Bacon backlash? UK shoppers ditch nitrite-cured meat amid health fears

UK supermarkets are witnessing a decline in nitrite-cured bacon sales, as consumer concerns around the links between these products and cancer risks grow. At the same time, sales of nitrite-free bacon are reportedly rising. 

According to data compiled by Worldpanel by Numerator and published by the Coalition Against Nitrates, the value of nitrite-cured bacon sales fell from £257 million (US$344 million) to £238 million (US$319 million) (-7.3%) in the three months to January 2025, versus the same period the year before.

In the same period, the value of nitrite-free bacon sales in UK supermarkets jumped from £7.8 million (US$10.5 million) to £9.4 million (US$12.6 million) (+21.7%).

The World Health Organization classified processed meat, including nitrite-cured bacon, as a potential cancer risk in 2015–2016. However, most bacon sold in the UK is still treated with nitrates to preserve freshness, enhance flavor and color, prevent bacterial growth, and maintain texture.

The UK Food Standards Agency said last year that, “while nitrates and nitrites can form compounds called nitrosamines, many of which are carcinogenic, the link to serious health problems like cancer in humans remains inconclusive.”

Consumers reject artificial additives

The Coalition Against Nitrates, a UK non‑profit campaign group comprising scientists, medical professionals, food safety experts, and politicians, has suggested that this significant drop in nitrite-cured bacon sales indicates a longer-term consumer shift.UK sales of nitrite-cured bacon fall, while nitrite-free options rise, reflecting health concerns over cancer risks.

A spokesperson for the coalition says: “£18.7 million (US$25 million) has been wiped off nitrite-cured bacon sales in just three months — that’s not a fluctuation, it’s a consumer revolt. Shoppers do not want additives in their food.”

Professor Chris Elliott, a food safety expert who is part of the coalition, says: “Consumers are moving first, responding to the overwhelming scientific evidence linking nitrite-cured meats to cancer and the realization that these chemicals simply don’t need to be used to make the bacon and ham that so many of us love to eat.”

Innova Market Insights highlights a clear trend toward natural ingredients and natural claims in colors, preservatives, flavors, and sweeteners, driven by consumer desire for simpler, more natural foods. Natural flavors, plant extracts, and botanicals are increasingly used instead of artificial additives.

Some 28% of consumers globally say they assess a F&B product’s quality by its “naturalness” (Innova Trends Survey 2026). The market researcher tracked a 4% CAGR in natural preservatives worldwide between October 2020 and September 2025.

Major UK retailers Marks & Spencer and Waitrose, and family‑owned food producer Finnebrogue, have developed nitrite-free bacon products.

Plant-based bacon from brands like La Vie and This Isn’t Bacon are also proliferating on supermarket shelves. Market projections point to significant growth in plant-based bacon, as consumers increasingly prioritize health and animal welfare in their purchasing decisions.Consumers increasingly choose nitrite-free and plant-based bacon, and push for stricter food regulations for processed meat.

Europeans support banning nitrates

A poll conducted by J.L. Partners for the Coalition Against Nitrites last year found overwhelming public support for the removal of nitrites from processed meats. Sixty-nine percent of Europeans surveyed said they want nitrites banned from bacon, ham, and sausage products.

Three-quarters of Brits said the UK government should follow the European Commission in setting stricter limits on the use of nitrites, while more than two-thirds (69%) said they are concerned the UK is falling behind European food standards.

In 2024, EU regulators moved to ban several smoke flavorings commonly used in meat and cheese products after food safety authorities linked the ingredients to genotoxicity health concerns.