90% of consumers who buy less pork have not cut back consciously
The National Pig Association suggests reversing the downward trend will be do-able, particularly if consumers see more convenience products on supermarket shelves.
Eye-appeal is also important as pork is still considered by some shoppers to be a fatty meat so a lean appearance is important to achieve a healthy image.
Consumers aged 35-44 have contributed the biggest declines in pork consumption but all consumer groups have registered declines, except children aged 5-9.
Even bacon, sausage and ham consumption has been declining except at breakfast-time where consumers are more engaged with these products. Own-label brands continue to dominate the sausage market with premium sausages being the largest tier which, although still in decline, is performing better that other tiers. ■