HRA Global Feature in The Grocer!

We have been mentioned in the July 2020 edition of The Grocer, in an article all about the hike in free from food and drink sales.

Aldi sees 50% hike in sales of free-from food and drink

HRA Global MD Hamish Renton said Aldi was “correcting an under trade” in the category. “They haven’t fishes these waters before – hats off to them, they finally got to the races,” he added.

“Free-from has always traded at a 10% to 35% premium over conventional [fmcg] and Aldi has angled it much more on the 10% side so they are winning hearts and minds.

Much of the category is made up of lifestyle free-from [shoppers] without a diagnosed medical need, and if you’re a lifestyler there is a limit to how much you’re willing to pay.”

This is an extract from an article written for The Grocer, by Daniel Woolfson. You can read the rest of The Grocery’s article, titled Aldi sees 50% hike in sales of free-from food and drink, here.

Contact us if you wish to talk to us about the growth of sales in the free-from category and to talk through how HRA Global can help your brand make an impact in its designated markets.

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