Bacon sales have plummeted as shoppers choose fish over meat for their meals, industry data has suggested.
Meat sales were down by £300m in 2016, a report by The Grocer said, while pre-prepared fish sales were up by over £30m.
It said health warnings such as those linking processed meats to cancer had played a part.
Fruit and vegetable sales were also up, driven by the popularity of avocados, blueberries and raspberries.
The number of people buying fresh meat in supermarkets has dropped by 4.4% throughout the year, according to the report based on data from Nielsen, but no product has been hit as hard as pork.
Bacon sales dropped by over £122m during the 12 months, whilst sausage sales declined by £51m.
Richard Esau, marketing director of Tulip - a meat supply chain company - said a report by the World Health Organisation linking processed meats to cancer had played a part.
"People are trying to eat less but higher quality meat," he said. "The challenge for bacon is to emulate sausages, which have seen fantastic growth at the premium end."
Chicken managed to see a small rise in sales of 0.3% - equivalent to an extra £2.2m.