Table of Contents
Introduction
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- Key themes within the report
- Definition
- Consumer research
- Abbreviations
Executive Summary
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- The market
- Forecast
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- Figure 1: Estimated market value of poultry, IoI, RoI and NI, 2008-18
- Figure 2: Indexed growth in grocery retailing vs. poultry, all-Ireland, 2008-18
- Market factors
- EU is the weakest region within the global poultry market
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- Figure 3: Poultry average price forecasts, Q2 2012-Q1 2014
- Poultry consumption outstrips domestic availability
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- Figure 4: Agreement with selected statements relating to price of animal protein, by gender, NI and RoI, February 2013
- Positive poultry credentials bode well with Irish consumers
- Companies, brands and innovations
- The consumer
- Chilled portions/fillets/diced chicken tops the pecking order
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- Figure 5: Consumption of portions/fillets/diced chicken bought or eaten at home within the last 12 months, by gender and age, NI and RoI, February 2013
- Responsibly sourced poultry a key purchase trigger
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- Figure 6: Agreement with the statement ‘I expect the brand/retailer to ensure their poultry is responsibly sourced’, by gender and age, NI and RoI, February 2013
- Versatility of poultry appeals to consumers
- Frozen poultry failing to attract consumers’ attention
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- Figure 7: Consumption of frozen poultry bought or eaten at home within the last 12 months, NI and RoI, February 2013
- What we think
Issues in the Market
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- Is growth within the poultry category centred on the chilled offering?
- How have poultry sales benefited from the horsemeat scandal?
- Which types of innovations are driving growth within the poultry category?
- What are Irish consumers’ main motivating factors when purchasing poultry products?
Trend Applications
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- Factory Fear
- The Real Thing
- Mintel Futures: Human
Market Overview
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- Key points
- EU poultry market outlook for 2013 more positive than 2012
- Feed prices drop from all-time high in 2012
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- Figure 8: Poultry average price forecasts, Q2 2012-Q1 2014
- Animal protein shows strong export growth
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- Figure 9: Animal export sales, NI, 2010
- Costs of production of poultry higher than fish
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- Figure 10: Feed conversion ratios, 2013
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- Figure 11: Animals slaughtered in Ireland and the UK, by species, 2011
- Poultry benefits from healthy image
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- Figure 12: Agreement with selected statements relating to consumption of animal protein, by gender, NI and RoI, February 2013
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- Figure 13: Fatty acid profile of chicken per 100g, 2012
- RoI food prices remain constant in 2012
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- Figure 14: Consumer price index, RoI, 2006-13
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- Figure 15: Consumer price index, UK (inc NI), year-on-year percentage change, January 2006-13
- Figure 16: Consumer food price index developments (% change on previous year), January-October 2012
- Poultry benefits from value perception
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- Figure 17: Agreement with selected statements relating to price of animal protein, by gender, NI and RoI, February 2013
- Commitment to domestic sourcing has risen up the pecking order
- Discounters’ increasing share of the market puts increased pressure on brands
- Brands fighting back through increased promotional activity
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- Figure 18: Promotional dynamics within selected retailers, all food, March 2013
- Figure 19: Top ten types of own-label products bought in the last 12 months, NI and RoI, February 2012
Competitive Context
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- Key points
- Meat dominates the animal protein market within Ireland
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- Figure 20: Market value for the meat*, poultry and fish sector, IoI, 2012
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- Figure 21: Meal types eaten over the past week by adults, RoI, November 2011
- Meat sector dominates due to high beef prices and buoyant demand
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- Figure 22: Estimated value of the meat market, by value, IoI, NI and RoI, 2008-18*
- Chilled meat products dominating NPD
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- Figure 23: Number of new product launches, meat, fish and poultry, UK and Ireland, 2010-13
- Fish is an unpopular protein source
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- Figure 24: Fish consumption in Ireland compared to other countries, 2011
- Figure 25: Food groups’ contribution to protein intake, RoI, 2011
- Meat substitute brands capitalising on horsemeat scandal
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- Figure 26: Increase in vegetarian brand sales, UK, 2013
- Figure 27: UK retail sales of meat-free* and free-from** foods, by value, 2007-17
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Size and Segmentation
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- Key points
- The poultry market shows growth but figures mask a difficult environment
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- Figure 28: Market value of the poultry industry, IoI, RoI and NI, 2008-18
- Future growth will be dependent on an improved economic environment
- Poultry market shows stronger growth than general grocer retailing
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- Figure 29: Indexed growth in grocery retailing vs poultry, all-Ireland, 2008-18
- Weak competition in the poultry category allows chicken to dominate
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- Figure 30: Estimated value of the poultry market, by sub-category, Ireland, 2013
- Figure 31: Value of the poultry market, by sub-sector, RoI and NI, 2012
Companies and Innovations
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- Poultry products prevail
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- Figure 32: New product development launches in the poultry category, UK and Ireland, 2007-13
- New variety/range extension consistently the most common launch type
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- Figure 33: New product development in the poultry sub-category, by launch type, UK and Ireland, 2007-12
- Product information and ethical claims remain most important
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- Figure 34: Product claims within the poultry category, UK and Ireland, 2007-13
- Ethical and environmental claims are the top sub-claim category in 2012
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- Figure 35: New product launches within the poultry category, by sub-claim category, UK and Ireland, 2007-13
- Limited NPD activity within the frozen poultry category
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- Figure 36: Poultry launches, by storage type, UK and Ireland, 2010-13
- Company profiles
- Cappoquin Poultry Ltd
- Crossgar Poultry
- Manor Farm
- Moy Park
- O’Kane Poultry (owned by Moy Park)
- Shalvey Poultry
- Silver Hill Foods
- Western Brand
The Consumer – Type of Poultry Purchased
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- Key points
- Chilled raw portioned/filleted/diced chicken takes top spot
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- Figure 37: Consumption of poultry, chilled and frozen bought or eaten at home within the last 12 months, NI and RoI, February 2013
- Chilled raw/unprepared poultry more popular than convenience options
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- Figure 38: Portions/fillets/diced chicken, chilled and frozen bought or eaten at home within the last 12 months, by gender and age, NI and RoI, February 2013
- Ready-to-cook products are most popular frozen poultry product
- 16-24s show highest usage of frozen products
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- Figure 39: Frozen breaded/battered poultry (chicken Kiev) and chicken burger consumption, by age, NI and RoI, February 2013
- Women are highest users of chilled raw chicken products
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- Figure 40: Types of chilled poultry bought to be eaten at home in the last 12 months, by gender, NI and RoI, February 2013
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- Figure 41: Grocery shopping responsibilities within the home, by gender, NI and RoI, 2012
- Marinated chicken offers opportunities for flavour innovation
- BBQ season presents opportunities
- Duck most popular with Irish men
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- Figure 42: Duck and other chilled poultry bought to be eaten at home in the last 12 months, by age, NI and RoI, February 2013
- Older Irish consumers cook whole birds
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- Figure 43: Types of chilled poultry bought to be eaten at home in the last 12 months, by age, NI and RoI, February 2013
The Consumer – Attitudes towards Poultry
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- Key points
- Irish consumers expect retailers and brands to take ownership for sourcing of poultry
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- Figure 44: Agreement with statements relating to poultry, NI and RoI, February 2013
- Versatility is a key attribute for poultry
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- Figure 45: Agreement with the statement ‘Chicken is useful for preparing a number of different types of dishes’, by gender, age and presence of children, NI and RoI, February 2013
- Traceability issues linked to purchase of whole/cuts of poultry
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- Figure 46: Agreement with the statement ‘I prefer unprepared whole/cuts of poultry because then I know exactly what I am buying’, by gender, age and socio-economic group, NI and RoI, February 2013
- Free-range poultry has most appeal to consumers aged 35-64
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- Figure 47: Agreement with the statement ‘Animal welfare is important to me when buying poultry products’, by gender and age, NI and RoI, February 2013
- Increasing poultry costs fail to curb poultry consumption
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- Figure 48: Agreement with the statement ‘I have cut back on buying poultry because of cost’, by employment status, NI and RoI, February 2013
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- Figure 49: Agreement with the statement ‘Compared to red meat, poultry is better value for money’, by gender and age, NI and RoI, February 2013
- Turkey has strongest associations with Christmas
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- Figure 50: Agreement with the statement ‘I only eat turkey at Christmas’, by gender and age, NI and RoI, February 2012
Appendix
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- NI
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- Figure 51: Types of chilled poultry bought to be eaten at home in the last 12 months, by demographics, NI, February 2013
- Figure 52: Types of chilled poultry bought to be eaten at home in the last 12 months, by demographics, NI, February 2013 (continued)
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- Figure 53: Types of frozen poultry bought to be eaten at home in the last 12 months, by demographics, NI, February 2013
- Figure 54: Types of frozen poultry bought to be eaten at home in the last 12 months, by demographics, NI, February 2013 (continued)
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- Figure 55: Agreement with statements relating to poultry, by demographics, NI, February 2013
- Figure 56: Agreement with statements relating to poultry, by demographics, NI, February 2013 (continued)
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- Figure 57: Agreement with statements relating to poultry, by demographics, NI, February 2013 (continued)
- RoI
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- Figure 58: Types of chilled poultry bought to be eaten at home in the last 12 months, by demographics, RoI, February 2013
- Figure 59: Types of chilled poultry bought to be eaten at home in the last 12 months, by demographics, RoI, February 2013 (continued)
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- Figure 60: Types of frozen poultry bought to be eaten at home in the last 12 months, by demographics, RoI, February 2013
- Figure 61: Types of frozen poultry bought to be eaten at home in the last 12 months, by demographics, RoI, February 2013 (continued)
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- Figure 62: Agreement with statements relating to poultry, by demographics, RoI, February 2013
- Figure 63: Agreement with statements relating to poultry, by demographics, RoI, February 2013 (continued)
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- Figure 64: Agreement with statements relating to poultry, by demographics, RoI, February 2013 (continued)
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