Claims that people are cutting down on eating processed meat such as bacon because of cancer fears have been rubbished by pig industry body BPEX.
The World Cancer Research Fund made headline news a year ago saying eating three rashers of bacon a day could significantly increase the risk of bowel cancer.
However, the average person eats only two rashers a week - way below the WCRF danger level.
Now they have followed the report up by claiming a third of the over 55s are cutting back on processed meat and overall one in ten are cutting down as a result.
BPEX head of Marketing Chris Lamb said: "I trust the rest of their research has more substance to it than just a 2,000 people standard Omnibus survey.
"It is extremely disappointing that an organisation of such stature feels it has to resort to these tactics to try to make a point. If they were to ask we'd be happy to share our detailed knowledge."
Latest figures from the TNS Worldpanel show year on year consumption of bacon has risen by 0.8 per cent overall and by 0.7 per cent in the 45 to 64 age group.
Looking at the younger consumers, those under 34 years showed an 11.4% increase, year on year.
Chris said: "The TNS Worldpanel involves 25,000 households whose shopping patterns are constantly measured to give an accurate picture of overall purchasing.
"The figures also show more than an amazing 90% of households continue to buy bacon despite the price rises of the last year.
"Bacon is still one of the nation's favourite foods and bacon sarnies have been known to be so tempting that even vegetarians can't resist them."
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