Meat sales benefit from an early Easter

The meat, fish and poultry sectors have experienced market growth off the back of the Easter period. 

Figures from Kantar Worldpanel for the 12 weeks ending 27 March 2016 show that an early Easter gave fresh primary meat and poultry sales a boost of £16 million, while fresh fish saw a further boost of £29m. The data collection body indicated that an additional quarter of a million consumers bought meat and poultry this year.

“In meat and poultry the real winners from the early Easter were lamb, turkey and the more niche categories,” commented Nathan Ward, business unit director for meat, fish and poultry at Kantar.

“All of these proteins saw strong shopper growth through the Easter phasing. A big focus for the retailers was on the Easter meal, with the key roasting lines an area of focus. The winners in this battle were legs of lamb, turkey and duck crowns and whole birds.”

AB [social class] shoppers and consumers under the age of 34 were identified as the key groups behind the strong Easter performance, although they are engaging with the market differently.

ABs are buying into fewer promotions and purchasing more roasts, while the under-34s are spending more on promotion, particularly straight price cuts.

“Fresh fish saw even stronger sales growth through natural fish (salmon and haddock) and shellfish (prawns),” added Ward.

“Shoppers embraced slightly more adventurous fish this Easter, with strong value growth for tuna and sea bass in both natural and added-value areas.”

It was recognised by Kantar that non-promoted sales played a vital part in this growth, particularly in natural fish. Shellfish, which is mainly driven by prawns, crayfish and crab, bucked the trend as more sales were made by promotional offers, as 1.4m consumers bought a promotion in shellfish this year.

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