Despite a fall in average retail prices by over 6%, the amount of pork bought in the latest 12-week period, ending December 7, 2014, fell by 4% over the year, according to BPEX, continuing an intense week of retail sector analysis.
In an assessment of new trading figures issued by Kantar Worldpanel, the consumer research organisation, BPEX point out that not only was there a fall in the number of households buying pork, during the quoted period, but that consumers also reduced the frequency of their purchases.
“All of the red meats experienced falling volume sales for the 3-month period, with consumers switching away from fresh red meats in favour of convenient meal options and fish,” said BPEX, adding that the fall in pork sales was, in large part, spread across retailers, with only one of the big four retailers recording a “slight” increase in pork sales.
“The hard discounters, which have seen their share of the grocery market grow over the year, also showed an uplift in sales,” said BPEX.