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Consumers choosing chicken over burgers

Consumers choosing chicken over burgers

As the summer months roll in, Brits all over the country will have one thing on their mind - barbecues.

There is nothing better than firing up the barbecue, inviting some friends around and enjoying some outdoor cooked food in the sunshine. There is always the conundrum when planning a barbecue and that is what meat to purchase. Staples such as sausages and burgers are normally go-to products but new research has found that chicken is becoming consumers' number one choice.

A report by The Grocer found that the equivalent of 43.4 million fewer frozen burgers have been sold over the past year as shoppers are switching from red meat to poultry. The publication noted a 6.8 per cent drop in frozen processed red meat sales, coming in at £62.8 million, while volumes were also down 14.8 per cent in the year to March 2nd, according to the Kantar Worldpanel.

It is in stark contrast to frozen poultry products, which has enjoyed a 4.7 per cent rise in value to £382 million while volumes have grown by 3.8 per cent. One of the driving forces behind poultry's rise in popularity is it is seen as being much healthier than red meat and something that people can have on a regular basis.

Speaking to The Grocer, Clement Rouillard, category controller at Bernard Matthews, said: "Poultry sales have certainly seen a positive increase. The frozen poultry sector benefits from brands who support the frozen category, which is helping to positively change perceptions of frozen food."

Bernard Matthews has been one of the benefactors in the switch to poultry products. The company has seen volume sales grow by 9.6 per cent over the past year and noted that this has been driven by the strong performance of Mini Kievs, Golden Drummers and its turkey Numbers kids range.


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