Use for social/ entertaining purposes is up 29%, although this reason is given for only 2% of occasions. “Quick to cook” as a reason for consumption has grown nearly 50% - a factor in the growth of quick-cooking chops and mince, and growth among 25 to 64-year-old males, motivated by speed of cooking. Enjoyment is a key motivator. While ‘favourite’ is still the largest reason (34% of all occasions), there has been strong growth in ‘healthy’ (+40% vs last year), faster than total foods (+5%). Baking, stir frying and barbecuing are growing cooking methods, while roasting declines.
Richard Lowe, MLC marketing director, said: “Lamb is often seen as under threat from an old-fashioned image, yet growth in consumption among all female groups under 65 is encouraging. This shows it can compete in a protein market where convenience and versatility are key drivers.”
Sara Donnelly, TNS
Produced for The Grocer by TNS. Year to November 2004.
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