HappyVore reports it has risen to 2nd place in the French plant-based delicatessen department. As the leading contributor to the growth of the plant-based delicatessen category, the French SME has posted a +40.2% growth in value sales (January-March 2023 vs. October-December 2022).
“…the re-purchase rate of our products is close to 85%.”
HappyVore has now reached 9.3% of the value market share (January-March 2023), moving up to 2nd place, just behind the Nestlé brand Garden Gourmet.
Since its creation, HappyVore has continued to innovate in favor of a change in the consumption habits of the French, with tasty products that replicate animal meat in flavor and texture, without compromising on taste. Additionally, according to the firm Agrosolutions, a HappyVore product emits on average 12 times less kg of CO2 equivalent and requires 2.8 times less water than its meat equivalent.
In one year, the French SME has gained 7 points of market share by value and moved from 5th to 2nd position in the category. Available in the main supermarket chains (Monoprix, Carrefour, Leclerc, Auchan and Géant), HappyVore products are also offered in more than 1,500 restaurants.
4X growth
“With x4 growth, we are very proud to move from 5th place to 2nd. Our national deployment strategy is working. The democratization of vegetal food is carried by the HappyVore brand!” Guillaume Dubois, co-founder of HappyVore, enthuses.
“The strength of our products is the taste,” says Guillaume Dubois. “Most French people have tried a plant-based product in the last 10 years and have been disappointed by the experience. The challenge now is to teach them that there are tasty plant-based alternatives, and give them the opportunity to try them.”
Secondly, the majority of French people remain attached to meat: “89% of French people say they like the taste of meat, but 56% of them are aware that meat production has a negative impact on the environment. That’s why the offer of imitation meat products is attracting more and more consumers. Our products are a real alternative to meat, in the sense that they allow the pleasure of eating to coexist with the nutritional issues and the preservation of the planet that we support.”
Cédric Meston, co-founder of HappyVore adds: “Tasting is key, and remains the first driver of purchase. That’s why we invest massively in tasting operations in points of sale and through the biggest food events of the year. We see the success of this approach as the re-purchase rate of our products is close to 85%.”
