Beef and chicken have enjoyed volume growth for the 12 weeks ending 23rd April, despite a reversal in trends during the Easter weekend that saw declines in lamb and turkey.
Figures obtained by the Kantar Worldpanel revealed that all three categories of meat, fish and poultry (MFP) saw an uplift in volume, with the exception of lamb that saw volumes down on the same period last year.
Kantar’s research, which included Easter in the year-on-year data, showed that the traditional meal centrepieces all suffered volume decline compared to last year.
Business unit director for MFP at Kantar Worldpanel, Nathan Ward, explained that there has been a “real reversal in trends, with last year’s strong performer, red meat (and particularly lamb), seeing reduced volumes”. He added: “Lamb has suffered the most over the Easter period, seeing a strong decline driven by roasting cuts.”
However, despite “roasts driving the decline across proteins”, good weather conditions in April seem to have inspired more BBQs over the Easter period this year, as sausages saw strong growth.
According to Kantar, some 450,000 additional households bought sausages and 2.2 million more trips were made, with the strongest contributions having been made from families and retired households.
In addition, sales not on promotion and Y for X sales are driving growth in the category, despite Y for X promotions being used less and less in the overall market.
Burgers are also in growth, albeit at a slower rate than sausages and with less interaction with Y for X promotions.
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.
