- The latest victim in the vegan market is Swedish oat milk company Autry
- Yorkshire sausage maker Heck has scaled back its vegan-friendly product range
Experts predict trend sweep vegan The brand grew as demand for animal-free food and beverage products plummeted.
The latest casualty in the flattening vegan market is Swedish oat milk company Autry, which has been forced to pull out of dairy-free ice cream in the UK, The Observer reports.
Yorkshire sausage maker Heck has reduced its vegan-friendly offerings from 10 to two.
“People were somehow not quite ready yet,” said managing director Andrew Keble. They didn’t want a lot of vegetables in their sausage. ”
Analysts at Nielsen IQ said supermarket sales of meat-free products fell by £37.3m in the year to September.
Other brands in the trendy category include smoothie maker Innocent, which stopped selling dairy-free products earlier this year.
According to Nielsen IQ, supermarket customers are beginning to buy less meat substitutes as inflation rises.
Following the clear trend, Shore Capital analyst Clive Black told the Observer that “the actual market is not as big as some expected, and some are gaining momentum. I have,” he said. Reality is coming to light.
“We saw in a bit of disbelief the number of businesses that were drawn into this space and the amount of shelf space given to it in the supermarket.
“There will be some winners, but we’re going through a bubble, so the numbers will be relatively low.”