Fresh turkey saw a resurgence over Christmas 2010, with producers reporting an overall value sales increase of close to 20% year-on-year.

Fresh roasting joints had a particularly strong Christmas, with volume sales up 11.6%, while whole fresh turkeys were up 6.1% year-on-year [Kantar, 4w/e 26 December]. Following an 18% rise in value sales, the total fresh turkey market was worth £77m over the four-week run-up to Christmas.

According to the British Turkey Federation, these figures were a sign that consumers were trading back into fresh turkey, and that "more than ever they consider turkey the focus of Christmas dinner.

Noel Bartram, chairman of the British Turkey Federation, said although the snow in December presented a challenge to consumers, "more people than ever wanted to serve turkey on Christmas Day."