More pork sold but at lower prices
Expenditure on retail pork purchases was down 7% year on year in the 12 weeks ending 12 April, according to Kantar Worldpanel. This was driven by retail prices falling by 9% but there was a 2% increase in the amount bought.
This was driven by consumers buying more per shopping trip. Roasting joints were the key drivers of the volume gains in pork – led by shoulder which experienced just over 17% growth year on year. The 12-week period covers most of the latest pulled pork campaign, which may help to explain the growth; a full evaluation of the campaign’s impact will be available in due course. The growth in the amount of shoulder joints bought was against a backdrop of retail prices being down 13% on the year. Not only did more households buy the cut but there was also an increase in the amount bought per household.
Expenditure on bacon continued to decline on the back of a small fall in the amount purchased but mainly due to a drop in average retail prices of 6%. The level of promotional activity is down year on year due to less Y for £X activity. The value of sausage sales was down 10%, with this predominantly coming from lower retail prices, which fell by 7%. The one growth area for sausages continues to be low fat, albeit from a very small base. Sliced cooked meats were down 4% in spend for the 12-week period. Ham was down 8%, with retail prices down 4% and the volume bought down 3%. Hard Discounters continue to buck the sales trend by registering growth.
Stephen Howarth, Market Specialist Manager
Stephen.firstname.lastname@example.org, 024 7647 8856