Value & volume decline for fresh primary meat & poultry

The latest Meat, Fish and Poultry (MFP) figures from Kantar Worldpanel, published today for the 12 weeks ending 26th April 2015 see fresh meat and poultry drop into volume as well as value decline.

The value performance comes from further deflation of 3.2% in the category. At the same time Y for £X deals in fresh meat and poultry have decreased vs last year, resulting in a drop of 2.4% volume bought per trip and therefore overall volume decline.

Lamb bucks the trend due to a strong Easter and increased promotional activity within Roasting Joints. Interestingly we saw nearly half of all lamb sales were sold on deal this year. Pork suffers in the latest 12 weeks as prices drop by 5.1%.

Chilled fish continues to grow in value and volume as Added Value products perform well. Salmon contributes over a 3rd of the added value £ growth, and added value Sea Bass is becoming increasingly popular.

On the flip side natural fish is in decline in both value and volume but is still the biggest sector. Cod and Haddock are the biggest drivers of this performance.

Good weather this Spring helped to boost sales of burgers and grills and we have seen growth in processed meat and poultry. More price cut promotions in processed poultry has also led to significant growth here.

The next MFP figures will be released on the 3rd June 2015.