"Magnet": sales of vegetable meat increased by 2.5 times

Currently, frozen semi-finished products from vegetable MEAT are represented by cutlets, dumplings, nuggets in 350 Magnit hypermarkets and supermarkets, as well as in about 500 convenience stores and e-commerce services. Online delivery accounts for 12% of sales of products in this segment from the company's large format stores.

Magnit began selling vegetable meat in 2021 in a test mode. Now semi-finished products from alternative meat are represented by almost ten positions of the HI brands of the Efko company and Nemyaso of the Kotletar company. Plant-based meats are gaining popularity amid an expansion in the consumer offer, increased consumer knowledge about such products and growing interest among a younger audience. So, in addition to the development of the assortment, Magnit began to carry out seasonal and thematic promotions, including deep discounts.

Demand for other sources of alternative protein - plant-based MILK , yogurt and tofu cheese - also increased in H1 2023. Sales of vegetable milk increased the most — by 30% in physical terms, sales of tofu grew by 17%.