Table of Contents
Executive Summary
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- The market
- Falling prices dampen sales in 2015
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- Figure 1: UK retail value sales of red meat, 2010-20
- Processed and unprocessed meat expected to see sales fall in 2015
- Aging population poses a challenge
- Consumers find themselves in a better financial situation
- Red meat sees inflation ahead of all food
- Companies and brands
- Own-label dominates unprocessed meat
- Princes retains its lead in canned meat
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- Figure 2: Leading brands’ sales and shares in the UK canned meat market, by value and volume, 2013/14 and 2014/15
- Birds Eye struggles in frozen burgers and sausages
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- Figure 3: Leading brands’ sales and shares in the UK frozen burgers and sausages*** market, by value and volume, 2013/14 and 2014/15
- Asda is the biggest spender on red meat advertising
- Premium launches account for a fifth of NPD in 2014
- Flavours look to Americana and heritage recipes
- The consumer
- Three in five people spend half an hour or less cooking an evening meal
- Nine in ten adults eat some type of red meat
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- Figure 4: Frequency of red meat usage by type, July 2015
- Over half of buyers would pay more for a high meat content
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- Figure 5: Attributes of processed red meat that buyers would be willing to spend more for, July 2015
- Majority recognise health benefits of red meat
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- Figure 6: Attitudes towards red meat, July 2015
- Majority do not see red meat as versatile
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- Figure 7: Correspondence analysis of qualities associated with different types of meat, July 2015
- What we think
Issues and Insights
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- Majority want to get evening meal on the table in half an hour or less
- The facts
- The implications
- Lean red meat products could help the category to compete with poultry
- The facts
- The implications
- Majority willing to pay more for high meat content in processed products
- The facts
- The implications
The Market – What You Need To Know
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- Red meat sales expected to fall in 2015
- 15% growth predicted by 2020
- Processed meat dragged down by falling prices
- Animal welfare set to be monitored more closely
- Aging population poses a challenge
- Consumers find themselves in a better financial situation
- Pork prices begin to fall in 2014
Market Size and Forecast
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- Red meat value sales predicted to dip in 2015
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- Figure 8: UK retail value sales of red meat, 2010-20
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- Figure 9: UK retail value sales of fresh/frozen beef, pork, lamb and offal, 2010-20
- Steady value growth predicted for red meat
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- Figure 10: UK retail value sales of red meat, 2010-20
Segment Performance
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- Unprocessed raw meat sales expected to fall in 2015
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- Figure 11: GB retail value sales of unprocessed raw beef, pork and lamb, 2010-15
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- Figure 12: UK retail value sales of offal, 2010-15
- Processed meats estimated to slip into decline in 2015
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- Figure 13: GB retail value sales of processed meats, 2010-15
Market Drivers
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- WHO warns of red meat cancer risk
- Mandatory country of origin labelling on the cards
- Animal welfare set to be monitored more carefully
- Aging population poses challenge
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- Figure 14: Trends in the age structure of the UK population, 2010-15 and 2015-20
- Consumers find themselves in a better financial situation
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- Figure 15: Consumers’ financial wellbeing index, February 2009-April 2015
- Pork prices begin to fall in 2014
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- Figure 16: Retail price index of red meat, poultry, fish and all food, Q1 2010-Q2 2015
Key Players – What You Need To Know
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- Own-label dominates unprocessed meat
- Princes retains its lead in canned meat
- Birds Eye struggles in frozen burgers and sausages
- Asda is the biggest spender on red meat
- Premium launches account for a fifth of NPD in 2014
- Flavours look to Americana and heritage recipes
Market Share
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- Own-label dominates unprocessed meat
- Princes retains its lead in canned meat
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- Figure 17: Leading brands’ sales and shares in the UK canned meat market, by value and volume, 2013/14 and 2014/15
- Figure 18: Leading manufacturers’ sales and shares in the UK canned meat market, by value and volume, 2013/14 and 2014/15
- Own-label keeps inching up in frozen burgers and sausages
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- Figure 19: Leading brands’ sales and shares in the UK frozen burgers and sausages*** market, by value and volume, 2013/14 and 2014/15
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- Figure 20: Leading manufacturers’ sales and shares in the UK frozen burgers and sausages*** market, by value and volume, 2013/14 and 2014/15
Brand Communication and Promotion
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- Asda at the top of adspend
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- Figure 21: Recorded above-the-line, online display and direct mail total advertising expenditure on red meat, by selected operators, 2011-15*
- Kerry Foods increases support of its sausages
- Lidl invests in its red meat product range
- Trade bodies take a proactive approach
- Pulled pork campaign hopes to pull in a new audience
- HHC pushes the quality of Welsh lamb
- Eblex enlists the expertise of Michelin-starred chef
Launch Activity and Innovation
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- Premium launches account for a fifth of NPD in 2014
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- Figure 22: NPD in the UK processed red meat market, top 15 claims, 2010-14
- Hard discounters launch three in ten premium products in 2014
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- Figure 23: Share of premium launches in the UK red meat market, by Aldi and Lidl, 2014
- Red meat explores non-typical formats
- Lean products attract new launches
- Flavour innovation adds interest to the category
The Consumer – What You Need To Know
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- Three in five people spend half an hour or less cooking an evening meal
- Nine in ten adults eat some type of red meat
- Over half of buyers would pay more for a high meat content
- Majority recognise health benefits of red meat
- Three in ten choose what red meat to buy in store
- Majority do not see red meat as versatile
Time Spent Cooking an Evening Meal
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- Three in five people spend half an hour or less to produce an evening meal
- Cooking time a barrier for certain cuts
- Urbanites spend less time in the kitchen
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- Figure 24: Time spent preparing and cooking a typical evening meal, July 2015
Usage of Red Meat
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- Nine in ten adults eat some type of red meat
- Frequent usage peaks among 25-34s
- Raw whole cuts likely to benefit from extra disposable income
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- Figure 25: Frequency of red meat usage by type, July 2015
Attributes of Processed Red Meat Buyers Would Spend More For
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- Over half of buyers would pay more for a high meat content
- Four in ten would spend more on ‘clean-label’ red meat products
- A third willing to pay more for high animal welfare produced red meat
- Talking about texture
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- Figure 26: Attributes of processed red meat that buyers would be willing to spend more for, July 2015
Attitudes towards Red Meat
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- Majority recognise health benefits of red meat
- Discounters pose strong competition to supermarkets
- Four in ten uncertain about fat content of red meat compared to poultry
- Majority choose what red meat to buy in store
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- Figure 27: Attitudes towards red meat, July 2015
Qualities Associated with Different Types of Meat
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- Majority do not see red meat as versatile
- Red meat deemed more special than chicken
- Safety considerations pose a barrier
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- Figure 28: Correspondence analysis of qualities associated with different types of meat, July 2015
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- Figure 29: Qualities associated with different typed of meat, July 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Fan chart forecast
Appendix – Market Size and Forecast
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- Figure 30: UK retail value sales of red meat, best- and worst-case forecasts, 2010-20
- Figure 31: UK retail value sales of beef, 2010-20
- Figure 32: UK retail value sales of beef, best- and worst-case forecasts, 2010-20
- Figure 33: UK retail value sales of lamb, 2010-20
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- Figure 34: UK retail value sales of lamb, best- and worst-case forecasts, 2010-20
- Figure 35: UK retail value sales of pork, 2010-20
- Figure 36: UK retail value sales of pork, best- and worst-case forecasts, 2010-20
- Figure 37: UK retail value sales of offal, 2010-20
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- Figure 38: UK retail value sales of offal, best- and worst-case forecasts, 2010-20
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Appendix – Qualities Associated with Different Types of Meat
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- Correspondence analysis methodology
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