Supermarkets Prioritising New And Disruptive Brands
Namnews, 17th December 2020, Vegan products are set to dominate UK shopper baskets in 2021, but supermarkets are expected to prioritise new and disruptive brands in this category. Meanwhile, listings for low alcohol products at supermarkets increased by 30% in the last 12 months, sparking an upwards trend in healthy alternatives in the new year. This according to data from analysts at Edge by Ascential’s e-commerce analytics SaaS platform, Digital Shelf. They revealed that in 2020, chilled and frozen vegetarian and vegan ranges experienced modest growth of 3% as supermarkets sought to keep their ranges lean amid the pandemic. However, growth in the category was primarily led by smaller manufacturers and new disruptors, with 15% more brands available to shoppers in the category than in November last year. Meat-free brand Naked Glory, launched in 2019, has seen the most growth, increasing ranges across several major UK supermarkets by 200%, followed by Squeaky Bean (+166.7%) and Th...