Consumers increasingly recognise pork as healthy, convenient and versatile, according to a new report from the British Pig Executive.
Pork - A Category Update indicates that value sales of pork rose 2.1% to £652.1m in the year to November 6 [TNS Worldpanel], while volume sales rose 3.5% to 152,000 tonnes.
Richard Lowe, BPEX marketing director, said: "While pork is red meat, many regard it as having the health properties associated with white meat."
However, he said consumers often did not understand how various cuts of pork performed in cooking, so clear, informative labelling was essential.