Pork at London Olympics wins gold

08-10-2012 | |
Pork at London Olympics wins gold

Pork and pork products were in the gold medal position during the two weeks of the London Olympics. Figures from Kantar World panel produced for BPEX show sales were up 8% in value and 9% in volume during the period.

This was ahead of chicken in silver (up 7% in value and 5% in volume) and in bronze position was turkey (up 2 and 4%).

Insight manager Richard Cullen said: “It might have been expected that traditional party foods such as sausage rolls and pork pies would perform well as quick convenient snack foods to consume while watching the games.

“However they suffered as price conscious consumers noticed the large year‐on‐year price increases of 17 and 14% respectively.

“The recent emergence of pork marinades continued with an increase of 85% and the improvement in the weather during the Olympic period, and perhaps the successes of Team GB, drove the traditional British summer BBQ occasion as sausages and burgers both saw volume growth in both fresh and frozen formats.”

BPEX Foodservice Sector Manager Tony Goodger said: “The Olympics were a great showcase for pork and pork products and the pig industry is grateful to LOCOG for their support in specifying Red Tractor Assurance as the minimum acceptable standard.

“To see that pork was the most popular protein sold across the UK during the Olympics is great news especially at a time when pig farmers are struggling for their survival.”

BPEX is a division of the Agriculture and Horticulture Development Board.

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