Blog: Growing pork sales in a busy marketplace

I also see a wider industry beginning to consider growth, rather than simply recovery, from the trials of a few years past. Furthermore, the market context could work in the industry’s favour. The growth in vegan, vegetarian and plant-based protein demand has stalled. Manufacturers and retailers are rapidly changing business models. This creates a gap in the market that an affordable, healthy, versatile and sustainable meat should be able to step into.

This is where AHDB’s marketing prowess comes in, and this is the reason the Pork Sector Council allocates the largest part of its budget to marketing activities. At this stage, it’s worth reiterating why AHDB is best placed to deliver marketing on behalf of the industry.

Most of the pork sold in the UK is unbranded (for example, as an ingredient in manufactured goods or as a meal component sold under a retailer’s own label). Essentially, this means any individual company marketing pork does so on behalf of the rest of the industry. Economists call this the free rider problem – the most efficient solution is to ensure everyone pays a little towards growing overall demand.

Sustaining a marketing voice is important. Pork is not sold in a vacuum, other proteins and non-proteins are all demanding attention, shelf space and basket inclusion from retailers and consumers. We cannot be silent. The more we coordinate our efforts with promotional activity by processors and retailers, we amplify returns to levy payers on the investment.

This summer we commissioned a detailed analysis of the impact of the latest phase of our Feed Your Family for Less campaign. This focused on reminding budget-conscious consumers of the value and flexibility offered by pork as the basis of family meals. The campaign delivered incremental sales at a ratio of 10:1 for every pound spent in the advertising. This is almost three times the return that other fast-moving consumer goods (FMCG) campaigns would expect to achieve.

Perhaps more importantly, 173,000 new buyers of pork were created. Keeping these buyers would potentially deliver £30m of annual sales based on typical buying habits.

We’re already well down the road to refreshing our message to consumers. The current campaign (1–31 October 2024) has been independently assessed as a very strong performer, but there are signs that it’s losing some potency. Our new campaign, which we'll be launching next year, will be vibrant and aims to drive an instant reappraisal of pork as the core of a meal.

As the Pork Sector Council, we’ll look to fund the programme to the extent that it delivers maximum exposure for the investment made.

I look forward to updating you on its success.