	Vegan products (cheese, sour cream), Tofu, dressings and sauces, fermented cabbage products	Conventional meat - smoked salmon, prawns, octopus	”Enjoy alternative plant-based foods and meals. Perfect for meatless monday” and “ready to enjoy non-dairy. Try our range
						of delicious milk alternatives like Soy, Almond and Coconut”
Store D-2	0	50%	0	Vegan products (cheese, sour cream), dressings/sauces, Fermented cabbage products	Dairy products (cheese)	No
Average	33%	79%	12%
Chilled – meat section
Store A-1	–	–	–	–	–	–
Store A-2	–	–	–	–	–	–
Store B-1	0	0	30%	Conventional meat – kangaroo sausages	Conventional meat sausages, kangaroo products	No (“sausages,” “game”)
Store B-2	0	0	11%	Conventional meat – kangaroo sausages and burgers, organic chicken meat	N/A – endcap	No (“organic,” “game”)
Store B-2	0	0	14%	Conventional meat – sausages	Conventional meat – sausages, sliders	“Meat free” (flag)
Store C-1	100%	60%	9%	Vegan products (cheese, sour cream, sauces), Fresh pasta, Tofu, Fermented cabbage products	N/A endcap	“Vegan and vegetarian” (sign on fridge)
Store C-2	–	–	–	–	–	–
Store D-1	100%	30%	0	Exclusively meat-alternatives	Conventional meat – crumbed chicken products	“Plant-based” (x3 flags)
Store D-2	100%	44%	59%	Exclusively meat-alternatives	N/A – endcap	“Plant-based” (flag)
Average	61%	15%	29%

*Indicates promotional material was associated with brand-specific campaigns that were running at the time of data collection.