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Retail Intelligence

Almost 4 in 10 Adults Typically Purchase Sliced Turkey, Research Shows

By Donna Ahern
Almost 4 in 10 Adults Typically Purchase Sliced Turkey, Research Shows

Almost 4 in 10 (39%) adults claim to typically purchase sliced turkey, slightly lower than the levels recorded previously for the purchase of sliced chicken.

This research, conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,068 adults aged 18+, sought to understand the buying behaviour of consumers in the sliced turkey category.

Just over 1 in 5 (21%) of those who buy sliced turkey claim to purchase it at least once a week, with highest levels of purchase evident amongst those aged 45-54 (26%) and 35-44 (24%). There is no difference amongst gender in terms of weekly purchase, with the highest regional weekly plus purchase evident in Munster (26%) and lowest in Dublin (19%).

There are 1 in 7 (14%) sliced turkey buyers who claim they are purchasing more sliced turkey now than they were this time last year, with 13% claiming to be purchasing less sliced turkey than this time last year. Almost three quarters (73%) of sliced turkey buyers claim they are purchasing the same amount of sliced turkey as this time last year.

Key motivations for increasing the amount of sliced turkey focus on the taste of the product (35%), with a third (33%) claiming they are purchasing more sliced turkey because the quality of the meat has improved, while almost a quarter claiming they are better value now.


When it comes to the type of sliced turkey being purchased, just over 3 in 10 (31%) claim to only buy branded turkey, with almost a quarter (23%) buying solely own brand sliced turkey. The remainder (46%) of buyers claim to purchase a mix of both branded and unbranded sliced turkey.

For further information and more in-depth analysis on consumer behaviour within the sliced turkey category, please contact Robbie Clarke at Empathy Research.

© 2018 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click subscribe to sign up for the Checkout print edition. 

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