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Customers game for alternative meats


Sales of game meat are expected to grow at an average annual rate of 8.2 per cent over the next five years, according to Verdict Research.

The growth rate for this food type is set to increase at a faster rate than overall meat category during this time.

Between 2005 and this year, retail sales of game meat in the UK have grown from a value of £57 million to an expected £91.6 million.

This equates to growth of more than 60 per cent in this time, compared to 41 per cent in the overall meat category.

Neil Saunders, Consulting Director at Verdict, said: “Game meat ticks many of the right boxes – it’s relatively healthy, good value for money and provides a different flavour to standard meats. All things today’s consumer is looking for.”

Verdict says that many retailers have expanded their game ranges with products like venision burgers and game sausages in the past few years, reflecting this upturn in consumer demand.

However, it adds there that the major supermarkets in the UK still have a relatively limited stock of these goods.

The analysis comes on August 12th, the day the Red Grouse Shooting Season traditionally gets underway.

An independent report researched and produced by economists at the Fraser of Allander Institute at Strathclyde University, commissioned by the Game & Wildlife Conservation Trust, shows that red grouse shooting has contributed tens of millions of pounds to the Scottish economy in the last ten years.

Published on Thursday 12 August by Editorial Assistant

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