UK

AHDB: Processed red meats continue to play a part in in-home meals

Processed red meat consumption is supported by factors, such as convenience, ease of preparation, and perceived value for money, according to AHDB. Despite this, in-home consumption occasions have declined over the past year, with health and nutrition trends a key factor.

Posted on Sep 04 ,00:30

According to Worldpanel by Numerator UK, 59% of GB individuals were reported to consume processed red meat at least once a week over the past 12 months, equating to 5.1 billion occasions (Worldpanel by Numerator UK Usage, 52 w/e 23 February 2025). However, this is down from 5.4 billion occasions in 2024 (-4.9% YoY).

This decline can be seen across all demographics, including older consumers such as retirees and older families who account for most processed red meat in-home occasions (56.1%). This highlights a category-wide shift rather than a demographic-specific trend (Worldpanel by Numerator UK Usage, 52 w/e 23 February 2025).

Cost and value for money

Processed red meat remains part of the repertoire for many, driven by its affordability and value for money. With 75% (+6%pt YoY) of consumers concerned about the cost of living and 38% planning meals and food spending more carefully (Sparkminds Ear to the Ground Tracker, 15 July 2025), budgets remain tight.

Processed red meat meals are typically cheaper than those containing primary meat but are more expensive than meals not containing any meat, positioning it as a middle ground option for price. For instance, Italian dishes made with processed meat, such as sausages, cost £1.98 on average, compared with £2.30 for those containing primary red meat, such as beef mince, and £1.39 for those without any meat (Worldpanel by Numerator UK Usage, 23 February 2025).

With cost-conscious consumers weighing up options, this underlines the importance of highlighting taste, enjoyment and treating to win favour over meat-free, despite their lower price point.

Convenience

Ease and familiarity also play a role. As average preparation times and scratch cooking fall to the lowest levels since the pandemic, processed red meat options are often seen as practical, quick to prepare and well-suited to everyday meals (Worldpanel by Numerator UK Usage, 52 w/e 29 December 2024). For instance, 57% of meat consumers say sausages are easy to cook with, and 54% say the same for bacon (AHDB/YouGov Consumer Tracker, May 2025). This underlines the importance for processed red meat to be positioned as a quick, convenient option.

Ultra-processed food (UPF) concerns

One of the factors that may have contributed to the decline of processed red meat consumption is the growing focus on avoiding ultra-processed foods (UPFs), currently the leading nutritional concern among UK consumers.

Recent data from IGD shows that while 61% of shoppers have heard of UPFs and are confident that they know what UPFs are, a majority greatly underestimate the proportion of UPFs in their diet. Price, preparation time, habit, shelf life and family preferences are cited as key barriers to reducing UPFs intake (IGD ShopperVista, June 2025).

Key opportunities

• Signpost processed red meats as quick and easy to prepare solutions for everyday family meals
• Feature processed red meat within a wide range of dishes beyond traditional routes to demonstrate the versatility of these offerings to consumers
• Highlight the enjoyment and taste credentials of processed red meats and showcase combinations with trending accompaniments such as bagels and baguettes for consumers fancying a change

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