Figure one: A year on year comparison of chicken consumption
(Kantar Worldpanel)
Drilling down further in to the data whole chicken, which accounts for 50% of total chicken consumption, is down by 0.9%. Roll and roast is the best performing chicken product however roll and roast only accounts for 1% of the total chicken consumed.
Overall spend on fresh poultry meat in the 52 weeks ending 4th January is down by 1.3% and spend on chicken is down by 1.1%.
Figure two shows the year on year percentage changes in spend on chicken.
Figure two: A year on year comparison of spend on chicken
The increased volume of chicken pieces consumed combined with the reduction in spend shows that retailers have reduced the price of chicken pieces when compared to the year ending 5th January 2014.
Spend on whole chicken has not changed but if we look at the average retail price of whole chicken it shows that this has increased by 1%. The increase in price may have contributed to the reduction in demand for whole birds.