The sales volume of vegan products at Finland’s S Group increased by an average of 15% in January, compared to the same period a year ago.
The sales volume of plant-based products from the yoghurt shelf, such as soy and oat snacks, increased by more than 30%, the company added.
Elsewhere, sales of vegan ready meals and plant-based drinks increased by more than 10%, while sales of vegan options on the cheese shelf increased by approximately 20%.
Vegetable protein products registered growth of approximately 40%, S Group added.
The company collaborated with non-profit Vegaanihaaste for a campaign in January that offered, among other things, recipes and tips, to encourage shoppers to opt for vegetarian items.
‘Price Awareness’
Antti Oksa, sales director of S Group’s grocery stores, stated, “We have noticed that the growth rate of plant-based products has slowed down recently. The underlying reasons may be price awareness in a tighter economic situation, and partially, also, the fading of the novelty appeal of veggie options.
“We want to do our part to lower the threshold for trying plant-based products and help them become commonplace. The cooperation with Vegaanihaaste at the beginning of the year and the acceleration of plant-based products, also through price campaigns, clearly spoke volumes.”
S Group’s grocery stores also encourage the use of fruits, vegetables and root vegetables through the alle euron hevit (less than one euro) concept, wherein seasonal vegetables cost less than €1 per kilogram, per box, bag or piece.
By the end of 2030, the retailer aims to have 65% of all food items sold to be plant based.
It seeks to help customers eat more sustainably, offer versatile options, and promote the development and growth of plant-based food.
