Free-range turkeys 'unlikely' to be on Christmas agenda: exclusive

Wednesday, 17 December 2008

Almost half of shoppers (48%) polled exclusively by TalkingRetail.com and Empathy Research said they bought a free-range turkey last year.

But just 13% believe it is very likely they will buy one this Christmas, and another 12% said it is likely.

Free-range turkeys were most popular with people over 45 in 2007, the research found, with 53% of respondents in this age bracket saying they had bought this variety.

Additionally, 50% of 18 to 24-year-olds gave this answer, while only 35% of 25-34-year-olds purchased a free-range turkey in 2007.

In the north of England, 53% of the consumers questioned went for a free-range option last year, compared with 47% of those in the south.

The figures come after a high-profile campaign by celebrity chefs Jamie Oliver and Hugh Fearnley-Whittingstall to highlight the conditions intensively reared chickens are kept in.

However, the market looks uncertain. 30% of people said it is very unlikely free-range turkeys will be on their shopping agenda at Christmas.

And 21% think this is unlikely. Of the shoppers who said it is very likely they will buy a free-range turkey during the festive period, 48% bought one in 2007.

Only 3% of those who expect to buy free-range at Christmas bought just non-free range last year.

Empathy Research (www.empathymarketing.com) polled 1,000 people from its Pigsback.com consumer website.

Weekly intelligence reports are being provided for TalkingRetail.com by the company.

View the complete report on turkey purchasing