GB retail sales of fresh pork grew 0.4% by value and 2.1% by volume compared with the same period a year earlier, during the 12 weeks ending March 24.
Kantar Worldpanel’s meat, fish and poultry market update highlighted that the industry relies on events to drive volume: treating Mum and Easter are great examples of driving a bigger in-home occasion.
Nathan Ward, Kantar’s business unit director, MFP, explains: “Easter and Mother’s Day are vital to volumes in roasts and, with the timing of Easter this year, we are seeing some large declines in roast joints.
“Pork remains a strong performer, which has been driven by bigger baskets and a strong performance from pork shoulders and marinades.”
Bacon, Mr Ward said, continues to struggle to drive any growth with 419,000 fewer shoppers compared to last year. Lost shoppers aren’t the only issue for bacon, with the market also seeing 4.5 million fewer trips.
Mr Ward said: “Bacon is experiencing less volume on promotion, with promoted volumes down 11% as we see 29% less sales on price and price cut. All demographic groups are declining for bacon, with older households, particularly those with older dependents driving the decline. The other processed categories are all seeing volumes grow, but value down as prices fall in all the categories.”