Slowdown continues for meat sales

Dropping volume sales of beef have slowed down overall fresh primary meat & poultry sales
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Volume sales for fresh primary meat and poultry have slowed again. 

According to the latest Kantar Worldpanel data, for the 13 weeks to 13 September 2015, volume sales for fresh primary meat and poultry grew 1.2% year-on-year, while value sales dropped by the same percentage.

Pork and beef were the culprits this time around, seeing a drop of 2.6% and 0.1% in volume sales respectively. Value sales for pork fell a massive 8.3% over the period, while beef value sales remained static.

Following a wave of publicity around lamb, it only saw a 0.1% increase in volume sales, while value sales dropped 1.1% during the period.

Nathan Ward, business unit director for meat, fish and poultry, said: “Lamb growth has been driven by prices falling on products which are ingredients in a dish (markets such as mince and diced lamb), rather than the core focus of the meal.”

Promotional activity did see better results elsewhere as National Burger Week helped create a 0.7% increase in burger and grill value sales and a 1.4% increase in volume sales. Sausages saw a 2.1% value sales drop and a 0.7% volume sales increase.

Bacon had a tough period, suffering a 3.6% and 0.1% drop in value and volume terms respectively. This was attributed to promotional levels dropping and shoppers changing their shopping habits.

Chilled fish saw a 2.2% value sales increase, with volume sales growing 1.9%. Once again, added-value products were the success story of the category, seeing a 8% value sales rise and a 9.1% volume sales rise.

Consumers are drifting away from breaded fish as the category experienced 13.6% value and 16.2% volume declines, while battered reaped the benefits with a mammoth 335% value sales rise and a 297.5% volume sales rise.

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