Game meat market tipped as for further growth

The game meat sector has been earmarked as one of the top markets to watch, according to Mintel. 

In its ‘The Fifty’ report, which identifies the top 50 markets around the globe with the best growth potential, the research company highlighted the 9% sales growth seen by the game sector between 2013 and 2014, attributing the growth to increased sales of venison. It advised retailers to advertise it as an “alternative to red meat” in order to grow sales.

“Soaring venison sales have put game meat in the spotlight,” said Mintel. “While the size of the game meat market is dwarfed by that of poultry (with sales of £97 million in 2014, versus £1.7 billion for poultry) the game meat market has enjoyed strong growth in 2014, increasing around 9% from 2013. This rise in sales has largely been thanks to the popularity enjoyed by venison. The fact that many more UK consumers have expressed an interest in trying game than have eaten this type of meat before, highlights the significant growth potential in this sector.”

Kevin Shand, North of Scotland sales manager for game meat supplier Braehead Foods, told Meat Trades Journal it had been a very successful year for the sector.

“Sales have been really good over the past year and in our last game season, sales were up over 20% on the previous year,” he said.
He added that improving public awareness had helped grow sales of game meat and venison. “People know it’s very lean meat and very healthy plus they want to experiment and try something new to eat. I don’t see it being a temporary trend. I think that it’s here to stay.”

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