And while that market still seems volatile—analysts Kantar reported a 413% increase in retail sales in 2014, followed by a slight contraction in the past 12 months—it’s fair to say Brits have developed a hearty taste for venison. The British are eating more venison than Scotland is able to produce . The UK will need to produce over 1,200 more tonnes of deer meat each year to keep up with the demand . For example , Sainsbury 's customers bought 115 % more deer meat in 2015 than the previous year . “ It ’s taken me by surprise , ” says Scottish Venison Partnership 's Richard Playfair . Successful marketing that venison is a healthier option has helped as it is lower in fat than skinned chicken breast , and higher in iron than any other red meat . The problem now is future supply - nearly two - thirds of the UK 's deer meat comes from Scotland , with the rest coming from New Zealand , Poland and Spain - so Scotland needs to create more deer meat . However , this in itself has raised other issues , says Quartz .
The British are eating more venison than Scotland is able to produce . The UK will need to produce over 1,200 more tonnes of deer meat each year to keep up with the demand . For example , Sainsbury 's customers bought 115 % more deer meat in 2015 than the previous year . “ It ’s taken me by surprise , ” says Scottish Venison Partnership 's Richard Playfair . Successful marketing that venison is a healthier option has helped as it is lower in fat than skinned chicken breast , and higher in iron than any other red meat . The problem now is future supply - nearly two - thirds of the UK 's deer meat comes from Scotland , with the rest coming from New Zealand , Poland and Spain - so Scotland needs to create more deer meat . However , this in itself has raised other issues , says Quartz .