From courgetti to cauliflower pizza, how the rise in clean eating affected shopper behaviour


New Year New You

Whilst the grocery market can be unpredictable, one trend shoppers and retailers can always rely on is the New Year New You boom that hits every January. Fuelled by a season of excess and the promise of spring on the horizon, shoppers move towards healthier options and look for the best bargains. But we’re also looking for new ways to eat our greens. With more and more people talking about courgetti, cauliflower rice and carrot noodles appearing on shelves across the UK, we decided to investigate the emerging market using our data to see the impact of these new products on UK shopping habits. Time for a new view on our 5 a day? Let’s find out.

We started by looking at how many pre-prepared vegetables are available on retailers shelves from 2012 to 2016. We expected to see a rise on the number of products available as the trend takes off, were we right?

Although there was a 11% increase in the number of pre-packaged vegetables available between 2012 and 2014, the trend has lost speed and the availability of pre-packaged veg has actually decreased 9% between 2015 and 2016. When analysing our data, we’re able to see which stores continue to feed the trend and can see that although larger retailers like Sainsbury’s have halved their offering in 2016, frozen champions Iceland have increased their range 7% whilst Tesco have expanded 39%. Brands looking to identify the best retailers to launch and track NPDs can take advantage of this information using mySupermarkets Content management tool in order to optimise their budgets across the digital shelf.

Despite a smaller range to choose from, shoppers are buying more pre-packaged veg than ever before. However it was interesting to discover that the humble cucumber and carrot still reign supreme in shoppers’ baskets. These products take the number 1 and number 2 spots on the most added vegetable to baskets list every year since 2012. The UKs top 3 favourite vegetables in 2016 were: Cucumbers, Carrots and Mixed Peppers with Onions, Broccoli and Potatoes also making their ways to our baskets frequently.














Now with all these veggie competitors competing for shelf space, pasta sales have fallen across the retailer’s year on year. As the demand for low carb alternatives increases, sales of dried and fresh pasta across retailers have fallen dramatically. In fact the volume of pasta items added to shoppers baskets on mySupermarket have fallen a staggering 47% between 2013 and 2016. For brands looking to launch into this segment, knowing this data is crucial when considering NPDs and gauging market spend across their product range.













We were surprised to see that our initial prediction that the way the UK shops for their 5 a day was proven wrong. Although new items have entered the market, the pace in which they do so has slowed, possibly showing a food fad rather than a sustained trend. Using our data and Solutions tool to identify which retailers are still backing the trend and expanding their prepacked veg range allows brands looking to launch NPDs in this area to optimise their spend wisely and invest appropriately.

Similarly, discovering that pasta sales are falling as shoppers look for low carb alternatives is vital information for brands working in this segment as they can use this data to adjust their strategies and plan accordingly. Keeping an eye on shopping behaviour is a crucial part of planning ahead and can help manufacturers navigate changing scenes with ease. Interested in assessing and championing your own digital shelf? Access your FREE TRIAL through our blog now and get set for 2017.