Out of doors-bred pigmeat gross sales continues to develop, with volumes up by 12.2% within the 12 months to June 15, in keeping with knowledge from Worldpanel by Numerator.
In keeping with AHDB lead retail perception supervisor Grace Randall, the rise is pushed by each customers wishing to commerce as much as premium ranges and promotions delivering good worth for cash.
Evaluation by AHDB with Numerator exhibits outdoor-bred pigmeat has an 8.5% share of pigmeat retail volumes, so it stays a small however essential a part of the market, Out of doors-bred volumes elevated at totally different charges throughout the totally different cuts of pigmeat, whereas common costs have declined by 1.3% over the past 12 months, making it really feel higher worth for consumers.
That is prone to be as a result of a rise in promotions, with gross sales by promotions up by 0.4ppts to 52.5% for outdoor-bred pigmeat within the final 12 months.
Half of outdoor-bred pigmeat gross sales are inside premium ranges. Nevertheless, the variety of consumers who declare they at all times or attempt to, the place attainable, purchase outdoor-bred pigmeat has remained the identical year-on-year at 26% (AHDB/YouGov Might 2025).
“Due to this fact, the increase in gross sales is probably a transfer in direction of premium pigmeat, quite than a selected want from customers to buy outdoor-bred pigmeat,” Ms Randall stated.
Premium ranges, comparable to Tesco Most interesting and Sainsbury’s Style The Distinction, have been bouncing again, with premium vary gross sales up by £1.8bn within the final two years, in accordance Worldpanel by Numerator.
“For some consumers, pressures on wallets have eased barely, whereas others have taken benefit of a rise in promotions at some retailers. Nevertheless, many customers are nonetheless watching what they buy, with some consumers switching out of and into pigmeat. Each of those developments mixed have given outdoor-bred pigmeat a lift,” Ms Randall stated.
Reduce insights
Sausages, bacon and ham outdoor-bred pigmeat quantity gross sales have elevated quicker than premium, whereas major and added worth see better progress in premium. This exhibits there are alternatives in these areas to spice up outdoor-bred pigmeat’s credentials, Ms Randall added.
Sausages, crucial outdoor-bred lower, account for 45% of outdoor-bred pigmeat gross sales. Out of doors-bred sausages have seen progress throughout many retailers and types – significantly boosted by new ultra-premium sausage SKUs (inventory retaining models).
Extremely-premium sausages have gained over one million consumers regardless of their quick time on cabinets and are classed as among the finest NPD of the 12 months by Worldpanel by Numerator. Nevertheless, not all of those are completely outdoor-bred pigmeat; due to this fact, which might be a possibility, Ms Randall stated.
She stated there was additionally a alternative for outdoor-bred pigmeat to spice up its presence within the rising ‘worth added’ space, particularly in rising segments like sous vide and marinated merchandise. “There have been many new merchandise getting into the market, and it additionally has a extra premium really feel, nevertheless it under-indexes for outdoor-bred pigmeat,” she added.
“These merchandise have an analogous worth level to the typical outdoor-bred pigmeat worth, so the potential commerce up might be much less of a barrier and due to this fact extra engaging to consumers. BBQ ranges primarily fall inside added worth, and these are additionally a possibility for outdoor-bred pigmeat.”
All major cuts have seen progress year-on-year for each outdoor-bred and first cuts, a a lot stronger efficiency than normal pork cuts. Prime-performing outdoor-bred major merchandise are amongst a variety of cuts, however the majority are premium SKUs.
“Due to this fact, highlighting the standard and style credentials is essential on pack to speak the advantages of outdoor-bred merchandise to customers. To see extra on the right way to optimise packaging, see our labelling analysis,” Ms Randall stated.
“Nevertheless, there’s nonetheless headroom for outdoor-bred pork. The areas to deal with are steak and stomach, the place there are alternatives for progress, as premium is rising quicker than outdoor-bred.
“Different areas of alternative might be when customers are on the lookout for a deal with or to commerce up. These may embrace grocery store counters, half meals or food-to-order choices, the place customers might buy meat for particular events and for visitors.
“Right here, customers are on the lookout for high quality and style credentials so speaking how outdoor-bred may meet these wants may increase attraction.”
Altering definition
AHDB’s outdoor-bred pigmeat definition has expanded from earlier years to incorporate added worth merchandise comparable to marinades and sous vide, though, the share of outdoor-bred pigmeat in these merchandise stays small.
Due to this fact, this 12 months’s knowledge isn’t akin to earlier years. Inside outdoor-bred, it consists of outdoor-bred, outdoor-reared, free vary and natural merchandise, as all of those are pigs that are born exterior. As in earlier years, it has included merchandise that aren’t of British origin and maintain an outside declare.
