Christmas creates a massive sales boost for gammon joints, a fact which BPEX suggests could be used to build sales over the rest of the year.
While acknowledging that gammon has been a Christmas food staple for centuries, even being part of festive menus which pre-date turkeys, BPEX points out that sales are also pretty steady from January to October, albeit significantly lower.
Given that the Christmas sales boost is based largely on the versatility of gammon joints for times when people get together to celebrate, however, BPEX says that the same special event appeal could be used to increase consumer demand on a year-round basis.
“Possible opportunities for growth exist by strengthening the association of gammon with other family gatherings and celebrations, not just at Christmas, but also outside the festive period,” said BPEX, adding that using creative gammon preparation methods, designed by high-profile celebrity chefs, might also help boost performance.