Maximum growth will come from fresh and healthy products
Health & Fresh are the major trends today in the food industry. This trend is playing out strongly and driving strong growth across categories. While the packaged juice category is seeing negative growth and people are shifting to cold pressed juices (natural), the latter category is growing at more than 50% same store growth. Eggs is one of the fastest growing category for us and the maximum growth is coming from free range chicken eggs and organic eggs (more than 100% growth) compared to very low growth in everyday value chicken eggs. In meats and seafood, we see customers moving from frozen to fresh. We are seeing stronger growth in fresh seafoods, which is growing more than 70-80% compared to the negative growth in frozen seafood. Also, we have observed customers shifting from chicken to seafoods, which is a more healthy option.
In bakery, there is stronger growth in healthier breads like gluten-free breads, Keto bread and high protein quinoa bread. In fact, quinoa bread is one of the top selling SKU in our stores. The granola bar category is also growing huge and is one of the top performing categories with brands like Yogabars and Ritebite influencing category growth. We have seen a shift of customers from impulse chocolate options to granola bars. In milk, we have seen strong growth in fresh milk category compared to Tetra milk. Also, A2 milk is influencing category growth. Besides, there is very strong growth taking place in plant-based milk. Almond milk, too, is growing in the range of 50-60% y-o-y and is significantly contributing to the overall milk category’s growth. Most of our customers are now shifting to organic grocery from normal grocery and this category is growing @40%+.
The Health & Fresh trend is playing out strongly and driving growth across categories. — Avinash Tripathi Buying and Merchandising Head, Godrej Nature’s Basket