The cheaper it is, the faster it’s growing. It doesn’t take a genius to work out why sales of chicken are flying, and falling for turkey and duck.

Average price per kilo of chicken is down 0.5% to £3.82, while turkey prices are up 0.5% to £5.93. And though the average price of duck fell 4.9% - a whole 47p - it’s still £9.03 per kilo, more than double that of chicken.

“Chicken remains an inflation buster,” says Kantar analyst Tobias Hill-Summers. “We are seeing the changing mix help drive this price decline, with dark meat prices down, driven by chicken legs.”

Chicken legs saw one of the biggest price drops, down 3.1% to £2.82 per kilo. That helped push up volume sales by 8.4%.

Whole duck saw the category’s greatest price drop, down 13.7% to £5.12 per kilo. 

Despite this price drop, Kantar’s Hill-Summers says duck has seen a 0.6% fall in penetration, losing more than 150,000 shoppers in the past year. 

Still, it’s not all doom and gloom for duck. The remaining shoppers are buying more, with trip volumes up 8.3%.

Source: Kantar 52 w/e 24 March 2019