Red Meat Volume Sales

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• Red Meat Volume Sales
• Moving Annual Trends
• as at July 2005

Data to 2 March 2003
2
Summary

• July 2005
• Total Beef is showing a sharp decline on last
  month
• Lamb and pork are equaling 2004 sales
• June 2005
• Total Fresh and Frozen Meat is now at 2.8bn and
  experiencing growth yryr (3), driven by Beef
  1484m (2), Lamb 556m (4) and Pork 684m
  (2).
• Volume FF Share Shows a volume increase on the
  previous year of 1 for each sector

3
Total Beef rolling 52wk volume sales trend
June 2005 year on year highlights H/hold
Penetration 89.1 Market share 52 Beef Stewing
7.9
Meat and cancer news story on 14 June 2005 may
have halted beefs steady rise in volume sales
4
June 2005 year on year highlights H/hold
Penetration 64 Market Share 16 Lamb Mince
(10.3) Lamb Leg Roasting (-7.9)
Total Lamb rolling 52wk volume sales trend
5
Total Pork rolling 52wk volume sales trend
June 2005 year on year highlights H/hold
Penetration 79.3 Pork Leg Roasting 15.5
Market share 28 Pork Shoulder Roasting -12.7
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Who is Taylor Nelson Sofres?

• Taylor Nelson Sofres monitor food drink
  purchasing that is consumed at home
• Information is collected from a consumer panel of
  15,000 households across Great Britain that is
  demographically and regionally representative of
  the total GB population
• Regular, continuous collection of information (as
  opposed to ad-hoc surveys, which are realised
  once only)
• Results are grossed up to give purchase estimates

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Methodology

• Panel members use purpose-built hand-held barcode
  scanning equipment in home to record purchasing
• Non-barcoded fresh foods entered by scanning a
  patented code book
• Panelist will record named retail outlet, day of
  purchase, total spend, price, quantity,
  promotion, country of origin
• This information is retrieved by modem overnight
• Panel pick-up levels may vary depending upon
  nature of the product ie sandwiches versus
  frozen ready meals
• Foodservice, schools, hospitals are not monitored