Swine flu has not infected pork sales

UK pork sales have grown since news of the spread of swine flu emerged, showing a sustainable turnaround according to the Agriculture and Horticulture Development Board (AHDB).

In the 12 weeks to May 18, combined fresh and frozen pork sales rose 2.3% in volume and 10.9% in value [Taylor Nelson Sofres]. In particular, fresh pork sales were showing double digit volume growth of 11.5% over the same period, said AHDB category development manager Richard Cullen.
The trend was a reversal of annual figures from the same source, which showed a 1.8% drop in the combined sales volumes of fresh pork and 2.3% in volume sales of fresh pork [TNS 52 weeks to May 18]. Cullen added that he was convinced that pork offered real potential for processors and retailers alike.
“Pork is currently the best performing of the red meats,” said Cullen. “Consumers have been getting a little immune to the last few food scares. Unless they can see a direct effect, they are tending not to pay too much attention.
“We were a little concerned, but the meat has nothing to do with the spread of swine flu and consumers have recognised that.”
Cullen said pork’s low price in comparison to other red meats was a big factor in its success, with smaller price increases in the past year than for other red meats. “Pork is the cheapest of the red meats and consumers’ minds have been affected by the recession. They are starting to be very careful about what and where they spend and they know that pork offers a solution. It is taking on the attributes that chicken has - it’s healthy, lean and you can use it in a lot of recipes.”
Cullen said he was convinced that the recent rise in pork sales could be sustained in the long term. “I expect pork to stay pretty strong for at least the next 18 months to two years.” Other forms of pig meat, such as sausages, bacon and ham - one the most popular sandwich fillings - were also performing well, he said.