Meat, poultry and fish experience strong growth
Published:  02 September, 2016

Continued sunshine into early August has given the fresh primary meat and poultry and chilled fish sectors a healthy boost in volume terms. 

The latest Meat, Fish and Poultry (MFP) figures from Kantar Worldpanel have shown that the fish sector particularly experienced strong growth for the 12 weeks ending 14 August 2016.

“Chilled fish is benefitting from 475,000 more shoppers buying the market this year, with growth coming from both ends of the age spectrum, with pre-family and retired shoppers driving category growth,” commented business unit director for MFP Nathan Ward.

“Over half a million more shoppers have bought into shellfish this year, even though it is the most premium sector in chilled fish. Prawns, scampi and surimi are the most important contributors to growth over the period.”

Breaded fish has also seen a solid performance, with a 3.3% increase year-or-year in volume purchased as more consumers are buying traditional species such as cod and haddock. Older and more conventional shoppers are the main contributors to that part of growth, although younger ‘pre-family’ shoppers are also connecting with these products.

Suppressed beef value

The fresh primary meat and poultry have also delivered a solid performance, with strong volume growth over the same period.

Whilst beef has seen value growth slow, roasting joints have declined. Although 450,000 more shoppers bought beef this year, falling prices across the cuts have suppressed value, according to the MFP.
Despite this, promotional investment has helped to stimulate volume growth.

Mince has remained a favoured product, helping to drive volume growth price cuts which have doubled in volume terms y-o-y.

Poultry has continued to see growth in volume – though this has been limited through chicken and turkey. Chicken breasts remain a key cut with legs playing an important role in both chicken and turkey growth.