Improved pork sales contributed to shoppers spending £1bn more this Christmas than last year, according to new data.
According to analysis by AHDB Pork, volume and value both grew ahead of the market, although the category was still affected by inflation.
Growth was driven by shoppers taking 1.75m more trips, with steaks, leg joints and mince driving volume growth.
In the 12 weeks ending 31st December, value and volume sales of fresh and frozen pork grew by 6% and 1% respectively year on year.
In the same period, Bacon (+5% in value) and sausages (+6%) both continued to grow, with the Christmas weeks providing a boost.
The Kantar WorldPanel figures attributed the growth partly to the AHDB Midweek Meal campaign, which it said 'continues to raise awareness and put pork front of mind for consumers'.
The pork advertising campaign is designed to inspire consumers to make pork part of their midweek meal menu, and hit TV screens in September.
'Tasty and quick'
AHDB Head of Domestic Pork, Kirsty Walker, said: “Focusing on pork fillet, which is mostly exported, and pork loin, which is regularly downgraded to European prices, is a bold move, yet a necessary one if we are to add value to these prime cuts and overall carcase.
“Fillet and loin medallions provide us with a valuable solution to the consumer criteria for midweek meals in that they are tasty, quick, easy and low fat. This gives pork a reason to be on the dinner table during the week.
“We want to improve the pork offering in stores as a solution to the inspiration consumers are looking for, in order to break their midweek meal rut.
“Currently, consumers see pork as fatty, they are not sure what to serve it with and importantly, they don’t know how to cook it. It is these challenges the rejuvenation strategy aims to address over time.”
