The British Turkey Federation celebrated a good end to 2010 over Christmas, with an overall increase of 18% in fresh turkey sales. Fresh roasts in particular saw a strong growth of 11.6%, with whole fresh turkeys also increasing in volume by 6.1% on last year. This demonstrates a consumer trend for trading back into fresh turkey and premium Christmas offerings after recession, and that more than ever they consider turkey as the focus of a traditional Christmas dinner. The fresh turkey market was worth £77m over the four week Christmas period.
Noel Bartram, Chairman of the British Turkey Federation, said: “We are very pleased with how the sector performed. Our marketing support helped ensure turkey was at the forefront of people’s minds in the lead up to Christmas. Although the icy weather conditions in December presented a considerable challenge to consumers shopping habits, more people than ever wanted to serve turkey for the most important meal of the year, with many consumers buying their turkeys earlier than usual.”
The number of consumers visiting the British Turkey website showed a staggering 49% increase on 2009, with 353,259 visits during December. Facebook and Twitter played their part and are an ever important medium of consumer communications.
Although Christmas is an important time in the turkey calendar for consumers, the marketing focus for the turkey producers is to encourage consumption of turkey all year round. Bartram continued: “British turkey will be more visible outside of Christmas in 2011 with our ‘I Love British Turkey’ marketing activity, which includes a rolling sampling campaign to encourage people to try great tasting turkey in everyday recipes. Direct dialogue with our consumers is essential to ensure our sector continues to create awareness of the positive benefits of turkey and its relevance in everyday meal solutions. We are actively highlighting its versatility, great value for money, and not least its valuable health credentials such as its high protein, low fat and rich vitamin and mineral content.”
*Kantar Global 4 w/e 26 Dec 2010
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