● Fresh meat and poultry is under pressure as value increases have largely been driven by price rises. Inflation and changing consumption behaviour have forced hard-pressed shoppers to make decisions about what proteins they buy for their major meals. 

● At the same time, environmental and welfare lobbyists have become increasingly vocal. Retailers have been creating vegan and vegetarian ranges, which are taking space in store and driving trial.

● Poultry continues to grow volumes through chicken. Despite negative publicity over 2017, the category has gained shoppers driven by its proximity to the consumer needs (convenience, dishes and health) and a keen price.

● The red meat market may be under pressure, but 91% of shoppers still buy the category and it’s present in 8% of all grocery baskets.

● Pork and lamb have seen the highest inflation levels as the price of imports rose. The category also moved away from promotions. The long-term impact of fewer deals such as three for £10 means shoppers are buying different baskets. 

Michael Moniz, Kantar Worldpanel