Have changing promotions altered meat purchases?
Shopper purchases of fresh red meat have declined over the last few years. Promotions have become increasingly important and nearly half of fresh pork is now sold on some form of deal.
Shopper purchases of fresh red meat have declined over the last few years. Consumers remain price sensitive and price rises for meat have played a part in reduced purchases. Against this backdrop, promotions have become increasingly important. Nearly half of fresh pork is now sold on some form of deal, according to Kantar Worldpanel.
A number of recent studies suggest that shoppers are generally moving away from multi-buy deals, defined as ‘buy one get one free’ or ‘3 for £10’ type deals. Instead, they prefer lower prices. Stores such as Aldi and Lidl tap into these trends, offering few promotions and focusing on “everyday low prices”. Many of the major retailers have also altered their pricing strategies – with renewed messages around everyday prices being kept down. As a result, across many grocery categories, promotions have made up a smaller share of sales at the major retailers this year. Within this trend, there has also been a shift away from the multi-buy deals which encourage shoppers to buy more per trip.
Fresh pork has followed this trend, with promotions moving toward temporary price reductions. This is particularly true for pork chops, although, perhaps surprisingly, the fall in ‘3 for £10’ style offers has not had any impact on volumes sold. However, promotional trends for fresh red meat have not followed the total market over the last five years. Multi-buy offers now account for 18% of meat sales, compared to 14% of total grocery sales.
In conclusion, promotional mechanics for fresh pork are changing, in line with those in the total grocery market. Despite concerns that fewer multi-buy offers will reduce sales, there is no evidence to support this at present. However, multi buys are growing for other red meat categories, with retailers viewing them as an important mechanic to attract and retain shoppers.