Be it an organic retailer, supermarket or discount store, it is evident that the range of plant-based products is being expanded across all sales channels. This is not least due to the emergence of many vegan retail brands. This trend is also being followed in 2018 by the British supermarket giant Waitrose with the expansion of its vegan range.
In October last year, Waitrose decided to expand its considerable range of “meat-free” products with 50 further vegan and vegetarian products – available from 4 June. With 125 products, Waitrose ensures that the share of vegetarian and vegan alternatives makes up 60 percent of its entire product range. This is an understandable decision, as the company announced that sales of vegetarian food were up 34 percent on the previous year.
The company is working getting high-profile help from vegan chef duo David and Stephen Flynn, among others. Both have been working with Waitrose on vegan recipe videos and customer events since 2016. And “the vegetarian butcher” has also contributed to the development of new products.
This is hardly surprising, because in Great Britain there seem to be major shifts towards veganism and plant-based nutrition. Kantar UK Insights states that 2018 will be the year in which a large number of British citizens take the step towards veganism, and plant-based diets will no longer be unusual but mainstream.
Commenting on the development, Chloe Graves, responsible for the purchase of vegetarian/vegan products at Waitrose, said: “Our current range of products continues to sell very well and the trend is on the rise. Customers and business partners alike have expressed their interest in further products. Thus we could see that there was a high demand for a greater variety of products.”
Furthermore, Graves announced that the large increase in the number of flexitarians was also driving development. In general, the aim is “to find an enjoyable, meat-free meal that suits the whole family”.