Higher prices have hit sales of cold ham, which have fallen 1.8% by volume over the past year [Kantar Worldpanel 52w/e 28 February 2010].

Loose ham sales have fallen particularly sharply by 10% as consumers increasingly turned to pre-packaged ham rather than the deli counter, said Richard Cullen, consumer insight manager at AHDB.

The key driver behind the 1.3% value growth was an increase in the average price, which has gone up 27p/kg to £8.70 in the past year, according to Kantar analyst Jodie Harris.