Healthy connections of the definitive fridge staple
Some 70% of cold ham is eaten for lunch, either in the home or as part of a lunchbox. Cold ham lunches at home are in growth, up 3% year-on-year.
Adult females are the main consumers of cold ham in home lunches, representing 47% of what is eaten at home at lunchtime. Their consumption of cold ham at in-home lunches is growing 6% year-on-year.
Cold ham in the lunchbox is down 2% year-on-year. However, this is in line with an overall decline in lunchbox foods compared with last year.
Men aged 17-64 account for 47% of cold ham eaten out of a lunchbox. This is nearly always eaten in a sandwich.
Cold ham is most likely to be eaten on a Monday, with consumption tailing off as the week progresses. This follows the trend associated with foods perceived as healthy. However, only 13% of cold ham is consumed for health reasons. It probably follows a healthy pattern because of the types of foods it is eaten with; for example, 37% is consumed with salad.
MLC marketing director Richard Lowe says: “95% of all households buy sliced cooked meats and ham dominates the category. It is the definitive fridge staple item among all proteins, considered versatile, convenient and healthy.
“Less than a third of standard ham buyers also buy premium ham so there remains a big opportunity to grow the premium sector further.”
Chris Ponton, TNS
Produced for The Grocer by TNS
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