You’re the one that I want… AHDB is at the heart of the meat, fish and poultry sectors – and these exclusive consumer insights are welcome news for the farming sector.
HIGH FREQUENCY The Agriculture and Horticulture Development Board (AHDB) is funded by farmers, growers and others in the supply chain, to help the industry succeed in a rapidly changing world. Established in 2008, the focus is to create a world-class food and farming industry – working for more than 100,000 farming and supply chain businesses. It’s uniquely placed to deliver analysis on market trends and what the future holds. And there are positive signs around on-the-go consumption. While it is still only 90% of pre-Covid levels, it is continuing to recover, going up 16.1% year-on-year for the 12 weeks to 24 December 2023 (Kantar). Despite an average price increase of 5.3% for sandwich meals year-onyear in the same period, the desire for ease and speed has continued. Kantar reported 12% volume growth for the sandwich category, driven by increased frequency of purchases. Pork sandwiches (including ham and sausage) are the most popular of all meats, and meal occasions grew by 6.8% year-on-year. Over a third of all sandwich sales are through bakery and sandwich shops, with supermarkets accounting for a quarter. Retailers have been 54 I www.sandwichandfoodtogonews.co.uk
growing sandwich sales faster, with packs up 25%, while bakery and sandwich shops are also seeing growth in sandwich sales, up 11%. PAYING THE PRICE A reported downturn in the plantbased/vegetarian sector has been well documented, and AHDB’s figures continue the theme. Retail demand for meat-free products has been in overall decline in recent years, with volumes down 8.3% – driven by a decrease in both the number of shoppers and the volumes they are purchasing (Kantar, 52 w/e 24 Dec 2023). In the out-of-home market, plantbased meals are up 4.3% year-onyear, but meat-free meals are losing share as total OOH grew by 14.1%. Reports indicate that the trend for imitation meats has peaked, with a focus instead on mushrooms, legumes and nuts as meat-alternative proteins (Lumina Intelligence, Nov 2023). Some of this reduced demand will be around cost, as retail and OOH markets have seen higher average price points for plant-based products than for meat, fish and poultry (MFP). But, more importantly, consumers chose meat products for taste and enjoyment reasons, which meat-free is not seen to deliver on (Kantar Usage).
More than nine out of 10 people purchase MFP in retail and OOH settings, and the number of consumers who classify themselves as vegan, vegetarian or flexitarian has decreased year-on-year, so demand for MFP is well supported (AHDB/ YouGov, Nov 23). When considering red meat in retail, consumers are looking for information and reassurance on a range of reputational issues, such as quality, health, provenance and welfare – whether on pack, at fixture or in-store/online. Similar information is sought when eating OOH, however less detail is often required and enjoyment/taste aspects become a higher priority. QUALITY STREET Unsurprisingly, price remains at top of mind for many consumers in the current economic climate, but the AHDB/YouGov consumer tracker (Nov 23) suggests a feeling of optimism in recent months. As inflationary pressures ease, quality and