Fish batters meat in value sales

Deflation is continuing to hold back overall spend in the meat, fish and poultry market, while chilled fish is the success story for the sector. 

According to figures from Kantar Worldpanel (12 weeks to 21 June 2015), volumes in the fresh meat and poultry sectors remain steady, while values declined. Prices have dropped 4% year-on-year, while volume is marginally down 0.1%.

Beef, lamb, pork, chicken and turkey all saw declines in value sales for the period, with lamb seeing the largest drop (-13% value sales and -16.4% volume sales). Chicken and turkey saw 6.2% and 2.2% volume growth respectively.

Other red meats buoyed the category, with a 17.6% increase in value sales and a 25.5% growth in volume sales.

Fish hooks customers

Chilled fish saw a strong period, growing 4.6% in value terms and 3.2% in volume sales. Battered fish saw a massive 170.3% increase in value sales and a 151.4% increase in volume sales.

While not as dramatic a drop in value sales as the fresh sector, processed meat and poultry also experienced a dip (-0.4%). However, volume sales increased 1.2%.

Bacon had a poor period, dropping 5.2% in value sales. Fresh processed poultry had a good 12 weeks, with value sales growing 4.5% and volume rising 4.8%.

Sliced cooked meats saw a decline in both value and volume terms, -4.1% and -1.3% respectively. Kantar Worldpanel attributed this drop to the government’s free school meals initiative. It estimated that since the initiative was launched, 50m fewer lunchboxes have been eaten by children, hitting the sliced meats sector hard.

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