Valentine's Day love for meat, fish and poultry

Valentine’s Day has helped to drive value and volume in the latest Meat, Fish and Poultry (MFP) figures from Kantar Worldpanel for the 12 weeks ending 26th February 2017.

Fish continues to be the key growth market in value terms, but all macro categories are seeing value growth this period. Increasing inflation in the grocery market is now feeding through into MFP, with lamb and fish continuing as the key categories seeing like for like inflation. Chilled fish is seeing flat volumes as inflation hits the market, affecting natural fish particularly strongly.

Nathan Ward, Business Unit Director for MFP explains: “Fish has seen like-for-like inflation as import prices increase and key species are affected by external factors. Salmon yields are a clear example of this with falling stocks driving up prices due to lice and other factors. Added value fish and shellfish have seen a strong volume uplift, having benefitted from prominent roles in Valentine’s Day deals. Natural fish lost volume over this period, driven by the loss of 270,000 shoppers, with those remaining making smaller trips. Inflation has kept sales buoyant though, and is clearest in the largest species, with the price per kg of salmon up by 13% and cod by 9%.”

Ward continues: “Primary meat and poultry saw a return to value growth as Valentine’s Day proved to be a valuable shot in the arm for the category. In beef, steaks sizzled as people bought 12% more this year, with 690,000 more shoppers buying the category . Chicken saw strong growth from crowns and rolls/roasts, as people bought into these more added value options over Valentine’s day.

With the romantic festival falling mid-week, those cooking at home sought out options with shorter cooking and preparation times. This ties in with the macro trends we are seeing with consumers wanting high quality food which is quick to prepare, easy to deliver, but is tasty and wholesome!”

The processed meat and poultry areas have seen decline in recent reports, but have seen value and volume both growing this period through both sausages and processed poultry, as shoppers buy the categories more often. Growth in sausages has come through 2.5 million more trips this year with pre-family shoppers making 12% more trips. Processed poultry is the largest of the processed categories and has grown value ahead of volume, with 790,000 more shoppers buying the category and rising prices rising adding value.

With Spring upon us and Easter just around the corner, we expect to see increased activity in the category as the weather improves and stores gear up for the festivities. Find out the impact in our next update in four weeks time!