However, volume sales are now down two per cent (18,000 tonnes) for the year ending September 2014, according to Kantar Worldpanel.

In a complete turnaround, sales of standard-tier sausages increased by four per cent and the decline was focused on premium sausages.

Compared to last year average prices paid have risen by six per cent.

It appears that price conscious shoppers have traded down to manage price inflation.

Despite improving news on the UK economy during this year average wage rises continue to lag behind inflation.

This means most shoppers are not feeling better off and savvy shopping remains the order of the day.

Premium sausages still retain a 31 per cent share of sausage category volume.

This is considerably higher than both bacon and ham, as shown on the graph.

A key reason for this is the price difference between premium and standard across the categories.

Premium sausages are only £1.17/kg more expensive than their standard counterparts, compared to a difference of £8.51/kg for ham and £5.00/kg for bacon.

This makes sausages an easier ‘trade up’ for shoppers who are looking for a treat.

Further Reading

You can view the full report by clicking here.