Sales of prepacked back benefited from emphasis on price promotion Pressure on loose set to continue says DMB Own label is now more expensive than branded when it comes to bacon according to the Dutch Meat Board. Own label is now at £6.96 a kilogram, up 14% year-on-year, compared to the branded equivalent of £6.15, up 7% year-on-year. The climb has been revealed by the DMB's annual Market Review for 2001, and also shows that branded products have increased market share to 36.2%, up 35% year-on-year, while private label has dropped 2%. The report states: "Price remained the dominant promotion mechanic. In many retailers, sales of branded prepacked back bacon benefited from this emphasis on price promotion." Prepacked bacon has also shown increased growth and the report predicts pressure on loose rasher sales to continue in 2002, with packed making up 78.6% of sales. Back bacon is also tipped to increase its domination on the market with an anticipated 82.4% share. Consumer attitudes towards bacon are also changing. The report highlights research carried out in 2001 showing that lunch, teatime and the evening meal now make up nearly 60% of total bacon consumption. The report said more work was needed to address the female 17-34 age group who are still below average consumers. It says addressing the misconception of bacon being high in fat is vital. {{MEAT }}