Volume sales of fresh meat on the rise but value slides

Volume sales of beef, chicken and turkey continue to see volume sales growth but are struggling in value terms.

According to the Meat, Fish and Poultry (MFP) figures from Kantar Worldpanel for the 12 weeks ending 11 September 2016, chicken saw a 6.3% volume sales growth, but value sales were down 0.8%. Beef had a 1.5% growth in volume sales, but a 2,2% drop in value sales. Turkeys value sales dropped 7%, but volume sales were up 2.7%.

Lamb and pork saw value (-5.1% and -11.6% respectively) and volume (-5.8% and -6%) drops over the period.

Nathan Ward, business unit director for MFP, said: Beef and chicken continue to see volumes rise as more shoppers, make more trips compared to the equivalent period last year.

Chicken has the fastest volume growth in Primary Meat & Poultry, with 6.3 million more trips this year. Breasts and legs are the categories stimulating volumes in chicken, but this isnt promotionally led, with non-promoted sales driving volumes.

Fresh processed meat and poultry saw drops across the board as promotional activity waned.

Kantar said the decline of 3 for 10 (and other multibuys) has had a huge effect on these categories.

We have seen the change in promotions driving down volumes as shoppers are putting less in their basket each trip. These smaller baskets are compounded by falling prices as the move away from multibuys drives deeper price cuts to stimulate sales.

When we look at who is driving the decline, it is coming from families with older children or young adults in the house. Fresh Processed Poultry has managed to retain value compared to the other categories and remains the largest processed category.

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