Sausage sales record steady growth in the UK, reports Pilgrim’s Europe
Fresh sausage purchases up amid rising interest in chicken varieties
UK – Fresh sausage sales in the UK have continued to grow steadily, according to new findings from meat processor Pilgrim’s Europe.
The company’s research revealed that consumer demand for sausages remains strong, with a noticeable rise in purchases over recent months.
Jason Winstanley, head of research and insight at Pilgrim’s Europe, said that fresh sausage sales have risen by 1.6% in value, with 58% of households buying them in the most recent quarter.
He added that purchase frequency increased by 3.4%, indicating that shoppers are buying sausages more often than before.
While pork sausages continue to lead the market, representing 91% of total sales, the company noted that chicken sausage sales have climbed by 30% over the same period.
Winstanley explained that the growing popularity of chicken sausages reflects consumer demand for more versatile meal options that fit into varied cooking routines.
Shift Toward Variety and Flavour Innovation
The report highlighted that UK consumers are becoming more adventurous in their meal choices, with an increasing appetite for authentic and regionally inspired flavours.
Pilgrim’s Europe believes this shift presents new opportunities for producers to develop flavours that appeal to diverse palates while maintaining the everyday convenience of sausages.
The rise in at-home dining occasions, up by 15% since the COVID-19 pandemic, has also supported steady category performance, suggesting that sausages remain a preferred choice for both quick meals and special family dishes.
Industry Data Supports Growth Trend
Further analysis by the Agriculture and Horticulture Development Board (AHDB), based on Numerator insights, supports Pilgrim’s findings.
According to AHDB data covering the 12 weeks ending 5 October 2025, sausage volumes increased by 4.3%, driven primarily by more frequent purchases.
During the same period, consumer spending on sausages reached approximately US$270 million, a 1.5% increase year on year.
Sales volumes totalled 39.5 million kilograms, marking a 4.3% rise compared to the previous year.
The average retail price of sausages fell by 2.6%, settling at around US$6.73 per kilogram.
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