Butchers benefit

Shoppers shun Veganuary to buy a third more meat

Red meat

Red meat sales have risen

Sales of red meat soared by a third in January – despite the nationwide Veganuary campaign urging consumers to reject animal food.

There was a sharp rise in demand for Scotch Beef, Scotch Lamb and Specially Selected Pork.

Data from retail monitor Kantar and analysed by Quality Meat Scotland shows that almost a million (966,650) more retail meat purchases were made in Scotland in the four weeks to 24 January, up by almost a third (29.7%) on the same month last year. 

Total meat sales in Scotland exceeded £31.6million, which was £7m higher (29%) than the same period last year.

QMS said less than 1% of the UK population participated in the Veganuary campaign.  Total sales of meat substitute purchases in Scotland in January 2021 only saw a 7.6% increase compared to 10.8% in 2020.

The food association said the boost in meat sales follows a transformational year for the sector which has seen Scottish consumers turn to local butchers as people become more switched-on and concerned as to where their food is coming from. 

Research previously carried out by Censuswide on behalf of Quality Meat Scotland revealed that 62% of people agreed they are more conscious of the traceability of their food and nearly two-thirds (60%) intended to buy more from local suppliers as the nation emerges from lockdown. 

Lesley Cameron, director of marketing and corporate communications for QMS, said:  “In January many people start the new year with a focus around two things; their health and their environmental impact. 

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