Vape category dominates 2022 grocery sales

Vaping was the fastest-growing grocery category in 2022, driven by its presence in the convenience channel, new data has revealed.

Data compiled by NielsenIQ for The Grocer’s Top Products survey 2022 found that vaping (+£435m) was the overall fastest growing category in 2022, with Elf Bars (+£318m) the fastest growing product.

NielsenIQ data also found that more shoppers are purchasing items on the go, leading to carbonated drinks (+£264m), sport and energy drinks (+£251m) and bagged snacks (+£229m), all experiencing growth this year. Within these categories, Coca Cola (+£90m), Monster energy drink (+£81m) and Red Bull (+£76.5m) were revealed to be the fastest growing products this year.

Adam Leyland, editor-in-chief at The Grocer, said Elf Bar’s popularity over the year highlighted the importance of the convenience channel when it comes to innovation. “The Top Product in our Top Products Survey is Elf Bar, an impish e-cigarette that has captured the hearts, minds and lungs of the Zoomer generation,” he said. “These colourful, little sticks, available in myriad sweet shop flavours, are selling faster than hot cakes, and have come from nowhere to completely dominate the vaping market – while hitting the cigarette trade and even roll your own tobacco. Elf Bar’s meteoric rise is a reminder of two things: the importance of the independent convenience channel as an engine of innovation; and the impact of brilliant marketing, especially when allied with the addictive qualities of nicotine.”

The data also found that spirits (-£752.5m), table wine (-£615m) and lager (-£575m) were the fastest falling categories in 2022. Other categories that experienced a drop included vegetables (-£456m) and fresh meat (-£347m).

Rachel White, managing director UK & Ireland at NielsenIQ, explained that the return to more normal shopping patterns has led to a shift from at-home dining to more on-the-go occasions. “The UK this year returned to more normal patterns of behaviour, from being able to socialise with friends and family without restrictions, to venturing into the office more frequently. This has naturally led to a shift in the types of products in shoppers’ baskets to reflect consumers’ busier lifestyles, as well as a rise in demand for more convenience items, such as sports and energy drinks and bagged snacks. This may have also led to a decline in at-home cooking occasions, with many fresh items falling out of favour.”

She added that ‘little and often’ shopping has returned for UK consumers.

“Another trend we have identified is the return of shopping ‘little and often’ where consumers shop more frequently, but with smaller baskets. This trend is likely to continue, especially with increasing concerns over the cost of living and shoppers looking to cut back spend. As we enter 2023, we anticipate that consumers will become more cautious in what they buy, both economically and sustainably to cut down food waste, such as a focus on buying less fresh groceries but more often, as well as value packs.”