In Lithuania, there is increasing awareness about the health risks associated with consuming processed meats containing nitrites, as consumers are being urged to avoid such products. Reports indicate a growing interest among buyers for nitrite-free meat products, especially in the UK market where the demand for Lithuanian bacon is waning. According to traders, this shift in consumer behavior is driven by a desire for healthier options, reflecting a broader trend towards health-conscious eating.

The World Health Organization (WHO) classified processed meats, including bacon, as carcinogenic in 2016, likening their health risks to those associated with smoking and asbestos. Despite this, a significant proportion of bacon sold in the UK is still treated with nitrites to maintain its appealing pink color. This discrepancy highlights the challenge consumers face in reconciling marketing practices with health concerns, as consumer advocates call for more significant changes in the market to prioritize health over appearance.

Recent data from "Worldpanel by Numerator" and the "Coalition Against Nitrites" show a notable decline in sales of nitrite-containing bacon in the UK, down by 7.3% over a 12-week period compared to the previous year. This data reflects a changing landscape in consumer preferences as health becomes a priority, particularly in a country where more than half of Lithuanians are classified as overweight, suggesting that price remains a crucial factor in purchasing decisions, often overshadowing health considerations.