Meat-free has been named one of the worst performing categories in 2023 with sales having declined £34.8m as shoppers prioritise savings over sustainability amid the cost-of-living crisis.
Accoridng to new data from NIQ for The Grocer’s Top Products survey 2023, alcoholic beverage sales also suffered in the year with spirits down £181.2m, and champagne (-£29.7m), sparkling wine (-£16.6m) and cider (-£4.4m) all in decline.
Beers, wines and spirits brands accounted for half of the top 10 fastest falling products overall.
However across non-acloholic drinks, the sports and energy drinks category was up £390.1m and the viral success of YouTuber’s KSI and Logan Paul’s Prime Hydration helped boost the catgeory further.
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Categories which saw some of the highest sales growth include fresh poulty up £273.1m, as well as beef (£141.6m), milk (£497.6m) and cheese (£423m).
Sales volumes fell in each case, however this was masked in many cases by inflation.
HFSS categories saw a similar trend with bagged snacks, chocolate and biscuits all in value growth as higher energy prices and inflation on cooking oil, sugar and chocolate was passed on to shoppers, while volumes fell.
Across the non-food categories, vaping was the fastest growing for the second year running and Lost Mary was named the fastest growing product overall with sales up £310.6m, topping Elf Bars which saw sales growth of £273m.
NIQ managing director UK and Ireland Rachel White said: “The cost-of-living crisis continues to impact UK consumers and our data shows that this has had an effect on how they shop for groceries and what they choose to put in their baskets.
“There has been a real emphasis, despite inflation, on stripping it back to traditional items, such as fresh meat and dairy products and a move away from trying more expensive meal solutions, which have shifted the dial in terms of the meat-free category. Whether this will have an impact in January when many like to experiment with Veganuary, remains to be seen.”
