Turkey steaks are the leaders in Russia among steaks from all types of meat
In 2024, the share of sales of turkey steaks amounted to 57.5% by volume in the category of branded steaks (producer brands and PLBs) from all types of meat. Turkey steaks have surpassed the traditional beef for this category for the first time. The conclusion was made based on data from the NTech Consumer Panel. Data 2024".
At the same time, 75% of them are Indilight branded steaks (owned by Damate Group). Another 14% are turkey steaks under the private label brands (PLB), which are produced at the factories of Damate Group.
The database for the study was filled with impersonal consumer receipts received by NTech from retail partners. The volume of incoming information amounted to about 100 million receipts per month, with geographical coverage covering the entire territory of the Russian Federation.
The information from the receipts was preprocessed, which, among other things, included unification, when the names of the same product and/or brand, which were different in spelling, were brought to a single basis. In addition, the products were classified into categories, subcategories, groups, and subgroups. As a result, this made it possible to reliably determine the share of a product and/or brand in a particular category.
"Last year, Damate made a revolution in a separate product category and for the first time in the history of the Russian market took the place of a leader in the steak group, winning in competition with other types of meat," said Daria Lashchenko, Deputy General Director for Marketing at Damate Group. – "Turkey breast steak has become a lighter alternative to steaks made from traditional types of red meat. Today, turkey is a healthy and hypoallergenic option, which is especially important for an audience that follows nutrition and leads a healthy lifestyle."
Indilight turkey steaks are turkey breast meat, cut into portions of an optimal thickness of about 2 cm, which simplifies cooking and serving process. The cooking time of this steak is only 5-7 minutes. Turkey breast fillet is rich in protein, vitamins and minerals, and 100 grams of product contains only 112 calories.
"Consumers have traditionally associated steak with a beef product, but the appearance of more affordable, simple and quick-to-prepare turkey steaks on the shelves has dramatically changed this situation. In fact, turkey has won the competition with other types of meat on their territory," said Anatoly Velmatov, Chairman of the National Association of Turkey Producers (NAPI).
According to NAPI, over the past ten years, turkey meat production in Russia has increased 4 times and reached 438 thousand tons in 2024. The projected volume of turkey meat production for 2025 is about 465 thousand tons. Russian turkey breeders plan to implement a number of major investment projects, which makes it possible to forecast an increase in turkey meat production to 650 thousand tons by 2030.
In 2024, Damate Group increased turkey production up to 241.5 thousand tons per year. Today, Damate is the Russian leader in turkey production and last year for the seventh time topped the rating of the largest Russian turkey producers. The company also leads the list of producers in Europe and is one of the top five in terms of turkey production in the world. The products are represented in the federal and local retail chains of the country and are exported.
