Butchers Retail Summary – W/E 24th March 2019

Kantar Worldpanel are the global expert in shoppers' behaviour. Through continuous monitoring, advanced analytics and tailored solutions, Kantar Worldpanel turns the consumer behaviour data they receive into insights and presents trends across a range of markets including Red Meat and other fast-moving consumer goods. Within the UK, Kantar has the largest single source of continuous consumer and shopper insights, comprised of 30,000 households.

Total Meat (Beef, Lamb & Pork) – 52 weeks:
Following the market update in November of 2018, the Total Red Meat Market in relation to Butchers within Scotland has continued to remain stable, there is growth to be seen in the Volume metrics of per buyer and per trip but a near 10% decline in penetration/number of households has cooled the overall result to a 4% increase going through the Butchers.
Conversely the overall market in the same period has slowed slightly with reductions across all key measures resulting in a 2.7% reduction in Spend and 1.8% reduction in Volume compared to the same time last year.

In terms of the red meat that has contributed to the Butchers growth it appears the biggest influence is Beef. Conversely in the overall market, both Beef and Lamb are driving the declines that we can see.

Total Meat (Beef, Lamb & Pork) – 12 weeks:
The 12 weeks period presents a positive picture for the Butchers, despite an 8% rise in the Average Price per Kg to £8.21 and a similar fall in number of households, both Spend, and Volume have increased with a near 19% increase in Spend.
The standout driver of the 12-week performance within the Butchers mirrors that of the 52-week period with Beef performing well.
In the Total Market over the 12-week period, the market mirrors the year to year data in showing a decline in both Spend and Volume, mostly driven by drops in Frequency and Volume per Buyer by 5% each respectively. Again, Beef and Lamb can be seen to drive this decline in the market.

Total Beef – 52 Weeks:
The Butchers have performed very well again over the 52-week period across a suite of key drivers, but like Total Red Meat, the significant gains can be seen in Volume per Buyer and Trip, both in healthy double figure growth.

Those increase have seen 2,864 tonnes of Beef go through the Butchers and despite a near 9% fall in penetration, Spend has increased by 3.4% to £24,759m. The cuts driving this positive performance for the Butchers appears to be predominately the frying/grilling cuts and roasting joints, both with percentage growth into double figures.

In comparison the Total Market for Beef has slowed in the last 52-week period with Spend and Volume both decreasing by 4%, driven for the most part by near equal decreases in Volume per Buyer and Frequency.

Within the Total Market, almost every cut is in decline or flat, however the biggest declines can be seen with the roasting joints, with significant declines across almost every key metric, a 7.4% increase in Average Price per Kg could be attributed as a factor in this.

Total Beef – 12 Weeks:
The Butchers continue to buck the trend in Beef during the 12-week period, despite a 10% increase in the Average Price per KG and a 4% decrease in penetration, there has been double figure growth in the top line measures of Spend and Volume. Like the 52-week period this is driven by significant increases in Volume per Buyer and per Trip.

Looking at the Total Market within Beef, it's very much a similar picture to the 52-week period, showing reductions across all the key measures but most significant are the losses in Frequency down 5% and Volume per Buyer which decreased 7%.

Total Lamb – 52 Weeks:
The Butchers market remains a difficult picture due to the sample size but broadly with an Average Price per Kg of £9.75, there have been significant declines across all the key drivers. This is seen most acutely with double figure drops in Frequency and Volume per Buyer.

The Total Lamb market for the 52-week period is once again relatively disappointing with a 9.1% decrease in Volume, leading to a 3.9% decrease in Spend. This can be partly explained by an increase in Average Price per Kg to £9.72. The biggest driver in the decline over the period has been penetration, which has dropped by nearly 10%.

Total Pork – 52 Weeks:
Within the Butchers, it can be seen that over the 52-week period there has been mixed results, there are strong growth within the Volume metrics especially per Buyer but this is offset with an almost identical decline in Penetration, this has had the result of flattening the market.

Conversely within the overall pork market, despite a 5% drop in penetration, this has had no real impact over the period and we see increases in almost all areas, driven by Frequency and Volume per Buyer, this could partly be explained by a drop in the Average Price.

Retail Share:
• Butchers in Scotland account for a 10.3% retail share in Spend and 9.2% share in Volume- which places them fourth in Spend and fifth in Volume within the overall market.
• Beef – the Butchers in Scotland account for a 10.9% retail share in Spend and 10.1% share in Volume- which places them fourth in spend and volume terms.
• Lamb – The Butchers in Scotland remain in fourth place in terms of their share of retail Spend and Volume on Lamb which are both 11.6%.
• Pork – In Scotland, Butchers currently command a 7.2% share in retail Spend and 6.9% in Volume. They remain in fifth for Spend and Volume.