Pork retail sales return to growth
Some volume growth has been recorded in pork sales in the 12 weeks ending 27 March, according to the latest Kantar Worldpanel data.
The amount of fresh/frozen pork sold increased just under 3% on the same period a year earlier, as volume sales of leg, loin and shoulder roasting joints increased 13%, 10% and 6% respectively over the same period. The extra sales of joints may be partially attributed to the Pulled Pork campaign, which recommenced during this monitoring period. Leg and loin roasting joints may have experienced a halo effect from the campaign. The early Easter period this year may also have contributed to the extra volumes of fresh pork sales in the period. These extra sales have come at the expense of value, though, as the average price continues to fall, and spending is down year-on-year throughout all the main fresh pork cuts.
There are still difficulties with sales of chops and steaks and those of the main processed products, which all recorded volume sales decreases in the 12 weeks to 27 March, when compared with the same period last year. Fewer households were buying less, despite the continued decline in average price. Encouragingly, sales of pork ready meals continue to grow, with just under a 3% increase in both value and volume over the 12 week period. Existing customers buying more, rather than new entrants to the category, have driven this.
Vikki Campbell, Senior Analyst
vikki.Campbell@ahdb.org.uk, 024 7647 8741