According to the Kantar World Panel’s Meat, Fish and Poultry (MFP) figures, there has been a drive in value and volume, and this growth could have come as a result of this year’s Valentine’s Day.
Nathan Ward, business unit director for MFP, explained that primary meats and poultry saw a return to value growth as Valentine’s Day proved to be a valuable factor.
Ward said: “In beef, steaks sizzled as people bought 12% more this year, with 690,000 more shoppers buying the category.
“Chicken saw strong growth from crowns and rolls/roasts, as people bought into these more added value options over Valentine’s Day.
“With the romantic festival falling mid-week, those cooking at home sought out options with shorter cooking and preparation times. This ties in with the macro trends we are seeing with consumers wanting high quality food which is quick to prepare, easy to deliver, but is tasty and wholesome!”
In recent reports, processed meat and poultry areas have seen decline. However during this period the category has seen value and volume both growing through sausages and processed poultry, as shoppers are buying from the category more often.
Growth in sausages has come from 2.5 million more trips this year, with pre-family shoppers making 12% more trips.
Whereas processed poultry is the largest of the processed categories and has grown value ahead of volume, with 790,000 more shoppers buying the category and rising prices adding value.
With Easter around the corner, increased activity is again expected.
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.
