Low shelf esteem

How brands can innovate in the fast-growing category of vegan, veggie and free-from, to gain shelf presence.


Vegan, vegetarian and free-from are driving phenomenal growth in the UK grocery sector, but new and current brands will need to work hard to stand out in this innovative market.


Last year the UK launched more vegan, vegetarian and free-from grocery products than any other country, with 3% of the country shifting to a plant-based diet.

Small wonder then that the category is quickly filling up with brands looking to cash in on the latest trend. And the fact that a third of the consumers driving this shift are millennials, the fastest growing consumer demographic, is no coincidence...

Download the PDF to read FYI in full.


people identify as 'flexitarian' in
the UK


of plant-based meals consumed in the UK in 2018 were eaten by non-vegans 


of all new food product launches in the UK were vegan


results on Instagram for #vegan


estimated worth of the

UK vegan market


of the UK are actively reducing meat intake for health, ethical and environmental reasons


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