Nitrite-free bacon sales boom in UK amid fears over curing chemicals

Shoppers in the UK are increasingly opting for nitrite-free bacon products, driven by growing concerns over the health risks associated with nitrites, which are chemicals used in the curing process of meats. Despite the lack of evidence suggesting that nitrite-free alternatives are safer, retailers are responding to consumer demand by expanding their offerings.

Denhay, a Devon-based hand-dry-cured bacon specialist, has introduced two new back bacon lines in 570 Tesco stores starting from 21 September: Made Without Nitrites Smoked Back Bacon and Made Without Nitrites Unsmoked Back Bacon, both priced at £4 for 200g.

Waitrose has also seen a significant increase in its nitrite-free product range, doubling its offerings over the past year. Sales of its nitrite-free products have surged, with British roast and honey roast hams rising by more than 70% since their launch in May, and unsmoked back bacon sales increasing by 22%.

According to data from Worldpanel by Numerator, the market for nitrite-free bacon is growing steadily, while conventional bacon sales are declining. In the 52 weeks to 6 September 2026, nitrite-free bacon sales reached £34.8 million, an increase of 11.4% year on year, with volumes rising to 2.2 million kg (up 8.0%). In contrast, conventional bacon saw a decline in both spend and volume, down 9.2% and 4.9%, respectively.