By exploring trends in the British retail venison market between 2013 and 2024 using supermarket purchasing data from around 30,000 households, this study examines consumer demand, retailer offerings, product origin and competition with other meats. Although venison remains a very small share of the meat market, the research identifies changing patterns in retail supply and the factors that influence consumer purchasing. These findings provide evidence to support future market development for the venison sector.
Photo credit: Tullia Dean
Stage
Directory of Expertise
Purpose
Venison has the potential to contribute to a more diverse and sustainable food system, yet relatively little is known about how it performs in the retail market compared with other meat products. Understanding consumer demand can help producers, retailers and policymakers identify opportunities to grow the sector and improve market resilience.
This study analysed purchasing data from Kantar Worldpanel between 2013 and 2024 to examine trends in retail venison sales across Great Britain. It explored how demand has changed over time, how retailers differ in the products they offer, the balance between branded and supermarket own-label products, the origin information provided to consumers, and how changes in prices influence demand relative to other meats.
Results
Retail sales of venison remain highly variable and account for less than 0.2% of the total meat market, although sales have become more stable since the COVID-19 pandemic. Fresh beef appears to be the closest competing product, with demand for venison responding to changes in both venison prices and overall household grocery spending.
The research also identified clear differences in how retailers position venison products. Product ranges vary between supermarkets, suggesting different retail strategies, while branded products are becoming more common relative to supermarket own-label products. However, many branded products do not specify the origin of the venison on the label.
Overall, the study provides one of the most comprehensive assessments of long-term trends in the British retail venison market and highlights the factors that influence consumer purchasing decisions.
Benefits
This work provides an evidence base to improve understanding of the British retail venison market. By identifying long-term trends in consumer purchasing, retailer behaviour and price sensitivity, it helps producers, retailers and policymakers understand the challenges and opportunities facing the sector.
The findings may support future discussions around product positioning, retail marketing and provenance information, while also informing strategies to strengthen the market for venison.