Game sales are soaring on the back of celebrity chef endorsements, the meats’ health credentials and renewed consumer interest in classic British cuisine.
The game market rose 64% to £64m between 2002 and 2007 [Mintel] and sales growth is predicted to continue this year, albeit at a slower 8% rate now the market has become more established.
Between 2003 and 2007, game sales rose 150% in the supermarkets, outperforming sales through farm shops, farmers’ markets and online, which rose 60%.
Venison sales, which are predicted to reach £40m this year, up from £32m two years ago, have spearheaded the resurgence with a 60% share of the overall market. Mintel predicted 5% year-on-year growth in the wake of increased support from the multiples.
Pheasant and partridge sales have been further boosted by game law changes making them more accessible out of season, with feathered game expected to reach £19m, up 18.8% on 2006.
“These latest figures are great news for the British wild game industry,” said Game-to-Eat campaign spokeswoman Alexia Robinson. “With greater in-store presence and acknowledged health credentials, consumers are buying into game. Its seasonality gives it a unique positioning in the annual food calendar.”
There would be increased promotional support for game throughout the remainder of 2008, Robinson added, including a major hot-sampling programme in leading supermarkets.
The campaign would focus on showing consumers how versatile, healthy and easy to cook pheasant was, she said.
“The industry understands the way to drive growth and bring in consumers with new product development,” she added. “So there is an ever-increasing range of ready-prepared, well-presented and easy-to-cook cuts of meat.”
The game market rose 64% to £64m between 2002 and 2007 [Mintel] and sales growth is predicted to continue this year, albeit at a slower 8% rate now the market has become more established.
Between 2003 and 2007, game sales rose 150% in the supermarkets, outperforming sales through farm shops, farmers’ markets and online, which rose 60%.
Venison sales, which are predicted to reach £40m this year, up from £32m two years ago, have spearheaded the resurgence with a 60% share of the overall market. Mintel predicted 5% year-on-year growth in the wake of increased support from the multiples.
Pheasant and partridge sales have been further boosted by game law changes making them more accessible out of season, with feathered game expected to reach £19m, up 18.8% on 2006.
“These latest figures are great news for the British wild game industry,” said Game-to-Eat campaign spokeswoman Alexia Robinson. “With greater in-store presence and acknowledged health credentials, consumers are buying into game. Its seasonality gives it a unique positioning in the annual food calendar.”
There would be increased promotional support for game throughout the remainder of 2008, Robinson added, including a major hot-sampling programme in leading supermarkets.
The campaign would focus on showing consumers how versatile, healthy and easy to cook pheasant was, she said.
“The industry understands the way to drive growth and bring in consumers with new product development,” she added. “So there is an ever-increasing range of ready-prepared, well-presented and easy-to-cook cuts of meat.”
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