Red meat supplier Pilgrim’s Europe has found that fresh sausage sales have shown “resilient growth”, as sausage purchases increase.
The supplier found that consumers were purchasing more sausages, with an increased interest in chicken sausages.
Jason Winstanley, head of research and insight at Pilgrim’s Europe, commented: “UK Sausage Week highlights the enduring popularity of sausages as a household staple. Fresh sausage sales have shown resilient growth, up 1.6% [1] in value with 58% [2] of households buying them in the last quarter alone.
“What’s particularly encouraging is the 3.4%[3] increase in purchase frequency, demonstrating that consumers are reaching for sausages more often.”
“We’re seeing exciting movement in chicken sausages, which have grown… as shoppers appreciate their versatility in meal preparation.”
Jason Winstanley, Pilgrim’s Europe
Winstanley continued: “Pork continues to dominate, accounting for 91% [4] of the market, but we’re seeing exciting movement in chicken sausages, which have grown 30% [5] in the same time period as shoppers appreciate their versatility in meal preparation.
“As we look ahead, flavour innovation will be critical. Consumers are increasingly adventurous, seeking authentic, regionally specific flavour profiles that offer distinctive taste experiences.
“This trend, combined with the rise in at-home dining occasions - up 15% since the pandemic - creates significant opportunities for the category to deliver both everyday convenience and special treat moments for British households.”
AHDB observes increased sausage volumes
Looking at analysis of Worldpanel by Numerator insights from the Agriculture and Horticulture Development Board (AHDB), it was reported that over the 12 weeks to 5th October 2025, sausage volumes were up by 4.3%.
AHDB stated that this was because the sausage category had primarily benefitted from an increase in frequency of purchase.
Over the period, spend on sausages reached £212.5 million, up 1.5% on the year, reaching a total volume of 39.5 million kg sold.
Year-on-year sales volumes were up by 4.3%, with the average price falling by 2.6% to hit £5.38/kg.
[1] Worldpanel by Numerator, 12 weeks to 7th September 2025
[2] Worldpanel by Numerator, 12 weeks to 7th September 2025
[3] Worldpanel by Numerator, 12 weeks to 7th September 2025
[4] Worldpanel by Numerator, 12 weeks to 7th September 2025
[5] Worldpanel by Numerator, 12 weeks to 7th September 2025
