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Bethan Wilkins

Analyst

AHDB Pork Market Intelligence

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More pork sold but at lower prices

Home \ Prices & Stats \ News \ 2016 \ May \ 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.

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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.

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Stephen Howarth, Market Specialist Manager
Stephen.howarth@ahdb.org.uk, 024 7647 8856