British shoppers are rediscovering their taste for pork pies restoring the category to growth after a poor 2008.
Shoppers bought 360 million pork pies over the year to the end of May [TNS], 2% more than in the previous year. Value was up 0.5% to £158m, arresting a slide that had seen sales slump almost 6% in the 12 months to July 2008.
Work had been done by manufacturers to change the image of the pork pie as being old fashioned and unhealthy, said Andy Napthine, head of marketing at Pork Farms. "There has been a focus by manufacturers on adapting the size of products, formats and flavours," he said.
Pork Farms introduced a 'savoury scale' to its products in May, including lighter products alongside more indulgent Melton Mowbray options to broaden the appeal of pork pies to women and shoppers concerned about pork pies' fat content.
It also raised the profile of its products by sponsoring The Ashes. "We've modernised the category and got consumers to re-evaluate it," Napthine said.
The category had received an extra boost from retailers promoting pork pies as a picnic option, he added. Ginsters's launch of a pork pie range in May has also given the category fresh impetus. And it was also benefiting from the renewed popularity of traditional foods, said John Green, a partner at independent butchers Wilsons of Crossgates. "Pork pies are like the original fast food. Things are cyclical, and people are seeking out good pork pie brands now," he said.
Sales momentum has been building throughout 2009, according to AHDB consumer insight manager Richard Cullen. "Although pork pies started the year slowly, the latest quarter has seen 8.9% volume growth," he said.
Consumers preparing more packed lunches and looking for indulgent food was a further reason for the uplift, he added.
"Pork pies make an excellent lunchbox addition, adding that bit of variety to the occasion," Cullen said.
Shoppers bought 360 million pork pies over the year to the end of May [TNS], 2% more than in the previous year. Value was up 0.5% to £158m, arresting a slide that had seen sales slump almost 6% in the 12 months to July 2008.
Work had been done by manufacturers to change the image of the pork pie as being old fashioned and unhealthy, said Andy Napthine, head of marketing at Pork Farms. "There has been a focus by manufacturers on adapting the size of products, formats and flavours," he said.
Pork Farms introduced a 'savoury scale' to its products in May, including lighter products alongside more indulgent Melton Mowbray options to broaden the appeal of pork pies to women and shoppers concerned about pork pies' fat content.
It also raised the profile of its products by sponsoring The Ashes. "We've modernised the category and got consumers to re-evaluate it," Napthine said.
The category had received an extra boost from retailers promoting pork pies as a picnic option, he added. Ginsters's launch of a pork pie range in May has also given the category fresh impetus. And it was also benefiting from the renewed popularity of traditional foods, said John Green, a partner at independent butchers Wilsons of Crossgates. "Pork pies are like the original fast food. Things are cyclical, and people are seeking out good pork pie brands now," he said.
Sales momentum has been building throughout 2009, according to AHDB consumer insight manager Richard Cullen. "Although pork pies started the year slowly, the latest quarter has seen 8.9% volume growth," he said.
Consumers preparing more packed lunches and looking for indulgent food was a further reason for the uplift, he added.
"Pork pies make an excellent lunchbox addition, adding that bit of variety to the occasion," Cullen said.
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