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Bethan Wilkins

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AHDB Pork Market Intelligence

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Competitive pricing fails to boost pork sales

Home \ Prices & Stats \ News \ 2014 \ May \ Competitive pricing fails to boost pork sales

Shoppers’ spending on pork was down 5% year on year during February-April, according to the latest Kantar Worldpanel data.

Shoppers’ spending on pork was down 5% year on year during February-April, according to the latest Kantar Worldpanel data. The fall in sales affected both fresh and frozen pork, although fresh fared much better due to maintained levels of promotions against a year ago. A small fall in prices meant that pork was even more competitively priced compared to both beef and lamb. However, this did not translate into increased purchasing, as sales volumes were also down. One reason for this is that a year after the horse meat scandal a re-adjustment in the market has meant that ready meal sales have recovered as consumer confidence has returned to this sector.

Competitive pricing fails to boost pork sales

Spending on sausages increased 6% over the latest period, compared to a year ago, with growth in both the premium and standard ranges. With premium, the growth was very much price led, as volume sales were down. Whilst prices were also up for standard sausages, albeit at a slower rate, volume sales grew by 2%, helped by increased promotional activity in each of the Big 4 Multiples. The amount of bacon bought this period was down 4%, led by joints and steaks, as levels of promotions fell back. However, volume sales of bacon continue to perform strongly in discounters, where they were up almost 20%. Shopper spend on ham was up almost 5%, led by increases in volume sales, with the discounters contributing the bulk of the growth.