UK sales of pies and pasties thrive as Brits tuck in

17th September 2010, 9:26am

Research from Mintel has answered the age old question 'Who ate all the pies?' and it turns out that it's us Brits.

UK sales of pies and pasties are thriving and by 2012 we'll be wading our way through over a billion pounds worth of the tasty treats.

Valued at £941 million in 2009, sales are forecast to rise to £962 million by the end of the year.

In addition, between 2008 and 2009, sales of pies and pasties increased by around 5% as Brits were faced with rising food prices and sought comfort food items that offered them not only value for money, but a treat they could indulge in.

In 2008 some 68% of Brits named the Sausage Roll their favourite pie and pasty product, followed by Beef Pie (55%) and the Cornish Pasty (50%).

However, it seems the tables have turned as today, as the top three pie and pasty products rank as Beef (55%), Sausage Roll (53%) and Cornish Pasties 45%.

Indeed, over eight in ten (84%) of us have eaten a pie or pasty in the past 12 months.

Vivianne Ihekweazu, senior food and drink analyst at Mintel, said: "Consumers returned to the familiar as the economic downturn put a dent in their disposable income, forcing them to reconsider their spending priorities. Today, more and more Brits are continuing to buy pies and pasties as they rediscover their benefits, and they are proving particularly appealing to those on a limited budget. 

"While pies were often previously seen as being old fashioned, they have benefited from being repositioned as a popular gastro pub meal staple – moving them a step beyond the sausage roll in the eyes of the consumer as a versatile snack or viable main meal.

"Consumers appear to have quite fixed taste preferences when it comes to choosing a pie or pasty, so many prefer to stick to traditional tried and tested flavours. However, the recent introduction of new flavours using premium ingredients with a focus on provenance and quality has helped modernise product ranges, giving consumers more choice – and reasons to buy – than ever before."

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