NR ASAG
AU anonym
TI 1.4 million households have stopped buying beef
QU UK beef market report from A.C.Nielsen company
IA http://www.nielsen.com/home/press/uk/beef.htm
VT
Note: click on the thumbnail images to see full size charts Oxford, 27th December 1995 - New research today from Nielsen's Homescan panel, reveals that 1.4 million households have stopped buying beef. Confidence in the market has been severely shaken as national headlines debate the threat of BSE.
Since the beginning of November there has been a steady decline in beef buying: weekly annual comparisons show that for the week ending 16 December, sales were down over 25% on the same time last year. Beef burgers have been seriously affected with sales in the first two weeks of December down a quarter and over the past week this decline has increased to over 40% on an annual basis. Early indications suggest that with an increasing amount of schools refusing to serve beef, parents have taken the threat of BSE very seriously and have cut in-home spending on beef burgers. The possible implications of this to High Street fast food vendors cannot be ignored.
Since mid-November there has been a marked decline in the numbers of households purchasing beef. The week ending 12th November showed that on an annual comparison almost 113 thousand households did not purchase beef rising to 840 households the subsequent week. Since then this position has declined still further and in the past week, 1.4 millions households who were purchasing beef in the run up to Christmas last year decided not to.
However, in terms of household consumption, there is some comfort here for meat producers. Average weekly household spend on beef in the week ending 10th December showed an increase of 42.2 pence against the same week last year. Indeed, since the beginning of the scare in November, average weekly spend has increased. This would suggest that those shying away from beef were not heavy consumers of it anyway and those loyal consumers are staying firm.
Nielsen is the global authority in providing marketing and decision support solutions. As a strategic partner with the world's top companies, Nielsen has been the primary supplier of information-based systems and analysis for over 70 years and now has coverage in 88 countries worldwide.
In the UK, Nielsen's services span continuous marketing information, advertising expenditure measurement, category management, media research, decision and solution systems, market modelling and analytics, and merchandising. Nielsen is a company of the Dun & Bradstreet Corporation.
Editors note: Homescan is Nielsen's electronic household panel, consisting of 7,100 households in Britain.
Press contact: Linda Simon (01865) 742742, Copyright 1996 A. C. Nielsen Company, a division of the Dun & Bradstreet Corporation Please send all comments to webmaster@nielsen.com.
Mike Ellsworth 1/2/96
AD Nielsen's Homescan panel: http://www.nielsen.com/home/countries/uk/uksrvcs.htm#homescan
PO Internet
SP englisch
OR Prion-Krankheiten 9