Table of Contents
Introduction
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- Key themes of the report
- Definition
- Market size rationale
- Consumer research
- Data sources
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Estimated value of the meat market, by segment, NI and RoI, 2015
- Forecast
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- Figure 2: Indexed estimated value of the meat market, NI and RoI, 2010-20
- Market factors
- Decline in consumer prices in both NI and RoI
- Discounters increasing competition
- Protein increasingly seen as important
- Companies and innovations
- The consumer
- Sausages and bacon the most bought types of meat
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- Figure 3: Types of meat consumers have bought for home consumption in the last three months, NI and RoI, June 2015
- Low engagement with meat substitute products
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- Figure 4: Types of meat substitutes consumers have bought for home consumption in the last three months, NI and RoI, June 2015
- Freshness and value key deciding factors when buying meat
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- Figure 5: Qualities ranked as being most important when buying meat, NI and RoI, June 2015
- NI and RoI consumers divided over key considerations for meat substitutes
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- Figure 6: Qualities ranked as being most important when buying meat substitutes, NI and RoI, June 2015
- Consumers see the meat from discounters as having improved
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- Figure 7: Agreement with statements relating to meat, NI and RoI, June 2015
- Concerns about being highly processed holding back meat substitutes
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- Figure 8: Agreement with statements relating to meat substitutes, NI and RoI, June 2015
Market Overview
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- Key points
- RoI sees strong increase in beef prices, and drop in pork
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- Figure 9: Consumer price index, food and meat, RoI, August 2010-August 2015
- Cost of meat in NI falls between 2014 and 2015
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- Figure 10: Consumer price index, food and meat, UK/NI, 2010-15
- RoI pig farmers protesting
- Discounters an increasingly important channel to market
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- Figure 11: Stores that consumers do their main grocery shopping with (in-store), NI and RoI, October 2014
- Discounters the gateway to trying more ethnic varieties of meat
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- Figure 12: Agreement with selected statements relating to ethnic meats, NI and RoI, June 2015
- Interest in protein growing
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- Figure 13: Agreement with selected statements relating to protein in dairy, NI and RoI, 2015
- Figure 14: Agreement with selected statements regarding protein, April 2015
- Protein-rich diet could have benefits for those with diabetes and cardiovascular problems
- Increase in over-55 population could help to boost demand for meat products
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- Figure 15: Projected population of RoI, by age, 2011-36
- Figure 16: Projected population of NI, by age, 2012-36
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- Figure 17: Selected types of meat consumers have bought for home consumption in the last three months, by age, NI and RoI, June 2015
Market Size and Forecast
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- Key points
- Meat sees slight decline in 2015
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- Figure 18: Estimated value of the meat market, NI and RoI, 2010-20
- Market growth set to be slower in RoI
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- Figure 19: Indexed estimated value of the meat market, NI and RoI, 2010-20
- Beef continues to account for largest share of meat market
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- Figure 20: Estimated value of the meat market, by segment, NI and RoI, 2009-15
- Meat substitutes market
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- Figure 21: Estimated value of the meat substitute market, NI and RoI, 2010-20
Who’s Innovating?
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- Key points
- Growth in new product launches for the meat industry
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- Figure 22: New product launches in meat category, UK and Ireland, 2010-15
- Consumers are unwilling to compromise on ethical and environmental sustainability
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- Figure 23: Top five claims in meat category, UK and Ireland, 2010-15
- Premium positioning brings added value to meat category
- Convenience continues to drive new product development in meat
- Rise of the flexitarian highlights scope for new product development
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- Figure 24: New product launches in meat substitute category, UK and Ireland, 2010-15
- Secret Sausages launches new packaging with health and nutrition claims
- Quorn has relaunched product packaging to market brands as ‘Healthy Protein’
Companies and Brands
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- Meat companies
- ABP Food Group
- Key facts
- Product portfolio
- Recent developments
- Ballon Meats
- Key facts
- Product portfolio
- Recent developments
- Callan Bacon
- Key facts
- Product portfolio
- Recent developments
- Dawn Meats
- Key facts
- Product portfolio
- Recent developments
- Dunbia
- Key facts
- Product portfolio
- Recent developments
- Foyle Food Group
- Key facts
- Product portfolio
- Recent developments
- Hannan Meats
- Key facts
- Product portfolio
- Recent developments
- Henry Denny and Sons
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Kepak Group
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Linden Food Group
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Rosderra Irish Meats Group Ltd
- Key facts
- Product portfolio
- Truly Irish Country Foods
- Key facts
- Product portfolio
- Recent developments
- Finnebrogue Venison NI
- Key facts
- Product portfolio
- Recent developments
- McCarthy’s of Kanturk
- Key facts
- Product portfolio
- Recent developments
- Meat substitute companies
- Quorn
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Linda McCartney
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Meet the alternative
- Key facts
- Product portfolio
- Recent developments
- VeggieDay
- Key facts
- Product portfolio
- VBites
- Key facts
- Product portfolio
- Recent developments
- Asda
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Cauldron Foods UK
- Key facts
- Product portfolio
- Brand NPD
- Recent developments
- Amy’s Kitchen
- Key facts
- Product portfolio
- Brand NPD
The Consumer – Types of Meat and Meat Substitutes Used
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- Key points
- Sausages most bought type of meat product
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- Figure 25: Types of meat consumers have bought for home consumption in the last three months, NI and RoI, June 2015
- Sausages and bacon more likely to be bought by men
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- Figure 26: Consumers who have bought sausages and bacon for home consumption in the last three months, by gender, NI and RoI, June 2015
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- Figure 27: How frequently consumers watch what they eat, by gender, NI and RoI, July 2013
- Beef usage strongest among older consumers
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- Figure 28: Consumers who have bought beef (eg steak) for home consumption in the last three months, by gender and age, NI and RoI, June 2015
- Minced beef benefits from its versatility
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- Figure 29: Consumers who have bought minced beef for home consumption in the last three months, by age of children in household, NI and RoI, June 2015
- NI consumers more likely to buy burgers and ready-to-cook/eat meats
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- Figure 30: Consumers who have bought burgers for home consumption in the last three months, by age, NI and RoI, June 2015
- RoI consumers more likely to buy more types of meat
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- Figure 31: Consumers who have bought beef, lamb or ham for home consumption in the last three months, NI and RoI, June 2015
- One in 10 have bought meat substitute products
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- Figure 32: Types of meat substitutes consumers have bought for home consumption in the last three months, NI and RoI, June 2015
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- Figure 33: Consumers who have bought Quorn-based products or vegetarian options (eg bean burgers) for home consumption in the last three months, by gender and age, RoI, June 2015
The Consumer – Important Qualities When Buying Meat and Meat Substitutes
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- Key points
- Value for money most important for Irish consumers
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- Figure 34: Qualities ranked as being most important when buying meat, NI and RoI, June 2015
- Freshness important to all
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- Figure 35: Consumers who ranked ‘being fresh’ as the most important factor when buying meat products, by age, NI and RoI, June 2015
- Value for money most important to less affluent consumers
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- Figure 36: Consumers who ranked ‘value for money’ as the most important factor when buying meat products, by social class, NI and RoI, June 2015
- Irish sourcing important
- NI and RoI split on the top consideration when buying meat substitutes
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- Figure 37: Qualities ranked as being most important when buying meat substitutes, NI and RoI, June 2015
The Consumer – Attitudes towards Meat
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- Key points
- RoI consumers show stronger sentiment for discounters than NI consumers
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- Figure 38: Agreement with statements relating to meat, NI and RoI, June 2015
- Mature consumers more likely to feel discounter meat has improved
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- Figure 39: Agreement with the statement ‘Meat supplied by discounters (eg Lidl, Aldi) has improved in the last 12 months’, by age, NI and RoI, June 2015
- Strong level of trust in meat certification schemes
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- Figure 40: Agreement with the statement ‘I trust welfare certifications (eg Red Tractor Assurance) to be a good indicator of animal welfare standards’, by gender and social class, NI and RoI, June 2015
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- Figure 41: Consumers who have donated to animal welfare charities in the last 12 months, by gender and marital status, NI and RoI, June 2015
- Six in 10 more likely to check ingredients on processed meats
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- Figure 42: Agreement with the statement ‘I am more likely to check ingredients on processed meats than I was 12 months ago’, by age of children in household, NI and RoI, June 2015
- One in three would be interested in trying a ‘half and half’ meat product
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- Figure 43: Agreement with the statement ‘I would be interested in trying half and half products (eg 50% meat and 50% vegetable protein, ie soy)’, NI and RoI, June 2015
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- Figure 44: Agreement with the statement ‘I would be interested in trying half and half products (eg 50% meat and 50% vegetable protein, ie soy)’, by gender, NI and RoI, June 2015
The Consumer – Attitudes towards Meat Substitutes
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- Key points
- Strong concern that meat substitutes are highly processed
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- Figure 45: Agreement with statements relating to meat substitutes, NI and RoI, June 2015
- Meat substitutes seen as highly processed
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- Figure 46: Agreement with the statement ‘I would only eat meat substitutes that have been made with natural ingredients’, by age, NI and RoI, June 2015
- Texture and flavour are key concerns
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- Figure 47: Agreement with statements relating to the flavour and texture of meat substitutes, NI and RoI, June 2015
- Many see meat substitutes as being more expensive than meat
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- Figure 48: Agreement with the statement ‘Meat substitute foods cost more than normal meat’, NI and RoI, June 2015
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- Figure 49: Financial health of Irish consumers, NI and RoI, June 2015
Appendix
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- NI Toluna tables
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- Figure 50: Types of meat consumers have bought for home consumption in the last three months, by demographics, NI, June 2015
- Figure 51: Types of meat consumers have bought for home consumption in the last three months, by demographics, NI, June 2015 (continued)
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- Figure 52: Types of meat consumers have bought for home consumption in the last three months, by demographics, NI, June 2015 (continued)
- Figure 53: Types of meat substitutes consumers have bought for home consumption in the last three months, by demographics, NI, June 2015
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- Figure 54: How consumers rank high animal welfare certification on-pack (eg Farm Quality Assured) in importance when buying meat products, by demographics, NI, June 2015
- Figure 55: How consumers rank being healthy (eg low fat/ salt) in importance when buying meat products, by demographics, NI, June 2015
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- Figure 56: How consumers rank being aged for longer (eg 30-day aged) in importance when buying meat products, by demographics, NI, June 2015
- Figure 57: How consumers rank breed of animal stated on-pack (eg Aberdeen Angus beef) in importance when buying meat products, by demographics, NI, June 2015
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- Figure 58: How consumers rank being premium range (eg Tesco Finest) in importance when buying meat products, by demographics, NI, June 2015
- Figure 59: How consumers rank being a quality cut of meat stated on-pack (eg fillet steak, meatballs made with pork shoulder) in importance when buying meat products, by demographics, NI, June 2015
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- Figure 60: How consumers rank having a high meat content (eg 97 pork sausages) in importance when buying meat products, by demographics, NI, June 2015
- Figure 61: How consumers rank being quick to cook in importance when buying meat products, by demographics, NI, June 2015
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- Figure 62: How consumers rank being good value for money in importance when buying meat products, by demographics, NI, June 2015
- Figure 63: How consumers rank being easy to prepare in importance when buying meat products, by demographics, NI, June 2015
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- Figure 64: How consumers rank being reared in NI in importance when buying meat products, by demographics, NI, June 2015
- Figure 65: How consumers rank being fresh in importance when buying meat products, by demographics, NI, June 2015
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- Figure 66: How consumers rank made using natural ingredients in importance when buying meat substitute products, by demographics, NI, June 2015
- Figure 67: How consumers rank having a 'meaty' texture in importance when buying meat substitute products, by demographics, NI, June 2015
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- Figure 68: How consumers rank having a high protein content in importance when buying meat substitute products, by demographics, NI, June 2015
- Figure 69: How consumers rank having a familiar brand name in importance when buying meat substitute products, by demographics, NI, June 2015
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- Figure 70: How consumers rank not heavily processed in importance when buying meat substitute products, by demographics, NI, June 2015
- Figure 71: How consumers rank being healthy (eg low fat/low salt) in importance when buying meat substitute products, by demographics, NI, June 2015
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- Figure 72: How consumers rank being premium range (eg Tesco Finest) in importance when buying meat substitute products, by demographics, NI, June 2015
- Figure 73: How consumers rank being quick to cook in importance when buying meat substitute products, by demographics, NI, June 2015
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- Figure 74: How consumers rank being good value for money in importance when buying meat substitute products, by demographics, NI, June 2015
- Figure 75: How consumers rank being easy to prepare (eg ready to cook) in importance when buying meat substitute products, by demographics, NI, June 2015
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- Figure 76: How consumers rank being made in NI in importance when buying meat substitute products, by demographics, NI, June 2015
- Figure 77: How consumers rank being fresh in importance when buying meat substitute products, by demographics, NI, June 2015
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- Figure 78: Agreement with the statement ‘I find meat substitutes lack flavour compared to normal meat’, by demographics, NI, June 2015
- Figure 79: Agreement with the statement ‘I am worried that meat substitutes are highly processed’, by demographics, NI, June 2015
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- Figure 80: Agreement with the statement ‘I would only eat meat substitutes that have been made with natural ingredients’, by demographics, NI, June 2015
- Figure 81: Agreement with the statement ‘There is not enough variety in meat substitute products’, by demographics, NI, June 2015
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- Figure 82: Agreement with the statement ‘If there were more fresh meat substitutes options instead of frozen options, I would try them’, by demographics, NI, June 2015
- Figure 83: Agreement with the statement ‘The texture of some meat substitute products is unappealing’, by demographics, NI, June 2015
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- Figure 84: Agreement with the statement ‘I see meat substitute products as just being for vegetarians or vegans’, by demographics, NI, June 2015
- Figure 85: Agreement with the statement ‘I would like to know more information on how meat substitute products are made’, by demographics, NI, June 2015
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- Figure 86: Agreement with the statement ‘Meat substitute foods cost more than normal meat’, by demographics, NI, June 2015
- Figure 87: Agreement with the statement ‘I am buying more meat from discounters than I did 12 months ago’, by demographics, NI, June 2015
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- Figure 88: Agreement with the statement ‘I buy meat from the butchers regularly (eg at least once a fortnight)’, by demographics, NI, June 2015
- Figure 89: Agreement with the statement ‘I am willing to pay more for meat from a butcher rather than buying meat off the shelf in supermarkets’, by demographics, NI, June 2015
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- Figure 90: Agreement with the statement ‘I am more likely to check ingredients on processed meats than I was 12 months ago’, by demographics, NI, June 2015
- Figure 91: Agreement with the statement ‘I would like to see more meat-free options made available in butchers’, by demographics, NI, June 2015
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- Figure 92: Agreement with the statement ‘I've been spending less on meat products in the last 12 months’, by demographics, NI, June 2015
- Figure 93: Agreement with the statement ‘I would be interested in buying continental meats (eg Chorizo, Bresaola)’, by demographics, NI, June 2015
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- Figure 94: Agreement with the statement ‘I would be interested in prepared ready-to-cook meat with new ethnic flavours (eg South American/African)’, by demographics, NI, June 2015
- Figure 95: Agreement with the statement ‘I would be interested in trying half and half products (eg 50% meat and 50% vegetable protein, ie soy)’, by demographics, NI, June 2015
-
- Figure 96: Agreement with the statement ‘Gluten-free meat products (ie meatballs, sausages) appeal to me’, by demographics, NI, June 2015
- Figure 97: Agreement with the statement ‘Meat supplied by discounters (eg Lidl, Aldi) has improved in the last 12 months’, by demographics, NI, June 2015
-
- Figure 98: Agreement with the statement ‘I trust welfare certifications (eg Red Tractor Assurance) to be a good indicator of animal welfare standards’, by demographics, NI, June 2015
- RoI Toluna tables
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- Figure 99: Types of meat consumers have bought for home consumption in the last three months, by demographics, RoI, June 2015
- Figure 100: Types of meat consumers have bought for home consumption in the last three months, by demographics, RoI, June 2015 (continued)
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- Figure 101: Types of meat consumers have bought for home consumption in the last three months, by demographics, RoI, June 2015 (continued)
- Figure 102: Types of meat substitutes consumers have bought for home consumption in the last three months, by demographics, RoI, June 2015
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- Figure 103: How consumers rank high animal welfare certification on-pack (eg Farm Quality Assured) in importance when buying meat products, by demographics, RoI, June 2015
- Figure 104: How consumers rank being healthy (eg low fat/ salt) in importance when buying meat products, by demographics, RoI, June 2015
-
- Figure 105: How consumers rank being aged for longer (eg 30-day aged) in importance when buying meat products, by demographics, RoI, June 2015
- Figure 106: How consumers rank breed of animal stated on-pack (eg Aberdeen Angus beef) in importance when buying meat products, by demographics, RoI, June 2015
-
- Figure 107: How consumers rank being premium range (eg Tesco Finest) in importance when buying meat products, by demographics, RoI, June 2015
- Figure 108: How consumers rank being a quality cut of meat stated on-pack (eg fillet steak, meatballs made with pork shoulder) in importance when buying meat products, by demographics, RoI, June 2015
-
- Figure 109: How consumers rank having a high meat content (eg 97 pork sausages) in importance when buying meat products, by demographics, RoI, June 2015
- Figure 110: How consumers rank being quick to cook in importance when buying meat products, by demographics, RoI, June 2015
-
- Figure 111: How consumers rank being good value for money in importance when buying meat products, by demographics, RoI, June 2015
- Figure 112: How consumers rank being easy to prepare in importance when buying meat products, by demographics, RoI, June 2015
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- Figure 113: How consumers rank being reared in RoI in importance when buying meat products, by demographics, RoI, June 2015
- Figure 114: How consumers rank being fresh in importance when buying meat products, by demographics, RoI, June 2015
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- Figure 115: How consumers rank made using natural ingredients in importance when buying meat substitute products, by demographics, RoI, June 2015
- Figure 116: How consumers rank having a 'meaty' texture in importance when buying meat substitute products, by demographics, RoI, June 2015
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- Figure 117: How consumers rank having a high protein content in importance when buying meat substitute products, by demographics, RoI, June 2015
- Figure 118: How consumers rank having a familiar brand name in importance when buying meat substitute products, by demographics, RoI, June 2015
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- Figure 119: How consumers rank not heavily processed in importance when buying meat substitute products, by demographics, RoI, June 2015
- Figure 120: How consumers rank being healthy (eg low fat/low salt) in importance when buying meat substitute products, by demographics, RoI, June 2015
-
- Figure 121: How consumers rank being premium range (eg Tesco Finest) in importance when buying meat substitute products, by demographics, RoI, June 2015
- Figure 122: How consumers rank being quick to cook in importance when buying meat substitute products, by demographics, RoI, June 2015
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- Figure 123: How consumers rank being good value for money in importance when buying meat substitute products, by demographics, RoI, June 2015
- Figure 124: How consumers rank being easy to prepare (eg ready to cook) in importance when buying meat substitute products, by demographics, RoI, June 2015
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- Figure 125: How consumers rank being made in RoI in importance when buying meat substitute products, by demographics, RoI, June 2015
- Figure 126: How consumers rank being fresh in importance when buying meat substitute products, by demographics, RoI, June 2015
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- Figure 127: Agreement with the statement ‘I find meat substitutes lack flavour compared to normal meat’, by demographics, RoI, June 2015
- Figure 128: Agreement with the statement ‘I am worried that meat substitutes are highly processed’, by demographics, RoI, June 2015
-
- Figure 129: Agreement with the statement ‘I would only eat meat substitutes that have been made with natural ingredients’, by demographics, RoI, June 2015
- Figure 130: Agreement with the statement ‘There is not enough variety in meat substitute products’, by demographics, RoI, June 2015
-
- Figure 131: Agreement with the statement ‘If there were more fresh meat substitutes options instead of frozen options, I would try them’, by demographics, RoI, June 2015
- Figure 132: Agreement with the statement ‘The texture of some meat substitute products is unappealing’, by demographics, RoI, June 2015
-
- Figure 133: Agreement with the statement ‘I see meat substitute products as just being for vegetarians or vegans’, by demographics, RoI, June 2015
- Figure 134: Agreement with the statement ‘I would like to know more information on how meat substitute products are made’, by demographics, RoI, June 2015
-
- Figure 135: Agreement with the statement ‘Meat substitute foods cost more than normal meat’, by demographics, RoI, June 2015
- Figure 136: Agreement with the statement ‘I am buying more meat from discounters than I did 12 months ago’, by demographics, RoI, June 2015
-
- Figure 137: Agreement with the statement ‘I buy meat from the butchers regularly (eg at least once a fortnight)’, by demographics, RoI, June 2015
- Figure 138: Agreement with the statement ‘I am willing to pay more for meat from a butcher rather than buying meat off the shelf in supermarkets’, by demographics, RoI, June 2015
-
- Figure 139: Agreement with the statement ‘I am more likely to check ingredients on processed meats than I was 12 months ago’, by demographics, RoI, June 2015
- Figure 140: Agreement with the statement ‘I would like to see more meat-free options made available in butchers’, by demographics, RoI, June 2015
-
- Figure 141: Agreement with the statement ‘I've been spending less on meat products in the last 12 months’, by demographics, RoI, June 2015
- Figure 142: Agreement with the statement ‘I would be interested in buying continental meats (eg Chorizo, Bresaola)’, by demographics, RoI, June 2015
-
- Figure 143: Agreement with the statement ‘I would be interested in prepared ready-to-cook meat with new ethnic flavours (eg South American/African)’, by demographics, RoI, June 2015
- Figure 144: Agreement with the statement ‘I would be interested in trying half and half products (eg 50% meat and 50% vegetable protein, ie soy)’, by demographics, RoI, June 2015
-
- Figure 145: Agreement with the statement ‘Gluten-free meat products (ie meatballs, sausages) appeal to me’, by demographics, RoI, June 2015
- Figure 146: Agreement with the statement ‘Meat supplied by discounters (eg Lidl, Aldi) has improved in the last 12 months’, by demographics, RoI, June 2015
-
- Figure 147: Agreement with the statement ‘I trust welfare certifications (eg Red Tractor Assurance) to be a good indicator of animal welfare standards’, by demographics, RoI, June 2015
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