Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
- Meat, poultry and seafood
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- Figure 1: Estimated UK retail sales of seafood and unprocessed meat and poultry, by value, 2006-11
- Red meat proves resilient on the whole
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- Figure 2: UK retail sales of unprocessed red meat, by type, by value sales, 2006-11
- Red meat forecast
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- Figure 3: Forecast of UK retail value sales of unprocessed red meat, by value, 2006-16
- Innovation in red meat
- Most poultry sectors have performed well
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- Figure 4: UK retail value sales of unprocessed poultry and game, by type, 2006-11
- Innovation in poultry
- Poultry forecast
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- Figure 5: Forecast of UK retail value sales of unprocessed poultry, 2006-16
- Seafood battles against inflation
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- Figure 6: UK retail sales of fish and shellfish, 2007, 2009 and 2011
- Own-label and branded innovation in seafood
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- Figure 7: Leading brands in UK retail value sales of frozen seafood, 2010
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- Figure 8: Leading brands in UK retail value sales of ambient seafood, 2010
- Seafood forecast
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- Figure 9: Forecast of UK retail value sales of fish and shellfish, 2006-16
- Market factors
- Cost and health considerations affect meat, seafood and poultry
- Price inflation in meat, poultry and seafood
- New guidelines for country of origin labelling
- Sustainability
- The consumer
- Consumption trends in red meat, poultry and seafood
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- Figure 10: Consumption of red meat, poultry and seafood at home, July 2011
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- Figure 11: Frequency of eating red meat, poultry and seafood at home, July 2011
- Important factors when choosing meat, fish or poultry
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- Figure 12: Important factors when choosing meat, poultry or fish, July 2011
- Consumer attitudes towards red meat, poultry and seafood
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- Figure 13: Agreement with statements regarding red meat (lamb, beef, pork), July 2011
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- Figure 14: Agreement with statements regarding poultry, July 2011
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- Figure 15: Agreement with statements regarding fish or shellfish, July 2011
- What we think
Issues in the Market
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- What factors can turkey companies leverage to attract new users to the market?
- How can manufacturers add value to the market?
- How can seafood companies benefit from sustainability initiatives?
- What can meat, poultry and seafood learn from initiatives in each other’s sectors?
Future Opportunities
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- Trend: Patriot Games
- Trend: Many Mes
Strengths and Weaknesses
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- Strengths
- Weaknesses
Internal Market Environment
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- Key points
- Cutting back on protein
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- Figure 16: Attitudes towards limiting the consumption of meat, poultry and fish, July 2011
- Government health advice to consumers – everything in moderation
- Fish capitalise on natural health benefits
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- Figure 17: New seafood product launches with the omega-3 claim, as % of all seafood launches, 2007-11*
- Targeting a generation of convenience cooks
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- Figure 18: Agreement with statements on eating and cooking habits, March 2011
- Reduce, reuse, recycle
- Labelling and assurance schemes for meat, poultry and seafood
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- Figure 19: A summary of the main assurance schemes for red meat, poultry and seafood, 2011
- Support for labelling and assurance schemes
- Country-of-origin labelling
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- Figure 20: Trends in agreement with selected lifestyle statements, 2007-11
- Wide-reaching impact of Hugh’s Fish Fight
- Driving momentum in the Fish Fight debate
- Retailer commitments to change sourcing strategies
- Suppliers/processors – creation of the Sustainable Seafood Coalition
- The government introduces new sustainable procurement policies
- EU Commission
- Proceed with caution
- MCS calls for greater transparency on fish labelling
- Halal debate ongoing
Broader Market Environment
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- Key points
- Inflation continues to rise ahead of wages
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- Figure 21: Inflation and average weekly earnings year-on-year change, January 2008-August 2011
- Price inflation in meat, poultry and fish
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- Figure 22: Annual retail price change of red meat, poultry and fish, 2006-10
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- Figure 23: Retail price change of red meat, poultry and fish, 2006-10
- Pork tensions
- What’s causing the price increases?
- Availability
- Spiralling production costs
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- Figure 24: Monthly food prices index, January 2008-September 2011 (2002-2004=100)
- Growth in 25-34s should benefit most markets
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- Figure 25: Projected growth in the UK population, by age, % change, 2011-16
- Positive growth forecast for ABs and C2s
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- Figure 26: Forecast adult population trends, by socio-economic group, % change, 2006-11 and 2011-16
Competitive Context
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- Key points
- In-store promotions intensify an already competitive environment
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- Figure 27: UK retail value sales of selected markets competing with unprocessed meat and poultry and fish, 2006-11
- Meat-free market dynamics
Market Overview
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- Key points
- Battle of the proteins
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- Figure 28: Estimated UK retail sales of seafood, and unprocessed meat and poultry compared to value sales for the total in-home food market, 2006-16
- Tough trading conditions for organic
Market Value and Forecast – Red Meat
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- Key points
- Red meat sales sustained by in-store promotions
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- Figure 29: UK retail volume and value sales of unprocessed red meat, at current and constant prices, 2006-16
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- Figure 30: UK retail sales of unprocessed red meat, by type, by value sales, 2011 (est)
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- Figure 31: UK retail sales of unprocessed meat, by type, by value index, 2006-11
- Forecast
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- Figure 32: Forecast of UK retail value sales of unprocessed red meat, by value, 2006-16
- Forecast methodology
- Beef sales put in a robust performance
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- Figure 33: UK retail sales of unprocessed beef, by volume and value, at current and constant prices, 2006-11
- Beef receives the highest above-the-line support
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- Figure 34: Ad spend in the UK red meat market, by product category, 2008-11
- Pork tries to add value to capitalise on recent popularity
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- Figure 35: UK retail sales of unprocessed pork, by volume and value, at current and constant prices, 2006-11
- Higher prices for lamb are alienating consumers
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- Figure 36: UK retail sales of unprocessed lamb, by volume and value, at current and constant prices, 2006-11
- Offal remains niche but liver proves a popular ingredient
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- Figure 37: UK retail sales of offal, by volume and value, at current and constant prices, 2006-11
- Burgers and sausages
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- Figure 38: UK retail sales of sausages and burgers, by value, at current and constant prices, 2006-16
- How are companies adding value to red meat?
- By focusing on provenance
- By creating a dynamic meat section in-store
- By inspiring interest in ‘forgotten cuts’
- By giving consumers a foolproof recipe for success
- Lack of brands hampers meat’s growth prospects
- Key manufacturers in the red meat industry
- Cranswick Food Group
- Irish Food Processors
- Tulip
- Vion Food Group Ltd
- Marketing initiatives in the red meat market
- NPD activity in red meat
- Innovation most dynamic in the chilled aisle
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- Figure 39: New product launches in the red meat category, by storage type, UK, 2007-11
- Branded presence growing in meat
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- Figure 40: New product launches in the red meat category, own-label vs branded, UK, 2007-11*
- More than one in four products launched with a recycling claim
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- Figure 41: Top three new product claims in the red meat category, by share of all new product launches in the category, UK, 2007-11
- Premium claims more prevalent than economy
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- Figure 42: Premium and economy positioning claims in the red meat category, by share of all NPD in the category, UK, 2007-11*
Market Value and Forecast – Poultry and Game
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- Key points
- Market size poultry
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- Figure 43: UK retail sales of unprocessed poultry*, by volume and value, at current and constant prices, 2006-16
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- Figure 44: UK retail sales of unprocessed poultry, by type, by value sales, 2011(est)
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- Figure 45: UK retail sales of unprocessed poultry, by type, by value index, 2006-11
- Forecast
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- Figure 46: Forecast of UK retail value sales of unprocessed poultry, 2006-16
- Forecast methodology
- Chicken sales put in a robust performance, boosted by in-store promotions and high-welfare options
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- Figure 47: UK retail sales of unprocessed chicken, by volume and value, at current and constant prices, 2006-11
- Turkey shows signs of recovery
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- Figure 48: UK retail sales of unprocessed turkey, by volume and value, at current and constant prices, 2006-11
- Duck, goose and game
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- Figure 49: UK retail sales of duck and goose, by volume and value, at current and constant prices, 2006-11
- Demand for duck and goose proves resilient to economic climate
- Game meat maximises its seasonal advantage
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- Figure 50: UK retail value sales of game, at current and constant prices, 2006-16
- Coated poultry
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- Figure 51: UK retail value sales of coated poultry, 2009-11
- Key manufacturers in the poultry industry
- Bernard Matthews Farms
- Birds Eye
- Gressingham Foods
- Moy Park
- Marketing initiatives in the poultry market
- NPD activity in poultry
- Increase in chilled poultry launches
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- Figure 52: New product launches in the poultry category, by storage type, UK, 2007-11
- Branded presence growing steadily in poultry
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- Figure 53: New product launches in the poultry category, own-label vs. branded, UK, 2007-11
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- Figure 54: Top ten brands by new product launches in the poultry category, UK, 2007-11
- Figure 55: Top ten brands by new product launches in the poultry category, by storage, UK, 2007-11*
- ‘Ease of use’ claims encourage consumers to trial new products
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- Figure 56: Top five claim categories across new product launches in the red meat, poultry and fish categories, UK, 2011*
Market Value and Forecast – Fish and Shellfish
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- Key points
- Seafood is poised for growth
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- Figure 57: UK retail sales of fish and shellfish, by value and volume, 2006-16
- Shellfish needs a new lease of life in 2012
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- Figure 58: UK retail sales of fish and shellfish, by type, by volume and value, 2007, 2009 and 2011
- Forecast
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- Figure 59: Forecast of UK retail sales of fish and shellfish, by value, 2006-16
- Forecast methodology
- Chilled dominates but frozen fights back
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- Figure 60: UK retail sales of fish and shellfish, by storage type, by value index, 2006-11
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- Figure 61: UK retail sales of fish and shellfish, by storage type, by value, 2006-11
- Figure 62: UK retail sales of fish and shellfish, by storage type, by volume, 2006-11
- Frozen continues along the path of premiumisation
- Canned fish steps up its ethical credentials while adding value along the way
- Competition heats up in seafood
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- Figure 63: Leading brands in UK retail value sales of frozen seafood, 2009 and 2010
- Figure 64: Leading brands in UK retail value sales of ambient seafood, 2009 and 2010
- NPD activity by leading brands in fish
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- Figure 65: Own-label vs branded new product launches in the fish and shellfish category, UK, 2010-11*
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- Figure 66: Top product claims in the UK fish and shellfish market, by new own-label products vs branded products, 2010-11*
- Birds Eye boosted by its success with Bake to Perfection
- Young’s explores new brand partnerships
- Princes uses flavour variants and new packaging to re-ignite interest in its range
- John West reinvigorates its range and prepares to launch a major new campaign
- Seachill’s Saucy Fish Co innovates in product and packaging
- Marketing initiatives in the seafood market
- Birds Eye captains adspend
- Young’s signs up Fisherman’s Friends
- Princes favours prizes and promotions over above-the-line spend
- John West focuses its spend on No Drain No Mess launch
Channels to Market
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- Key points
- Grocers dominate the weekly shop
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- Figure 67: UK: Food retail sales, by sector, 2006-10
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- Figure 68: Estimated UK retail sales of red meat, poultry, and seafood, by type of outlet, by value, 2011 (est)
- Retailers compete in a different league
- Demand for ‘local’ prevails
- Opportunities for specialists to expand online
- Ad hoc visits to butchers and fishmongers fall by the wayside in 2011
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- Figure 69: Trends in types of shops visited for food, 2008-11
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- Figure 70: Visits to butchers or fishmongers, by age, according to % point above/below average, 2011
Consumption Trends in Red Meat, Poultry and Fish
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- Key points
- Frequency of consumption – who’s winning the battle for the midweek menu?
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- Figure 71: Consumption of red meat, poultry and seafood at home, July 2011
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- Figure 72: Frequency of eating red meat, poultry and fish at home, July 2011
- Chicken tonight…and tomorrow night
- Friday fish friers
- Beef reigns supreme
- Converting non-users from a young age
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- Figure 73: Non-users of red meat, poultry and fish at home, according to those who responded ‘Never (eat)’, by age, July 2011
- Targeting the 16-24s
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- Figure 74: Important factors when buying red meat, poultry and fish at home, difference from population average, by 16-24s, July 2011
Important Factors when Choosing Meat, Fish or Poultry
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- Key points
- Price is top decision-making factor at point of purchase
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- Figure 75: Important factors when choosing meat, poultry or fish, July 2011
- Men and women have different priorities
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- Figure 76: Important factors when choosing red meat, difference from population average, by gender, July 2011
Consumer Attitudes towards Red Meat, Poultry and Fish
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- Key points
- Consumer attitudes towards red meat
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- Figure 77: Agreement with statements regarding red meat (lamb, beef, pork), July 2011
- Consumer attitudes towards poultry
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- Figure 78: Agreement with statements regarding poultry, July 2011
- Consumer attitudes towards fish
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- Figure 79: Agreement with statements regarding fish or shellfish, July 2011
Consumer Target Groups
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- Key points
- Five target groups
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- Figure 80: Target groups based on attitudes towards meat, poultry and fish, July 2011
- Fish and Chicks (22%)
- Ethical Cooks (25%)
- Grab & Go (16%)
- Value Packs (17%)
- Habitual Shoppers (20%)
Appendix – Internal Market Environment
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- Figure 81: Trends in agreement with selected lifestyle statements, 2007-11
- Figure 82: Agreement with selected lifestyle statements, by demographics, 2011
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- Figure 83: Agreement with selected lifestyle statements, by demographics, 2011
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Appendix – Channels to Market
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- Figure 84: Trends in types of shops visited for food, drink and household products, 2008-11
- Figure 85: Types of shops visited for food, drink and household products, by demographics, 2011
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- Figure 86: Types of shops visited for food, drink and household products, by demographics, 2011
- Figure 87: Types of shops visited for food, drink and household products, by demographics, 2011
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- Figure 88: Types of shops regularly visited for food, drink and household products, by demographics, 2011
- Figure 89: Types of shops regularly visited for food, drink and household products, by demographics, 2011
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- Figure 90: Types of shops regularly visited for food, drink and household products, by demographics, 2011
- Figure 91: Types of shops occasionally visited for food, drink and household products, by demographics, 2011
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- Figure 92: Types of shops occasionally visited for food, drink and household products, by demographics, 2011
- Figure 93: Types of shops occasionally visited for food, drink and household products, by demographics, 2011
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Appendix – Market Size and Forecast
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- Forecast methodology
- Market overview
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- Figure 94: Estimated UK retail sales of seafood and unprocessed meat and poultry *, by value, 2006-11
- Red meat
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- Figure 95: Best and worst case forecast of UK retail value sales of unprocessed red meat, 2011-16
- Figure 96: Forecast of UK retail volume sales of unprocessed red meat, 2006-16
- Figure 97: Best and worst case forecast of UK retail volume sales of unprocessed red meat, 2011-16
- Sausage and burgers
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- Figure 98: Forecast of UK retail value sales of sausages, 2006-16
- Figure 99: Best and worst case forecast of UK retail value sales of sausages, 2011-16
- Figure 100: Forecast of UK retail value sales of Burgers, 2006-16
- Figure 101: Best and worst case forecast of UK retail value sales of burgers, 2011-16
- Poultry
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- Figure 102: Best and worst case forecast of UK retail value sales of unprocessed poultry, 2011-16
- Figure 103: Forecast of UK retail volume sales of unprocessed Poultry, 2006-16
- Figure 104: Best and worst case forecast of UK retail volume sales of unprocessed poultry, 2011-16
- Game
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- Figure 105: Forecast of UK retail value sales of Game, 2006-16
- Figure 106: Best and worst case forecast of UK retail value sales of game, 2011-16
- Fish and shellfish
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- Figure 107: UK retail sales of fish and shellfish, by storage type, by value, at current and constant prices, 2006-11
- Figure 108: Best and worst case forecast of UK retail value sales of fish and shellfish, 2011-16
- Figure 109: Forecast of UK retail volume sales of fish and shellfish, 2006-16
- Figure 110: Best and worst case forecast of UK retail volume sales of fish and shellfish, 2011-16
- Brand communication
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- Figure 111: Adspend in the UK meat, fish and poultry markets, by product category, 2008-11
- Figure 112: Adspend in the UK meat, fish and poultry markets, by top 15 companies, 2008-11
- Figure 113: Adspend in the UK meat, fish and poultry markets, by top 15 brands, 2008-11
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- Figure 114: Adspend in the UK fish and shellfish market, by product category, 2008-11
- Figure 115: Adspend by Birds Eye, UK, 2008-11
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- Figure 116: Adspend on fish and shellfish by Young’s Bluecrest Seafood, UK, 2008-11
- Figure 117: Adspend on canned fish by Princes, UK, 2008-11
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- Figure 118: Adspend on canned fish by John West, UK, 2008-11
Appendix – Consumption Trends in Red Meat, Poultry and Fish
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- Figure 119: Frequency of eating red meat, poultry and fish at home, July 2011
- Figure 120: Frequency of eating red meat, poultry and fish at home, July 2011
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- Figure 121: Frequency of eating lamb, by demographics, July 2011
- Figure 122: Frequency of eating beef, by demographics, July 2011
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- Figure 123: Frequency of eating pork, by demographics, July 2011
- Figure 124: Frequency of eating chicken, by demographics, July 2011
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- Figure 125: Frequency of eating turkey, by demographics, July 2011
- Figure 126: Frequency of eating duck, by demographics, July 2011
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- Figure 127: Frequency of eating fish, by demographics, July 2011
- Figure 128: Frequency of eating shellfish, by demographics, July 2011
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- Figure 129: Frequency of eating offal, by demographics, July 2011
- Figure 130: Attitudes towards limiting consumption of meat, by demographics, July 2011
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- Figure 131: Attitudes towards limiting consumption of poultry, by demographics, July 2011
- Figure 132: Attitudes towards limiting consumption of fish, by demographics, July 2011
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- Figure 133: Types of red meat, poultry and fish eaten at home, by repertoire of red meat, poultry and fish eaten at home, July 2011
- Figure 134: Agreement with the statement ‘I would like to cut back on meat’, by demographics, July 2011
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Appendix – Important Factors when Choosing Meat, Fish or Poultry
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- Figure 135: Important factors when choosing meat, poultry or fish, July 2011
- Figure 136: Most popular important factors when choosing meat, by demographics, July 2011
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- Figure 137: Next most popular important factors when choosing meat, by demographics, July 2011
- Figure 138: Most popular important factors when choosing poultry, by demographics, July 2011
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- Figure 139: Next most popular important factors when choosing poultry, by demographics, July 2011
- Figure 140: Most popular important factors when choosing fish, by demographics, July 2011
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- Figure 141: Next most popular important factors when choosing fish, by demographics, July 2011
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Appendix – Consumer Attitudes towards Red Meat, Poultry and Fish
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- Figure 142: Agreement with statements regarding red meat (lamb, beef, pork), July 2011
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- Figure 143: Agreement with statements regarding poultry, July 2011
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- Figure 144: Agreement with statements regarding fish or shellfish, July 2011
- Attitudes toward red meat
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- Figure 145: Agreement with the statements ‘I like to eat steak on special occasions’ and ‘If I want a special cut or high-quality meat, I go to a butcher’, by demographics, July 2011
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- Figure 146: Agreement with the statements ‘I would pay more for British meat’ and ’Sauces/marinades bring out the best in red meat’, by demographics, July 2011
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- Figure 147: Agreement with the statements ‘I like to try new cuts of meat’ and ’I would pay more for red meat that guarantees higher animal welfare’, by demographics, July 2011
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- Figure 148: Agreement with the statements ‘I eat more sausages, poultry etc instead of red meat to save money’ and ’I cook more with red meat because I cook from scratch more’, by demographics, July 2011
- Attitudes towards poultry
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- Figure 149: Agreement with the statements ‘I enjoy cooking with poultry because it's versatile’ and ‘I use poultry because it's quick and convenient to cook with’, by demographics, July 2011
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- Figure 150: Agreement with the statements ‘Chicken tastes better than turkey’ and ‘It's worth paying more for free-range chicken’, by demographics, July 2011
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- Figure 151: Agreement with the statements ‘I would buy ready-marinated chicken portions/pieces’ and ‘I would like to try new types of poultry’, by demographics, July 2011
- Attitudes towards fish
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- Figure 152: Agreement with the statements ‘Canned fish offers good value for money’ and ‘I expect the brands/supermarkets to only provide sustainable fish/shellfish’, by demographics, July 2011
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- Figure 153: Agreement with the statements ‘I would like clearer on-pack information on sustainability’ and ‘Canned fish is as good for you as chilled’, by demographics, July 2011
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- Figure 154: Agreement with the statements ‘I like to try new species of fish/shellfish’ and ‘Chilled fish is better quality than frozen’, by demographics, July 2011
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- Figure 155: Agreement with the statement ‘I prefer to buy seafood that's ready to cook’, by demographics, July 2011
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Appendix – Consumer Target Groups
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- Figure 156: Important factors when choosing meat, by target groups, July 2011
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- Figure 157: Important factors when choosing poultry, by target groups, July 2011
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- Figure 158: Important factors when choosing fish, by target groups, July 2011
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- Figure 159: Agreement with statements regarding red meat (lamb, beef, pork), by target groups, July 2011
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- Figure 160: Agreement with statements regarding poultry, by target groups, July 2011
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- Figure 161: Agreement with statements regarding fish or shellfish, by target groups, July 2011
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- Figure 162: Target groups, by demographics, July 2011
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