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Bethan Wilkins

Analyst

AHDB Pork Market Intelligence

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Lower prices drive higher pork purchases

Home \ Prices & Stats \ News \ 2014 \ September \ Lower prices drive higher pork purchases

Shoppers’ spending on pork was up 1% year on year during June-August. The average price for pork was down just over 4%, which helped consumers to increase the amount they purchased per shop. As a result volumes were up some 5% year on year.

Shoppers’ spending on pork was up 1% year on year during the 12 weeks to 18 August, according to the latest Kantar Worldpanel data. The average price for pork was down just over 4%, which helped consumers to increase the amount they purchased per shop. As a result volumes were up some 5% year on year. Pork mince continues to show strong growth, especially in the hard discounters, but consumers also bought a lot more roasting joints this period and, as a result, they accounted for almost a third of total pork sales. Indeed, all the main roasting joints achieved annual growth in excess of 20%, with shoulder the best performing cut. Nearly two-thirds of the actual growth in the amount of pork purchased came in the final 4 weeks, which would appear to have been driven by a promotion in one of the Big 4 Multiples. This provided vouchers offering £5 off when £10 was spent on meat and fish, which consumers could use in conjunction with their 3 for £10 offer. By contrast the amount of pork belly and chops/steaks purchased fell in the period.

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Spending on sausages was flat over the latest period, compared to a year ago, as a small increase in prices was matched by an equal fall in the amount consumers bought. The standard sector remains in growth though but gains were offset by falling purchases of the premium sector, where average prices rose just over 5%. Shopper spend on ham was marginally down, though the hard discounters continue to perform well. Bacon fared better, with both expenditure and the amount purchased up by some 2%, with the hard discounters driving the growth.