Sales of vegan and vegetarian food up 85% at Waitrose

Total sales excluding fuel were down 1% for Waitrose & Partners last week (to Saturday October 13) compared with the same period last year.

Sales of vegan and vegetarian food increased by 85% as the supermarket chain added 30 new dishes to its range. The vegetarian, vegan and flexitarian products offer a selection of complete meals in a variety of flavours and cuisines, as well as staple ingredients that can be enjoyed by both vegans and meat eaters alike.

Waitrose & Partners commercial director Rupert Thomas said: “As the weather turns colder, customers have also started stocking up on Christmas food. Sales of mince pies were up 14% and stollen 12%, and advent calendars increased in sales compared to the same week last year.”

Last week Waitrose & Partners announced a collaboration with Imperial College London for a research project to explore the effects of DNA-personalised food choices on health outcomes for pre-diabetic individuals.

The retailer is contacting customers in the North London area with information on how to take part in a 12-month clinical trial. Customers in the trial will use technology from consumer DNA testing company DnaNudge to ‘nudge’ their shopping choices through their DNA, via a wristband or app.

Commenting on the trial, Waitrose & Partners nutrition manager Moira Howie said: “This is a supermarket first: working with cutting-edge research technology that may prevent Type 2 diabetes developing in those who are prone to it.

“Supermarkets and food can play a big role in helping shoppers who want to be healthier. Many of our customers are looking for this and, by offering them the chance to take part in the study, they can make more informed decisions based on their own DNA and, in doing so, also contribute to developments in this important area.”


Waitrose Vegetarian and Vegan Canapes

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