Price reductions have seen the value and volume growth of chicken continue to benefit, the latest Meat, Fish & Poultry (MFP) Market Update from Kantar Worldpanel for the 12 weeks ending 22nd May 2016 has revealed.
Volume growth of chicken rose 7.2% from the same period last year to 110.1 tonnes.
Nathan Ward, business unit director for MFP, commented: “The chicken category has been stimulated by price reduction bringing in nearly half a million more shoppers over the period, whilst existing shoppers are buying more often.”
According to Kantar Worldpanel whole birds are driving the growth in promotions, whilst breasts are responsible for half the volume growth in chicken.
Beef volume growth also accelerated with a 2.4% year-on-year change. Specifically mince has significantly increased activity through price reductions.
“Beef volume growth has accelerated as shoppers buy more often, driven by younger families,” Ward said.
Meanwhile, lamb (-5.0%) and pork (-2.7%) saw depressed volumes for the 12 weeks ending 22nd May 2016 compared to the previous year, as did the traditional barbeque staples of sausages (-3.5%) and burgers (-1.7%).
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
