Fresh and frozen pork defy downward meat trend - but bacon volumes continue to fall

Fresh and frozen pork sales increased by 1% in the 12 weeks ending March 24, defying the otherwise downward trend for meat sales. 

Overall, GB volume sales of primary red meat, poultry and bacon declined 3% year-on-year during the period. This may relate to a late Easter and Mother’s Day this year, as these events are important volume drivers, according to AHDB analyst Rebecca Oborne.

However, fresh and frozen pork sales bucked the trend, according to data from Kantar Worldpanel. Within the 1% increase, pork leg and loin roasting joints showed declines, in contrast to shoulder roasting joints, which 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, Ms Oborne said.

However, the volume of bacon purchased continued to fall, recording a decline of almost 8% in volume. Kantar reported that 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 indicated that while all demographic groups are declining for bacon salds, households with older dependents, in particular, are driving the decline.

Sausage and ham sales slipped marginally in volume terms, but were steady, or even slightly up in value terms.