Lost Mary fastest growing product as vape category leads UK grocery growth chart  

Vaping products were the fastest growing category in UK grocery for the second year running in 2023, while sales of cigarettes, cigars and loose tobacco fell sharply, industry data showed.

The Lost Mary brand, owned by Chinese vaping firm Heaven Gifts, was the UK’s fastest growing product with sales up by £310.6 million on the previous year, according to the data published on Saturday by market researcher NIQ.

Vaping products saw growth in value sales of £897.4m in 2023, the data showed.

NIQ said vaping products also saw growth on a volume basis, while sales of cigarettes and cigars and loose tobacco were down £849.1m and £393.1m respectively on a sales value basis.

Another growth area was in sales of sport and energy drinks, which rose £390.1m, boosted by the viral success of Prime Hydration, the brand fronted by YouTubers KSI and Logan Paul and distributed by Congo Brands.

Some of the fastest growing grocery categories in 2023 were as a result of inflation, NIQ said, with value sales of milk, cheese, fresh meat and poultry increasing significantly but masking volume declines.

It said sales of bagged snacks, chocolate and sweet biscuits also declined on a volume basis.

Meat-free products were in marked decline, down £34.8m on a value basis and also down on a volume basis.

NIQ also noted that own label sales increased 12.8 per cent as shoppers sought value by trading down from branded items, which are generally more expensive.

(Reuters)