Private buyers like me? We don't pay VAT, never have. We pay IGIC locally instead.
Most online retailers have recognised this, like IRM, Marks Models, Hattons, Rails etc, and they were not charging VAT here prior to BrExit.
No change there, but a lot less slips under the radar since BrExit. Checks are far more thorough.
I'm personally making out like a bandit because of Iceland supermarkets since BrExit.
I doubt that the Iceland supermarket chain have lost so many British products due to VAT changes. I'd say that they've lost them due to having to import from a non-EU country. Extra standards to meet, extra rules to comply with, and extra red tape to fumble through.
Plus the risk factor. A lot of their fresh foods have a very very short shelf life due to the time lost in transit. Some products arrive with only two days shelf life. If there is a delay for whatever reason, and the product can't be delivered and sold, it is lost.
Less risky to buy EU products than British products, from their perspective.