IRELAND - Since the horse meat issues of early 2013, sales of frozen burgers have been under pressure, according to Michelle Brady from the Meat Division of Bord Bia – Irish Food Board.
In the four weeks ending 17 February 2013, sales fell by 42 per cent according to Kantar Worldpanel.
The hardest hit has been own-brand burger sales in supermarkets across both the UK and Ireland.
In spite of this, Euromonitor commented on the restaurant sector late last year that burgers still remain the most popular fast food type in Ireland.
Kantar data in September 2013 showed that for the previous 12 months, sales of fresh beef burgers almost doubled and fresh minced beef also increased significantly.
This highlights the shift by consumers towards fresh product and away from frozen.
There is evidence emerging that we are now in the era of better burgers.
The US trade publication, Meatingplace shares this view, stating that ‘recent food safety scares in the USA have prompted a flight to quality and increased consumer interest in the production of beef.’
It also documented that when ordering a beef based burgers, adults surveyed in the US largely prefer Angus beef and minced beef.
It is noteworthy that in Ireland, there have been a number of social media polls and commentaries recently to identify the ‘Best Burger in Dublin’.
Recent trends highlight that consumers are more aware and have a greater interest in the production of beef and are now seeking out higher quality products, especially in the beloved burger.
TheMeatSite News Desk
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