Consumers Persist in Red Meat Purchases Despite Economic Pressures

In the face of economic challenges, British consumers remain steadfast in their affection for red meat, with enjoyment emerging as the primary motivator behind sustained sales, reveals a recent study by Kantar. Despite a backdrop of financial constraints, approximately 97% of households continue to purchase red meat, with a striking 85% citing pleasure as the driving force for consumption.

The study, conducted by Kantar, surveyed around 30,000 UK households, offering insights into consumer behaviour amidst economic fluctuations. Despite a modest decline in red meat purchases in 2023, with approximately 28,000 households reducing their consumption, this dip can be seen as negligible in the broader context of the UK's population, exceeding 60 million.

Economic pressures have manifested in price increases, with red meat witnessing an 11.5% surge in prices in 2023. Despite this, expenditure rose by 8.9%, albeit accompanied by a marginal decrease in volume by 2.4%. Notably, certain categories experienced sales growth, with pork ribs, mince, and sausages registering notable increases.

When compared to other food sectors, such as dairy and meat-free alternatives, red meat’s price hike remained relatively moderate. Kantar's comprehensive survey captured the nuances of consumer sentiments, reflecting their economic outlook and shopping behaviours.

Acknowledging the prevailing economic challenges, there has been a recent shift in consumer behaviour, indicating a stabilisation in response to declining inflation rates. This development marks a significant turning point after a year of economic uncertainty.

Kantar's research findings at the Hybu Cig Cymru-Meat Promotion Wales's (HCC) conference late last year drew attention to the resilience of red meat consumption among British consumers. Laura Pickup, HCC's head of strategic marketing and connections, commended the unwavering support of Welsh farmers, attributing the robust sales figures to their dedication. Moreover, Pickup highlighted the alignment between Kantar's findings and HCC's own consumer taste trials, affirming the enduring appeal of Welsh Lamb and Welsh Beef brands.

Despite economic headwinds, the allure of red meat remains undiminished in British households, with enjoyment serving as a steadfast driver of consumption. As consumers navigate evolving economic landscapes, their continued patronage underscores the enduring importance of taste and culinary satisfaction.