Behavioural Segmentation - Veggie Pret!

A neat example here of behavioural market segmentation in action!

Veggie Pret has been a huge success since it opened its first pop-up shop in an existing Pret store in Soho. It triggered many new product suggestions for the main Pret stores which then installed more veggie / vegan display units as a result. 

Now the third Veggie Pret store is about to open (in London, of course). 

Is the sale of vegetarian food still a niche segment too? 

You could argue that it is hard to call it niche now, since there are so many consumers out there with vegetarian needs and wants.