Savvy British shoppers are increasingly turning to pork joints as a cheaper red meat roast alternative in a bid to try and save the pennies.

Figures from Morrisons have revealed a 39 per cent increase in the volume of sales of fresh pork joints compared to last year, with beef and lamb experiencing slower growth at just four per cent.

And the supermarket’s policy of using only British pigs for its fresh pork joints means the rise is also good news for the British farming industry.

The rise in sales can be attributed to the big difference in price between the meats. The average cost of a pork joint in store during Q2 of this year (May to July) was just £3.61 compared to beef at £7.02 and lamb at £7.52.

Richard Hodgson, Group Commercial Director at Morrisons, said: “We are noticing more and more customers approaching our specialist butchers in store and asking them the best way to feed their families on a budget.

“Customers are sticking increasingly cooking roast dinners from scratch and our pork joints are proving to be the affordable favourite.”

Louise Welsh, Agriculture Manager, said: "More of our customers are turning to these easy to cook pork joints for mealtimes and it is no surprise because pork offers everything our customers are looking for - a good quality, nutritious meal which offers value for money.

"This boost in sales is good news for our British pig farmers too. We're now buying over a million pigs a year from British farmers and only sell 100 per cent fresh British pork in our stores."