Sales of frozen meat plummeted to £265.1m, in the year to 20 March 2011 [Kantar Worldpanel]. In contrast, sales of frozen fish, and frozen poultry and game increased by a respective 2.3% and 2.1%.
Frozen meat had suffered as a result of increased promotional activity in fresh and chilled meat, said Kantar analyst Peter Christou.
A lack of brands in frozen meat also meant there was no advertising support to push its benefits, added BFFF director general Brian Young. "There really aren't any brand leaders to lead growth, whereas in fish you've got Birds Eye and Young's."
Frozen meat accounts for 5.1% of total value sales in the frozen food category.