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two individual years in order to illustrate a trend but, it has to be said, it is a convenient approach. For instance, what was going on in 2010 and 2015? Taking consumption of milk and milk products excluding cheese saw household purchases fall from 1,897 ml to 1,828 ml – all data regarding milk and milk products with the exception of cheese is expressed as millilitres (ml) per person per week. Taking the components of milk and dairy products, it has always been an article of faith amongst foodies that consumers were switching from full fat milk to semi-skimmed or, even, fully skimmed milk on alleged health grounds, a trend that was certainly reflected in the milk purchases of your correspondent. Not a bit of it; liquid whole milk at full price which exited the supermarket shelves to the extent of 263 ml in 2014, compared to 352 ml in 2010, roared back at 312 ml in 2015. It should be added that liquid whole milk at full prices originally included school milk and something called welfare milk but these appear to have disappeared into the mists of history in, respectively, 2001 and 2010. What about cheese? In 2010, Family Food recorded an average
purchase of 118 grams per person per week. This dropped to 114 grams in 2012, recovered to 118 grams in the following year and then plummeted to 111 grams in 2014, recovering to 112 grams the following year. Most of this was hard cheese of a cheddar type, although was a less significant volume of soft natural cheese; brie, perhaps. The most obvious category for a shift in consumption patterns brought on by economic changes is, of course, carcass meat – beef,
mutton and lamb and pork – relatively expensive products vulnerable to falls in consumers’ disposable incomes. Purchases of carcass beef and veal, at 214 grams per person per week in 2010 fell to 204 grams the following year and to 182 grams in 2013. In 2014, they recovered to 195 grams but subsided to 188 grams in 2015. The outcome for 2016 will prove interesting being the year of the great supermarket price war. What about mutton and lamb? Not a great market for the industry
but still a valuable one for manufactured feeds, particularly for breeding animals. From 44 grams per person per week in 2010, purchases fell sharply to 35 grams in 2013, recovered to 37 grams in the following year and then fell back to 35 grams in 2015. Purchases of carcass pork recorded 53 grams in 2010, rose to 56 grams the following year, fell to 51 grams in 2013, rose to 57 grams in 2014 and subsided to just 50 grams in 2015. Purchases of carcass meat thus appear to have followed a very
random path, both individually and relative to each other; this may very well reflect a period of increasing price competition in an economic climate where an increasing proportion of consumers were in the Prime Minister’s JAM category – Just About Managing. However, what about poultry and poultry meat products? Taking purchases of uncooked chicken, either whole or in pieces, Family Food records purchases of 181 grams per person per week in 2010, rising to 192 grams in 2012, falling back to 184 grams in 2013, gaining ground to 186 grams in 2014 and retreating to 184 grams in 2015; not a dissimilar pattern compared
FEED COMPOUNDER SEPTEMBER/OCTOBER 2017 PAGE 15
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