Around 90 percent of consumers who are buying less pork have not cut back consciously, according to initial research into why consumption has been falling in recent months.
The National Pig Association suggests reversing the downward trend will be do-able, particularly if consumers see more convenience products on supermarket shelves.
Eye-appeal is also important as pork is still considered by some shoppers to be a fatty meat — so a lean appearance is important to achieve a healthy image.
Consumers aged 35-44 have contributed the biggest declines in pork consumption but all consumer groups have registered declines, except children aged 5-9.
Even bacon, sausage and ham consumption has been declining — except at breakfast-time where consumers are more engaged with these products.
Own-label brands continue to dominate the sausage market with premium sausages being the largest tier which, although still in decline, is performing better that other tiers.
