The humble pork pie could be the latest victim of health-conscious consumers’ changing habits.
Value sales slumped 5.6% to £132m in the 12 months to 13 July [Bpex] and volume sales fell 4.7%.
The main reason for the decline was the pork pie’s reputation as an unhealthy product, said Bpex consumer marketing manager Chris Lamb. “Pork pies are very easily associated with obesity,” he said. “They are suffering as a result of all the health messages.”
Shoppers were buying pork pies less frequently and also buying fewer per trip, according to TNS. One hundred and eighty nine million meals featured pork pies in the year to February, representing a 9% decline on the previous year.
Other factors thought to have contributed to the decline include the rising price of pork and lower-than-normal consumption last year as a result of the rainy summer.
However, Richard Cullen from consultants AHDBms expressed confidence that sales would at least partially recover.
“Pork pies remain available to consumers as an indulgent part of a meal or as a quick and tasty snack while on the move,” he said. “A return to a more normal weather pattern this year should see stronger sales.”
More premium pork pies would continue to find an audience, and the better-quality meats used in them meant they were less unhealthy than cheaper alternatives, added Philip Chappell, director of Melton Mowbray pork pie producer Chappell’s Fine Foods. “The more natural the products, the better for you they are going to be as part of a balanced diet,” he said.
Future growth in the pork pie category could also come from the development of healthier pork pie varieties, said Lauratu Osu, senior client executive for TNS Worldpanel.
The main reason people ate pork pies was enjoyment, accounting for a third of all purchases, according to TNS. Some 71% are eaten by the over-45s.
Value sales slumped 5.6% to £132m in the 12 months to 13 July [Bpex] and volume sales fell 4.7%.
The main reason for the decline was the pork pie’s reputation as an unhealthy product, said Bpex consumer marketing manager Chris Lamb. “Pork pies are very easily associated with obesity,” he said. “They are suffering as a result of all the health messages.”
Shoppers were buying pork pies less frequently and also buying fewer per trip, according to TNS. One hundred and eighty nine million meals featured pork pies in the year to February, representing a 9% decline on the previous year.
Other factors thought to have contributed to the decline include the rising price of pork and lower-than-normal consumption last year as a result of the rainy summer.
However, Richard Cullen from consultants AHDBms expressed confidence that sales would at least partially recover.
“Pork pies remain available to consumers as an indulgent part of a meal or as a quick and tasty snack while on the move,” he said. “A return to a more normal weather pattern this year should see stronger sales.”
More premium pork pies would continue to find an audience, and the better-quality meats used in them meant they were less unhealthy than cheaper alternatives, added Philip Chappell, director of Melton Mowbray pork pie producer Chappell’s Fine Foods. “The more natural the products, the better for you they are going to be as part of a balanced diet,” he said.
Future growth in the pork pie category could also come from the development of healthier pork pie varieties, said Lauratu Osu, senior client executive for TNS Worldpanel.
The main reason people ate pork pies was enjoyment, accounting for a third of all purchases, according to TNS. Some 71% are eaten by the over-45s.
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