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Processed Poultry and Red Meat - UK - December 2017

OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
The market
Market values dented by price deflation
Growth expected on the back of inflation
Figure 1: Forecast of UK retail value sales of processed poultry and meat, 2012-22
Red meat meal components hit by falling prices
Processed poultry sees robust value growth
Declines seen by cooked sliced meat and poultry and canned meat
Brexit negotiations foster uncertainties
Household incomes are becoming squeezed
Meat reduction diets and health concerns a threat to processed meat
Companies and brands
Own-label’s dominance continues
Princes posts steepest decline in canned meat
Birds Eye returns to growth
Sausages go flexitarian
Low- and reduced-fat sausage NPD rise in 2017
Birds Eye and Richmond support relaunches
Princes campaign aims to tackle misconceptions about canned foods
The consumer
People want to spend less time cooking
Figure 2: Actual time spent and preferred time to spend cooking/preparing a typical evening meal, August 2017
Bacon and sausages are most popular types
Figure 3: Usage of processed poultry and red meat, August 2017
Main meal is biggest occasion for processed meats
Figure 4: Usage frequency for processed poultry and red meat, by occasion, August 2017
Meat content gets checked the most
Meat origin is checked by just three in 10
Figure 5: Attributes checked when buying a processed poultry/red meat product, August 2017
“Baked not fried” breaded poultry garners sizable interest
Scope for more products tailored for kids
Figure 6: Interest in product concepts in processed poultry and red meat, August 2017
Negative health messages are impacting consumer behaviour
On-pack portion recommendation could build trust
Figure 7: Behaviours related to processed poultry and red meat, August 2017
Encouraging greater use of processed meat as an ingredient
Figure 8: Attitudes towards processed poultry and red meat, August 2017
What we think
ISSUES AND INSIGHTS
Negative health messages are impacting consumer behaviour
The facts
The implications
Fat content remains under consumers’ scrutiny
The facts
The implications
Opportunities for products tailored for kids
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Market values dented by price deflation
Growth expected on the back of inflation
Red meat meal components hit by falling prices
Processed poultry sees robust value growth
Declines seen by cooked sliced meat and poultry and canned meat
Brexit negotiations foster uncertainties
Household incomes are becoming squeezed
Meat reduction diets and health concerns a threat to processed meat
MARKET SIZE AND FORECAST
Falling prices dent value performance
Figure 9: UK retail value sales of processed poultry and red meat, 2012-22
Inflation is expected to support market growth
Figure 10: Forecast of UK retail value sales of processed poultry and meat, 2012-22
Forecast methodology
MARKET SEGMENTATION
Red meat meal components hit by falling prices
Inflation and import costs expected to drive value growth
Figure 11: UK retail value sales of red meat meal components, by sub-segment, 2012-17
Processed poultry sees robust value growth
Inflation expected to underpin growth
Figure 12: UK retail value sales of processed poultry and red meat, by segment, 2012-22
Cooked sliced meat and poultry sales fall as sandwich occasions decline
Value growth predicted to return
Canned meat’s woes continue
MARKET DRIVERS
Uncertainty surrounds post-Brexit trade arrangements
Inflation puts squeeze on household incomes
Rising profile of meat reduction diets
Figure 13: Consumers’ meat eating habits, March 2017
Health concerns impact processed meat consumption
EFSA confirms existing nitrites and nitrates levels safe
Link between hepatitis E infections and imported pork makes headlines
Consumers’ eating habits pose challenge to processed meat
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Own-label’s dominance continues
Princes posts steepest decline in canned meat
Birds Eye returns to growth
Sausages go flexitarian
Low- and reduced-fat sausage NPD rise in 2017
Birds Eye and Richmond support relaunches
Princes campaign aims to tackle misconceptions about canned foods
MARKET SHARE
Own-label’s dominance continues in chilled
Leading brand Princes posts steepest decline in canned meat
Price cuts support Fray Bentos and Wikinger’s growth
Figure 14: Leading brands’ sales and shares in the UK retail canned meat market, 2015/16 and 2016/17
Birds Eye returns to growth
Growth continues for meat-free brands
Figure 15: Leading brands’ sales and shares in the UK retail frozen processed meat, poultry and meat-free meal components market, 2015/16 and 2016/17
Own-label grows lead in chilled cooked sausages
Figure 16: Leading brands’ sales and shares in the UK retail chilled cooked sausage market, 2015/16 and 2016/17
LAUNCH ACTIVITY AND INNOVATION
Brands look to tap flexitarian trend with high-veg sausages
‘Lean’, ‘Slim’ and ‘Skinny’ sausage NPD jumps in 2017
Figure 17: Share of new sausage launches in the UK retail market featuring an L/N/R claim, 2012-17
Birds Eye and Richmond aim to reinforce quality credentials
Birds Eye puts 100% chicken breast at the heart of overhaul
Richmond looks to attract new shoppers with a “impactful design”
Meat producers move into snacking to tap protein trend
Sainsbury’s focus on high-protein snacking in cooked meat overhaul
Spoilt Pig launch “raised without antibiotics” bacon
Soil Association trials blockchain technology on bacon
ADVERTISING AND MARKETING ACTIVITY
Birds Eye supports chicken range with £7.1 million campaign
Focus on 100% chicken breast and health credentials
Mumsnet tie-up
Marvellous Midweek for Inspiration mini fillets
Richmond sees biggest ever marketing investment
Denny Fire & Smoke targets Millennials
Princes campaign aims to tackle misconceptions about canned foods
Farms Not Factories unveil “outrageous” videos for higher welfare pork
The Co-op emphasises British sourcing commitment
Sainsbury’s and Morrisons tap BBQ occasions
THE CONSUMER – WHAT YOU NEED TO KNOW
People want to spend less time cooking
Bacon and sausages are most popular types
Main meal is biggest occasion for processed meats
Meat content gets checked the most
Meat origin is checked by just three in 10
“Baked not fried” breaded poultry garners sizable interest
Scope for more products tailored for kids
Negative health messages are impacting consumer behaviour
On-pack portion recommendation could build trust
Encouraging greater use of processed meat as an ingredient
TIME SPENT COOKING AN EVENING MEAL
Over half of Brits spend 30 minutes or less to produce an evening meal
People want to spend less time cooking
Figure 18: Actual time spent and preferred time to spend cooking/preparing a typical evening meal, August 2017
USAGE OF PROCESSED POULTRY AND RED MEAT
British staples most popular types
Figure 19: Usage of processed poultry and red meat, August 2017
Families are core demographic
25-34s is the age group with widest repertoire
Main occasion for processed meats is main meal
Figure 20: Usage frequency for processed poultry and red meat, by occasion, August 2017
ATTRIBUTES CHECKED WHEN BUYING PROCESSED POULTRY AND RED MEAT
No “magic bullet” to appeal to the majority
Meat content gets checked the most
Figure 21: Attributes checked when buying a processed poultry/red meat product, August 2017
Just three in 10 check meat origins
A challenge for producers to drive interest in British origin
30% check the fat content
INTEREST IN PRODUCT CONCEPTS IN PROCESSED POULTRY AND RED MEAT
Sizable interest in “baked not fried” breaded poultry
Figure 22: Interest in product concepts in processed poultry and red meat, August 2017
Interest in poultry-based sausages and bacon
Preservatives from plant/vegetable extracts appeal to many
Scope for more products tailored for kids
Figure 23: Interest in processed meat products nutritionally tailored for children, by the age of children present in the household, August 2017
BEHAVIOURS RELATED TO PROCESSED POULTRY AND RED MEAT
Negative health messages are impacting consumer behaviour
Figure 24: Behaviours related to processed poultry and red meat, August 2017
On-pack portion recommendation could build trust
Flexitarian products have had some success in appealing to meat reducers
ATTITUDES TOWARDS PROCESSED POULTRY AND RED MEAT
Convenience offered by processed products is widely recognised …
… but is trumped by healthiness
Encouraging greater use of processed meat as an ingredient
Figure 25: Attitudes towards processed poultry and red meat, August 2017
Food waste is an issue in sliced meats
On-pack indicators could give consumers a helping hand
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology
Figure 26: Total UK retail value sales of processed poultry and red meat, best- and worst-case forecast, 2017-22
APPENDIX – SEGMENTATION
Red meat meal components
Figure 27: UK retail value sales of red meat meal components, 2012-22
Figure 28: Forecast of UK retail value sales of red meat meal components, 2012-22
Figure 29: Total UK retail value sales of red meat meal components, best- and worst-case forecast, 2017-22
Processed poultry
Figure 30: UK retail value sales of processed poultry, 2012-22
Figure 31: Forecast of UK retail value sales of processed poultry, 2012-22
Figure 32: Total UK retail value sales of processed poultry, best- and worst-case forecast, 2017-22
Cooked sliced meat and poultry
Figure 33: UK retail value sales of cooked sliced meat and poultry, 2012-22
Figure 34: Forecast of UK retail value sales of cooked sliced meat and poultry, 2012-22
Figure 35: Total UK retail value sales of cooked sliced meat and poultry, best- and worst-case forecast, 2017-22
Canned meat
Figure 36: UK retail value sales of canned meat, 2012-22
Figure 37: Forecast of UK retail value sales of canned meat, 2012-22
Figure 38: Total UK retail value sales of canned meat, best- and worst-case forecast, 2017-22
APPENDIX – MARKET SHARE
Figure 39: Leading manufacturers’ sales and shares in the UK retail canned meat market, by value and volume, 2015/16 and 2016/17
Figure 40: Leading manufacturers’ sales and shares in the UK retail frozen processed meat, poultry and meat-free meal components market, 2015/16 and 2016/17
Figure 41: Leading manufacturers’ sales and shares in the UK retail chilled cooked sausage market, 2015/16 and 2016/17

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