New data released by Kantar revealed meat sales increased 12.6% compared with the same period in the previous year. The total volume sold during that same time also rose by 9.4%, reaching 565,100 tonnes.
Meat Promotion Wales’ data analyst Glesni Phillips said: “Covid restrictions did not prevent the sales of red meat. In fact, we saw a rapid rise in its popularity, which continued even after the initial period of panic buying at the start of the pandemic.
Positive affect on pricing
“Domestic sales have continued to be firm during the start of 2021. This has had a positive effect on the price of lambs and cattle at livestock markets across the country where the averages are still strong.”
Lamb sales grew 3.8% during the 12 week period, with up to 54% of Brits choosing to buy the meat. This was in spite of the price of lamb increasing to an average of £10.14 per kg.
HCC attributed the increase in total spend to a rise in the frequency of which shoppers bought lamb, with all lamb cuts at retail experiencing strong sales. This was also the case for beef, with more expensive cuts such as steaks and roasting joints in great demand.
Popularity of pork
Pork proved to be the most popular among consumers, with 71% of shoppers choosing pork products to add to their shopping baskets. This was also a result in a greater frequency in which shoppers bought pork.
In February, the Agriculture and Horticulture Development Board retail insight manager Kim Malley said: “For pig meat the biggest growth is coming through sausages and bacon and as consumers have more time at home, we have seen a rise in hot breakfast and lunch occasions, plus more comfort meals – typical in a recession – like bangers and mash.”
Meanwhile, Gloucester-based beef processor Foyle Food Group has won approval to export its products to the US, the fourth site to gain access to the market since restriction lifted late last year.