Last year there were 207 million meals featuring pork pies, a decline of 1% compared with 2006 65% of pork pies are consumed by over-45s Pork pies are most popular at lunch time: one third are eaten at this time A traditional food that could be healthier Pork pie consumption is biased toward the over-45s and particularly men, who eat 54.7% of all pork pies consumed. Its appeal to the older generation is mainly because it is a traditional food and is quick to prepare. Pork pie sales have fallen by 1% over the past year. But surprisingly, there has been an increase in consumption by children and by men aged 25 to 34. Women are less likely to eat pork pies due to health concerns. Pork pies tend to be high in fat and salt. Pork pies are not a snacking product and have a strong association with traditional meal occasions, in line with their key consumers' habits. They perform strongest at lunchtime as they can be eaten without preparation and unaccompanied. One third of them are eaten out of enjoyment, which has led to a higher intake at the weekend when enjoyment is more important to consumers. Pork pies have a manufacturing heritage which is key to their appeal to older consumers. Currently pork pies occupy a strong position with consumers, but growth could be encouraged by the development of healthier variants. Lauratu Osu

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