Pork sales declined during the 12 weeks to May 22, compared to the same period last year, according to AHDB Pork.
Quoting the latest Kantar Worldpanel data, AHDB Pork said that the amount of fresh/frozen pork sold decreased by just under 2%, year-on-year, with chops/steaks, leg roasting joints and loin roasting joints declining by 1%, 4% and 7% respectively.
Shoulder joints, however, bucked this trend, recording an increase in volume sales of almost 5% on the same period last year.
“While the Pulled Pork campaign was running over these 12 weeks, the first wave of the campaign was also live during April and May 2015,” said AHDB Pork. “Therefore, both the periods being compared were promotional ones.
“It can be inferred, therefore, that the halo effect from the second and third wave of the Pulled Pork campaign, ran this year, was not as far reaching as 2015’s phase, although the direct uplift on sales of shoulder joints was greater. This may be due to shoulder joints being on promotion for longer during the 2016 period, than the comparable one a year earlier.”
Processed products also recorded sales declines in the 12 weeks to May 22 this year, with the exception of bacon, which recorded a modest increase of just under 0.5%. Value, meanwhile, fell across all cuts, exacerbated by fewer shoppers buying pork products.
“Encouragingly, however, pork chilled ready meals grew in both value and volume, as well as increasing the average unit price,” added AHDB Pork.