Australian butchers regain top spot

by Editor
Wednesday, March 18, 2009

Butchers sold more serves of beef and lamb than any other retailer in Australia in 2008, according to Meat & Livestock Australia’s (MLA) Australian Meat Purchasing Data.

This marks the first time butchers have finished the year as the market share leader in red meat sales since 2001, and reflects continued improvements in consumer perceptions of the quality and service offered by butchers.

Overall, butchers finished the year with a 30.8% market share of beef/veal and a 31.6% share of lamb, according to the data.

Woolworths was just behind with 29.1% and 29.8% share of beef/veal and lamb respectively – followed by Coles group, Market/Deli/Other, IGA/Foodland and Aldi.

Retail butchers are the industry’s front-line sales people according to Lachlan Bowtell, MLA Trade Marketing Manager.

This avenue for growing demand for red meat has focused on raising standards through product range, quality, labeling and growing professionalism in the butchery sector. Membership of the RMNC has grown to 1525 nationally, representing about 38% of all Australian butchers.

Further driving the presentation of point of sale type material has been ‘Counter Attack’ – a program that comes under the RMNC umbrella.

Launched 18 months ago, Counter Attack aims to provide consumers with a greater choice at the butcher counter with quick cook and easy cook beef meals. Last year, MLA ran 15 butcher workshops for 357 butchers representing 220 stores, with a core group of 50 participants reporting an increase of 15 to 20% on their beef sales.