Retail analysis: egg sales soar but poultry meat experiences small declines

Poultry Business has teamed up with market research firm Kantar to provide PB’s readers with detailed insight and analysis into the retail market for eggs and poultry. We take a look at what has been driving sales in supermarkets in the past 12 weeks.

By Marta Carrasco Mateu, Kantar analyst

The egg market has grown in both spend and volume terms over the past 12 weeks ending 19 May 2019, with volume growing 0.6% faster than value, which has grown almost 2% year-on-year. The main driver of growth in the egg market has been volume, as the market has seen both bigger baskets (+0.7%) and more importantly an increase in frequency of purchasing which is up +2.1% year-on-year.

The overall growth of the category added almost £4 million to a market that is worth over £218 million. 88.4% of UK households bought into eggs over the past 12 weeks, with the number of shoppers declining -1.2% year-on-year. Promotions are important, with an increase in total price reductions helping to drive growth alongside non-promoted sales. As we have seen in the wider grocery market, the discounters have experienced really good growth and seen more shoppers.

Poultry meat

Primary chicken has seen slight decline both in value (-0.6%) and volume terms (-0.2%). The main contributor to this decline is fewer baskets as shoppers buy less frequently. Volumes and shopper numbers are both down despite a price decrease as promotions grow in the market, with 2.3% more volume sold on promotion.  Whole chicken provides an exception to this trend seeing volume growth, fewer baskets. Breast and leg are the most successful cuts, with breast bringing in more shoppers.

Turkey has seen a positive 12 weeks as volume (+2.1%) grows well ahead of value (+0.8%) with turkey breast bringing the value into the category, being present in more baskets. With only turkey roast and whole turkeys decreasing sales on promotion, the rest of the cuts within the market have seen an increase of total price reductions, which has contributed to the volume growth, helping drive the positive growth this sector has experienced.

Comparing these numbers to those seen last year, it is not unexpected that growth has slowed down, at least for chicken. May last year included several events such as the FA cup and the royal wedding, which combined with good weather boosted barbecues and get-togethers. This past twelve weeks has been quite different, but nonetheless, it is expected poultry will do well during the summertime as barbecues and picnics boost demand.


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