Analysts recorded an increase in sales of meat and fish in online retail

Analysts note a significant increase in demand among consumers for the purchase of goods from the Ultrafresh category in online retail. In 2021, this demand has grown by 160% compared to 2020, said Svetlana Bobrova, Business Development DIRECTOR at NielsenIQ.

Online sales of fresh dairy products in 2021 increased by 180% compared to 2020, fresh fish and seafood - by 177%, MEAT - by 158%.

“When we first started talking about online retail in RUSSIA, we first of all meant heavy purchases, drinks, pet products, diapers. But now we see that absolutely everything is bought online. The category “Ultrafresh” is growing significantly, despite the persisting prejudices,” commented Svetlana Bobrova.

According to the researchers, the increase in sales in this category is due to the solution of logistical issues to preserve the freshness of these products, careful quality control and expiration dates of goods in this category by online retailers, as well as a positive experience of ordering goods from this category already by consumers.

At the end of 2021, compared to 2020, there is an increase in sales in online retail for all product groups by 65%, analysts say.

Demand for meat products is also growing in traditional sales channels. This is especially true of the so-called convenience products: semi-finished meats and sausages. Sales of semi-finished meat products for the year increased by 11.2% in physical terms, meat by-products - by 10.7%, sausages - by 13.6%, sausages - by 3.5%.

“This is due to the fact that the consumer is again switching to those categories of goods that are convenient for him to cook at home. The consumer does not want to spend a lot of time preparing food, so he buys simpler and faster-to-cook products,” notes Svetlana Bobrova.