Christmas turkey sales up 18%

Sales of fresh turkeys increased by 18% last Christmas as the value of  the market rose to £77m, it has been revealed.

The British Turkey Federation said the increase “demonstrates a consumer trend trading back into fresh turkeys”.

The data, supplied by TNS/Kantar, also reported a 6.1% growth in volume.

Noel Bartram, chairman of the British Turkey Federation, said: “We are very pleased with how the sector performed.

“Our marketing support helped ensure turkey was at the forefront of people’s minds in the lead-up to Christmas. Although the icy weather conditions in December presented a considerable challenge to consumers’ shopping habits, more people than ever wanted to serve turkey for the most important meal of the year, with many consumers buying their turkeys earlier than usual.”

The Federation has also revealed that it intends to increase its marketing during the rest of 2011.

Bartram added: “British turkey will be more visible outside of Christmas in 2011 with our ‘I Love British Turkey’ marketing activity, which includes a rolling sampling campaign to encourage people to try great-tasting turkey in everyday recipes.

“Direct dialogue with our consumers is essential to ensure our sector continues to create awareness of the positive benefits of turkey and its relevance in everyday meal solutions. We are actively highlighting its versatility, great value for money and, not least, its valuable health credentials, such as its high protein, low fat and rich vitamin and mineral content.”

The number of consumers visiting the British Turkey website showed a 49% increase on 2009, with 353,259 visits during December.

>> UK consumers in a flap with turkeys

>> British Turkey signs up to British Food Fortnight


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