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Raising the ‘steaks’ this Valentine’s Day

06 February 2022

AHDB

Valentine's Day brings a surge in steak sales

According to an Agriculture and Horticulture Development Board (AHDB) special report, February is a ‘rare’ month for steak, with people 14 times more likely to indulge in a tender cut than at any other time of the year.

With Valentine’s Day fast approaching, analysts at AHDB are predicting a surge in steak sales as loved-up Brits prepare to ‘beef’ up Cupid’s special day.

According to AHDB, when it comes to seasonal events, Valentine’s Day has the second highest average plate cost – behind Christmas – with people spending £2.16 compared to a standard occasion at £1.30.

And last year, beef steaks proved to be the apple of consumers’ ‘rib-eyes’ – performing exceptionally well, with the amount sold through retail during the two weeks leading up to the special day, rising 26% compared to the average 50 weeks of the year.

All cuts of beef steak saw volume uplift, with sirloin up 34% and both fillet and ribeye up 29%, showing that consumers were willing to pay more for a ‘treat’ to celebrate the romantic occasion.

“It would appear that for many people, romance seems to mean steak," said AHDB Senior Retail Insight Manager Kim Heath. "It is a meal synonymous with Valentine’s Day and we have seen steak sales rise year after year."

“While retail sales of steak may be down on last year, as we were celebrating in lockdown in 2021 and people had to cook their romantic meal at home, we are expecting sales of steak to be high again this year," she added. 

But it’s not just steak that performs well at this time of year, red meat features in 65% of romantic meals in February and is ten times more likely to be served during this month. In fact, 2021 saw the biggest ever Valentine’s for meat, fish and poultry, with an extra 16 million kilograms sold compared to 2020.

This year, Valentine’s Day falls on a Monday and AHDB is advising retailers to be mindful of stock levels in-store and online during the weekend prior, as the last time it fell on a Monday, in 2011, the busiest sales days were Friday and Saturday.



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