Butcher red meat sales growing faster than market average
According to Gordon Newlands, Quality Meat Scotland (QMS), brands development manager consumers across Scotland are continuing to support local. Butchers in Scotland have seen more than 20% increase in value in year-on-year sales and remain one of the strongest red meat retailers in Scotland.
In Great Britain, the latest figures analysed show butchers are growing faster than total market in value and volume. Kantar data shows butchers are seeing a 28.3% increase in value in sales and are up 28.6% volume over last year, compared to the rest of the market which is averaging +20.2% in value and 18.3% in volume.
According to Kantar, in the latest 12 weeks, the increase of shopper arrival (+15.8%) remains the main source of growth for butchers in Scotland. Shoppers have also increased their basket size during their trips at the butcher (+7.3% volume per trip). The rise in demand for Scotch Beef PGI, Scotch Lamb PGI and Specially Selected Pork was recorded amongst the annual Veganuary movement.
Newlands added: “The pandemic has really raised awareness of the importance of sustainable supply chains and supporting local businesses. All Scotch meat, from farm to plate, is reared and produced in Scotland by local businesses. It’s particularly reassuring to see consumers are staying loyal and supporting the industry especially during January.
“Almost 1 million (966,650) more retail meat purchases were made in Scotland in the four weeks to 24th January 2021, up by almost a third (29.7%) vs the same period last year. Total meat sales in Scotland exceeded £31.6 million, £7 million higher (29%) than the same period last year.
“The butcher trade is working extremely hard to adapt and to keep customers in challenging times. They have not taken the foot off the gas despite several months of extended hours.
“With research showing that almost four in five Scots (79%) agree that it is important to keep supporting local suppliers as we continue coming out of lockdowns, there has never been a better reason to shop at your local Scotch butcher, where you can be assured that the meat you are buying is of top quality and supports local producers.”