Revealing our High-Performing Challenger Brands of 2024
Exclusive data: Epicurium’s high-performing challenger brands revealed
Are you already planning what your store will look like in 2025? What are the products that are no longer earning their shelf space? Which brands have you got your eye on to try after Christmas?
“There are so many factors that go into deciding what to stock,” comments retailer Jack Matthews, owner of Bradley’s Supermarket, in Quorn, Leicestershire.
“We’ll bring a product in if we see it performing well elsewhere or think it’s right for the area. We’ll also look at market trends.”
“We look at data,” adds Priyesh Vekaria, owner of One Stop Carlton Convenience in Greater Manchester.
“We’ll communicate to our franchise, One Stop, when a product isn’t performing, and it will go into a review period. We also use an AI system called Relex, which supports us with ordering and delisting.”
The biggest snack challenger brands in the market
At Epicurium, we too have been reviewing our star performers to spotlight the movers and shakers that we believe should be considerations for your store next year.
One of the biggest brands within our crisps, snacks and nuts category is Love Corn. The brand is going from strength to strength with our sales up by +25.7% year on year. Available from us in single and sharing formats, Love Corn was founded in 2017 and is gluten-free and suitable for vegans. It also contains 50% less fat than chips and is non-GMO and kosher.
Seeing an even bigger sales jump year on year is I Love Snacks. Its premium olives, nuts, dehydrated fruit and chocolate provide a delicious point of difference for food-to-go fixtures and demand is soaring – up by +121% year on year.
The protein boom continues
In the UK we consume more protein than the recommended amount on average. Understanding of the importance of this complex nutrient has been growing for years – with hundreds of brands aiming for a slice of the market. We’ve seen continued growth this year and have identified the key brands that will be the most relevant to consumers in 2025.
For example, Warrior, according to our latest figures, had a +1,801% increase year on year. Warrior Protein Bars contain 20g of protein, and we stock its full range, from bars to drinks. This also includes protein water to help consumers stay hydrated on the go.
“We have a huge protein selection now,” Vekaria says. “Shoppers are now more aware of their health and what products can support them in their health goals. In the past year, we’ve introduced protein yoghurts and shakes, which has helped us compete with grocery stores.”
The Protein Ball Co. has had an +80% uplift year-on-year at Epicurium. Its protein snacks are free from added sugar, gluten and GMOs. They also offer retailers a 40% margin at an RRP of £1.99, making them great impulse profit drivers.
We have seen sales of on-the-go breakfast products continue to grow this year, with sales of Tribe Protein soaring along with it. In the past year, our sales of its muesli, flapjacks and bars have grown by +161%.
Added functional products
Younger shoppers are looking for health benefits at every opportunity and we are seeing growth in products that offer these added benefits.
Bio & Me, a high-fibre portfolio of bars and porridge that contains 17 types of plant ingredients has grown sales by +550% year on year.
Arguably, the biggest challenger to the functional market is Vitamin Well. With a +538% sales increase in 12 months, it’s one to watch. Its Vitamin Waters have an RRP of £2.29, offers 32% profit on return, and is packed with a range of vitamins and minerals to help with hydration, combat fatigue and boost vitality.
Within our offering, we have Elevate Pineapple and Wild Strawberry, Enhance Orange, Hydrate Rhubarb and Strawberry, Recover Elderflower and Peach, and Reload Lemon and Lime.
While money remains tight for most customers, many – particularly at the younger end – are looking for delicious and interesting brands that complement their healthier lifestyles. Ensuring you have a selection of movers and shakers throughout your store will help you stand out and make sure sales are flying into 2025 and beyond.
10 fast-growing brands at Epicurium
- Shore Seaweed - Shore Seaweed is packed with minerals, fibre, calcium, potassium, antioxidants and iodine. It is harvested sustainably and offers an umami taste. The brand was founded in 2017, and our range includes Barbecue, Lightly Salted, Peking Duck and Sweet Siracha flavours.
- Savoursmiths - This range of crisps has grown more than +2,000%, so is swiftly becoming a must-stock. The flavours we stock include Desert Salt, Desert Salt & Vinegar, Somerset Cheddar & Shallot, Truffle & Rosemary, and Wagyu Beef with Honey Mustard.
- Warrior - We stock more than 15 flavours of the Warrior range. Its flapjacks are low in carbs and sugar and have 20g of protein. Some of the products we stock are Warrior Crunch Protein Bar, Warrior Crunch Mini Protein Bar and Warrior Rage Energy Shot.
- Bio & Me - Founded in 2019, the range we carry includes Gut Loving Porridge in Sticky Toffee, Apple & Cinnamon and Super Seedy & Nutty flavours. We also carry Gut-Loving Oat Bars in Cocoa & Hazelnut, Super Berry and Toffee Apple flavours.
- Vitamin Well - Growing +538% in 12 months, Vitamin Well is a true challenger in the soft drinks category. Its 100% recycled plastic packaging aligns with eco-conscious consumers, and you can find five different varieties here at Epicurium.
- C4 Energy - Retailers can fuel their fitness-oriented customer base with a product that has grown at Epicurium by +528% in 12 months. The company was founded in 2011, has zero sugar and carbs and is low in calories. Retailers can find Cosmic Rainbow, Frozen Bombsicle, Orange Slice, Pineapple Head, Twisted Limeade, Bubblegum and Strawberry on our site.
- Shaken Udder - The dairy drinks range is free from artificial ingredients and is gluten-free. Retailers can stock its core flavours, Chocolush, Strawberry Dream and Vanillalicious, as well as a protein offering in Chocolate and Strawberry flavours.
- WOW Hydrate - WOW Hydrate is a range of protein and added benefit drinks, offering up to 20g of protein in each product. Within our range, retailers can find Summer Fruits, Tropical, Blue Raspberry, Lemon, Orange and Red Cherry.
- Howdah - Howdah grain chips have grown sales by +240% year on year. Inspired by British-Indian dishes, Howdah is a range of vegan snacks that are rich in fibre and protein. We stock five flavours, from Bombay Mix to Onion Bhaji and Tandoor Chilli.
- Simply Roasted – Claiming to be the first and only sliced potato crisp to bridge the gap between health & indulgence, Simply Roasted is a head-turning product that is created using a patented crisp roasting method – the culmination of 10 years of development and £20m of investment. Available in five delicious flavours, they contain 50% less fat and 25% less salt than the average bag of crisps.