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Turkey sales soar and premium cuts grow

18/12/2020

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Turkey sales soar and premium cuts grow

Christmas planning began earlier than usual last month, as sales of fresh and frozen turkeys soared in the four weeks to 29 November.

Fresh turkey gained almost 100,000 shoppers compared to the same four weeks in 2019, while frozen crowns and joints of turkey gained 270,000 buyers alone.

Signs of in-home treating shone through in the month of the second full lockdown in England too with premium meats gaining momentum.

Fresh lamb continued a strong run of growth (+23% in the latest four weeks) with price cuts on lamb marinades proving popular, while smoked salmon registered an impressive +30% growth in the same period.

Andy Crossan, Kantar strategic insight director, said: “Avoiding a last-minute in-store turkey rush will be on many shoppers minds this year – especially given that many areas are still under tier three restraints.

“Premium cuts that also offer ease of preparation are well-placed while some consumers remain under tough restrictions and are unable to enjoy the out-of-home market fully. Shoppers are looking both for simplicity and flavour.”

Fresh whole ducks also grew by +26% in the 12 weeks to 29 November – providing more evidence that shoppers may look for smaller, more premium offerings while in lockdown and for Christmas.

Finally, treating as a trend has gradually risen throughout lockdown, with less consumers opting for food and drink for ‘health’ reasons in the home.

Marcelina Fedczyszyn, Kantar consumer insight director, said: “This typically tends to happen as we approach Christmas, but this year’s treating increase is a bit steeper than ‘normal’.”

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Andy Crossan
Strategic Insight Director

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