• Expansion of Supermarket Own-Brand Vegan Ranges Sees Sales of Vegan Ready Meals Soar



    According to The Grocer, sales of vegan ready meals in the UK have soared this year following the expansion of several major supermarket own-label plantbased ranges such as Tesco’s Wicked Kitchen and M&S Plant Kitchen.

    Data from Kantar states that ready meals are the fastest-growing area in the meat-free market, up 25% to £78.8m, equating to 12.4 million kg of vegan ready meals in the year to July, an increase of 20% from last year, with supermarket ready meals alone up 45% to £38.3m.

    Wicked Healthy
    TESCO

    Marks and Spencer‘s own brand range The Plant Kitchen saw an impressive 77% increase in meat-free sales in this period; “The Plant Kitchen range has already drawn in 585,000 new shoppers who spend an average £8.50 per kg – 33% more than the average ready meal,” said Kantar analyst Jennifer Fletcher to The Grocer.

    All UK supermarkets witnessed a double-digit increases in sales of vegan products, except for Tesco, which however still remains the leader in terms of market share with nearly 25% of total value.

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