Kantar figures reveal gains for fresh meat and poultry
The categories have retained the majority of the additional spend achieved in previous years, Kantar’s latest report suggests.
While the in-home market is 7.1% down on last year in value due to the re-emergence of out-of-home options, it is still 5.3% ahead of the equivalent period in 2019.
According to Kantar, beating the impact of lockdown and last year’s recorded boost to MFP purchases was hard to achieve from the outset. Yet, the latest figures show growth in convenience-focussed sectors, which struggled in 2020. Sliced cooked meats, for example, experienced 2.3% growth, while processed poultry is up 6.1%.
Alex McDonald, client manager at Kantar, said: “Categories such as burgers and sausages, which benefitted the most from increasing in-home eating occasions during lockdown, have both held on to more than half of their gains from 2020. Whilst there has been some movement back towards traditional shopping habits over the last few months, when it comes to MFP buying behaviour, it is still very different to what it was before the beginning of the pandemic.”
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