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70% of households have bought pork with 'outdoor claim'

19th Sep 2019 / By Alistair Driver

Seven in every 10 household will have purchased a pork product with an outdoor claim in the past year, according to data from Kantar. 

outdoor pigs

Research shows 12% of total pig meat volumes sold held an outdoor claim in the year ending June 16, equating to 92,000 tonnes.

The majority of volume sold with an outdoor claim is processed product (79%), such as sausages, ham and bacon, with only 11% of the volume coming from primary pork cuts.

As household penetration of the processed pork category is high, 70% of households will have purchased a pork product with an outdoor claim in the past year, Kantar concluded.

Pork products with outdoor claims command a price premium of, on average, £2.50/kg more expensive. 

outdoor kantar

This premium remains a barrier for some shoppers, with 37% claiming they choose pork purely based on the best price and 11% saying they would choose outdoor but it is too expensive, according to the AHDB/YouGov Tracker Apr/May19. 

You can read more on the research in a article by AHDB here
 

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