Fast sales volume growth for chicken
Shops may have started to put out their festive and autumnal displays, but the summer trends when it comes to Meat, Fish and Poultry (MFP) figures from Kantar Worldpanel for the 12 weeks ending the 11th September 2016.
Fresh primary meat and poultry continues to see a growth in volume, but a decline in value sees deflation effect the key proteins.
Fresh poultry has managed to retain its value compared to other categories of meat.
There are some interesting movements within fresh primary meat and poultry, with good volume growth of chicken, beef and turkey. Lamb and pork, however, have seen both value and volume decrease.
Nathan Ward, business unit director for MFP, explains: “Beef and chicken continue to see volumes rise, as more shoppers make more trips compared to the equivalent period last year.”
There have been almost two million more trips for beef recorded compared to last year, with steak and mince being the highest contributors for these trips.
Steak and mince are driving this growth is different ways. Growth in mince has been stimulated by price and activity, whereas steak growth has come from non-promoted sales.
Marinades are also growing in volumes, seeing an 11% increase, with more beef lines in BBQ ranges, which drives additional sales.
Ward continued: “Chicken has the fastest volume growth in primary meat and poultry with 6.3 million more trips this year. Breasts and legs are the categories stimulating volumes in chicken, but this isn’t promotionally led with non-promoted sales driving volumes.”
Fresh processed meat and poultry has also significantly been affected by the changes in promotional patterns. The decline of deals and multibuys, such as three for £10, has had a big impact on these categories.
The change in promotions has led to the decrease in volumes, as shoppers are putting less in their shopping baskets with every visit. These smaller baskets are then compounded by falling value due to the prices of multibuys lowering in order to stimulate sales.
A look into who is driving the declines has shown families with older children or young adults in the house to be the key participants.
Fresh poultry, however, has managed to retain its value compared to other categories of meat and remains to be the largest processed category.
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