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UK Insights

The UK can't get enough burgers

Natalie Bendel

Client Executive

Leisure 22.08.2018 / 17:00


Burger sales are on the rise thanks to a long summer of BBQs, finds Kantar Worldpanel.

As National Burger Day (23 August this year) celebrates the best warm sarnie of all time, more of us are buying burgers from supermarkets, likely due to the recent ‘BBQ weather’. There was a 30% rise in burger sales in July compared to the month before, according to the Kantar Worldpanel Grocery Market Share report.

Indeed, in the 12 weeks to 15 July 2018, 1.2m more shoppers picked up a burger, and they made an appearance in the baskets and trollies of 4.2m additional shopping trips. While price cuts made a big difference, 2.6m additional shopping trips featured non-promoted sales, says the Meat, Fish & Poultry team at Kantar Worldpanel. 

Looking at the most recent data for the 12 weeks to 12 August 2018, total burgers and grills sales are up 16.8%, driven not only by more shoppers, but also by those shoppers purchasing more per trip. We really cannot get enough!

When it comes to varieties, the traditional beef continues to be the most popular, growing at 21%, while slightly fewer consumers are choosing a chicken burger – opting instead, it seems, for wings and legs, both in growth. 

Vegetarian burgers are also growing in popularity (up 11%), as are “mixed burgers” (up 102%). Affluent older shoppers are contributing most to value growth in the burgers market, although every shopper demographic is contributing to growth.

Is it just the sunshine encouraging us to wheel out the barbecues and whip out the baps? Well maybe not. Burger sales have been climbing steadily for the last five years, and the market has grown 9.1% in that time. It is now worth £113m (vs. £104m in the same 12 weeks 5 years ago.)

Burgers are of course ever popular in restaurants, cafes, pubs and other locations outside the home (or garden). According to Tolga Necar, Consumer Insight Director for Out of Home at Kantar Worldpanel, “The UK spent a massive £2.6bn on burgers in locations outside the home last year, growing 7.7% on the previous year. We ate 690m burgers last year – that’s a rate of 1.9m a day, or 22 every second!”

“Over half of us (56%) indulged in a burger out of the home last year (28m people), and it was most likely beef – that’s the most popular burger variety. However, like in the supermarkets, veggie burgers are growing at a phenomenal rate – 34% year-on-year. They now make up nearly 4% all burgers that we eat ‘out of home’. Although Full Service Chains are struggling a little with burgers (with sales down 3.6% on last year) this isn't because consumers are turning off burgers altogether; in fact, Independent Restaurants, Pubs/Bars and Quick Service Restaurants are all enjoying growth when it comes to this versatile meal.”

Source : Kantar Worldpanel

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