Price falls continue to hit meat, fish and poultry

Deflation remains a key trend in fresh meat and poultry with volumes growing and values declining, according to the latest Meat, Fish and Poultry (MFP) figures from Kantar Worldpanel, covering the 12 weeks to 24 May 2015. 

Fresh meat and poultry prices dropped 3.1% year-on-year, but volume increased 0.7% as the amount bought each trip remained fairly flat with the growth driven by more shoppers who are shopping more often.

Pork saw the strongest decline of the major sectors with 750,000 fewer shoppers buying it compared to last year. This loss was driven by volume moving to other proteins as well as volume being lost from the ‘primary meat’ category altogether. Lamb saw the benefits of this consumer trend, especially over Easter, as did beef and chicken.

Burgers and grills experienced strong value and volume growth over the period, 7.8% and 10.4% respectively, driven by good weather this spring.

Chilled fish remained the fastest growing area in terms of value and volume, driven by shoppers buying more often. Value rose 5.1% and volume increased 3.4% for the 12-week period.

Fish products offering added value remained a smaller, but fast-growing sector, with a 9.6% increase in value sales and a 9.4% increase in volume sales. This growth was attributed to shoppers opting for easier-to-cook convenient options.

The largest sector in chilled fish remained natural fish, which saw a slower performance than in previous periods (1.4% growth in value and 2.3% growth in volume). The latest data has seen a much stronger performance driven by salmon, trout and sea bream.

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