The latest Kantar data shows that spending on pig meat at retail level increased by 1 % compared to the same period last year in the 12 weeks to 26 January, according to AHDB.
This compensated for a 10% year-on-year drop in the volume of pork sales, with processed products down 4% in volume on 2019, but up in value.
AHDB analyst Bethan Wilkins said the rise was driven by a 5% increase in average prices, following a reduction in promotional support for both primary pork and bacon.
Higher up the supply chain prices have been rising significantly, with GB pig prices 17% higher in January compared to the same period last year, with the price of imported pig meat also up by 17% in December.
The total amount of pig meat being purchased by consumers has seen a decline of 4% attributed to consumers each purchasing less. Market penetration remained stable in spite of the increased popularity of ‘Veganuary’ in 2020.
Bethan Wilkins commented: “Though the overall picture was not unreasonable, primary pork continued to suffer. Fewer people bought pork, and the volume per buyer declined. Increased spending on processed pig meat enabled the overall rise. This category still lost a few shoppers though, and volume per buyer fell.
“Overall market penetration was maintained due to some growth from the “added value” segment, which includes “ready-to-cook” and sous-vide products.”