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Bethan Wilkins


AHDB Pork Market Intelligence


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Shoppers aren’t bringing home the bacon

Home \ Prices & Stats \ News \ 2019 \ July \ Shoppers aren’t bringing home the bacon

Overall GB pig meat* retail sales were 3% down year-on-year in the 12 weeks ending 16 June, according to Kantar data. Lower prices meant market value declined further, by 5%.

Poorer summer weather this year, and fewer major national events have perhaps negatively affected sales of typical picnic, buffet and barbeque products. Ham, pork pies and sausage rolls all recorded declining sales in both volume and value terms. Pork sausages are also in decline, reflecting both fewer shoppers and a decline in volume per buyer.

Bacon, the largest pig meat category, has continued to decline. Volumes were down nearly 7%, and lower prices meant an 8% drop in value. Market penetration fell by 4%, as did volume per buyer. Negative health messages around bacon are perhaps not only encouraging fewer purchases but also driving some shoppers to exit the category. Kantar report that bacon marketed as being healthier does appear to be in growth, albeit from a small base. This has not been enough to offset an overall decline.


Total fresh and frozen pork sales were down 1% in volume, and back 3.5% in value. The other red meats appear to have performed better. However, these are probably more affected by the later timing of Easter this year influencing year-on-year comparisons. This may have also influenced the relatively strong performance of fresh and frozen pork roasting joint sales.

*total pig meat includes: primary, chilled main meal accompaniments, ready to cook, sausages, bacon, burgers and grills, sliced cooked meats, pulled pork and pork ribs