Nathan Ward, Business Unit Director for MFP, commented: “Chicken continues with its impressive volume growth, but is now seeing limited value growth as falling prices offset the strong volume growth.”

Chicken breasts and legs are experiencing significant growth driven by lower prices. Chicken breasts are seeing falling base prices, whilst legs have seen promotional volume increase 20 per cent on last year, stimulating over half a million more shoppers to buy legs.

For competing meats, beef is seeing strong value and volume growth, but burgers and sausages did not show the expected rise in sales with the onset of warm weather. More consumers are also buying fish, with a greater variety of fish products purchased.