Christmas drives volume growth in meat categories
The latest Kantar Worldpanel Meat, Fish and Poultry (MFP) figures for the 12 weeks ending 1st January 2017 have revealed volume growth in all macro categories.
According to MFP, beef and chicken volumes continue to grow, with beef volume sales recording a 6.7% year-on-year change and chicken volumes seeing a 7.9% year-on-year change.
Nathan Ward, business unit director for MFP, commented: “Beef continues its strong performance through 6.9 million more trips, with more shoppers buying across cuts.
“Mince, steaks and stewing beef are all seeing more shoppers, driving their growth as base prices fall,” Ward continued. “Only mince has seen growth driven by promotional investment, with strong temporary price reductions driving volume sales and holding back value.”
The MFP results also revealed that turkey is now the third fastest growing category in volume terms, following a successful Christmas for the product.
“Turkey has seen a strong turnaround in performance moving into volume growth undoubtedly bolstered by traditional Christmas dinners all around the country,” Ward said.
“Whole birds and crowns are the importance sectors propelling turkey volumes over the four weeks of Christmas, as more shoppers enter the market.”
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