Festive pork sales soar

The multiple says that sales of its standard smoked and unsmoked free range British Gammon rose 120% year-on-year, with customers choosing pork over more traditional bird roasts.

Sausages, bacon and pork joints also saw strong sales, offering value for money during the credit crunch Christmas. Pigs in blankets saw the biggest growth, with sales of Waitrose free range chipolatas wrapped in free range dry cured bacon up 125%, year-on-year.

Comments Mark Price, Waitrose Managing Director: "We have noticed a resurgence in customers' interest in pork. They want quality at an affordable price and are certainly putting their money where their mouth is when it comes choosing British pork. 100% of our pork is British and we pride ourselves on knowing where all our pigs have come from - a claim few retailers can make."

Waitrose estimates that 5% more customers bought pork from the service counter compared to the same period last year. The multiple is now stocking lesser known, cheaper cuts of pork such as pork cheek in 34 of its stores nationwide to meet customer demand for cheaper meals.

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