Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Ditch the bun on fresh lines
- Burger market needs to be de-seasonalised
- Premium recipe burgers required to better engage AB consumers
- More emphasis on breed branding and provenance
- More healthy burgers required
- More premium barbecue burger ranges required
- Families make burgers from scratch
- More positive associations with bread need to be developed
Executive Summary
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- Barbecue boost
- Trading up
- Fresh options
- Frozen action
- Market growth
- Meat reducers
- Brand moves
- Consumer preference
- Lack of interest
- Challenges for the future
Market Drivers
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- Barbecue stars
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- Figure 1: UK Household ownership of barbecues and barbecue purchases in the last 12 months, 1999-2004
- The weather
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- Figure 2: Average summer temperature and sunshine hours in the UK, 1992-2004
- Ready to cook
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- Figure 3: Index of UK households size, 1999-2004
- Segmenting the market
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- Figure 4: Trends in the UK population, by socio-economic group, 1999-2004
- Figure 5: Agreement with lifestyle statements, 1999-2004
- Healthier choices
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- Figure 6: Agreement with lifestyle statements about diet and health, 1998-2004
- What’s in a burger?
- ...Meat
- …Salt
- …Fat
- Opting for meat free
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- Figure 7: Agreement with the statement “I am a vegetarian” – all adults, 1999-2004
- Catering for all demographics
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- Figure 8: Trends and projections in UK population, by age group, 1998-2007
- Frozen foods
Market Size and Trends
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- Growth mainly value driven
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- Figure 9: UK retail sales of burgers, by value and volume, 1999-2004
- Figure 10: Index of volume and value burger sales, 1999-2004
- Strong move towards fresh
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- Figure 11: UK retail sales of burgers by format, 2002 and 2004
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- Figure 12: Value sales of burgers, 2002 and 2004
- Burgers moving upmarket
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- Figure 13: UK retail sales of burgers by price positioning, 2002 and 2004
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- Figure 14: Price positioning for burgers, 2002-04
- Meat-free – not just for vegetarians
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- Figure 15: UK retail sales of burgers by ingredients, 2002 and 2004
- Figure 16: Value of meat-free and meat burgers, by value, 2002-04
Market Segmentation
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- Meat burgers
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- Figure 17: UK retail sales of meat burgers, by value, 1999-2004
- Beef still dominates
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- Figure 18: UK retail sales of meat burgers by primary meat type, by value, 2002 and 2004
- Meat-free burgers
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- Figure 19: UK retail sales of meat free burgers, by value, 1999-2004
The Supply Structure
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- Meat burgers
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- Figure 20: Brand shares of meat burgers and grills, by value, 2002 and 2004
- Figure 21: Meat burgers brand shares, by value, 2002-04
- Unilever Ice Cream and Frozen Food
- Northern Foods
- Other companies
- Grampian Country Food Group
- Dawn Meats
- Wessex Foods
- The Welsh Meat Company
- Malcolm Allen
- Kepak
- Marr Foods
- Meat-free burgers
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- Figure 22: Meat free burgers and grills market shares, by value, 2002 and 2004
- Figure 23: Brand share for meat free burgers and grills, by value, 2002-04
- Marlow Foods
- Heinz
- Other suppliers
New Product Development
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- NPD themes
- Premium
- Convenience
- Children Novelty flavours
- International flavours
- New Product Briefs
- September 2004
- August 2004
- July 2004
- May 2004
- March 2004
- December 2003
- August 2003
- June 2003
- May 2003
Advertising and Promotion
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- Very little above-the-line advertising
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- Figure 24: Main monitored media advertising by selected burgers suppliers (fresh and frozen), 2001-04
- Heavier focus below-the-line
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- Figure 25: Promotional activity in the meat burger market, January 2003-September 2004 (all multiples only)
Distribution
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- Multiples and freezer centres dominate
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- Figure 26: UK retail sales of burgers, by type of outlet and value, 2002 and 2004
- Butchers share remains small
The Consumer – Usage Patterns
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- Figure 27: Cooking, buying and preparing burgers, August-September 2004
- Fresh, frozen or made from scratch?
- Family size matters
- Younger consumer critical
- ABC1 prefer fresh
- Scotland and London are key areas to the fresh sector
- Value retailers and freezer centres are important for frozen
- Fresh, frozen or made from scratch – detailed demographics
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- Figure 28: Buying burgers, by gender, age and socio-economic status, August-September 2004
- Figure 29: Buying burgers, by lifestage, presence of children and household size, August-September 2004
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- Figure 30: Buying burgers, by Mintel’s Special Groups and media usage, August-September 2004
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- Figure 31: Buying burgers, by region and ACORN classification, August-September 2004
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- Figure 32: Buying burgers, by supermarket used and TV viewing, August-September 2004
- Cooking and serving
- Families serve burgers as a mid-week meal
- Frozen burgers act as a stand-by
- No premium chicken burgers
- Barbecues appeal to ABs
- Shopping on a family budget
- Cooking and serving – detailed demographics
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- Figure 33: Cooking and preparing burgers, by gender, age and socio-economic status, August-September 2004
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- Figure 34: Cooking, buying and preparing burgers, by lifestage, presence of children and household, August-September 2004
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- Figure 35: Cooking, buying and preparing burgers, by Mintel’s Special Groups and media usage, August-September 2004
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- Figure 36: Cooking and preparing burgers, by region and ACORN category, August-September 2004
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- Figure 37: Cooking and preparing burgers, by commercial TV viewing and supermarket usage, August-September 2004
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The Consumer – Attitudes and Behaviours
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- Shopping and formats
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- Figure 38: Match between format and supermarket buyers, August-September 2004
- Attitudes towards burgers
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- Figure 39: Attitudes to burgers, August-September 2004
- Positive attitudes towards burgers
- Positive perceptions persist among families
- Lower mass-market has the most positive views
- Positive attitudes – detailed demographics
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- Figure 40: Attitudes to burgers, by gender, age and socio-economic status, August-September 2004
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- Figure 41: Attitudes to burgers, by presence of children, lifestage and household size, August-September 2004
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- Figure 42: Attitudes to burgers, by Mintel’s Special Groups and media usage, August-September 2004
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- Figure 43: Attitudes to burgers, by region and ACORN categories, August-September 2004
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- Figure 44: Attitudes to burgers, by TV viewing and supermarket usage, August-September 2004
- Negative attitudes towards burgers
- Junk food image haunts burgers
- Young consumers are most concerned with fat levels
- Positive marketing messages have a role to play
- Detailed Demographics
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- Figure 45: Negative attitudes to burgers, by gender, age and socio-economic status, August-September 2004
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- Figure 46: Negative attitudes to burgers, by presence of children, lifestage and household size, August-September 2004
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- Figure 47: Negative attitudes to burgers, by Mintel’s Special Groups and media usage, August-September 2004
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- Figure 48: Negative attitudes to burgers, by region and ACORN categories, August-September 2004
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- Figure 49: Negative attitudes to burgers, by supermarket usage, August-September 2004
- Assessing target markets – consumer typologies
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- Figure 50: Burger consumer typologies, August-September 2004
- The Turned Off (43% of respondents)
- Connoisseurs (25% of respondents)
- Convenience Seekers (21% of respondents)
- The Healthy Deterred (11% of respondents)
- Targeting key consumer groups
- Women are turned off
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- Figure 51: Burger typology, by gender, age and lifestage, August-September 2004
- Mass-market, not ABs, are the connoisseurs
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- Figure 52: Burger typology, by socio-economic status and ACORN categories, August-September 2004
- Two thirds of retired consumers are turned off
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- Figure 53: Burger typology, by Mintel’s Special Groups, working status and household working patterns, August-September 2004
- Morrisons shoppers are connoisseurs
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- Figure 54: Burger typology, by region, media usage, TV viewing and supermarket usage, August-September 2004
- Impact of attitudes on typology groups
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- Figure 55: Burger typology crossed with consumption behaviour
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- Figure 56: Burger typology crossed with attitudes
- Typologies and shopper profiles
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- Figure 57: Burger typologies compared with shopper profiles for selected retailers, August-September 2004
The Future
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- Past success
- Fresh innovation
- Boosting frozen
- Seasonal shift
- Food not junk
- Attention seeking
Forecast
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- Value to grow over volume
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- Figure 58: Forecast of the burger market, by value, 2004-09
- Meat-free burgers will gain ground
- Meat burgers will show year-on-year growth
- Image is everything
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- Figure 59: Forecast of the burgers market, by volume, 2004-09
- Factors used in the forecast
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