Retail specialist urges suppliers to capitalise on booming game market
As venison sales soar, retail marketing firm Bridgethorne has urged suppliers to make use of the growing market.
As reported by Meatinfo.co.uk, venison sales have rocketed 413% according to Kantar Worldpanel. Bridgethorne said suppliers should make the most of this significant opportunity.
“Suppliers interested in capitalising on this trend need to commit to achieving a more detailed understanding of what is behind this change in our behaviour, which of us are embracing venison and other meats, and why. Then they need to be able to share those insights with retailers in order to collaboratively grow the category, so that both suppliers and retailers benefit as a result,” said Bridgethorne co-founder John Nevens.
Bridgethorne identified opportunities in the premium ready-meal market, which the firm stated grew in the UK by between 7% and 8% in 2013, taking ready meal sales in major supermarkets above the £2.3bn mark in the past year.
Nevens said, to achieve this, suppliers needed to better understand the journey made by both product and shopper to the point where they meet at the point of purchase, either online or in-store.
“A range of factors impact on the shopper journey,” added Nevens. “These can include health concerns, the influence of other family members who consume but don’t shop for the products, convenience, price, etc. Unless suppliers understand what these factors are, relative to their own products, any marketing, activation or even new product development activity will not be as informed as it could be or needs to be. This means budget being committed on the basis of guesswork.”
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