Frozen vegan options are predicted to grow by more than 40% in the run up to Christmas as shoppers turn away from the traditional turkey dinner, new research has found.
According to retail data experts Reapp, nearly £2m worth of vegan food is set to be sold over the festive season.
The research found that there has been a noticable shift in the focus on health for shoppers and fruit juice is expected to see a more than 50% growth in sales over December.
However, shoppers are not skipping out on sweet treats with chilled desserts predicted to experience a 125% increase in sales this month.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
Confectionery sales are also set to soar more than 50% which equates to more than £1m worth of sweets set to be sold in the run up to Christmas.
Reapp commercial director James Lamplugh said: “Looking at our latest analysis and predictions for the most festive month of the year, our data shows how shoppers’ festive habits are shifting.
“Successful innovation and development in meatless and vegan categories are influencing consumer behaviour and encouraging shoppers to perhaps try something new, even during the traditional Christmas period.”
He added: “However, strong brand loyalty within guilty pleasure categories such as confectionery and desserts, means that there are some treats which firmly remain in shoppers’ Christmas trolleys.”
Earlier this week, Tesco predicted that this Christmas will see record interest for no and low alcohol beer, wines and spirits as demand has soared more than 20% in the year, while sales of no and low alcohol wine rose by nearly 15% and demand for spirit alternatives grew by almost 10%.
