PORK-RIND SALES STILL HIDE FOR MANY RETAILERS

WILLIAM SMYTH

Pork rinds are fast becoming a staple of dieters across the country as consumers look to indulge a high-protein fix. However, for many retailers, the trend has not resulted in an increase in sales or a stockpile of extra inventory.

According to the Snack Food Association, Alexandria, Va., diet programs like Dr. Atkin's Diet Revolution, Protein Power and Barry Sears' The Zone have given a boost to the pork rind segment in supermarkets. Of the retailers that SN talked with, though, most have not noticed a jump in pork-rind sales tied to these protein-seeking, low-carb dieters.

The ACNielsen category figures for the end of 1998 showed pork-rind supermarket sales jumped 16% to $64.9 million, with volume up 15.5% at 10.2 million pounds. The SFA stated that nearly 80% of pork-rind sales are outside the supermarket channel, estimating the category sales at $355 million.

"In regards to the Atkin's diet, pork rinds have the potential to segue into a perfect niche as a snack food," said Lon Schwear, chief creative officer at the Milton, Conn.-based TL Planet, a sales-promotion agency. "They're broad-based and haven't really been accepted yet. With these diets, now is as good a time as any, and pork rinds have the opportunity to succeed."

The main diet calling for pork rinds has been the Dr. Atkin's Diet Revolution. This diet restricts processed or refined carbohydrates such as high-sugar foods, breads, pastas, cereals, starch and vegetables. Instead, it calls for high-protein foods, and pork rinds have become a widely used snack item for the program. But many retailers are still not moving the product.

A representative with Key Food, Brooklyn, N.Y., who wished not to be identified, hasn't seen any growth in the pork-rind segment. "It's actually a weaker category in our snack business," said the representative. "It's the same as it has always been."

Darrel Dyer, a direct-store-delivery buyer with John C. Groub Co., Seymour, Ind., also hasn't seen any growth. "I haven't seen an increase in sales and, to a smaller degree, they've stayed the same," said Dyer. "We merchandise them in the snack food aisle and we'll only display them in an endcap if they're on sale."

Although these products are making their way into protein-diet programs everywhere, traditionally pork-rind consumers have been Hispanics, African-Americans and Asians. Southwest Supermarkets, Phoenix, a Hispanic specialty-food store chain, says pork rinds are a favorite item among its consumers.

"We experience a large percentage of sales with pork rinds every day," said Tom Shelton, buyer. "We do a huge amount of business in the pork-rind category. I'm almost 100% sure that our customers do not buy them for the Atkin's diet. But they sure do buy an awful lot."