Pre-pack bacon is defying the credit crunch as consumers look for convenient, recession-busting comfort food.
Although sales increased just 1.6% in volume terms in the year to 26 February [TNS], they were up 4.3% in the final three months of that period - despite marked price-related rises in value sales of 13.4% and 15% respectively.
The bacon butty was as popular as ever, said Sophie Colquhoun, group marketing director for Tulip.
"Bacon is a great comfort food in times of recession and consumers are increasingly seeing how versatile it is.
"Despite the economic climate and inflationary pressures on price, bacon is still perceived as offering good value for money."
One of the reasons price rises hadn't put consumers off pre-pack bacon was the heavy promotional activity in the category, said experts. It was also benefiting from the resurgence of interest in scratch cooking, added Bpex head of marketing, Chris Lamb.
Almost 80% of consumers bought it and many viewed it as a relatively long-lasting fridge staple, he said.
"Its convenience and value for money tick boxes in the current economic climate," he said. "Even an 'expensive' packet is not expensive."
Another boost had come from consumers eating out less, said founder of the Black farmer brand, Wilfred Emmanuel-Jones.
"With the credit crunch really hitting hard, people are eating at home more," he said. Products such as bacon and sausages were relatively easy to cook, he added.
However, Emmanuel-Jones claimed that in general the quality of bacon sold in this country was poor. Producers should embrace the opportunity presented by the category's growth to innovate and improve the quality of the product, he said.
Meanwhile, Bpex this week announced the overall winner of the 2009 Bacon Connoisseurs' Week as Vion-owned Case and Sons' Traditional Smoked Bacon.
Although sales increased just 1.6% in volume terms in the year to 26 February [TNS], they were up 4.3% in the final three months of that period - despite marked price-related rises in value sales of 13.4% and 15% respectively.
The bacon butty was as popular as ever, said Sophie Colquhoun, group marketing director for Tulip.
"Bacon is a great comfort food in times of recession and consumers are increasingly seeing how versatile it is.
"Despite the economic climate and inflationary pressures on price, bacon is still perceived as offering good value for money."
One of the reasons price rises hadn't put consumers off pre-pack bacon was the heavy promotional activity in the category, said experts. It was also benefiting from the resurgence of interest in scratch cooking, added Bpex head of marketing, Chris Lamb.
Almost 80% of consumers bought it and many viewed it as a relatively long-lasting fridge staple, he said.
"Its convenience and value for money tick boxes in the current economic climate," he said. "Even an 'expensive' packet is not expensive."
Another boost had come from consumers eating out less, said founder of the Black farmer brand, Wilfred Emmanuel-Jones.
"With the credit crunch really hitting hard, people are eating at home more," he said. Products such as bacon and sausages were relatively easy to cook, he added.
However, Emmanuel-Jones claimed that in general the quality of bacon sold in this country was poor. Producers should embrace the opportunity presented by the category's growth to innovate and improve the quality of the product, he said.
Meanwhile, Bpex this week announced the overall winner of the 2009 Bacon Connoisseurs' Week as Vion-owned Case and Sons' Traditional Smoked Bacon.
No comments yet