Table of Contents
Introduction
-
- Definition
- Red meat definition
- Poultry and game definition
- Seafood definition
- Abbreviations
Executive Summary
-
- The market
- Price inflation driving value growth ahead of volumes
-
- Figure 1: UK retail sales of meat, poultry and seafood, by value, 2007-17
-
- Figure 2: Share of UK retail value and volume sales of processed and unprocessed/raw meat, poultry and seafood, by sub-category, 2012 (est)
- Red meat
-
- Figure 3: UK retail sales of meat, by value, 2007-17
-
- Figure 4: Share of UK retail value and volume sales of unprocessed/raw meat, by sub-category, 2012 (est)
- Poultry and game
-
- Figure 5: UK retail sales of poultry, by value, 2007-17
- Figure 6: Share of UK retail value and volume sales of unprocessed/raw poultry and game, by sub-category, 2012 (est)
- Seafood
-
- Figure 7: UK retail sales of seafood, by value, 2007-17
- Forecast
- Target demographics
- Market factors
- Rising cost pressures
- Higher pork prices expected
- Meat avoidance steady
- Companies, brands and innovation
- Market share
- Frozen fish
-
- Figure 8: Leading brands in UK retail sales of frozen seafood, 2011
- Canned fish
-
- Figure 9: Leading brands in UK retail sales of ambient seafood, 2011
- Innovation
- Ease of use is a clear focus for adspend
- The consumer
- Type and frequency of use
-
- Figure 10: Usage of meat, poultry and seafood by type, by frequency, July 2012
- Quality comes first among important factors affecting purchase
-
- Figure 11: Important qualities when choosing meat, seafood or poultry products, July 2012
- Attitudes towards meat, poultry and seafood
- Traceability concerns
-
- Figure 12: Attitudes towards sourcing of meat, poultry and seafood, July 2012
- Healthy eating and financial cutbacks
-
- Figure 13: Attitudes towards healthiness and cost of meat, poultry and seafood, July 2012
- Attitudes towards level of preparation required
-
- Figure 14: Attitudes towards cooking meat, poultry and seafood, July 2012
- What we think
Issues in the Market
-
- How can frozen meat, poultry and seafood tap into the convenience and hands-on positioning of chilled?
- What factors can ready-to-cook meat, poultry and seafood leverage to drive interest among core users?
- How can meat, seafood and poultry companies tap into demand for ease of use?
- What attributes can companies highlight to target mature ‘meat-avoiders’ more effectively?
Trend Application
-
- Trend: Patriot Games
- Trend: Survival Skills
- 2015 Trend: Old Gold
Market Drivers
-
- Key points
- Rising cost pressures in the meat, poultry and seafood market
-
- Figure 15: Annual retail price change of red meat, poultry and fish, 2007-11
- Figure 16: Retail price change of red meat, poultry and fish, January-August 2012
- Higher pork prices ahead
- Rising lamb prices have made poultry and pork more appealing
- Higher prices cause canned and frozen food to lose their competitive edge
- VAT on hot foods
- High expectations for seasonal uplift in summer 2012
-
- Figure 17: Percentage change in UK temperature, rainfall and sunshine, 2011 vs 2012
- Country of origin regulation extends to pork, lamb and poultry
- New logos aim to help consumers make informed decisions on buying seafood
- Threat from meat avoiders
-
- Figure 18: Agreement with lifestyle statements regarding meat avoidance, 2008-12
- ‘Eat two portions of fish a week’ isn’t sinking in
- Consumers struggle to justify spend on organic food
Who’s Innovating?
-
- Key points
- New product launch activity in meat, poultry and fish
-
- Figure 19: NPD in meat, fish and poultry, by product category, 2007-12*
- Own-label activity most prominent in poultry
-
- Figure 20: NPD in meat, poultry and fish, own-label vs branded launches, August 2011-August 2012
- Relative lack of frozen meat products
-
- Figure 21: NPD in meat, poultry and fish, by product category and storage, August 2011-August 2012
- Eco-friendliness dominates new product claims
-
- Figure 22: NPD in meat, poultry and fish, by product category and new product claim, August 2011-August 2012
-
- Figure 23: Top ten new product claims in meat, fish and poultry, August 2011-August 2012
- Convenience claims aim to attract new users and increase frequency of use
- Economy claims remain relevant…
- … although premium is fighting back
- Premium grass-fed beef products present a new marketing opportunity
- ‘No nasties’ claims popular
Strengths and Weaknesses
-
- Strengths
- Weaknesses
Market Size and Forecast
-
- Key points
- Meat, poultry and seafood
-
- Figure 24: UK retail value and volume sales of meat, poultry and seafood, 2007-17
-
- Figure 25: UK retail value sales of meat, poultry and seafood, by sector, 2007-17
- Figure 26: UK retail volume sales of meat, poultry and seafood, by sector, 2007-17
- Forecast
-
- Figure 27: UK retail sales of meat, seafood, poultry, by value, 2007-17
- Figure 28: UK retail sales of meat, seafood, poultry, by volume, 2007-17
-
- Figure 29: UK retail sales of meat, by value, 2007-17
- Figure 30: UK retail sales of poultry and game, by value, 2007-17
- Figure 31: UK retail sales of seafood, by value, 2007-17
- Forecast methodology
Market Segmentation
-
- Key points
- Meat
- The pattern of sales hinges on promotional activity
-
- Figure 32: UK retail value and volume sales of unprocessed/raw meat, 2007-12
- Offal gains retailer support
- Bacon, sausages and burgers
-
- Figure 33: UK retail value and volume sales of bacon, sausages and burgers, 2007-12
- Chilled/sliced cooked meats, sausages and meat snacks
-
- Figure 34: UK retail value and volume sales of chilled/sliced cooked meats, 2007-12
- Figure 35: UK retail value and volume sales of cooked sausages and meat snacks*, 2007-12
- Canned meats
-
- Figure 36: UK retail value and volume sales of canned meats*, 2007-12
- Frozen meat
-
- Figure 37: Estimated UK retail value and volume sales of frozen meat*, 2009-12
- Poultry
- Unprocessed poultry
-
- Figure 38: Estimated UK retail value and volume sales of unprocessed/raw poultry, 2007-12
- Figure 39: Estimated UK retail value and volume sales of game meat, 2007-12
- Chicken is the heavyweight of the sector while turkey prospects improve
- Wider availability of game contributes to its growth
- Processed poultry
-
- Figure 40: Estimated UK retail value and volume sales of processed poultry*, 2007-12
- Seafood
-
- Figure 41: UK retail value and volume sales of seafood (fish and shellfish), 2007-12
-
- Figure 42: UK retail sales of seafood (fish and shellfish), by type, by volume and value, 2007-12
- Chilled recovers to outperform frozen fish
-
- Figure 43: Estimated UK retail sales of seafood (fish and shellfish), by storage, by volume and value, 2007-12
- Chilled added value seafood and frozen ‘easy cook’ formats complement each other
-
- Figure 44: Estimated UK retail sales of natural and processed seafood (chilled and frozen fish and shellfish), by volume and value, 2007-12
Market Share
-
- Key points
- Own-label dominates unprocessed meat, poultry and seafood
- Premiumisation drives branded NPD in sausages
- Competition heats up in frozen fish
-
- Figure 45: Leading brands in UK retail value sales of frozen seafood, 2009-11
- Canned fish leaders switch places
-
- Figure 46: Leading brands in UK retail value sales of ambient seafood, 2009-11
- Branded newcomers
- Jamie Oliver Keep It Simple extends into poultry
- German company Tillman’s brings a new approach to frozen meat
- Chixxs is a new challenger to category stalwart Birds Eye
- Dutch brand Lovet plans its UK launch
- Herta ventures beyond frankfurters into sliced meats
- The Reel Fish Company offers a ‘better for everyone’ alternative
- The Big Prawn Co expands snacking range
- Scotty Brand extends into smoked salmon
Companies and Products
-
- Bernard Matthews Limited
- Findus Group/Young’s
- Iglo Group/Birds Eye
- John West
- Kerry Foods
- Princes
- Tulip Ltd
- Moy Park
- Vion
- ABP Food Group
Brand Communication and Promotion
-
- Key points
- Adspend shows a slight decline in 2011
-
- Figure 47: Above-the-line expenditure in the UK meat, poultry and seafood market, 2008-12*
-
- Figure 48: Above-the-line expenditure in the UK meat, fish and poultry market, by product category, 2008-12*
- Frozen sector enjoys a boost in 2011
-
- Figure 49: Above-the-line expenditure in the UK meat, fish and poultry market, by product sector, 2008-12*
- Waitrose launches high-welfare awareness campaign
-
- Figure 50: Above-the-line expenditure in the UK meat, fish and poultry market, by company, 2011
- Princes encourages a fresh seasonal look at canned fish and meat
- The Reel Fish Co targets a higher share of the canned tuna market
- Has the Saucy Fish Co got the X Factor?
- Trade associations
- Eblex
- Quality Meat Scotland
- British Turkey Federation
- Scottish Venison Strategy Group
Channels to Market
-
- Key points
- Growth in food retailing is expected to slow in 2012
-
- Figure 51: UK food retailers’ sales, 2007-12
- Major retailers invest in their fresh meat, poultry and seafood offer
- Sustainability targets drive fish counters to develop their offering
- Discounters reinforce British-sourcing strategy for fresh meat
- Butchers see some light at the end of the tunnel
-
- Figure 52: Selected types of shops visited for food, drink and household products, 2008-12
- Online specialists
The Consumer – Trends in Frozen Fish and Cooked Meats Usage
-
- Key points
- Frozen fish usage hits a stumbling block
-
- Figure 53: Frequency of using frozen fish products (incl. fish fingers), 2008-12
-
- Figure 54: Types of frozen fish products (incl. fish fingers) used most often, 2008-12
- Cooked meat usage falls in 2012
-
- Figure 55: Frequency of using cooked meats (pre-packed and unpackaged), 2010-12
The Consumer – Type and Frequency of Usage
-
- Key points
- Raw/unprepared benefits outweigh convenience options
-
- Figure 56: Usage of meat, poultry and seafood by type, by frequency, July 2012
-
- Figure 57: Usage of unprepared and ready-to-cook meat, poultry and seafood at least three times a week, by age group and household income, July 2012
- Sausages and bacon are the preferred types of ready-to-cook meat, poultry and seafood
-
- Figure 58: Usage of prepared ready-to-cook meat, poultry or seafood by type, July 2012
-
- Figure 59: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product July 2012
- Enthusiasm for cooking reflected in storage preferences
-
- Figure 60: Statements describing cooking and eating habits, by usage of prepared ready-to-cook meat, poultry or seafood by storage type, July 2012
- Cooking also influences product preferences
-
- Figure 61: Statements describing cooking and eating habits with which consumers are more likely than average to agree, by types of prepared ready-to-cook meat, poultry or seafood used, July 2012
- Ham slices top the list as preferred type of RTE meat, poultry and seafood
-
- Figure 62: Usage of cooked or other ready-to-eat meat, poultry or seafood by type, July 2012
-
- Figure 63: Usage of cooked or other ready-to-eat meat, poultry or seafood by type, July 2012
- Ready-to-cook users show a greater appetite for variety
-
- Figure 64: Repertoire of usage of ready-to-cook meat, poultry or seafood by type and of cooked, ready-to-eat meat, poultry or seafood by type, July 2012
The Consumer – Important Factors Affecting Purchase
-
- Key points
- Quality is the top important factor influencing choice of meat, poultry and seafood products
-
- Figure 65: Important qualities when choosing meat, seafood or poultry products, July 2012
-
- Figure 66: Important qualities when choosing meat, seafood or poultry products, by type of prepared ready-to-cook meat, poultry or seafood used, difference between users’ response and average response, July 2012
- Quality ingredients attract a more mature audience
- Families prioritise convenience, youngsters take an interest in flavours
- Animal welfare ranks ahead of organic, low fat ahead of low salt
- Priorities by product type used
-
- Figure 67: Important qualities when choosing ready-to-cook or ready-to-eat meat, seafood or poultry products, by products used, above-average response, July 2012
The Consumer – Attitudes Towards Meat, Poultry and Seafood
-
- Key points
- Attitudes towards meat, poultry and seafood
-
- Figure 68: Attitudes towards meat, poultry and seafood, July 2012
- Sourcing expectations come out top
-
- Figure 69: Attitudes towards sourcing of meat, poultry and seafood, July 2012
- Food scares keep food safety high on consumer radars
- Healthy eating and cutbacks
-
- Figure 70: Attitudes towards healthiness and cost of meat, poultry and seafood, July 2012
- Few consider ready-to-cook meat, poultry and seafood an unhealthy option
- Attitudes towards level of preparation required
-
- Figure 71: Attitudes towards cooking meat, poultry and seafood, July 2012
The Consumer – CHAID Analysis
-
- Key point
- Methodology
- Greater demand for transparency among regular scratch cooks
-
- Figure 72: “I prefer unprepared whole/cuts of meat/seafood/poultry because then I know exactly what I’m buying” – CHAID – Tree output, July 2012
-
- Figure 73: I prefer unprepared whole/cuts of meat/seafood/poultry because then I know exactly what I’m buying” – CHAID – Table output, July 2012
Appendix – Market Drivers
-
-
- Figure 74: GDP, PDI, consumer expenditure and savings, at constant 2012 prices, 2007-17
- Figure 75: Trends and projections in UK households, by size, 2007-17
- Figure 76: Forecast adult population trends, by lifestage, 2007-17
- Figure 77: Agreement with selected lifestyle statements, 2008-12
-
- Figure 78: Frequency of buying organic meat, 2008-12
-
Appendix – Who’s Innovating?
-
-
- Figure 79: NPD in meat, fish and poultry, by company, 2007-12*
- Figure 80: NPD in meat, poultry and fish, by storage, 2007-12*
-
- Figure 81: NPD in shelf-stable fish, by packaging type, 2007-12*
-
Appendix – Market Size and Forecast
-
- Meat, poultry and seafood
-
- Figure 82: UK retail sales of meat, poultry and seafood, best and worst case forecast, by value, 2012-17
- Figure 83: UK retail sales of meat, poultry and seafood, best and worst case forecast, by volume, 2012-17
- Red meat
-
- Figure 84: Forecast of UK retail sales of meat, by volume, 2007-17
- Figure 85: UK retail sales of meat, best and worst case forecast, by value, 2012-17
- Figure 86: UK retail sales of meat, best and worst case forecast, by volume, 2012-17
- Poultry and game
-
- Figure 87: UK retail sales of poultry and game, by volume, 2007-17
- Figure 88: UK retail sales of poultry and game, best and worst case forecast, by value, 2012-17
- Figure 89: UK retail sales of poultry and game, best and worst case forecast, by volume, 2012-17
- Seafood
-
- Figure 90: UK retail sales of seafood, by volume, 2007-17
- Figure 91: UK retail sales of seafood, best and worst case forecast, by value, 2012-17
- Figure 92: UK retail sales of seafood, best and worst case forecast, by volume, 2012-17
Appendix – Brand Communication and Promotion
-
-
- Figure 93: Above-the-line expenditure in the UK meat, fish and poultry market, 2008-12*
-
Appendix – Channels to Market
-
-
- Figure 94: UK meat and seafood specialist retail, number of enterprises, and turnover, 2005-10
-
Appendix – Consumer – Trends in Usage of Frozen Fish and Cooked Meats
-
-
- Figure 95: Frequency of using frozen fish products (incl. fish fingers), by demographics, 2012
-
- Figure 96: Frequency of using cooked meats (pre-packed and unpackaged), 2010-12
-
- Figure 97: Types of cooked meat used most often, 2010-12
-
- Figure 98: Frequency of using cooked meats (pre-packed and unpackaged), by demographics, 2012
-
Appendix – The Consumer – Type and Frequency of Usage
-
-
- Figure 99: Usage of meat, poultry and seafood by type, by frequency, July 2012
-
- Figure 100: Usage of raw, whole or cuts of meat, poultry or seafood, that are cooked at home, by frequency, by demographics, July 2012
-
- Figure 101: Usage of prepared ready-to-cook chilled or frozen meat, poultry or seafood, by frequency, by demographics, July 2012
-
- Figure 102: Usage of cooked or other ready-to-eat meat, poultry or seafood, by frequency, by demographics, July 2012
-
- Figure 103: Usage of prepared ready-to-cook meat, poultry or seafood, by type, by demographics, July 2012
-
- Figure 104: Most popular types of prepared ready-to-cook meat, poultry or seafood used, by demographics, July 2012
-
- Figure 105: Next most popular types of prepared ready-to-cook meat, poultry or seafood used, by demographics, July 2012
-
- Figure 106: Most popular types of chilled prepared ready-to-cook meat, poultry or seafood used, by demographics, July 2012
-
- Figure 107: Next most popular types of chilled prepared ready-to-cook meat, poultry or seafood used, by demographics, July 2012
-
- Figure 108: Most popular types of frozen prepared ready-to-cook meat, poultry or seafood used, by demographics, July 2012
-
- Figure 109: Next most popular types of frozen prepared ready-to-cook meat, poultry or seafood used, by demographics, July 2012
-
- Figure 110: Repertoire of usage of prepared ready-to-cook meat, poultry or seafood by type, by demographics, July 2012
-
- Figure 111: Statements describing cooking and eating habits, by most popular types of prepared ready-to-cook meat, poultry or seafood used, July 2012
-
- Figure 112: Statements describing cooking and eating habits, by next most popular types of prepared ready-to-cook meat, poultry or seafood used, July 2012
-
Appendix – Consumer – Usage of Meat, Seafood and Poultry
-
-
- Figure 113: Usage of cooked or other ready-to-eat meat, poultry or seafood by type (pre-packed vs. deli counter), by demographics, July 2012
-
- Figure 114: Usage of cooked or other ready-to-eat meat, poultry or seafood by type, by demographics, July 2012
-
- Figure 115: Usage of cooked or other ready-to-eat meat, poultry or seafood by type, by demographics, July 2012 (continued)
-
- Figure 116: Most popular types of pre-packed cooked or other ready-to-eat meat, poultry or seafood used, by demographics, July 2012
-
- Figure 117: Next most popular types of pre-packed cooked or other ready-to-eat meat, poultry or seafood used, by demographics, July 2012
-
- Figure 118: Most popular types of cooked or other ready-to-eat meat, poultry or seafood from the deli counter used, by demographics, July 2012
-
- Figure 119: Next most popular types of cooked or other ready-to-eat meat, poultry or seafood from the deli counter used, by demographics, July 2012
-
- Figure 120: Repertoire of any cooked or other ready-to-eat meat, poultry or seafood used by type, July 2012
-
Appendix – Consumer – Important Factors Affecting Purchase
-
-
- Figure 121: Types of meat, poultry and seafood bought, July 2012
-
- Figure 122: Types of meat, poultry and seafood bought, by demographics, July 2012
-
- Figure 123: Important qualities when choosing meat, seafood or poultry products, July 2012
-
- Figure 124: ‘High quality ingredients’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
-
- Figure 125: ‘High meat/seafood/poultry content’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
-
- Figure 126: ‘Easy to prepare’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
-
- Figure 127: ‘British ingredients’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
-
- Figure 128: ’ Quick to prepare’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
-
- Figure 129: ‘High animal welfare’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
-
- Figure 130: ‘Low/reduced fat’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
-
- Figure 131: Important qualities when choosing meat, seafood or poultry products: Low/reduced salt, by demographics, July 2012
-
- Figure 132: ‘Local ingredients’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
-
- Figure 133: ’Interesting flavours’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
-
- Figure 134: ‘Organic products’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
-
- Figure 135: ‘Unusual ingredients’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
-
- Figure 136: Important qualities when choosing meat, seafood or poultry products, by type of prepared ready-to-cook meat, poultry or seafood used, July 2012
-
- Figure 137: Important qualities when choosing meat, seafood or poultry products, by most popular type of prepared ready-to-cook meat, poultry or seafood used, July 2012
-
- Figure 138: Important qualities when choosing meat, seafood or poultry products, by next most popular type of prepared ready-to-cook meat, poultry or seafood used, July 2012
-
- Figure 139: Important qualities when choosing meat, seafood or poultry products, by type of cooked or other ready-to-eat meat, poultry or seafood used, July 2012
-
- Figure 140: Important qualities when choosing meat, seafood or poultry products, by most popular types of cooked or other ready-to-eat meat, poultry or seafood used, July 2012
-
- Figure 141: Important qualities when choosing meat, seafood or poultry products, by next most popular types of cooked or other ready-to-eat meat, poultry or seafood used, July 2012
-
Appendix – Consumer – Attitudes Towards Meat, Seafood and Poultry
-
-
- Figure 142: Most popular attitudes towards meat, poultry and seafood, by demographics, July 2012
-
- Figure 143: Next most popular attitudes towards meat, poultry and seafood, by demographics, July 2012
-
- Figure 144: Other attitudes towards meat, poultry and seafood, by demographics, July 2012
-
- Figure 145: Attitudes towards meat, poultry and seafood, by types of prepared ready-to-cook meat, poultry or seafood used, July 2012
-
- Figure 146: Attitudes towards meat, poultry and seafood, by most popular types of prepared ready-to-cook meat, poultry or seafood used, July 2012
-
- Figure 147: Attitudes towards meat, poultry and seafood, by most popular types of prepared ready-to-cook meat, poultry or seafood used, July 2012
-
- Figure 148: Attitudes towards meat, poultry and seafood, by other types of prepared ready-to-cook meat, poultry or seafood used, July 2012
-
- Figure 149: Attitudes towards meat, poultry and seafood, by types of cooked or other ready-to-eat meat, poultry or seafood used (pre-packed v. deli counter), July 2012
-
- Figure 150: Attitudes towards meat, poultry and seafood, by most popular types of cooked or other ready-to-eat meat, poultry or seafood used, July 2012
-
- Figure 151: Attitudes towards meat, poultry and seafood, by next most popular types of cooked or other ready-to-eat meat, poultry or seafood used, July 2012
-
- Figure 152: Attitudes towards meat, poultry and seafood, by most popular qualities when choosing meat, seafood or poultry products, July 2012
-
- Figure 153: Attitudes towards meat, poultry and seafood, by next most popular qualities when choosing meat, seafood or poultry products, July 2012
-
- Figure 154: Attitudes towards meat, poultry and seafood, by other qualities when choosing meat, seafood or poultry products, July 2012
-
Back to top