Faced with soaring food bills, British households are making a significant switch at the meat counter, with pork emerging as the budget-friendly alternative to beef. New data from Waitrose reveals a clear trend as consumers adapt their cooking to stretch tight household budgets.
The 'New Beef': How Pork Sales Are Rising
According to the upmarket retailer's annual food and drink report, sales of pork mince at Waitrose have increased by 16% compared to last year. This shift is driven directly by the stark inflation in beef prices, with official figures showing a 27% year-on-year increase. As a result, shoppers are actively seeking out pork cuts traditionally associated with beef, including free-range fillets, short ribs, and even T-bone and rib-eye steaks.
"Pork is making a massive comeback but in a premium way," explained Matthew Penfold, a senior buyer for Waitrose. He highlighted the dramatic price difference: a pork fillet costs around £20 per kilogram, while beef can reach £80 per kg or more. This economic reality is transforming weekly meal plans across the country.
Recipe Searches and Shopping Habits Transform
The change in purchasing is mirrored online, where home cooks are searching for new ways to use pork. On the Waitrose website, searches for "lasagne with pork mince" have doubled, while lookups for "pulled pork nachos" are up 45%. The classic spaghetti bolognese is being reimagined with a more affordable protein base.
This cost-consciousness extends beyond meat. Waitrose has also seen a renaissance for the humble baked potato, with sales of large potatoes up by more than a third. However, the toppings are getting an upgrade, moving beyond beans and cheese to include trendy alternatives like kimchi and chicken shawarma with tahini, inspired by food influencers.
Broker Market Data Confirms the National Shift
The trend identified by Waitrose is confirmed by wider industry data. The Agriculture and Horticulture Development Board (AHDB) reported that in the 12 weeks to 2 November, the average price for a kilogram of beef mince rose 37%, leading to an 11% drop in the quantity sold. Consumers responded by buying smaller 250g packs and opting for frozen mince.
Simultaneously, the AHDB found that sales volumes for pork mince surged 36.6% year-on-year, with chicken mince up an even steeper 65.6%. "Some consumers are looking for cheaper substitutes for cooking their family favourites such as spaghetti bolognese or chilli con carne," the board stated.
Katharina Erfort, a principal at supply chain experts Inverto, explained the underlying factors. Higher feed and labour costs have reduced UK beef cattle numbers, impacting supply. "Pork has traditionally been cheaper to produce because pigs need far less feed than cattle – around four times less for every kilo of meat," she said, adding that pigs require less space and reach full size in about six months.
While Waitrose's report also highlights emerging flavour trends like 'spour' (spicy and sour) and the 'fibremaxxing' movement, the driving force behind the pork boom is unequivocally economic. As the cost of living squeeze continues, this strategic swap from beef to pork is becoming a staple of British kitchen economics.
