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Retail pork sales in decline again

21st May 2018 / By Alistair Driver

After some encouraging signs at the start of the year, retail pork sales are firmly in decline again, retail data from Kantar Worldpanel shows.

During the 12 weeks ending 22 April, the volume of fresh/frozen pork sold at retail level declined by 5% on-the-year, the data shows. 

Shelf prices appear to have been a factor in this decline as the average price per kilogram increased by 4% year-on-year – the combined effect was that total spend in the sector remained steady.

Kantar AprilHowever, perhaps more positive for the category was that, although market penetration (the percentage of shoppers purchasing fresh/frozen pork on at least one occasion) declined by just one percentage point this meant some shoppers purchased less instead of leaving the category, AHDB analyst Rebecca Oborne said. 

Unsurprisingly, the cuts which recorded the largest increases in price (belly, loin roasting and shoulder roasting joints), also recorded the largest reduction in volume sold. Equally, leg roasting joints which recorded a 12% decrease in price, recorded 18% growth in volumes sold.

There was better news processed pork products during the 12-week period, with the volume of sausages sold increasing by 1% despite a 3% rise in average retail price, driven probably by the short spell of barbequing weather. Bacon also showed small value and volume increases, while ham sales were down. 

Performance of other primary meat was mixed.

  • The average retail price of fresh/frozen lamb increased by 9% compared to year earlier levels, which has a 6% decline in volumes sold, although total spend increased by 2%. 
  • The retail price, volume and spend of fresh/frozen beef remained steady on-the-year.
  • The volume of fresh/frozen poultry increased by 1% year-on-year, even though fresh chicken sales increased in volume by 7%.
  • The total volume of primary meat sold during the 12 week period remained steady on year earlier levels.

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