The not-so-humble pie thrives

Sales of pies and pasties are on a roll, driven by rising food prices and an urge for comfort food.

The not-so-humble pie thrives

Between 2008 and 2009, UK sales of the culinary classics increased by around 5%, according to Mintel. And, valued at £941m in 2009, they are forecast to rise to £962m by the end of this year.

The research also finds that pies are now the nation’s favourite snack in the thriving pies and pasties market, overtaking the sausage roll during the recession.

In 2008 68% of consumers named the sausage roll as their favourite pie and pasty product, followed by beef pie (55%) and the Cornish pasty (50%). However, today the top three rank as beef (55%), sausage roll (53%) and Cornish pasty (45%).

Over eight in 10 of us have eaten a pie or pasty in the past 12 months.

Mintel says pies and pasties are proving particularly appealing to those on a limited budget. And while pies were often previously seen as being old fashioned, they have benefited from being repositioned as a popular gastro pub meal staple.

However, Mintel adds that when the economy does recover consumers are likely to shift their priorities, refocusing on health.

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