The past year has brought a drop in spend from mid-market shoppers, bringing a fall in penetration in the market and across most stores. Frequency of purchase and the volume purchased by individual shoppers has risen, but the decline in penetration has outstripped this and brought about a 2.4% drop in overall volume.
Branded products account for a majority (77%) of sales but have fallen in the past year. Meat-free is a relatively affluent market, over-indexing in London and under-indexing in Scotland and Lancashire.
The market is becoming more reliant on core shoppers and is losing marginal consumers. This may be the result of trading down as household budgets remain under pressure.
Focus On Meat Free