Fresh pork took the biggest festive sales hit in 2014

A new analysis of the 2014 festive market has identified fresh pork as the only meat category to show a fall in volume purchases, according to BPEX.

Quoting the latest Kantar Worldpanel data, BPEX has reported that consumers bought “less fresh pork less frequently” over the 2014 Christmas period than in the festive weeks of 2013.

“Grocery expenditure was up 1.5% this Christmas (2014), boosted by a fall in prices that meant shoppers took advantage by stocking up on volume over the festive period,” said BPEX. “Retailers drove the lower end of the price tier market through price cuts but trading-up was a key feature this year.

“Following a successful 2013 Christmas, fresh pork was the only meat category to show a fall in volume purchases in 2014, down by 2% year-on-year, with consumers switching to other meats, particularly beef and turkey.”

Most of the decline was due to falling sales of leg and loin roasting joints, with volume sales of shoulder joints increasing on the year.

“Sales of pork belly over the Christmas season also increased year-on-year in volume terms, with much of this growth coming from the hard discounters,” said BPEX.  “Sales of bacon (including gammon) and ham were lower than a year before in volume terms, although spending on bacon was up 1% as a result of higher prices. Sausages fared slightly better, with a small rise in sales.”

A more detailed analysis of the Christmas retail market will be featured in the February edition of BPEX’s Pig Market Trends.

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