AHDB: British pork consumption is on the rise
More consumers are planning to buy pork now than at any point over the last eight years.
When many households are cutting back on meat due to rising grocery prices and wider cost-of-living pressures, pork is one of the few proteins proving resilient. It’s value, versatility and ease of preparation are exactly what shoppers need right now.
Last year, the autumn campaign proved that keeping British pork visible across TV, social media and supermarkets really works, with more people than ever saying they “couldn’t fail to remember what the advertising was for.”
In a crowded protein market, that level of standout matters.
A major driver of this success has been our clear focus on affordability.
The introduction of the “Feed the family for £6” and £1.50-per-portion messaging highlights pork as a great-value option and an everyday protein. This resonated strongly with families and budget-conscious shoppers, motivating them to choose pork more often and to try new recipes.
But value messages alone don’t deliver long-term behaviour change, inspiration does. And that’s where the tasty recipes and collaborations with influencers come in.
Simple and adaptable meal ideas such as hoisin meatballs and pork mince noodles are helping consumers rethink what they can make with pork.
One of the strongest-performing recipes being social media content creator Mimi Harrison’s “Beat the Budget” burger-bowl recipe, which proved a huge hit.
Traditionally a tough audience for meat marketing, Gen Z consumers are beginning to value pork as a nutritious, versatile and easy-to-cook protein, and they’re planning to buy more pork mince and loin steaks than a year ago.
The online content, especially Mimi’s recipes and simple health-led messaging, is particularly effective with this group.
Television continues to play a key role and both the 30- and 10-second adverts shown during the autumn outperformed adverts from previous years.
The 10-second format – typically difficult to make impactful – delivered impressive cut-through, proving that sharp branding combined with simple, appealing meal ideas can be extremely effective even in short bursts.
Creating engaging, interactive experiences in stores (and online) to grab shoppers' attention and encourage them to buy British pork is another key element of our marketing campaigns.
And it seems to be working.
More shoppers are noticing the signs and displays in supermarkets, which helps connect the TV ads to the products they see on the shelf.
All this contributes to an increasingly positive outlook for British pork and a change in how shoppers feel about pork now – nutritious, versatile, good value and enjoyable – as well as how they think about it in the long term.
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