Elderly men have driven growth in sales of haddock over the past year.

Volume sales of the fish have increased 5.6% year-on-year, while value sales have risen 2.9% to £155m [Kantar 52w/e 18 April].

Growth had been driven by older consumers, said Kantar analyst Tamanh Nguyen. "Males aged 65-plus have contributed the most to this growth, increasing their consumption by 24% year on year."

Haddock had become a preferred species among shoppers, enabling sales to continue to grow despite the recession, he added.