Supermarkets appear to have reached their maximum attainable share of red meat sales, according to the MLC's interpretation of latest data from Taylor Nelson Sofres. The multiples' share increased by only 0.1% in the 52 weeks to January 7, MLC analysts note in their latest UK market survey. Butchers' share of the market increased from 18% to 19% in the same period. In fact, there had been evidence of the supermarkets losing momentum early last year. Their apparent lack of gain in the first quarter of 2001 might be significant because it would be less likely to prove an illusion than previous trend reversals which were claimed by butchers. When the BSE crisis began in 1996 many independents reported unfamiliar faces across their counters, presumably disaffected supermarket customers. Similar reports were made in the trade shortly after the FMD crisis began . TNS surveys have shown the multiples, in fact, continued gaining market share after BSE, and it would have been logical to suspect the latest claims by the independents were also wishful thinking. The MLC reckons the shift is now genuine, and TNS figures tend to support the argument. Independents' gains have been particularly noticeable in beef and pork. The MLC survey says the shifts are a "direct move of market share from the multiples", although butchers have continued to lose lamb sales (independents' shares of bacon and poultry are also small). "The mood among the independent butcher trade appears optimistic in being able to maintain, if not increase, current levels of market share of red meat," said the MLC. {{MEAT }}