Fresh primary meat and poultry experienced strong volume growth during the 12-week period ending July 17, according to a new report from Kantar Worldpanel, with beef in particular keenly sought after.

Nathan Ward, Kantar’s business unit director for meat, fish and poultry, said: “Beef has seen a return to value and volume growth with 400,000 more shoppers buying beef than the equivalent period last year.”

He added that mince is driving volume for beef, with 15% more volume on promotion over the 12-week period helping to add 475,000 more shoppers. Meanwhile, steak is growing across a wider shopper base, helping to keep sales strong.

Sales of traditional barbecue products, such as burgers and sausages, have though come under pressure as consumers favour primary and sous vide barbecue products.

Commenting on the demand for chicken, Mr Ward said: “Chicken continues with its impressive volume growth, but is now seeing limited value growth as falling prices offset the strong volume growth.”

Breasts and legs are experiencing significant growth driven by lower prices. While chicken breasts are seeing falling base prices, legs have seen promotional volumes increase 20% on last year, attracting more than 500,000 shoppers to buy.

Value has grown ahead of volume in the chilled fish category, with 730,000 more shoppers buying fish compared with last year. Only smoked fish had a decline in volume, with shoppers buying increasingly less often and, of the key species, salmon had the strongest decline.