Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
- Meat, poultry and seafood market size reaches £17.3 billion
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- Figure 1: UK retail value sales of meat, poultry and seafood, 2008-18
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- Figure 2: UK retail value sales of meat, poultry and seafood, by segment, 2008-18
- Red meat
- Poultry and game
- Seafood
- Market factors
- Higher food prices lead to consumer cutbacks
- Shrinking households likely to affect consumption
- Companies, brands and innovation
- Market share
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- Figure 3: Own-label shares in retail sales of selected processed meat, poultry and seafood, by value and volume, 2012/13*
- Ease of use, health, and new flavours are inspiring NPD in 2013
- The consumer
- High penetration levels among UK households
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- Figure 4: Usage of meat, poultry and seafood by frequency, by preparation stage, August 2013
- Clear preference for chilled over frozen
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- Figure 5: Usage of prepared ready-to-cook meat, poultry and seafood products, by storage type, August 2013
- Despite popularity of pre-packed, deli counters play an important role
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- Figure 6: Usage of cooked or other ready-to-eat meat, poultry or seafood, by type, August 2013
- Changes in buying habits reflect switching between proteins
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- Figure 7: Changes in amount spent on meat/fish/poultry in the last 12 months, August 2013
- Greater appetite for high quality ingredients
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- Figure 8: Important qualities when choosing meat, seafood or poultry products, August 2013
- High interest in origin
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- Figure 9: Selected attitudes towards meat, seafood or poultry, August 2013
- What we think
Issues in the Market
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- How important are healthier options to meat, poultry and seafood consumers?
- Which segments could further leverage convenience?
- How can the seafood market support usage through innovation?
- How can companies continue to drive enthusiasm for red meat?
Trend Application
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- Trend: Man in the Mirror
- Trend: Moral Brands
- Mintel Futures Trend: Generation Next
Market Drivers
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- Key points
- Higher food prices exert pressure on household budgets
- Mood of austerity takes its toll on consumption levels
- Health rises on public agenda
- Government guidance on how to ‘Eatwell’
- Seafood industry continues to push ‘twice a week’ mantra
- Responsibility deals urges companies to take initiative on health
- Salt reduction targets
- Demographic changes
- Recovering economy, but stalling growth of ABs
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- Figure 10: Forecast adult population trends, by socio-economic group, 2008-18
- Non-family households rise in importance
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- Figure 11: Forecast adult population trends, by lifestage, 2008-18
Who’s Innovating?
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- Key points
- New product launch activity in processed meat, poultry and seafood
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- Figure 12: NPD in processed meat, poultry and fish, by product category, 2009-13*
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- Figure 13: Brands as % share of NPD in processed meat, poultry and seafood, by product category, 2009-13*
- NPD by storage type
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- Figure 14: NPD in processed meat, poultry and fish, by product category and storage, August 2012-August 2013
- ‘Bulk’ packaging enhances frozen’s convenience status
- Continental meats give ambient a boost
- Flavour enhancement in seafood
- New product claims
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- Figure 15: NPD in processed meat, poultry and fish, by product category and new product claim, August 2012-August 2013
- Premium claims rebound slightly during 2013
- Pork in the healthy eating spotlight
- UK market lacks low-sodium innovation
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- Meat, poultry and seafood market size reaches £17.3 billion
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- Figure 16: UK retail value and volume sales of meat, poultry and seafood, 2008-18
- Segment overview
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- Figure 17: UK retail value sales of meat, poultry and seafood, by sector, 2008-18
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- Figure 18: UK retail volume sales of meat, poultry and seafood, by sector, 2008-18
- Forecast
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- Figure 19: Forecast of UK retail sales of meat, poultry and seafood, by value, 2008-18
- Figure 20: Forecast of UK retail sales of meat, poultry and seafood, by volume, 2008-18
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- Figure 21: Forecast of UK retail sales of meat, by value, 2008-18
- Figure 22: Forecast of UK retail sales of poultry and game, by value, 2008-18
- Figure 23: Forecast of UK retail sales of seafood, by value, 2008-18
- Forecast methodology
Market Segmentation
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- Key points
- Fresh cuts of meat benefit from the horsemeat incident
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- Figure 24: UK retail value and volume sales of unprocessed/raw meat*, 2008-13
- Challenging times for processed meat
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- Figure 25: UK retail value and volume sales of bacon, sausages and burgers, 2008-13
- Ready-to-eat options benefit from packed lunch trend
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- Figure 26: UK retail value and volume sales of chilled/sliced cooked meats and cooked sausages, 2008-13
- Canned meats continue downward trend
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- Figure 27: UK retail value and volume sales of canned meats*, 2008-13
- Frozen meat hit by horsemeat incident
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- Figure 28: Estimated UK retail value and volume sales of frozen meat*, 2009-13
- Fresh chicken extends its lead
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- Figure 29: Estimated UK retail value and volume sales of unprocessed/raw poultry, 2008-13
- Turkey slow to recruit new users
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- Figure 30: Estimated UK retail value and volume sales of game meat, 2008-13
- Processed poultry posts high growth in 2013
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- Figure 31: Estimated UK retail value and volume sales of processed poultry*, 2008-13
- Seafood struggles to grow volume sales
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- Figure 32: UK retail value and volume sales of seafood (fish and shellfish), 2008-13
- Figure 33: UK retail sales of seafood (fish and shellfish), by type, by volume and value, 2008-13
- Chilled continues to outperform frozen fish
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- Figure 34: Estimated UK retail sales of seafood (fish and shellfish), by storage, by value and volume, 2008-13
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- Figure 35: Estimated UK retail sales of unprocessed and processed seafood (chilled and frozen fish and shellfish), by volume and value, 2008-13
Market Share
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- Key points
- Own-label has a dominant presence
- Birds Eye asserts its dominance over an ailing frozen seafood category
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- Figure 36: Leading manufacturers’ sales and shares in the UK frozen seafood market, by value and volume, 2011/12 and 2012/13
- Birds Eye bucks the frozen meat downward trend
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- Figure 37: Leading brands’ sales and shares in the UK frozen burgers/grills market, by value and volume, 2011/12 and 2012/13
- Positive performance by frozen poultry
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- Figure 38: Leading brands’ sales and shares in the UK frozen processed poultry market, by value and volume, 2011/12 and 2012/13
- Higher retail prices lead to volume declines for John West and Princes
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- Figure 39: Leading brands’ sales and shares in the UK canned tuna, salmon and shellfish market, by value and volume, 2011/12 and 2012/13
- Princes extends dominance of canned meat
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- Figure 40: Leading brands’ sales and shares in the UK canned meat market, by value and volume, 2011/12 and 2012/13
Brand Research
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- Brand map
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- Figure 41: Attitudes towards and usage of brands in the meat, poultry and seafood sector, August 2013
- Correspondence analysis
- Brand attitudes
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- Figure 42: Attitudes, by meat, poultry and seafood brand, August 2013
- Brand personality
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- Figure 43: Meat, poultry and seafood brand personality – macro image, August 2013
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- Figure 44: Meat, poultry and seafood brand personality – micro image, August 2013
- Brand experience
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- Figure 45: Meat, poultry and seafood brand usage, August 2013
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- Figure 46: Satisfaction with various meat, poultry and seafood brands, August 2013
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- Figure 47: Consideration of meat, poultry and seafood brands, August 2013
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- Figure 48: Consumer perceptions of current meat, poultry and seafood brand performance, August 2013
- Brand index
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- Figure 49: Meat, poultry and seafood brand index, August 2013
- Target group analysis
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- Figure 50: Target groups, August 2013
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- Figure 51: Meat, poultry and seafood brand usage, by target groups, August 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Companies and Products
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- Bernard Matthews Limited
- Findus Group/Young’s
- Iglo Group/Birds Eye
- John West Foods
- Kerry Foods
- Moy Park
- Princes Food and Drink Group
- Tulip Ltd
- ABP Food Group
- 2 Sisters Food Group
Brand Communication and Promotion
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- Key points
- Another year of adspend decline
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- Figure 52: Above-the-line expenditure in the UK meat, poultry and seafood market, 2009-13*
- Spend in 2012
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- Figure 53: Above-the-line expenditure in the UK meat, poultry and fish market, by advertiser, 2009-13*
- John West goes online and interactive to reinforce ethics
- QMS takes to the airwaves with “Wham, Bam, Thank You Lamb”
- Birds Eye assumes the role of educator
- Encouraging people to eat more fish
Channels to Market
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- Key points
- Evidence of growing spend outside the core grocery channels
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- Figure 54: Spending on meat and fish (incl. VAT), by type of retailer, 2012
- Specialists’ time in the spotlight could be short-lived
The Consumer – Type and Frequency of Use
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- Key points
- Meat, poultry and seafood enjoys high household penetration
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- Figure 55: Usage of meat, poultry and seafood by frequency, by preparation stage, August 2013
- Clear preference for chilled over frozen ready-to-cook options
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- Figure 56: Usage of prepared ready-to-cook meat, poultry and seafood products, by storage type, August 2013
- Chilled burgers gain new users
- Under-25s most receptive towards frozen food
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- Figure 57: Usage of frozen meat, poultry and seafood, 16-24s vs average, August 2013
- Seafood in marinade rises in popularity
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- Figure 58: Usage of marinated/glazed seafood, by storage format, July 2012 and August 2013
- Pre-packed makes ready-to-eat varieties more accessible
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- Figure 59: Usage of cooked or other ready-to-eat meat, poultry or seafood, by type, August 2013
The Consumer – Changes in Buying Habits
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- Key points
- Changes in meat, poultry and seafood purchased for home consumption
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- Figure 60: Changes in amount spent on meat/fish/poultry in the last 12 months, August 2013
- A third spend more on poultry in 2013
- Shellfish and turkey continue to lag in usage
- Affordability drives switching between proteins
The Consumer – Important Factors Affecting Purchase
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- Key points
- Quality ingredients resonate with the majority of consumers
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- Figure 61: Important qualities when choosing meat, seafood or poultry products, July 2012 and August 2013
- Demand for British and local ingredients has increased since last year
- Flavour enhancement appeals to one in four
- High quality protein content strikes a chord
- Health is an influential concern
The Consumer – Attitudes towards Meat, Seafood and Poultry
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- Key points
- Attitudes towards meat, poultry and seafood
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- Figure 62: Attitudes towards meat, seafood or poultry, August 2013
- Awareness of provenance top of mind
- Demand for clearer animal welfare labelling
- Demand for transparency drives demand for less processed products
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- Figure 63: Selected attitudes towards safety and transparency of meat, seafood or poultry, August 2013
- Higher costs drive change in behaviour
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- Figure 64: Selected attitudes towards buying habits of meat, seafood or poultry, August 2013
- Alternative channels gain ground
Appendix – Market Drivers
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- Cooking habits
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- Figure 65: Cooking habits, August 2013
- Figure 66: Cooking habits – Prepare and eat food at home, by demographics, August 2013
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- Figure 67: Cooking habits – Eat takeaway food or get home delivery, by demographics, August 2013
- Figure 68: Cooking habits – Eat outside of home, by demographics, August 2013
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- Figure 69: Lunch habits, August 2013
- Figure 70: Lunch habits – Make sandwiches for a packed lunch, by demographics, August 2013
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- Figure 71: Lunch habits – Make sandwiches for a packed lunch, by demographics, August 2013 (continued)
- Figure 72: Lunch habits – Make something else for a packed lunch, by demographics, August 2013
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- Figure 73: Lunch habits – Make something else for a packed lunch, by demographics, August 2013 (continued)
- Figure 74: Lunch habits – Buy lunch out of home, by demographics, August 2013
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- Figure 75: Lunch habits – Buy lunch out of home, by demographics, August 2013 (continued)
- Figure 76: What encourages consumers to try new food products, August 2013
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- Figure 77: Most popular influences that encourage consumers to try new food products, by demographics, August 2013
- Figure 78: Next most popular influences that encourage consumers to try new food products, by demographics, August 2013
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- Figure 79: Other influences that encourage consumers to try new food products, by demographics, August 2013
- Figure 80: GDP, PDI, consumer expenditure and savings, at constant 2013 prices, 2007-17
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- Figure 81: GDP, PDI, consumer expenditure and savings, at current prices, 2008-18
- Figure 82: UK households, by size, 2008-18
Appendix – Who’s Innovating?
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- Figure 83: NPD activity in processed meat, poultry and fish, by product category, 2009-12
- Figure 84: NPD in processed meat, poultry and fish, own-label vs branded launches, August 2012-August 2013
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Appendix – Market Size and Forecast
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- Meat, poultry and seafood
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- Figure 85: Forecast of UK retail sales of meat, poultry and seafood, best and worst case forecast, by value, 2013-18
- Figure 86: Forecast of UK retail sales of meat, poultry and seafood, best and worst case forecast, by volume, 2013-18
- Red meat
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- Figure 87: Forecast of UK retail sales of meat, best and worst case forecast, by volume, 2013-18
- Figure 88: Forecast of UK retail sales of meat, best and worst case forecast, by value, 2013-18
- Figure 89: Forecast of UK retail sales of meat, best and worst case forecast, by volume, 2013-18
- Poultry and game
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- Figure 90: Forecast of UK retail sales of poultry and game, best and worst case forecast, by volume, 2013-18
- Figure 91: Forecast of UK retail sales of poultry and game, best and worst case forecast, by value, 2013-18
- Figure 92: Forecast of UK retail sales of poultry and game, best and worst case forecast, by volume, 2013-18
- Seafood
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- Figure 93: Forecast of UK retail sales of seafood, best and worst case forecast, by volume, 2013-18
- Figure 94: Forecast of UK retail sales of seafood, best and worst case forecast, by value, 2013-18
- Figure 95: Forecast of UK retail sales of seafood, best and worst case forecast, by volume, 2013-18
Appendix – Brand Research
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- Figure 96: Brand usage, August 2013
- Figure 97: Brand commitment, August 2013
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- Figure 98: Brand momentum, August 2013
- Figure 99: Brand diversity, August 2013
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- Figure 100: Brand satisfaction, August 2013
- Figure 101: Brand attitude, August 2013
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- Figure 102: Brand image – micro image, August 2013
- Figure 103: Brand image – micro image, August 2013
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- Figure 104: Profile of target groups, by demographics, August 2013
- Figure 105: Psychographic segmentation, by target groups, August 2013
- Figure 106: Brand usage, by target groups, August 2013
- Brand index
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- Figure 107: Brand index, August 2013
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Appendix – Brand Communication and Promotion
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- Figure 108: Above-the-line expenditure in the UK meat, poultry and fish market, by top 10 brands, 2012
- Figure 109: Above-the-line expenditure in the UK meat, poultry and fish market, by top 10 brands, 2009-13*
- Figure 110: Above-the-line expenditure in the UK meat, poultry and fish market, by media type, 2009-13*
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- Figure 111: Above-the-line expenditure in the UK meat, poultry and fish market, by product category, 2008-13*
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Appendix – The Consumer – Type and Frequency of Use – Level of Preparation
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- Figure 112: Usage of meat, poultry and seafood by frequency, by level of preparation, August 2013
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- Figure 113: Usage of unprepared meat, poultry and seafood by frequency – Raw, whole or cuts of meat, poultry or seafood, that are cooked at home, by demographics, August 2013
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- Figure 114: Usage of prepared ready-to-cook meat, poultry or seafood by frequency – Prepared ready-to-cook chilled or frozen meat, poultry or seafood, by demographics, August 2013
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- Figure 115: Usage of cooked or other ready-to-eat meat, poultry or seafood by frequency – Cooked or other ready-to-eat meat, poultry or seafood, by demographics, August 2013
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- Figure 116: Usage of tinned or pouched meat, poultry or seafood by frequency – Tinned or pouched meat, poultry or seafood, by demographics, August 2013
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Appendix – The Consumer – Usage of Prepared Ready-to-Cook Meat, Poultry or Seafood by Storage Type, by Product
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- Figure 117: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product, August 2013
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- Figure 118: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Any, by demographics, August 2013
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- Figure 119: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Sausages, by demographics, August 2013
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- Figure 120: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Bacon, by demographics, August 2013
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- Figure 121: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Burgers, by demographics, August 2013
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- Figure 122: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Meatballs, by demographics, August 2013
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- Figure 123: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Breaded/battered red meat, by demographics, August 2013
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- Figure 124: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Marinated/glazed red meat, by demographics, August 2013
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- Figure 125: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Breaded/battered poultry, by demographics, August 2013
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- Figure 126: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Marinated/glazed poultry, by demographics, August 2013
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- Figure 127: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Breaded/battered fish/shellfish, by demographics, August 2013
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- Figure 128: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Marinated/glazed fish/shellfish, by demographics, August 2013
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- Figure 129: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Other, by demographics, August 2013
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- Figure 130: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – None of these, by demographics, August 2013
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Appendix – The Consumer – Usage of Cooked or Other Ready-to-Eat Meat, Poultry or Seafood by Type
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- Figure 131: Usage of cooked or other ready-to-eat meat, poultry or seafood by type, August 2013
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- Figure 132: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Any, by demographics, August 2013
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- Figure 133: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Ham slices, by demographics, August 2013
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- Figure 134: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Beef slices, by demographics, August 2013
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- Figure 135: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Chicken/turkey slices, by demographics, August 2013
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- Figure 136: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Other cooked chicken/turkey, by demographics, August 2013
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- Figure 137: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Continental meats, by demographics, August 2013
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- Figure 138: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Shredded/cubed/batons of ham/bacon, by demographics, August 2013
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- Figure 139: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Cooked prawns, by demographics, August 2013
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- Figure 140: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Smoked/cured fish/shellfish, by demographics, August 2013
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- Figure 141: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Frankfurters, by demographics, August 2013
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- Figure 142: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Other, by demographics, August 2013
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- Figure 143: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – None of these, by demographics, August 2013
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Appendix – The Consumer – Changes in Buying Habits
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- Figure 144: Types of meat, seafood and poultry bought, August 2013
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- Figure 145: Types of meat, seafood and poultry bought, by demographics, August 2013
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- Figure 146: Changes in amount spent on meat/fish/poultry in the last 12 months, August 2013
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- Figure 147: Changes in amount spent on meat/fish/poultry in the last 12 months – Beef, by demographics, August 2013
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- Figure 148: Changes in amount spent on meat/fish/poultry in the last 12 months – Pork, by demographics, August 2013
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- Figure 149: Changes in amount spent on meat/fish/poultry in the last 12 months – Lamb, by demographics, August 2013
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- Figure 150: Changes in amount spent on meat/fish/poultry in the last 12 months – Other red meat, by demographics, August 2013
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- Figure 151: Changes in amount spent on meat/fish/poultry in the last 12 months – Chicken, by demographics, August 2013
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- Figure 152: Changes in amount spent on meat/fish/poultry in the last 12 months – Turkey, by demographics, August 2013
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- Figure 153: Changes in amount spent on meat/fish/poultry in the last 12 months – Other poultry, by demographics, August 2013
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- Figure 154: Changes in amount spent on meat/fish/poultry in the last 12 months – Fish, by demographics, August 2013
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- Figure 155: Changes in amount spent on meat/fish/poultry in the last 12 months – Shellfish, by demographics, August 2013
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Appendix – The Consumer – Important Factors Affecting Purchase
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- Figure 156: Important qualities when choosing meat, seafood or poultry products, August 2013
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- Figure 157: Most popular important qualities when choosing meat, seafood or poultry products (any rank), by demographics, August 2013
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- Figure 158: Next most popular important qualities when choosing meat, seafood or poultry products (any rank), by demographics, August 2013
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- Figure 159: Important qualities when choosing meat, seafood or poultry products, by usage of unprepared meat, poultry and seafood by frequency, August 2013
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- Figure 160: Important qualities when choosing meat, seafood or poultry products, by usage of prepared ready-to-cook meat, poultry or seafood by frequency, August 2013
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- Figure 161: Important qualities when choosing meat, seafood or poultry products, by usage of cooked or other ready-to-eat meat, poultry or seafood by frequency, August 2013
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- Figure 162: Important qualities when choosing meat, seafood or poultry products, by Usage of tinned or pouched meat, poultry or seafood by frequency, August 2013
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Appendix – The Consumer – Attitudes towards Meat, Seafood and Poultry
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- Figure 163: Attitudes towards meat, seafood or poultry products, August 2013
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- Figure 164: Most popular attitudes towards meat, seafood or poultry products, by demographics, August 2013
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- Figure 165: Next most popular attitudes towards meat, seafood or poultry products, by demographics, August 2013
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- Figure 166: Other attitudes towards meat, seafood or poultry products, by demographics, August 2013
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