Pork products on the rise
Between 2019 and 2021, household purchases of fresh processed pork products (fresh sausage, marinated and semi-salted pork) increased by 1.9%. On the other hand, their purchases of fresh “raw” pork decreased 1.2%.
This erosion can be explained in particular by the fact that the volume of each consumer decreased by 1.7%, while the number of buyers remained stable (+0.3%). They increasingly prefer products that are complex, functional, and easy to assemble while matching their aspirations to “ local As reported by 44% of them according to Kantar Insights. In supermarkets, the supply is adapting and leaning towards fresh, processed pork that is more cooked and partly produced at points of sale, in the spirit of “ local In comparison, we find this trend in poultry, where pieces and processed products develop before a whole chicken that is ready to cook. This search for practicality also contributes to the growth of caterer volume, which has restored the pre-crisis dynamic. Within two years, volumes increased by 7.8 % in self-service and 12.8% in cuts, particularly thanks to the lunch break market spurred by telecommuting.However, this craze benefits pork-product-derived ingredients less than before, as adapting recipes to the rise of flexibility leads to the incorporation of a proportion Smaller than meat proteins.
Charcuterie above 2019 levels
Compared to 2019, Charcuterie is up 1.2%. Gains can be seen in particular in dry sausage (+7.2%) which is still driven by the increase in consumption occasions around the aperitif, as well as in bacon (+5.4%) and pasta sausage (+4.6%).
These three families contribute more than 80% to the growth of Charcuterie. Cut delicatessen continues to decline (-3.5% compared to 2019) in favor of self-service (+2.7%) due to the motivation of consumer hygiene experts and the rise of drive-through. Thus, cooked pork surpassed 2019 self-serve volumes (+1.3%) without making up for its loss in chops (-7.6%), ending the year down 0.7%. Volume losses also relate to pancakes (-2.6%) and dried pork (-3.2%).
Pork promotions back
The end of the Covid-19 crisis signals a return to price as a magnet for consumers. In 2021, raw pork will not return to its level in 2019 in terms of volume of expenditure (-0.8%), despite the increase in the average selling price by 0.4% (7.66 € / kg). In supermarkets, the increase in promotional pressure by +7.8 points on 21/19 and the rate of price reduction given to consumers (+0.9 points on 21/19) contributed to this development. During promotion periods, pork plays the role of a loss leader for consumers who are particularly concerned about prices in times of crisis or renewed inflation. During the same period, spending on fresh pork increased by 7.1% with an average price of + 5.2%. Over the past two years, this price sensitivity has been confirmed again by 13% of the most modest consumers (11.5% decrease in consumption of fresh pork). But this is not the case for the “lower middle” classes and especially for the wealthy who have stabilized or increased their pork consumption (+0.2% and +11.6%). These two categories account for 58% of spending on fresh pork in 2021. Deli meats, excluding sausages, increased spending by +6.6% with an average price tag high of 4.6%. In detail, the entry level category of supermarkets, in particular, over two years, benefited from increased spending (+19.2%) through price increases. At the same time, private brands grew by only 8.3% and national brands by 3.2%.
The growth of small stores and e-commerce
The fragmentation of distribution channels continues. In pork, local districts recorded +12.1% in spending compared to 2019 in the context of periods of confinement.
The end of 2021 also confirms the diversity of purchasing channels through e-commerce for about a quarter of the French. However, this department accounts for only 2.7% of pork spending (+0.8 points vs. 2019). Supermarkets and department stores remain major outlets (60% of spending in 2021), although down 4% and 7.6% over two years. The discount took advantage of the price sensitivity of vulnerable households. They now weigh 10.2% of market value (+9.8% in 2021/19). As for niche networks, artisanal butchers are back in their volumes for 2019 (+0.1%). Direct sales show moderate growth in pork (+5.4%), against a weight of 2.5%. New Specialists (1.8% of the market share of the value) got +19.9%. However, it should be noted that despite the increase in services offered by e-commerce (collecting from the car, home delivery, etc.), the prices charged are often lower than those charged on supermarket shelves, which raises questions about the robustness of this . growth.
Source: Kantarworldpanel, Dares, A3Distribution.