Research commissioned by BPEX shows people are more likely to buy own-label pre-packed ham if it bears the QSM.

The report - ‘Ham, The Importance of British and the Quality Standard Mark to Consumers’ - provides a valuable insight into consumer attitudes and the issues which shape some of their shopping decisions in the ham category.

BPEX chairman, Stewart Houston, said: “The report clearly shows that the Quality Standard Mark for Ham is not only widely recognised by consumers but also provides them with positive reassurances about product quality, production values and animal welfare standards.

“In addition, the presence of the Mark provides an additional incentive for the vast majority of shoppers to buy a retailer’s own brand ham.”

The report also takes an in-depth look at the values of premium/standard ham buyers. Country of Origin is important to them and they believe that everybody has a right to know where their ham comes from.

Among shoppers there has been a steady growth in the importance of buying British in the cooked meats category over the past four years (from 42.7 per cent to 54.4 per cent), with consumers citing quality, superior husbandry and manufacturing standards, as well as a desire to support farmers and the UK economy.