Chicken accounts for three-quarters of the total market value and its trends are reflected by total market trends. Primary turkey makes up 15% of the market volume, and is experiencing an annual decline of 9%, mainly because of the increased variety at Christmas and Easter. Fresh primary poultry represents 77% of the primary poultry market value and experienced 8% growth in the past year. Value growth has slowed in the past six months through higher costs for the same period last year when promotions were removed during the foot and mouth crisis. Strong sales of fresh breasts (up16%), which account for more than half all fresh primary, are fundamental in driving this growth. Fresh whole birds and legs, which make up 40% of market's value expenditure, are declining by 1% and 4% respectively, mainly through the success retailers have had in encouraging consumers to purchase more each shopping trip, particularly evident in part birds with multibuy and extra-free promotions. Frozen primary poultry is worth £278m but declined by 2% in value, 5% in volume over the year. Frozen breasts and rolls and roasts are the two areas within frozen poultry where growth is visible. Although half the GB population purchases frozen primary poultry over the year, there is a significant reduction in the average volume bought by each household. Cooked poultry accounts for 8% of the primary poultry market and is the fastest growing at 9% in value over the last year. Whole birds make up nearly two thirds of this sector. {{FOCUS SPECIALS }}

Topics