Brits go wild for game
The latest research from MINTEL shows that sales for meat such as venison, pheasant and grouse soared 46% between 2004 and 2006, to reach £57 million last year. Meanwhile, everyday red-meat and poultry markets are growing by no more than 5% over the same two-year period.
'The market for game is growing strongly as we increasingly look for alternative flavours that fit with our renewed interest in good quality food,' says David Bird, Senior Market Analyst at MINTEL. 'But game also has a surprising fan in health- conscious Brits. These meats are low in fat and cholesterol but are still full of flavour and this healthy image is definitely helping to boost sales, especially among women.'
Looking to the future, the popularity of game shows no sign of abating, with sales set to increase by a further 47% to hit £84 million by 2011.
Taking almost half of game sales, venison is the biggest single success. Pheasant, partridge and grouse make up almost a third (31%) of game sales, while 'other game', such as hare and wild boar complete the sector with 22% of sales.
'Today's growing concern about the environment and the negative impact of mass- produced food is changing the types of food we buy, with many of us opting for food that is organic, locally sourced or bought from a farmers' market,' says David. 'As game is wild and natural, this market is perfectly placed to take full advantage of this trend.'
'The market for game is growing strongly as we increasingly look for alternative flavours that fit with our renewed interest in good quality food,' says David Bird, Senior Market Analyst at MINTEL. 'But game also has a surprising fan in health- conscious Brits. These meats are low in fat and cholesterol but are still full of flavour and this healthy image is definitely helping to boost sales, especially among women.'
Looking to the future, the popularity of game shows no sign of abating, with sales set to increase by a further 47% to hit £84 million by 2011.
Taking almost half of game sales, venison is the biggest single success. Pheasant, partridge and grouse make up almost a third (31%) of game sales, while 'other game', such as hare and wild boar complete the sector with 22% of sales.
'Today's growing concern about the environment and the negative impact of mass- produced food is changing the types of food we buy, with many of us opting for food that is organic, locally sourced or bought from a farmers' market,' says David. 'As game is wild and natural, this market is perfectly placed to take full advantage of this trend.'
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