Public increased pork purchasing is good news

According to research highlighted by Menter Moch Cymru (MMC), sales of pork are riding high, with loyal shoppers coming back for more.

The findings are detailed in the latest technical article by MMC – a project that works with all sectors of the supply chain to develop a more sustainable, profitable and robust pig industry in Wales.

MMC produces monthly expert-led technical articles that focus on different, relevant and timely topics. The articles are sent directly to over 600 businesses, as well as being available on www.mentermochcymru.co.uk

Compiled by Category Insight, for the Welsh Government as part of its support for Welsh businesses, November’s article features the latest consumer data on pork sales and analyses the reasons behind the figures.

In sales terms, pork is the second-fastest-growing meat category*. With sales up 8.4% versus 2019, pork is performing even better than the total meat, fish and poultry market.

A key reason is that shoppers who already buy fresh pork – cuts rather than processed products – are buying more, and more often**. 

The percentage of the GB population that buy pork at supermarkets has remained almost flat, with 67% purchasing fresh pork regularly. Also, the price per kg has stayed nearly flat at £4.80 per pack. However, shoppers bought fresh pork on average nine times a year – a figure up 3% versus last year**.

Research has also indicated how the Covid-19 pandemic has shifted shopper attitudes towards local produce, with a recent survey*** showing 53% of Welsh main shoppers now trying to buy local food and drink products.

There is good news ahead, too, as the data demonstrates that meat, fish, poultry, and pork are still performing well ahead of 2019 levels as we continue into the autumn and winter months.

Twenty-twenty was an unusual year due to the Covid-19 pandemic and resultant lockdowns that shifted eating out purchases into retail. The comparison to 2019 sales figures is a more pertinent one, as from this we can see longer term trends, for example, that the MFP category in retail is on a fairly strong growth trajectory.

Melanie Cargill, Menter Moch Cymru Project Manager, said, “We always try to

provide producers with material that is informative, useful and which gives further insight into the pig industry. I am sure the data contained in MMC’s November article will be particularly pleasing as it demonstrates the growth in consumer desire to eat pork.”

The full November technical article can be accessed on the MMC Resource Hub www.mentermochcymru.co.uk Next month’s article will focus on meat trends and consumer behaviour forecasts.

Menter Moch Cymru is funded by the Welsh Government Rural Communities – Rural Development Programme 2014-2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government.