Value sales of pasties have fallen by 3.9%, while sales of sausage rolls have grown by the same percentage, according to the latest data from Kantar Worldpanel.
With the exception of pasties, spend was up on all pies and savoury pastries for the 52 weeks to 17 April 2011. Value sales of pork pies increased 2.6%, quiches and flans by 1.8%, and hot pies by 0.4%, resulting in total value growth in the market of 1.1%.
Total market volume also increased, by 0.8%. All categories reported a rise in volume sales, with the exception of pasties and hot pies, which saw volume sales fall 2.6% and 1.6% respectively.
Andy Napthine, head of marketing at Pork Farms, said the growth in sausage rolls and pork pie sales was definitely a trend it was noticing in the market. "Over the past year, we’ve seen some significant increases in sausage rolls and pork pie sales, as consumers are coming back into the category," he said.
"There have been many promotions in this area of the market, which has seen more consumers buying more, more often." Napthine said Pork Farms’ sales growth had come from a combination of promotional activity, its recent rebrand, and the NPD work it has done through link-ups with brands such as Branston Pickle.
Ginsters brand communications manager Larry File said the firm was also experiencing a rise in sales for sausage rolls and pork pies. "Sales of our sausage rolls in the multiples have increased 24% year-on-year," said File, adding that the unseasonally warm weather this spring had boosted sales of cold eating products.
File acknowledged that there had been a fall in pasty sales, but said that they had not received as much promotional activity as sausage rolls, for example.