Fresh chicken was the only protein in the meat, fish and poultry (MFP) sector in the UK that has experienced growth in retail sales this summer, according to new figures from Kantar Worldpanel.
In the 12 weeks ending 13 August, the category saw volume decline across the board, but chicken sales grew by 1.5% compared to the same period last year.
Overall the MFP sector posted a 1.8% reduction in sales, with turkey and lamb performing particularly badly, down 15.4% and 7% respectively.
Kantar Worldpanel believes the poor results are the result or reduced promotions, which are down a third compared to last year. Temporary price reductions are said to have been cut by 42%.
Red meat is driving the year-on-year decline as beef, lamb and pork all lose shoppers and see fewer trips.
However, chicken is bucking the trend and the versatility of the nation’s favourite meat is reflected in a strong performance in fresh processed poultry, with sales up 9% despite rising prices.
Kantar Worldpanel business unit director Nathan Ward said: “What we aren’t seeing is a wholesale move away from the market that some had predicted. Over the course of the whole year, the volume of protein purchased in take-home shopping baskets in Britain has risen by 1.6%, equating to an additional 26,000 tonnes of protein.
“The source of this protein is still primarily meat, dairy, bread and produce, but we have seen growth in markets like breakfast cereals and yogurts where higher protein variants have been launched. There is more competition to MFP as a source of protein, but the changes in promotions are having a greater direct impact on sales.”
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