REWE's fully plant-based supermarket in Berlin offers an entirely vegan product range to meet the growing demand for plant-based foods. Located near Warschauer Brücke in Friedrichshain, the store caters to approximately 5,500 weekly customers, combining convenience with a diverse selection of over 2,700 vegan products. This initiative expands upon the typical REWE vegan offerings.
The plant-based supermarket's unique appeal lies in its variety and accessibility. Shoppers have responded positively to the convenience of a fully vegan assortment, especially in baked goods and freshly prepared items such as spelt schnitzel rolls and homemade creams. Additionally, fresh produce and innovative items like oat-based soft-serve have proven highly popular. Customer input, facilitated through in-store suggestion boards and social media, has played a crucial role in curating the selection.
Pioneering Plant-Based Supermarkets
REWE's Venture is Considered a Bold Innovation in the Industry
Trend Themes
1. All-vegan Retail - The rise of fully plant-based supermarkets exemplifies a shift towards comprehensive vegan retail environments beyond traditional organic sections.
2. Customer-curated Selection - Leveraging in-store suggestion boards and social media to refine product offerings highlights a growing trend in customer-driven retail innovation.
3. Plant-based Fresh Prepared Foods - The popularity of freshly prepared vegan items like spelt schnitzel rolls underscores an opportunity for expanding plant-based deli options.
Industry Implications
1. Supermarkets - The introduction of fully plant-based supermarkets marks a significant addition to traditional grocery store models.
2. Plant-based Food - A surge in demand for diverse vegan products signals a continued evolution and expansion within the plant-based food industry.
3. Consumer-focused Technology - Incorporating customer feedback through digital platforms transforms how retailers can adapt and innovate in response to consumer preferences.