From controversial PR stunts to major corporate shake-ups, the grocery sector saw its fair share of surprises, challenges, and downright ridiculous moments in 2024.
As the year drew to a close, The Grocer took a look back at the highs, lows, and everything in between – from a high-profile cheese heist to soaring cocoa prices, and from Zoe’s gut health struggles to Neal’s Yard Dairy’s fromage fraud.
Key insights:
- TikTok’s role in shaping grocery marketing grew even stronger in 2024, with brands like Nivea and Britvic achieving impressive sales via the TikTok Shop, proving that viral success isn’t just a trend but a powerful long-term strategy.
- Zoe’s ambitious expansion into gut health took a dramatic turn as financial struggles led to layoffs and uncertainty over its future.
- Neal’s Yard Dairy became the victim of a high-stakes fraud when 22 tonnes of cheddar cheese worth over £300,000 were stolen by a scammer posing as a distributor.
- Aldi’s sales slowdown signaled a dramatic shift in the discounter landscape, while rival Lidl managed to maintain its growth with strong loyalty initiatives and in-store bakeries.
It was a year of intense competition, bold moves, and lessons learned. The grocery sector has proven once again that it’s never dull, and as we look ahead to 2025, we expect even more surprises.