MILLENNIALS are helping to create a boom in old favourite corned beef.
Young adults are rebelling against their woke vegan reputation and tucking into the canned meat instead.
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Sales surged by £9.8million to £83.3million over the past year.
And that was aided by big growth among shoppers aged 28 to 44, according to figures published by data analytics firm Kantar this week.
This is supported by Sainsbury’s data between 2017 and 2020 showing a spike in demand for beef among younger customers.
Despite a seven per cent fall in meat, fish and poultry sales overall, demand among those aged 18 to 24 was up by 32 per cent.
The largest surge among those aged 18 to 24 was for beef — despite it producing more climate warming greenhouse gasses per kilo when produced than any other meat.
Kantar consumer insight director Tesni Steele Jones said: “A lot of that growth is from more shoppers buying into the category who aren’t normally buying canned cold meat.”
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She added corned beef was still most popular with older customers but there had been “strong growth in younger shoppers”.
Kantar also reports a wider boom in the canned meat category, which grew £24.1million to £155.4million over the past year.
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This post first appeared on thesun.co.uk
