Pork sales dropping in value and volume terms

Pork sales are continuing to drop in both volume and value terms, according to Kantar Worldpanel data.

In the 12 weeks ending 21 June 2015, compared with the same period a year ago, value sales overall were down 9%, while volume sales were down 4%. The declines came across the majority of cuts, with only pork shoulder and loin roasting joints providing growth.

Kantar said this came as customers switched away from fresh pork to fresh chicken and chilled ready meals.

As the biggest single component of the pork category chops and steaks continued to decline and impact overall performance. However, pork loin recorded a growth in volume sales, as the result of a 12% increase in households purchasing the product, with a 4% drop in average prices year-on-year.

Pork shoulder sales were also up, boosted by a promotional campaign that started at the end of April that included a four-week TV campaign that ran until the start of June. The result was that volume sales for the six weeks to 7 June showed fresh pork shoulder sales up 19% year-on-year. This was against a backdrop of 23% growth a year ago.

Meanwhile, spend on bacon and ham was down more than volume, while sausage sales were reasonably stable year-on-year.

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