Beef sales drop while chicken thrives

The meat sector saw continued deflation in the 12 weeks to 31 January 2016. 

According to the Kantar Worldpanel Meat Fish and Poultry figures, beef saw another period of decline, its third in a row. Value sales for the sub-category dropped by 3.1% over the period while volume sales fell 3.2%. Other meats that had a bad 12-week period were pork, which dropped 8.2% in value terms and 5% in volume terms.

Nathan Ward, business unit director for MFP, said: “Consumers often start the year with good intentions and we’ve seen an overall trend towards fresh foods, with fruit and vegetables leading the way. Chilled fish, chicken and more niche meats (such as duck) are seeing strong growth, not just in volume, but also in value despite deflation hitting these categories.”

Kantar data also revealed that chicken has seen 600,000 more shoppers buying breasts compared to last year. It attributes this growth to chicken breasts providing a “versatile base for both meal centres and dishes such as Indian or Oriental cuisine”.

Bacon and sausages had another poor period, with the former’s sales dropping 9% in value terms and 4% in volume terms, and the latter’s sales falling 5.9% in value terms and 3.2% in volume terms.

Despite the 12 weeks falling over Christmas, value sales of turkey fell 1%, but grew 1% in volume.

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