Table of Contents
Issues in the Market
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- Key themes
- Definitions
Insights and Opportunities
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- Accentuate the positive
- Recreate the restaurant experience
Fast Forward Trends
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- Trend 1: Customization
- What's it about?
- What we've seen
- What next?
- Trend 2: Slow It All Down
- What's it about?
- What we've seen
- Specifics
- What next?
Market in Brief
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- Positive market growth
- Burgers fulfilling a broader role
- BBQ market increases burgers’ weather dependency
- Competition intensifies
- NPD shifts to positive attributes
- Attitudes towards burgers improving
- The missing consumers
- Future
Internal Market Environment
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- Key points
- Health – a main consumer issue
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- Figure 1: Agreement with selected lifestyle statements, 2003-07
- Value in food provenance
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- Figure 2: Agreement with selected lifestyle statements, 2003-07
- Premiumisation
- Increasing number of ‘foodies’
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- Figure 3: Agreement with selected lifestyle statements, 2003-07
- Grab-and-go
- Avoiding meat
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- Figure 4: Agreement with selected lifestyle statements, 2003-07
- Frozen – the natural preservative
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- Figure 5: Agreement with selected lifestyle statements, 2003-07
Broader Market Environment
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- Key points
- Barbecues increase seasonality
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- Figure 6: Household ownership of barbecues, 2003-07
- Decline in visits to burger bars
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- Figure 7: Adults who get takeaway from or eat in at burger bars, 2003-07
- Figure 8: Usage of burger bars among youths, 2003-07
- School dinners
Competitive Context
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- Key points
- Competition depends on end use
- Sausages – the closest competitor
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- Figure 9: Retail value sales of sausages and burgers market, 2003-07
- Unprocessed meat
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- Figure 10: Retail value sales of burgers, poultry, ready-to-cook foods and ready meals markets, 2003-07
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Retailer NPD activity increases
- Organic and premium claims increase
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- Figure 11: Share of new product claims in the burgers market, 2007 and 2008*
- Health-orientated claims reduce
- New claims
- New international trends
Market Size and Forecast
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- Key points
- Modest growth 2007
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- Figure 12: UK retail sales of burgers, by value and volume, 2003-08
- Figure 13: Year-on-year percentage change by value and volume, 2004-08
- Chilled continues to grow
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- Figure 14: UK retail sales of burgers, by format, 2003-07
- Premiumisation continues
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- Figure 15: UK retail sales of burgers, by price positioning, 2003-07
- Forecast
- Modest growth as market matures
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- Figure 16: Forecast of uk retail sales of burgers, by value and volume, 2003-13
- Growth to continue for meat-free burgers
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- Figure 17: Forecast of uk retail sales of meat burgers, by value, 2003-13
- Figure 18: Forecast of uk retail sales of meat-free burgers, by value, 2003-13
Segment Performance
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- Key points
- Meat burgers
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- Figure 19: UK retail sales of meat burgers, by value, 2003-08
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- Figure 20: UK retail sales of meat burgers, by primary meat type, by value, 2003-07
- Meat-free burgers extend consumers’ repertoire
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- Figure 21: UK retail sales of meat-free burgers, by value, 2003-08
Market Share
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- Key points
- Birds Eye steady in frozen
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- Figure 22: Brand shares of frozen meat burgers and grills, by value, 2003-07
- Rustlers makes progress in chilled
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- Figure 23: Brand shares of chilled meat burgers and grills, by value, 2006 and 2007
- Quorn extends meat-free share
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- Figure 24: Brand shares of meat-free burgers and grills, by value, 2003-07
Companies and Products
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- Major companies
- Birds Eye Iglo Group Ltd
- Northern Foods
- Irish Food Processors (IFP)
- Wessex Foods
- Eatwell UK
- Scotbeef
- Kepak
- Grampian Country Food Group
- Premier Foods
- Quorn
- Cauldron Foods
- Other suppliers
- Celtic Pride Ltd
- Dawn Meats
- Goodlife Foods
- Linda McCartney
- Malcolm Allan
- Tivall
Brand Communication and Promotion
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- Key points
- Adspend reduces to minimal levels
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- Figure 25: Advertising and promotional spend on burgers, 2005-08
- Shift to retailer promotions
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- Figure 26: Advertising and promotional spend on burgers, by brand, 2005-08
Channels to Market
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- Key points
- Multiples dominate distribution
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- Figure 27: UK retail value sales of burgers, by type of outlet, 2003-07
The Consumer – Places to Eat Burgers
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- Key points
- In home on a par with fast food outlets
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- Figure 28: Places where burgers have been eaten in the last 12 months, May 2008
- Burgers hit the BBQ with younger consumers
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- Figure 29: Consumers who BBQ burgers, by specific demographics, May 2008
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- Figure 30: Household ownership of barbeques, by socio-economic group, 2008
- Out-of-home consumption high
- Variety is important
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- Figure 31: Number of places where adults have eaten burgers in the last 12 months, 2008
The Consumer – Attitudes and Motivations
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- Key points
- Quality is king
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- Figure 32: Important factors when eating burgers at home, May 2008
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- Figure 33: Consumers who consider meat quality an important factor when eating burgers, May 2008
- How to target low users of burgers?
- Branding for reassurance
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- Figure 34: Consumers who consider brand an important factor when eating burgers, May 2008
- High-quality meat, crucial for older people
- They love home-made burgers
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- Figure 35: Propensity to consider home made as important factor when eating burgers by age group, May 2008
- Consistent with healthy eating?
- XL-size burgers for young men?
- Young like flavoured and frozen
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- Figure 36: Consumers who consider flavour and frozen as important factors when eating burgersby age group, May 2008
- Majority consider burgers an occasional meal
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- Figure 37: Consumers’ perceptions of burgers, May 2008
- Burgers as a filler
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- Figure 38: Consumers who consider burgers are good for kids, by age of children, May 2008
The Consumer – Target Groups
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- Key points
- Burger target groups
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- Figure 39: Target groups generated by consumers’ perceptions of burgers, May 2008
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- Figure 40: target groups generated by consumers’ perceptions of burgers, May 2008
- Home-made Enthusiasts (27% of respondents)
- How do they behave?
- Who are they?
- Implications/opportunities?
- Burger Addicts (16% of the sample)
- How do they behave?
- Who are they?
- Implications/opportunities?
- Health Concerned (17% of the sample)
- How do they behave?
- Who are they?
- Implications/opportunities?
- Apathetic (28% of the sample)
- How do they behave?
- Who are they?
- Implications/opportunities?
- Burger Avoiders (12% of the sample)
- How do they behave?
- Who are they?
- Implications/opportunities?
Appendix
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- Abbreviations
Appendix: The Consumer – Places to Eat Burgers
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- Figure 41: Places where burgers have been eaten in the last 12 months, by detailed demograhics, May 2008
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- Figure 42: Places where burgers have been eaten in the last 12 months, by detailed demograhics, May 2008
- Repertoire analysis
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- Figure 43: Number of places where adults have eaten burgers in the last 12 months, 2008
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- Figure 44: Number of places where adults have eaten burgers in the last 12 months, by where eaten, 2008
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- Figure 45: Number of places where adults have eaten burgers in the last 12 months, by detailed demographics, 2008
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Appendix: The Consumer – Attitudes and Motivations
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- Figure 46: Important factors when eating burgers at home, by detailed demographics, May 2008
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- Figure 47: Important factors when eating burgers at home, by detailed demographics, May 2008
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- Figure 48: Important factors when eating burgers at home, by detailed demographics, May 2008
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- Figure 49: Consumers’ perceptions of burgers, by detailed demographics, May 2008
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- Figure 50: Consumers’ perceptions of burgers, by detailed demographics, May 2008
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- Figure 51: Consumers’ perceptions of burgers, by detailed demographics, May 2008
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Appendix: The Consumer – Target Groups
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- Figure 52: Target groups by where adults have eaten burgers in the last 12 months, May 2008
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- Figure 53: Target groups, by important factors when eating burgers at home, 2008
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- Figure 54: Target groups, by repertoire (the number of places adults have eaten burgers in the last 12 months), 2008
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- Figure 55: Target groups, by detailed demographics, 2008
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