Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- Tailoring turkey
- Engaging the cooking enthusiasts
- Holy Mole!
- Easy and exciting, too
- Marinade this
- Driving sales of higher welfare chicken
Market in Brief
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- Value growth ahead for poultry
- Chicken dominates the poultry market
- Robust interest in cooking and free-range
- Projected demographic changes bode well for poultry
- ‘No nasties’ rules new launches
- Dominance of few brands sees adspend fluctuate
- Everybody eats poultry – almost
- Price and practicalities drive choice
Internal Market Environment
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- Key points
- Cooking gains steadily
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- Figure 1: Attitudes towards cooking, 2005-09
- Healthy eating
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- Figure 2: Attitudes towards diets and nutrition, 2005-09
- Frozen food gains acceptance
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- Figure 3: Attitudes towards frozen food, 2005-09
- Free-range and domestic strong, organic losing
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- Figure 4: Attitudes towards food provenance and ethical food, 2005-09
- Labelling and assurance schemes for poultry
- Poultry benefits from lower price inflation than beef and pork
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- Figure 5: Retail prices of poultry, beef, pork and all food, Index (January 2005=100), January 2005-April 2010
Broader Market Environment
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- Key points
- One in five in healthy finances
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- Figure 6: Trends in how respondents describe their financial situation, February 2009-April 2010
- 25-34-year-olds and over-55s to see fastest growth
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- Figure 7: Trends in the age structure of the UK population, 2010-15
- Growth of ABs can support value growth in poultry
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- Figure 8: Changes in adult population, by socio-economic group, 2010-15
- Challenge of growth in one-person households
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- Figure 9: Change in UK households by size, 2010-15 and UK households, by size, 2015
Competitive Context
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- Key points
- A healthy, versatile, cheap protein
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- Figure 10: Performance of poultry and competing markets, Index (2005=100), 2005-09
- Beef
- Pork
- Lamb
Strengths and Weaknesses
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- Poultry
- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Poultry products on Mintel GNPD – definition
- Private label dominates NPD
- No additives is top claim...
- ...followed by trans-fats and recycling
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- Figure 11: Most common claims in the poultry market in the UK, share of total new launches, 2009
- Economy and halal chicken leap ahead
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- Figure 12: Percentage point change in share of new product launches, by claim, 2007-09
- Other themes
- Snacking on chicken
- The chicken fast food experience at home
- Bags of convenience
- Retailers leverage provenance
- NPD helps make game more approachable
Market Size and Forecast
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- Key points
- Value growth ahead for poultry
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- Figure 13: UK retail value sales of poultry, and index of growth, 2005-15
- Poultry gains as the value option in recession
- Value sales grow despite flagging volumes
- Stagnant volumes, growing value ahead
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- Figure 14: UK retail volume and value sales of poultry, current and constant prices, 2005-15
- Chicken market to grow by 17%
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- Figure 15: UK retail volume and value sales of chicken, current and constant prices, 2005-15
- Turkey sales set to decline further
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- Figure 16: UK retail volume and value sales of turkey, current and constant prices, 2005-15
- Duck and goose to keep growing
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- Figure 17: UK retail volume and value sales of duck and goose, current and constant prices, 2005-15
- Game to steam ahead
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- Figure 18: UK retail volume and value sales of game, current and constant prices, 2005-15
- Factors used in the forecast
Poultry – Segment Performance
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- Key points
- Chicken
- Chicken value grows despite falling volume
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- Figure 19: UK retail sales of chicken, by value and volume, 2005-10
- Whole birds gain in the recession
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- Figure 20: UK retail sales of chicken, by type, by value, 2005-09
- Fresh dominates in whole birds
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- Figure 21: UK retail sales of chicken: Whole birds, by type, by value, 2005-09
- Chicken portions preferred fresh
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- Figure 22: UK retail sales of chicken portions, by type, by value, 2005-09
- ‘Further processed’ banishes nasties
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- Figure 23: UK retail sales of further-processed chicken, by value, 2005-09
- Turkey
- Turkey is – increasingly – just for Christmas
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- Figure 24: UK retail sales of turkey, by value and volume, 2005-10
- Frozen birds gaining
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- Figure 25: UK retail sales of turkey, by type, by value, 2005-09
- Other poultry – duck and goose
- Duck and goose a growing niche
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- Figure 26: UK retail sales of duck and goose, by value and volume, 2005-10
Game – Segment Performance
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- Key points
- Game remains niche despite healthy growth
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- Figure 27: UK retail sales of game meat, 2005-10
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- Figure 28: Retail sales of game meat, by type, 2006-09
- Venison
- Feathered game
- Specialty game
Companies and Products
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- Major players
- Bernard Matthews
- Cherry Valley
- Cranberry Foods
- Faccenda Group
- Grampian (VION UK)
- Gressingham Foods
- Birds Eye
- Kerry Foods
- Moy Park
Brand Communication and Promotion
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- Key points
- Adspend leaps ahead in 2008
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- Figure 29: Main monitored advertising spend in the UK poultry market, 2005-09
- Press regains top position from TV
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- Figure 30: Main monitored advertising spend in the UK poultry market, by media type, 2007-09
- Top two manufacturers account for 45p per £1 spent
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- Figure 31: Top ten advertisers in the UK poultry market, by spend, 2007-09
- A focus on tangible benefits
- By grocers...
- …and turkey aficionados alike
Channels to Market
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- Key points
- Multiple grocers dominate poultry
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- Figure 32: UK retail sales of poultry, by type of outlet, by value, 2005-09
Consumer – What they Buy
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- Key points
- Everybody buys poultry
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- Figure 33: Poultry products bought to eat/serve at home, April 2010
- Fresh chicken is top choice
- Poultry appeals most to women and older consumers
Consumer – Chicken Purchase Frequency by Type
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- Key points
- Standard chicken rules a price-driven market
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- Figure 34: Frequency of buying types of fresh chicken, April 2010
- Most bought types by gender, age and income group
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- Figure 35: Most typically bought types of chicken overall, by income group, April 2010
- Demographic groups the most likely to buy various types of chicken
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- Figure 36: Demographic groups the most likely to buy various own-label chicken, April 2010
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- Figure 37: Demographic groups the most likely to buy various higher-welfare and added-value chicken, April 2010
Consumer – The Value of Chicken
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- Key points
- Organic fetches potentially top price, but also top refusal
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- Figure 38: Prices consumers would pay for different types of fresh chicken, April 2010
- The £2 chicken
- Premium potential
- Have more, pay more
Consumer – Choice Factors
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- Key points
- Practical considerations dominate poultry choices
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- Figure 39: Factors influencing the purchase choice in poultry products, April 2010
- Price, cut, size rule the roost
- British origin matters to majority, local doesn’t
- Welfare issues are for the minority
Consumer – Attitudes towards Poultry
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- Key points
- Strong majority see chicken as versatile
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- Figure 40: Attitudes towards poultry, April 2010
- Poultry seen as healthy and good value
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- Figure 41: Groups most likely to agree on selected statements regarding turkey, April 2010
- Confusion over higher-welfare poultry
- Nearly half of poultry eaters would consider marinated
Consumer – Target Groups
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- Key points
- Target groups
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- Figure 42: Consumer typologies for poultry, April 2010
- Practicals
- GB-lovers
- Ethicals
- Price-led
- Unengaged
Appendix – Internal Market Environment
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- Figure 43: Agreement with selected lifestyle statements, 2005-09
- Figure 44: Agreement with selected lifestyle statements, by demographics, 2009
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- Figure 45: Agreement with selected lifestyle statements, by demographics, 2009 (continued)
- Figure 46: Agreement with selected lifestyle statements, by demographics, 2009 (continued)
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Appendix – Broader Market Environment
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- Figure 47: Trends in how respondents describe their financial situation, February-September 2009
- Figure 48: Trends in how respondents describe their financial situation, November 2009-April 2010
- Figure 49: Forecast adult population trends, by socio-economic group, 2005-15
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Appendix – Consumer – What they Buy
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- Figure 50: Poultry products bought to eat/serve at home, April 2010
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- Figure 51: Most popular poultry products bought to eat/serve at home, by demographics, April 2010
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- Figure 52: Next most popular poultry products bought to eat/serve at home, by demographics, April 2010
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- Figure 53: Other poultry products bought to eat/serve at home, by demographics, April 2010
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Appendix – Consumer – Chicken Purchase Frequency by Type
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- Figure 54: Frequency of buying types of fresh chicken, April 2010
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- Figure 55: Frequency of buying fresh value own-label chicken, by demographics, April 2010
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- Figure 56: Frequency of buying fresh standard own-label chicken, by demographics, April 2010
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- Figure 57: Frequency of buying fresh premium own-label chicken, by demographics, April 2010
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- Figure 58: Frequency of buying fresh corn-fed chicken, by demographics, April 2010
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- Figure 59: Frequency of buying fresh Freedom Food-endorsed chicken, by demographics, April 2010
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- Figure 60: Frequency of buying fresh free-range chicken, by demographics, April 2010
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- Figure 61: Frequency of buying fresh organic chicken, by demographics, April 2010
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Appendix – Consumer – The Value of Chicken
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- Figure 62: Willingness to pay for fresh value own-label chicken, by demographics, April 2010
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- Figure 63: Willingness to pay for fresh standard own-label chicken, by demographics, April 2010
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- Figure 64: Willingness to pay for fresh premium own-label chicken, by demographics, April 2010
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- Figure 65: Willingness to pay for fresh corn-fed chicken, by demographics, April 2010
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- Figure 66: Willingness to pay for Freedom Food-endorsed fresh chicken, by demographics, April 2010
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- Figure 67: Willingness to pay for fresh free-range chicken, by demographics, April 2010
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- Figure 68: Willingness to pay for fresh organic chicken, by demographics, April 2010
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- Figure 69: Willingness to pay for types of fresh chicken, by frequency of buying value own-label fresh chicken, April 2010
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- Figure 70: Willingness to pay for types of fresh chicken, by frequency of buying standard own-label fresh chicken, April 2010
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- Figure 71: Willingness to pay for types of fresh chicken, by frequency of buying premium own-label fresh chicken, April 2010
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- Figure 72: Willingness to pay for types of fresh chicken, by frequency of buying corn-fed fresh chicken, April 2010
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- Figure 73: Willingness to pay for types of fresh chicken, by frequency of buying Freedom Food-endorsed fresh chicken, April 2010
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- Figure 74: Willingness to pay for types of fresh chicken, by frequency of buying fresh free-range chicken, April 2010
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- Figure 75: Willingness to pay for types of fresh chicken, by frequency of buying organic fresh chicken, April 2010
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Appendix – Consumer – Choice Factors
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- Figure 76: Factors influencing the purchase choice in poultry products, April 2010
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- Figure 77: Importance of price in the purchase of poultry products, by demographics, April 2010
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- Figure 78: Importance of British origin in the purchase of poultry products, by demographics, April 2010
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- Figure 79: Importance of regional origin (eg Dorset, Wiltshire) in the purchase of poultry products, by demographics, April 2010
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- Figure 80: Importance of poultry being organic in the purchase of poultry products, by demographics, April 2010
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- Figure 81: Importance of poultry being Freedom Food-endorsed in the purchase of poultry products, by demographics, April 2010
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- Figure 82: Importance of poultry being free-range in the purchase of poultry products, by demographics, April 2010
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- Figure 83: Importance of poultry being corn-fed in the purchase of poultry products, by demographics, April 2010
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- Figure 84: Importance of type of cut (eg whole bird, fillets, stir-fry strips) in the purchase of poultry products, by demographics, April 2010
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- Figure 85: Importance of flavour/style (eg piri piri flavour, garlic basted, Chinese style) in the purchase of poultry products, by demographics, April 2010
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- Figure 86: Importance of pack size in the purchase of poultry products, by demographics, April 2010
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- Figure 87: Importance of nutrition (eg fat content) in the purchase of poultry products, by demographics, April 2010
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- Figure 88: Factors influencing the purchase of poultry products, by poultry products bought to eat/serve at home, April 2010
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- Figure 89: Factors influencing the purchase of poultry products, by next most popular poultry products bought to eat/serve at home, April 2010
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- Figure 90: Factors influencing the purchase of poultry products, by other poultry products bought to eat/serve at home, April 2010
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Appendix – Consumer – Attitudes towards Poultry
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- Figure 91: Attitudes towards poultry, April 2010
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- Figure 92: Agreement with the statement ‘I only eat turkey at Christmas’, by demographics, April 2010
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- Figure 93: Agreement with the statement ‘Turkey doesn’t taste as good as chicken’, by demographics, April 2010
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- Figure 94: Agreement with the statement ‘I would like to cook more with game but I don’t know how’, by demographics, April 2010
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- Figure 95: Agreement with the statement ‘Turkey is better value for money than chicken’, by demographics, April 2010
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- Figure 96: Agreement with the statement ‘I feel like I should buy higher-welfare products (eg free-range, organic etc)’, by demographics, April 2010
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- Figure 97: Agreement with the statement ’Higher-welfare (eg free-range, organic etc) poultry is better for me’, by demographics, April 2010
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- Figure 98: Agreement with the statement ‘Compared to red meat and game poultry is better value for money’, by demographics, April 2010
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- Figure 99: Agreement with the statement ‘Poultry is better for you than red meat’, by demographics, April 2010
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- Figure 100: Agreement with the statement ‘I would consider buying ready-marinated chicken/portions/fillets’, by demographics, April 2010
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- Figure 101: Agreement with the statement ‘Game (eg duck, pheasant) is too expensive’, by demographics, April 2010
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- Figure 102: Agreement with the statement ‘I enjoy cooking with chicken as it is so versatile’, by demographics, April 2010
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Appendix – Consumer – Target Groups
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- Figure 103: Target groups, by demographics, April 2010
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- Figure 104: Most important factors influencing the purchase of poultry products, by target groups, April 2010
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- Figure 105: Statements on cooking style, by target groups, April 2010
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- Figure 106: Poultry products bought to eat/serve at home, by target groups, April 2010
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- Figure 107: Frequency of buying types of fresh chicken, by target groups, April 2010
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- Figure 108: Attitudes towards poultry, by target groups, April 2010
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