Chicken category wins big thanks to supermarket promotions

Chicken has seen value and volume sales growth thanks to retailer price reductions that have attracted more shoppers to the category.

In the Kantar Worldpanel Meat, Fish and Poultry (MFP) figures for the 12 weeks to 22 May 2016, chicken value sales grew 2% over the period and volume sales increased 7.2%.

Nathan Ward, business unit director for MFP, said: The chicken category has been stimulated by price reductions bringing in nearly half a million more shoppers over the period, whilst existing shoppers are buying more often. Chicken legs and whole birds are driving the growth in promotions, whilst breasts are responsible for half the volume growth in chicken.

Poultry had a strong four-week period overall with turkey sales growing 1.3% in value although it did see a 0.4% drop in volume sales.

Beef volume sales saw strong growth for the period, rising 2.4% while value sales dropped slightly (-0.5%).

Ward attributed the growth to younger families.Beef volume growth has accelerated as shoppers buy more often, driven by younger families. Mince has seen significantly increased activity through price reductions, which are appealing to these younger families.

Lamb and pork continue to see depressed volumes, down 5% and 2.7% respectively. The poor May weather also impacted sausage and burger sales with value sales of the former down 8.4% and the latter down 4.8%.

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