The consumption of pure pork decreased by 1.4% down to 9.7 kg per head in 2009. This follows roughly the same trend as the whole of the fresh meat market. Market share therefore stayed relatively stable at 30.2%. The decline of 0.5% in expenditure was a little less than the decline in volume. The number of families purchasing meat fell back slightly from 90.4% to 89.6%. The purchasing pattern was virtually stable with an average of 16.9 purchases in 2009.