Sausages and bacon sales have fallen by more than £17.5m over the past four weeks, suggesting even the run-up to Christmas was not enough to overcome consumer concerns in the wake of the World Health Organization’s decision to add processed meats to its list of carcinogens.
Sales in the category from mid-November to mid-December were down 12.3% year-on-year to £125m, exclusive figures from IRI show [4 w/e 12 December 2015].
The Grocer revealed last month that the WHO’s bombshell announcement at the end of October took an immediate toll on bacon and sausage sales, with an estimated £3m wiped off the market in just two weeks.
Bacon and sausages were already in long-term decline, but the figures suggest sales have dropped off more steeply since the WHO warning.
However, the IRI data shows processed pork products are not the only indulgences consumers are turning away from this Christmas.
Sales of Christmas cakes and puddings were down 5% to £43.4m over the same four week period, while salty snacks were down 2.7% to £187m. Speciality cheese sales fell 2.6% to £131m, and sales of Christmas confectionery, Christmas baking, and Christmas meal accompaniments also dropped.
The collective decline across these food categories was almost outweighed by a boost in booze sales, driven by a surge for spirits and sparkling wine. Total BWS sales for the four-week period grew 2.8% to £1.18bn, with spirits up 2.4% to £368m, and sparkling wine growing 15.8% to £118.3m.
“While consumers get into the spirit of Christmas, literally in many cases, it seems that some of the more traditional Christmas categories are in sharp decline, including cakes and desserts, while Christmas baking items are also down in the two-week period measured,” said Martin Wood, IRI’s head of strategic insight, retail solutions and innovation.
“This could be down to people taking a more healthy approach to the big day, but it’s probably a little too early to say whether this trend will continue. We expect figures to bounce back during a busy Christmas shopping period this week.”
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