The sales of fresh processed meat, sliced cooked meats and poultry, and chilled fish in the UK slowed in the 12 weeks to 16 June 2019, according to the latest meat, fish, and poultry (MFP) update by Kantar.
The data has revealed that the category is facing 'challenging times' as inclement weather during the period drove consumers to purchase comfort food.
The sales of burgers declined almost 20% with 550,000 fewer shoppers opting for burgers this season compared to the summer of 2018.
'No Substitute For Great Weather'
Business unit director of MFP, Nathan Ward, explained, "Burgers have suffered in comparison to last year when market conditions helped drive massive growth.
"Ranges in the store are hitting the mark in terms of innovation and addressing trends, but there is no substitute for great weather and events that bring us together to celebrate," he added.
The demand for bacon witnessed a drop because of its negative health connotations and changing consumer behaviour.
However, bacon brands with strong provenance messaging have performed well, the study found.
Fresh primary meat and poultry volumes witnessed a year-on-year growth boosted by the timing of Easter, which resulted in strong growth in the demand for lamb and turkey.
Ward added, "Some 20.5 million shoppers bought chicken over this period - equal to 74% of the population. Roasts continue to suffer, with volumes down almost 5%."
Growing Demand For Beef
Beef witnessed a return to growth, with an increase in sales volumes. Roasting beef registered a minimum decline during the period, with Easter helping to boost sales.
The sales volume of beef mince was up 4.5%, driven by strong promotional support.
Ward added that the sales of chilled fish flattened out during the period with poor weather affecting the category a little harder than the rest.
"Shellfish growth has also fallen back, with volumes down and 270,000 fewer shoppers, despite promotional volumes increasing. The growth of natural fish is balancing out the decline of those categories, with 2.4 million more trips, with salmon, basa, tuna, and haddock all driving category growth," he explained.
Slightly warmer weather in the past week and England's positive performance in the Cricket World Cup and the Women’s Football World Cup could act as a welcome boost for the market, the report said.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.
