The reduction in red meat sales has led to 28,000 tonnes less meat, fish and poultry bought annually
Sales of red meat have been hit by a reduction in ‘volume-driving’ multi-buy deals, according to AHDB.
This has led to a loss of £272 million in meat, fish and poultry sales annually, but there has been growth in non-promoted product sales.
Poultry has been least affected by the changes, with temporary price reductions helping boost sales. The most heavily affected products have been red meat and sausages.
AHDB consumer insight analyst Rebecca Hughes said the big supermarkets have changed strategy to compete with discounters, such as Aldi and Lidl, and were concentrating on an ‘everyday low pricing’ strategy.
“This is one of the biggest changes occurring in grocery as a whole and it has definitely affected meat, which has historically relied on these promotions in order to boost volume,” she said.
About 40 per cent of the loss is from deals offering three products for £10. This change has been led by Sainsbury’s although Tesco also recently began to phase the deal out. Together, these retailers have about 45 per cent market share of grocery.
If other major retailers move this way and shoppers react in a similar way, it could result in a further loss of more than £100m in meat, fish and poultry sales.