Pork a winner at Easter
This year, total red meat sales in the four weeks running up to Easter were worth £310m – down 4% year-on-year, according to analysis by Kantar Worldpanel. The proteins that performed well over the Easter period were fish, pork and chicken, while beef sales were similar to last year.
In contrast, 12% less lamb was sold than in the four weeks before Easter last year. Promotional sales were down for most proteins but more pork was sold on promotion. The wider trend within the major multiples continues to move away from volume-driving Y for £X deals towards Temporary Price Reductions (TPR) deals and everyday low prices.
The roasting joint market, in particular, was in decline this Easter, with volume sales down 4% year on year. Lamb roasting joints were the main contributors to the decline, with beef and pork joints seeing some growth in volume (but not in value). Pork roasting joint successes pushed pork into overall volume growth for the 4 weeks. Shoulder sales drove activity in the first fortnight of the 4-week period before Easter – this could be linked to promotional activity and the latest pulled pork campaign running at that time. In the fortnight immediately before Easter, pork leg joints drove sales, helped by increased price promotions.
Katherine Jack, Trainee Analyst
Katherine.Jack@ahdb.org.uk, 024 7647 8805