Max­i­mum growth will come from fresh and healthy prod­ucts

Progressive Grocer (India) - - Expert Speak -

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

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