Waitrose has revealed that sales of its Christmas vegan range are up 40% year-on-year, as more people than ever look to incorporate a meat and dairy free offering into their festive meals.
The retailer highlighted that vegan centrepieces are proving particularly popular, with its Vegan Root En Croute and Nut Roast with Cranberry sauce being best-sellers amongst the range. Other best-sellers include a mushroom and chestnut pate, and a vegan ‘festive wreath’.
Throughout 2019, the retailer has been extending its vegan offering to meet customer demand with sales for the overall vegan category up 35% year-on-year. The recent Waitrose annual Food and Drink Report 2019/20 revealed that sales of vegan ready meals were outselling their vegetarian counterpart for the first time.
Charlotte McCarthy, vegan and vegetarian buyer at Waitrose & Partners, commented: “Our vegan range has been growing in popularity for a number of years, however we anticipate this Christmas will be the biggest ever for vegan food.”
NAM Implications:
- 35+% growth rates have to represent a threat to meat and dairy…
- …and if plant-based alternatives can replicate meat texture, seamlessly…
- …then traditional meat & dairy foods have some issues ahead…
