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Waitrose data could indicate a return to favour for plant-based ready meals

Waitrose has unveiled a new plant varieties logo to support the launch of an expanded range of plant-based ready meals, citing its own data as an indicator that this type of meal is regaining popularity.

The retailer has taken the decision to add a number of new meals to the plant-based ready meal range PlantLiving, which will also be supported by the logo, after seeing a significant spike in demand. The logo will also be extended to fresh products, including its range of salad bowls.

Over the past year, sales of the PlantLiving Indian Inspired Takeaway Feast have risen by 38%, while over the same period sales were also up by 17% for the range’s Vegetable Tikka Masala & Rice.

New logo supports plant-based meal growth

While the popularity of plant-based food sales has waned in recent years, putting a lot of brands in the category under huge financial pressures, Waitrose hopes that this data is an indication that things are about to turn around again.

“With customers looking to incorporate more plants into their diet, we have added the new ‘plant varieties’ logo to the packaging of 14 of our PlantLiving products,” said Abby Catmull, Vegan Product Developer at Waitrose.

Further supporting the expansion, Waitrose says that online searches for vegan foods have also been on the rise, underlining consumer curiosity about the category. Evincing this, Waitrose.com has reported that over the last 90 days to January 13^th, searches on the site for ‘vegan ready meals’ were up by 31%.

Answering demand for exotic flavours

The retailer is tapping into this demand by developing a range of plant-based ready meals with unusual flavours and cuisines from all over the world.

“Our plant variety logo has been created to make it easier for customers to choose products with more fruit, vegetables, nuts and seeds, herbs and spices, wholegrains, and legumes,” said Amy Butler, partner and communications officer at John Lewis Partnership, which owns Waitrose.

Another key trend that the brand extension is responding to is demand for healthier foods. With consumers switching out heavily processed dishes for a higher intake of fruit and vegetables, plant-based foods are a viable alternative, with the inclusion of more exotic dishes seen as equally important.

“Products like our Vietnamese Style Vegetable Pancakes with a Lime and Chilli Dip have 11 plant varieties, taking customers to a third of their weekly goal of 30 [plants] in one meal,” said Butler.

“Other products such as the Carrot & Sweet Potato Crispbreads with Mixed Seeds has seven plant varieties, with a recommended pairing of chilli jam and cottage cheese for a protein boost. Or the Spiced Butternut & Lentil Dal Soup, which has ten plant varieties, with a recommended pairing with no.1 seeded sourdough.”

Are plant-based meals back in demand?

Plant-based foods saw a huge spike in in popularity in developed markets worldwide prior to the Covid-19 pandemic. However, as concerns mounted about just how healthy these foods were and qw the cost-of-living crisis kicked in, sales for the category started to slide, pushing brands like VBites, Allplants and Plant & Bean into receivership.

According to alternative protein think tank the Good Food Institute, the plant-based foods market in the UK was valued at £942 million in 2023, but in the period between 2022 and 2023, annual sales of plant-based foods fell by 2.8%, with unit sales down 9.3%.

With the pressures from the cost-of-living crisis abating and plant-based brands making concerted efforts to address improved health claims, players like Waitrose believe that interest in the category is set to bounce back.