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Bethan Wilkins

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AHDB Pork Market Intelligence

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Falling prices fail to deliver sales uplift

Home \ Prices & Stats \ News \ 2015 \ January \ Falling prices fail to deliver sales uplift

Despite a fall in average retail prices, the amount of pork bought in the latest 12-week period, ending 7 December, fell by 4% over the year.

Despite a fall in average retail prices by over 6%, the amount of pork bought in the latest 12-week period, ending 7 December, fell by 4% over the year. According to Kantar Worldpanel, there has not only been a fall in the number of households buying pork but consumers have also reduced the frequency of their purchases. All of the red meats experienced falling volume sales for the 3-month period, with consumers switching away from fresh red meats in favour of convenient meal options and fish. The fall in pork sales was, in large part, spread across retailers. Only one of the Big 4 recorded a slight increase in pork sales, while the Hard Discounters, which have seen their share of the grocery market grow over the year, also showed an uplift in sales.

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Chops/steaks again experienced a fall in sales, whilst within roasting joints, gains in volume sales of leg and shoulder were offset by declining loin purchases. Mince which has been a strong performer of late registered a static performance. Following the seasonal trend, bacon and sausage sales both recorded a small increase in volume sales over the last couple of months. However, sales for both remained down on the year and the seasonal increase, particularly for bacon, has been less marked than the previous two years.