Kantar figures indicate strong start for 2017 meat sales
Kantar Worldpanel has released its latest Meat, Fish and Poultry (MFP) figures for the 12 weeks ending 1st January, which herald a strong start for 2017.
Beef and chicken growth has continued and turkey is now the third fastest growing category in volume terms, following what’s been described as a record breaking Christmas.
Nathan Ward, business unit director for MFP, explained: “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.
“Only mince has seen growth driven by promotional investment, with strong Temporary Price Reductions driving volume sales and holding back value.”
Ward continued: “Turkey has seen a strong turnaround in performance moving into volume growth undoubtedly bolstered by traditional Christmas dinners all around the country.
“Whole birds and crowns are the important sectors propelling turkey volumes over the four weeks of Christmas, as more shoppers enter the market.”
The MFP figures also indicate that fresh chicken has continued to see a strong performance, attracting 540,000 more shoppers and helping to bring the market back into value growth through breast, leg and roasting birds
A spokesperson from Kantar Worldpanel advised that with New Year’s resolutions driving much more health conscious behaviour, it’s likely that there will be different results in the next MFP update in four weeks’ time.