Photo of A later Easter affects red meat sales

Bethan Wilkins


AHDB Pork Market Intelligence


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A later Easter affects red meat sales

Home \ Prices & Stats \ News \ 2019 \ April \ A later Easter affects red meat sales

In the 12 weeks ending 24 March, GB volume sales of primary red meat, poultry and bacon declined 3% year-on-year.

This may relate to a late Easter and Mother’s Day this year, as these events are important volume drivers. However, fresh and frozen pork sales bucked the trend and increased by 1%, according to data from Kantar Worldpanel.

There were some changes in the product mix. While pork leg and loin roasting joints lost out, shoulder-roasting joints recorded a sharp increase in sales. This may relate to price changes; while all three joints recorded increasing shelf prices, the increase on shoulder roasting joints was more muted.


The volume of bacon purchased faced continued pressure, recording a decline of almost 8% in volume. Kantar reports this is due to both fewer shoppers and fewer trips. There was also less volume on promotion, however, average shelf prices actually recorded little change. Kantar also indicates that while all demographic groups are declining for bacon, it is particularly households with older dependents driving the decline.

Sausage and ham, where sales had been steady if not a little up in previous data releases, slipped marginally in volume terms.

Total pig meat* sales declined by just over 1% in volume and almost 3% in value.

*encompasses primary, bacon, sausages, sliced cooked meats, chilled main meal accompaniments, ready to cook, pulled pork, pork ribs and burgers and grills.


Rebecca Oborne, Analyst, 024 7647 8631