One of the key challenges for the industry is the reorganisation of the bacon fixture.
The consumer spends, on average, just 10 seconds shopping the fixture, providing limited opportunity in which to catch their attention.
Roach Foods managing director Mark Forbes says: "There's definitely scope for lessening confusion at the fixture. People want to be able to pick up a pack without having to shuffle through them, and there is still confusion between the various cures."
The MLC recently conducted trials with Asda and the National Pig Association. The Commission's retail trade manager Maurice McCartney says the results showed a sales uplift of between 5% and 7%.
"The bacon fixture can be a real mess, so we simplified it and got those sales uplifts. That shows there's a business benefit to making shopping easier for people."
He adds that making the category more straightforward will clarify the offer and help the consumer to buy the right product for the right occasion.
Using more straightforward descriptions could also benefit, says Tulip's general manager Keith Hardman.
"We need to talk more in the consumer's language. People don't know about cures. If we say dry cure people don't understand, it doesn't mean a great deal to them.
Robert Smith, managing director of the Dutch Meat Board, adds: "We need to look at how we can incorporate the positive images of bacon into the fixture."
In the light of this pressure Sainsbury has recently moved to overhaul its bacon fixture.
Bacon buyer Ben Wheeley says: "We have relaunched and rationalised our range in a simpler, more effective design to aid customer choice.
"The fixture has been re-merchandised so consumers can better understand sections."