BACON has lost its sizzle after health warnings linking it to cancer.

Sales have plunged by £123million in the past year, according to trade magazine The Grocer.

2 People are worried about bacon's link to cancer Credit: Getty Images

The 11.3 per cent fall is more than cigarette brand Lambert & Butler.

Brits bought 25.4million fewer packs of bacon last year.

Sausage sales were also down by £51million.

It follows a 2015 report from the World Health Organisation linking processed meats to cancer.

2 Sales of bacon are down £123m Credit: Getty Images

The report, published last October, warned processed meats were a potential carcinogen - adding to existing consumer health concerns about bacon.

And while the scientists behind it subsequently said claims that eating bacon was as bad as smoking were taken out of context, a YouGov survey in April 2016 found over a third of Brits (34%) believed bacon could cause cancer, while nearly half (46%) stated it was “not good for your health”.

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The Grocer said the fall “suggests a significant behavioural change among consumers”.

Tulip marketing director Richard Esau told the magazine: “The WHO report has had an effect, as have generally changing consumer attitudes to meat.

“A growing trend is for people to try and eat less but higher quality meat.”