Bacon sales have declined as shoppers choose fish over meat for their meals, industry data has suggested.
Meat sales were down by £300m in 2016, a report by The Grocer said, while pre-prepared fish sales were up by over £30m.
It said health warnings such as those linking processed meats to cancer had played a part.
Bacon sales dropped by over £122m during the 12 months, whilst sausage sales declined by £51m. Whilst fruit and vegetable sales were up, driven by the popularity of avocados, blueberries and raspberries.
This comes as news of AHDB Pork's proposal to spend an extra £1m on promoting British pork under a new three-year strategy for the sector, launched earlier this month.
The increase in domestic marketing spend of £1 million is proposed to help position pork as a versatile meal solution, rather than an alternative to other meats. The spending will be weighted towards 2017, the first year of the strategy.
