Fewer retailer promotions impact pork performance
In the 12 weeks to 16 August 2015, the amount of pork purchased remained down on a year earlier, as shoppers continue to switch to categories such as fresh chicken and chilled ready meals, according to Kantar Wordpanel.
There was less sold across nearly all cuts in this period, with pork belly, mince and leg joints contributing the largest losses. There were fewer promotions in the supermarkets across most of the cuts this year.Pork chops/steaks not only saw an overall fall in promotional activity but a noticeable shift away from volume-driving Y for £X activity to price promotions. Roasting joints were down by 5% in volume terms in the Big Four Multiples. Pork shoulder which has been performing well of late, saw volumes fall by 4% on the year, as fewer households purchased the cut and the amount purchased per shopping trip was also down. A year-on-year fall in the levels of promotional activity will have contributed to this.
In contrast, bacon volumes were up as average prices fell 4% year on year. The Hard Discounters contributed the majority of the purchase gains. However, similar price falls were not sufficient to prevent an annual decline in the amount of ham and other sliced cooked meats sold. Premium sausages again pushed overall sausage volumes up, as they were the only category to register growth in the 12 week period. Heavy Y for £X promotions or price promotions in some of the major retailers were the main drivers of growth.