Shooting groups welcome research results.
New figures released from market research company, Taylor Nelson Sofres, (TNS) confirm consumption of game in the UK has risen by 15% in the past year.
The data was collected from 11,000 people who filled in a two-week diary to record their consumption of food and drink.
The research shows game was bought or eaten in shops, pubs and restaurants on 31.7 million occasions.
Alexia Robinson, who runs the Countryside Alliance?s Game-to- Eat campaign, said: ?The latest figures from TNS are fantastic news for the British wild game industry. The Game-to-Eat campaign, now in its ninth year, is dedicated to increasing the enjoyment of British game. Game?s seasonality gives it a unique positioning in the annual food calendar. This, combined with greater in-store presence and acknowledged health credentials, means consumers are now really buying into game.?
Ms Robinson added the shooting industry has learned the way to drive growth and bring in new consumers is through new product development.
She said: ?I am pleased to say there is an ever-increasing range of ready prepared, well-presented and easy to cook convenient cuts of meat available in stores.?
Shooting Times magazine?s cookery columnist, Mark Hinge, also welcomed the news: ?This is a testament not only to the discerning public, but to the custodians of our shoots over uplands and lowlands. Game as a product is modern and versatile, much beyond simply roasting, and the supply and demand can only grow.?
The National Taste of Game Week is being held 14 to 21 November. For more information, visit www.gameson.org.uk