Red meat sales increase despite lack of sunshine

With the cost of living crisis easing slightly, new figures from Kantar Research and AHDB show that while the price of MFP increased by 1.9% on the year this summer, the value and amount sold rose by 2.9% and 1% respectively.

Furthermore, all meats, with the exception of pork, saw increased sales with lamb and chicken rising the most in the 16 weeks ending September 1. Interestingly, demand for meat free products fell 0.8%.

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Red meat sales increase despite lack of sunshine With some consumers having a bit more money to spend, the data also shows there was some increase in the amount of premium proteins and products purchased as a result.

However, with cost-of-living concerns still remaining, cheaper proteins and products also performed well. According to Tom Price, retail and consumer insight analyst at AHDB, consumers are moving away from thinking about value-for-money just in terms of price, towards including quality perceptions in their decision-making, as well as purchasing products for special occasions more.

Even without sunny BBQ days, meat and fish sales rise He added that to ensure red meat performs well in future, the industry needs to move away from thinking about summer occasions solely in terms of weather and its link to BBQ occasions. Instead, he said the red meat sector needs to focus on cooking methods beyond the BBQ to ensure awareness and confidence to cook indoors if plans have to change.

Mr Price said that the 16 weeks until September 1, 2024, saw 61.6m opportunities to barbecue, compared to 62.9m in the summer of 2023 and 75.4m in 2022.