Not buying less — just shopping more often

It’s not news, but health continues to be a major driver within the grocery sector.

A search for #healthyeating on arguably the most aspirational of all social media sites, Instagram generates more than 17 million posts. A veritable cornucopia of goodness, overflowing with sumptuous displays of artistically arranged fruit and veg.

At a time when we are in the grip of a growing obesity crisis, eating well has become something of a national preoccupation. A trend convenience store brands have not been slow to recognise.