Bacon is everywhere. From topping Bloody Marys to wrapping up a Thanksgiving turkey, bacon has come a long way from its crispy breakfast beginnings.

In fact, while it remains a breakfast basic, bacon has also become a major player at lunch and dinner as a featured ingredient in recipes, burgers, sandwiches, even snacks and charcuterie boards.

Patrick Fleming, new business development manager at Midan Marketing, said that wherever and whenever consumers get together, bacon is there to meet their needs and add the extra flavor they crave to their favorite dishes.

Recent years have seen an increase in different flavors out in the market, such as Maple Bacon and Jalapeno, and different smokes that can work across multitudes of recipes and eating occasions.

“Flavor has become a real purchase driver and as prices moderate, bacon producers are responding to consumer preferences such as smaller batches with greater levels of flavor. New flavor profiles including pepper bacon and sweet bacon with honey and brown sugar; and a wider selection of unique smoked varieties such as applewood and hickory hardwood-smoked bacon,” Fleming said.

J.D. Enrici, vice president sales and marketing at Coleman Natural Foods, noted that while inflation continues to drive changes in consumer behavior, which has impacts across categories including bacon, in some ways, these shifts provide benefits as familiar, versatile cuts like bacon bring protein variety to the plate.

“Interest in value-added meat, including heat-and-eat, pre-cut or pre-seasoned meat, has also grown, as people look for time-saving options while planning their meals for the week,” he said. “Other bacon category trends include growing interest in thicker cuts, such as Canadian Bacon products, and in new flavors and recipes that also highlight bacon’s versatility.”

The category has been growing and evolving for years, and 2024 isn’t expected to be anything different, as those in the industry expect another strong year ahead.

“We see consumers eating it across all parts of the day, whether traditionally paired with eggs or even eaten as a snack, and consumers are always looking for new ways to enjoy it,” said Gina Gancheva, director of brand management for Applegate. “We expect to see more thick cut bacon in the market as consumers look for a richer, more decadent eating experience, and we also think we’ll see more convenience plays in this space—this would include fully cooked bacon or microwave ready bacon.”

Another trend is more companies on shelf with cleaner labels, offering no antibiotics or no nitrates, as more brands have been joining the movement each year with higher standards and new launches.

By the numbers

Despite people’s love of bacon, as a total category, bacon has seen some declines in the last year, according to Mintel.

Pound sales were up, and dollar pounds were down, due to record-high prices. Last year, the price of bacon soared as pork belly prices and consumer demand spiked due to a lack of availability: this caused consumers to back off on their bacon purchases.

By the midpoint of 2023, bacon prices were down 12.9% and bacon volume was up 3.2%, beating the processed meat trend by more than 5% and growing, according to Circana.

However, as the availability of bacon rose and pricing leveled off to what consumers are willing to pay, retailers have begun promoting it and consumers are responding by purchasing bacon at or above prior levels.

“With grocery prices rising, consumers have become more sensitive and have made choices when it comes to what they want to spend more or less on,” Gancheva said. “During a time when consumers are making those choices, we are excited to see that we can continue to bring consumers back to the brand and committed to making choices in the bacon category that are not only focused on a delicious eating experience, but also on bacon that maintains high animal welfare standards.”

This article is an excerpt from the February 2024 issue of Supermarket Perimeter. You can read the entire Bacon feature and more in the digital edition here.