Table of Contents
Issues in the Market
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- Definitions
- Abbreviations
Insights and Opportunities
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- Restaurant-branded burgers – stretching brand identities
- Encouraging consumers to make burgers themselves
- Putting the theatre into burgers
- Burger-based meals
- Fun for the kids
- Something for the winter
- New and exotic meats
Market in Brief
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- Solving the image problem
- Barbecue success returns market to growth
- Sales of fresh burgers soar, while the frozen sector declines
- Two very different growth segments: flavoured burgers and microwaveable burgers
- Sales of meat-free burgers stay healthy
- Birds Eye dominates frozen, while fresh burgers are mainly own-label
- Not much advertising, except for Birds Eye
- Sizzling further growth
Fast Forward Trends
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- Trend 1: “Sense of the Intense”
- General observations
- Market Touchpoints/Implications
- Trend 2: “Mood and Food.”
- General observations
- Market touchpoints/Implications
- Trend 3: “Menaissance”
- General observations
- Market touchpoints
- Fast forward – an explanation
Internal Market Environment
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- Health – a pressing consumer issue
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- Figure 1: Agreement with selected lifestyle statements, 2002-06
- Fast food is junk
- Fat avoiders
- More people look to eat healthily…
- …with meat quality a key issue
- Birds Eye reduces additives
- Rise of modern British cuisine
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- Figure 2: Agreement with selected lifestyle statements, 2002-06
- More people interested in good food
- A revival of interest in British food
- Meat quality is driving premiumisation across the burger market
- Fresh vs frozen
- Fewer people feel that frozen is as good as fresh
- Birds Eye has championed the frozen burger sector
- Frozen burgers lack barbecue marketability
- Vegetarianism
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- Figure 3: Agreement with selected lifestyle statements, 2002-06
- Fall-off in vegetarianism
- Avoiding the V word
Broader Market Environment
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- Growth in the summertime barbecuing culture
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- Figure 4: Household ownership of barbecues, 2002-06
- Burgers popular for barbecues…
- …and are being developed for that sector
- Barbecues have encouraged premiumisation…
- …and can be eaten in a healthy context
- There is competition for the barbecue
- Have meat-free burgers missed out?
- Decline in burger bars
- For both adults…
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- Figure 5: Adults who get takeaway from or eat in at burger bars, 2002-06
- …and children
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- Figure 6: 7-10-year-olds who go to burger bars, 2001-05
- Figure 7: Usage of burger bars – 11-19-year-olds, 2001-05
- Burger bars are very popular but in significant decline
- With more upmarket burger bars developed
- Pub eating on the rise…
- Gastro-pubs have raised standards…
- …while upmarket burger bars offer better burgers
- Spreading out from London
Competitive Context
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- Sausages offer competition but provide a model for premiumisation
- Some people have moved from burgers to unprocessed meat
- But burgers have fought back
- Home burgers are a different experience from a burger bar meal
- The coffee chain effect
Strengths and Weaknesses in the Market
Who’s Innovating?
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- Product-led development
- Innovation in fresh burgers comes from own-label apart from Rustlers
- Marks & Spencer pioneers flavoured burgers
- Alternatives to beef exist but have not gained ground
- Something fishy
- Barbecues stimulate launches
- Less innovation in frozen burgers
- Quorn is active in product development
- Experimentation with flavours and textures in the future
- New product briefs
Market Size and Forecast
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- Modest growth
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- Figure 8: UK retail sales of burgers, by value and volume, 2001-06
- Market returns to growth in 2006
- Fresh leads the way
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- Figure 9: UK retail sales of burgers, by format, 2002-06
- Fresh soars, frozen declines
- Birds Eye softens the decline
- Barbecues boost sales and premiumisation
- A shift upmarket
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- Figure 10: UK retail sales of burgers, by price positioning, 2002-06
- Premiumisation proceeds apace
- Flavours and meat origin
- Birds Eye gives it 100%
- Meat-free – not just for vegetarians
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- Figure 11: UK retail sales of burgers, by ingredients, 2002-06
- Meat-free gaining from a small base
- Meat takes the lion’s share
- Meat-free burgers benefit from healthy image
- Sizzling burger sales forecast
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- Figure 12: Forecast of the burger market, by value, 2006-11
- Figure 13: Forecast of the burger market, by volume, 2006-11
- Value growing over volume
- Healthy living driving healthy growth
- Innovation driving growth in meat barbecues
- More barbecuers picking up the tongs
Segment Performance
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- Meat burgers
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- Figure 14: UK retail sales of meat burgers, by value, 2001-06
- BBQ-dependent
- Beef still dominates
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- Figure 15: UK retail sales of meat burgers, by primary meat type, by value, 2002-06
- Beef gains ground
- Meat-free burgers
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- Figure 16: UK retail sales of meat-free burgers, by value, 2001-06
- Healthy growth
Market Share
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- Birds Eye clear leader in frozen burgers
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- Figure 17: Brand shares of frozen meat burgers and grills, by value, 2002-06
- Own-label totally dominant for fresh burgers except in the convenience segment
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- Figure 18: Brand shares of chilled meat burgers and grills, by value, 2006
- Quorn leads meat-free foods market…
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- Figure 19: Meat-free burgers and grills market shares, by value, 2002-06
- …and is moving ahead
Companies and Products
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- Meat burgers
- Birds Eye
- Northern Foods
- Dawn Meats
- Anglo Beef Processors (ABP)
- Wessex Foods
- Anglo Irish Beef Processors (AIBP)
- Silver Crest
- Scotbeef
- Kepak
- Grampian Country Food Group
- The Welsh Meat Company
- Malcolm Allan
- Meat-free burgers
- Premier Foods
- Linda McCartney
- Other suppliers
- Goodlife Foods
- Tivall
Brand Communication and Promotion
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- Figure 20: Advertising and promotional spend on burgers, 2003-06
- Significant presence of own-label makes advertising low level
- Kepak adopting a master-branding strategy for Rustlers…
- …but Birds Eye spends in 2005
- Burger chains receive huge backing
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- Figure 21: Advertising and promotional spend on burgers, 2003-06
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Channels to Market
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- Multiples chill out
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- Figure 22: UK retail sales of burgers, by type of outlet and value, 2002-06
- M&S is influential
Consumer – Usage
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- Figure 23: When and where burgers have been eaten in the last six months, July 2006
- Target group for burgers declines with age
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- Figure 24: Non-eaters, by lifestage and presence of children, July 2006
- Where do they eat them?
- Young people eat burgers outside the home
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- Figure 25: Where consumers have eaten burgers in the last six months, by age and lifestage, July 2006
- Barbecues are upmarket
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- Figure 26: Propensity to have eaten burgers at a BBQ (either at home or out of home), by age, socio-economic group and lifestage, July 2006
- And family-oriented
- Frying is for men
- Griddle pans growing
- Microwaving is young and downmarket
- Burger Usage experiences
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- Figure 27: Number of burger usage occasions, July 2006
- Gastro-pubs/pubs eaters
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- Figure 28: Number of burger usage occasions in the last six months, by when and where they are eaten, July 2006
- Younger consumers are the most prolific burger eaters
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- Figure 29: Three or more usage occasions, by gender, age and socio-economic status, July 2006
- Children are critical
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- Figure 30: Three or more usage occasions, by age of children in household, Mintel’s Special Groups and household size, July 2006
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- Figure 31: Three or more usage occasions, by supermarket used, July 2006
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Consumer – Who, Why and What
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- Figure 32: Attitudes towards burgers, July 2006
- The good…
- Convenience is king
- Large households worry about feeding the kids
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- Figure 33: Attitudes towards burgers, by household size, July 2006
- Kids bring a rosy-eyed view of burgers
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- Figure 34: Attitudes towards burgers, by presence of children, July 2006
- …the bad…
- Older people are negative about burgers
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- Figure 35: Attitudes towards burgers, by gender, age and socio-economic status, July 2006
- Younger consumers are most image conscious
- …and the ugly
- The young and downmarket seek value
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Consumer – Attitudes and Behaviours
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- Fresh is best
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- Figure 36: Attitudes towards burgers, July 2006
- Making your own is popular…
- …especially with women and ABC1s…
- …who make them for the BBQ
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- Figure 37: Attitudes towards burgers, by gender, age, socio-economic status and household size, July 2006
- Farmers’ markets and butchers are upmarket
- Putting some theatre back into burgers
- People seek quality
- Good news for frozen suppliers
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- Figure 38: Attitudes towards burgers, by lifestage, July 2005
- Mr Freeze
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- Figure 39: Propensity to agree with statement ‘I freeze fresh burgers’, by gender, age and socio-economic status, July 2006
- Flavoured burgers for the young
- Brand lovers are downmarket
- It is hard to get more downmarket than microwaveable burgers
- Replicating out of home in home
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- Figure 40: Agreement with statement ‘Burgers never quite taste the same as when eating out of home’, by Mintel’s Special Groups, July 2006
Appendix
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- The Consumer - Usage
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- Figure 41: When and where burgers have been eaten in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage and household size, July 2006
- Figure 42: When and where burgers have been eaten in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage and household size, July 2006
- Burgers usage experiences
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- Figure 43: Number of burger usage occasions, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, commercial TV viewing, supermarket usage, household size and detailed lifestage groups, July 2006
- The Consumer – Who, Why What?
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- Figure 44: Attitudes towards burgers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage and household size, July 2006
- Figure 45: Attitudes towards burgers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage and household size, July 2006
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- Figure 46: Attitudes towards burgers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage and household size, July 2006
- The Consumer – Attitudes and behaviours
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- Figure 47: Attitudes towards burgers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage and household size, July 2006
- Figure 48: Attitudes towards burgers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage and household size, July 2006
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- Figure 49: Attitudes towards burgers, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, technology usage, newspaper readership, commercial TV viewing, supermarket usage and household size, July 2006
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