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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.

In 2019 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.

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