When it comes to the performance of poultry, price remains a “key driver in the market, with chicken particularly resistant to inflationary effects and price decreases and promotions stimulating volume sales” say Kantar analysts Constantin Coombe and Nathan Ward. “Prices have fallen 4p per kilo, driving a favourable comparison to other proteins.”

While prices are down, “overall promotional volumes in chicken have also fallen, which means base prices are falling, including the key cuts of chicken breast and whole birds. The growth of the economy tier is another factor in falling prices, as shoppers change up the mix of the basket to manage rising costs elsewhere in the store.”

Chicken remains “dominated by private label, which drives growth in the category as brands (at just 3.8% share) are in decline. Turkey and duck have “both seen prices rise faster than inflation, with premium being the fastest-growing tier. Duck saw a 9.9% decline caused by a 13.5% decrease in spend on branded products, which account for 66.4% of spend in the category.” 

Source: Kantar Worldpanel 52 w/e 22 April 2018