Autumn Game Meat Market: Venison, Pheasant and Rabbit

Opportunities and Insights for Wholesalers in the Autumn Game Season

The autumn game meat market is now in full swing, and demand for venison, pheasant and rabbit is rising steadily across the UK meat trade. This time of year has always been important for wholesalers, suppliers and independent butchers, with game offering a reliable boost to seasonal trading.

Venison continues to stand out as the strongest performer this season. Buyers view it as a leaner alternative to beef with a premium reputation, making it attractive to both high-end restaurants and traditional caterers. Its versatility helps sustain interest, whether for steaks, roasts or slow-cooked dishes. The wholesale venison market has already shown solid activity and is expected to strengthen further as Christmas approaches. Ensuring steady availability now will be crucial for meeting festive demand.

Pheasant also remains a core part of the autumn game meat market. Its distinctive flavour appeals to chefs and butchers looking for a product that is seasonal yet widely accessible to customers. Pheasant demand typically builds throughout November, with Christmas providing the strongest uplift. For suppliers, reliable volumes and consistent quality are key selling points, particularly as buyers look to secure stock ahead of the festive period.

Rabbit, while representing a smaller share of the game trade, is quietly gaining traction. It is valued for its affordability and versatility, working equally well in traditional British pies and casseroles or in lighter Mediterranean-inspired dishes. Wholesalers who add rabbit to their seasonal offer can broaden their range and attract buyers searching for variety at competitive prices. Growing interest in sustainable, lower-fat meats may also encourage more customers to consider rabbit as a serious option.

Market Outlook: What to Expect for the Rest of the Game Season

Overall, the outlook for the autumn game meat market is positive. Restaurants and caterers are already showing interest earlier than usual this year, and independent butchers continue to see steady customer demand for seasonal products. With venison, pheasant and rabbit all set to play a strong role through the rest of the season, wholesalers and suppliers who secure reliable stock now will be well placed to benefit from the seasonal uplift and the key Christmas trading period ahead.

Find out the schedules of the UK game seasons here.