Kantar reveals post-Christmas performance for meat and poultry
Published:  12 February, 2015

Beef has dominated post-Christmas meat sales and is benefiting from further promotions, according to the latest data from Kantar Worldpanel.

The data, shared with Meatinfo.co.uk, showed fresh beef sales to have totalled £561.9 million for the 12 weeks to 1 February 2015, a 1.8% increase on the same period last year, and the highest revenue for both fresh and processed meats.

Growth in beef sales was driven by heavy promotions throughout the 12 week period. Some 59% of fresh beef roasting joints were sold on promotion, up 10% points on the same period a year ago, according to data from the Argiculture and Horticulture Development Board (AHDB).

Chicken came in second place, with sales totalling £422.5m, a 3.3% decrease on last year. Lamb sales also decreased -4.1 at £148.8m.

However, pork sales have seen the biggest decline in sales, totalling £193.1m or 10.6% less on last year.

Nathan Ward, strategic insight director at Kantar Worldpanel, explained: “Fresh primary meat and poultry as a whole has seen static volumes on last year, halting the recent decline. Beef continues its strong performance into 2015, driven by deeper promotions. Chicken has seen a slight return to volume growth, but continues to show a decline in value which is indicative of increasing levels of promotions.

The processed meat sector performed well with only bacon and sausages seeing a decline in sales from last year, but only 0.2% and 1.7% respectively. Despite the slight decline in sales, bacon remained consumers’ favourite processed meat with £359.5m spent, followed closely by processed fresh chicken, which totalled £338.6m.

The burgers and grills sector had the biggest increase in sales out of both fresh and processed categories with an 11.6% jump.

Ward noted: “Burgers and grills are keeping the fresh processed meat and poultry sector relatively buoyant, with improved value and volume performance post-Christmas. Increased promotions, albeit it at shallower level, have helped here.”