Shoppers 'supporting local butchers and farmers' as red meat purchases rise despite Veganuary
The trade body for red meat in Scotland says sales were up in January despite a push for people to give up eating meat for 'Veganuary'.
Quality Meat Scotland says consumers are continuing to support farmers and butchers as the demand for beef, lamb and pork rose compared to the previous January.
The sales boost, revealed by data from Kantar and analysed by Quality Meat Scotland, shows that 966,650 more retail meat purchases were made in Scotland in the four weeks to January 24, up by 29.7 per cent against the same period last year.
Total meat sales in Scotland exceeded £31.6 million, £7 million higher than the same period last year.
QMS argues that the sales boost is even more impressive as they come during Veganuary, which it says saw less than one per cent of the UK population participating. Total sales of meat substitute purchases in Scotland in January 2021 saw a 7.6 per cent increase compared to 10.8 per cent in 2020.

Lesley Cameron, director of marketing and corporate communications for QMS, said the boost in meat sales follows a transformational year for the sector which has seen Scottish consumers turn to local butchers as people become more switched-on and concerned as to where their food is coming from.
Research previously carried out by Censuswide on behalf of Quality Meat Scotland revealed that 62 per cent of people agreed they are more conscious of the traceability of their food and 60 per cent intended to buy more from local suppliers as the nation emerges from lockdown.
Ms Cameron said: “In January many people start the new year with a focus around two things; their health and their environmental impact. Each year there’s always a lot of discussion and interest around Veganuary, but it’s great to see that consumers in Scotland understand the Scotch farming difference and continue to enjoy local quality, protein rich, high in vitamin B12 red meat.
“The pandemic has really raised awareness of the importance of sustainable supply chains and supporting local businesses. All Scotch meat, from farm to plate, is reared and produced in Scotland by local businesses. It’s particularly reassuring to see consumers are staying loyal and supporting the industry, especially during January.”