Study reveals public's love for butchers

NEW research from the Agriculture and Horticulture Development Board (AHDB) aims to help butchers at both independent retailers and supermarkets reengage consumers with their counters and increase red meat demand.

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Independent butcher shops and supermarket butcher counters make up an "important albeit small" part of the retail market for red meat purchases, the levy board says.

Currently, loose packaged meat and poultry found at these counters accounts for 7% of the total market, equivalent to almost 183 million kilos, according to recent Kantar figures.

Charlotte Forkes-Rees, retail and consumer insight analyst at AHDB, said: "These counters can play an important role in red meat retail performance. Consumers enjoy the personalisation of the service and the knowledge that a butcher can offer them, with 54% of consumers saying they feel a stronger connection to their food when purchased from a counter rather than an aisle."