Table of Contents
Overview
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- What you need to know
- Issues covered in this Report
Executive Summary
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- The market
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- Figure 1: Estimated retail sales of poultry market, IOI, NI and RoI, 2012-22
- Forecast
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- Figure 2: Indexed retail value of poultry market, NI and RoI, 2012-22
- Market factors
- Avian influenza leads to removal of free-range status
- Discounters increase market share
- Brexit threatens Irish agri-food industry
- Companies, brands and innovations
- The consumer
- Unprepared poultry portions are most popular
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- Figure 3: Types of poultry products purchased for home occasion in the last month, NI and RoI, June 2017
- Less fat content drives purchasing of poultry
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- Figure 4: Top factors that encourage consumers to buy poultry products instead of red meat, NI and RoI, June 2017
- Irish consumers demand greater transparency
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- Figure 5: Agreement with statements relating to poultry products, NI and RoI, June 2017
- What we think
The Market – What You Need to Know
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- Irish poultry market experiences growth
- Bird flu threatens free-range status
- Brexit poses implications for poultry market
Market Size and Forecast
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- Irish poultry market rises
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- Figure 6: Estimated retail sales of poultry market, IoI, NI and RoI, 2012-22
- Positive outlook for Ireland’s poultry market
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- Figure 7: Indexed retail value of poultry market, NI and RoI, 2012-22
- Chicken leads poultry market
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- Figure 8: Total value of poultry market, by segment, IoI, 2012-22
- Growing interest in other poultry products
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- Figure 9: Indexed value of poultry sales, by segment, IoI, 2010-17
Market Drivers
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- Avian influenza leads to removal of free-range status
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- Figure 10: Number of products launches in poultry with environmentally friendly product claim, UK and Ireland, 2012-17
- Flash flooding limits poultry supply in NI
- Brexit – Poultry sector
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- Figure 11: Proportion of Irish food and drink exports destined for the UK, 2015
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- Figure 12: EU most favoured nation tariffs, November 2016
- Discounters promote Irish provenance
- Own-label gains greater market share of poultry market
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- Figure 13: Consumers who purchase meat, fish and poultry products, by branded and own-label, NI and RoI, November 2016
- Rise of flexitarian/vegetarian trend poses threats and opportunities to Irish poultry market
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- Figure 14: New products launched in the poultry sector with an ethical animal claim, UK and Ireland, 2012-17*
Companies and Brands – What You Need to Know
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- Supermarket own-brands contributing heavily to NPD
- Convenience still a key consideration for poultry consumers
- UK and Irish markets lacking depth and innovation in poultry substitutes
- Irish poultry producers face challenges from Brexit
- Moy Park brand acquired in billion-dollar deal
Who’s Innovating?
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- Poultry
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- Figure 15: New product launches in poultry category, UK and Ireland, January 2013-August 2017
- Figure 16: Top 10 brands launching new poultry products, UK and Ireland, January 2013-August 2017
- Innovation in supermarkets’ own-brand ranges
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- Figure 17: Top 10 claims in new products launched in the poultry category, UK and Ireland, January 2013-August 2017
- Ethically sourced/environmentally friendly packaging dominates claims
- Brands trying to cater to time-pressed consumers
- Consumers desire more natural products and more recognisable ingredients
- Poultry substitutes
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- Figure 18: Meat-substitute products, containing wheat protein, mycoprotein and wheat gluten as ingredients, launched in UK and Ireland by parent company, January 2013-August 2017
- Efficiency and waste reduction becoming part of substitute brand offering
Company Profiles
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- Poultry producers
- Moy Park
- Shalvey Poultry
- Silver Hill Foods
- Western Brand
- Manor Farm Poultry
- Crossgar Pallas
- Grove Farm
- Poultry-substitute Producers
- Quorn
- VBites Foods
- Linda McCartney Foods
The Consumer – What You Need to Know
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- Unprepared chicken portions most popular
- Low fat content drives appeal
- Irish consumers seek sourcing details
The Consumer – Types of Poultry Purchased
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- Unprepared chicken portions are most popular
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- Figure 19: Types of poultry products purchased for home occasion in the last month, NI and RoI, June 2017
- ABC1 consumers buy unprepared chicken portions
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- Figure 20: Consumers who have bought unprepared chicken portions/fillets/diced chicken in the last month, by social grade, NI and RoI, June 2017
- Irish parents buy breaded/battered chicken
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- Figure 21: Consumers who have bought breaded/battered chicken products in the last month, by age of children/teenagers in household, NI and RoI, June 2017
- Chicken burgers appeal to Irish men
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- Figure 22: Consumers who have bought chicken burgers in the last month, by gender, NI and RoI. June 2017
- Women and 16-24s are target market for poultry substitutes
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- Figure 23: Consumers who have bought Quorn-based products in the last month, by gender and age, NI and RoI, June 2017
The Consumer – Key Factors for Buying Poultry
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- Less fat entices Irish consumers towards poultry
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- Figure 24: Top factors that encourage consumers to buy poultry products instead of red meat, NI and RoI, June 2017
- Less fat in poultry appeals to Boomers
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- Figure 25: Consumers who buy poultry products because they typically have less fat content than other meat products, by gender and age, NI and RoI, June 2017
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- Figure 26: Types of food and ingredients consumers are concerned about, NI and RoI, June 2017
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- Figure 27: Poultry products launched with a low/no/reduced fat claim, UK and Ireland, 2012-17
- Price is important to less affluent consumers in NI
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- Figure 28: Consumers who are encouraged to buy poultry products because they are cheaper than other meat products, by social status, NI and RoI, June 2017
- Irish women value convenience of poultry
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- Figure 29: Consumers who buy poultry because they are easier and more convenient to cook with compared to other types of meat, by gender, NI and RoI, June 2017
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- Figure 30: Number of poultry products launches with ease-of-use claim, UK and Ireland, 2012-17
The Consumer – Attitudes towards Poultry Products
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- Irish consumers demand greater transparency on sourcing
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- Figure 31: Agreement with statements relating to poultry products, NI and RoI, June 2017
- Women want more information on sourcing
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- Figure 32: Consumers who agree that products should give more information on-pack about where the meat comes from (eg the farm), by gender, NI and RoI, June 2017
- Boomers want NI/RoI-reared poultry
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- Figure 33: Consumers who agree with the statement ‘I prefer to buy poultry products that are reared/sourced in NI/RoI’, by age, June 2017
- Millennials want recipe ideas
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- Figure 34: Consumers who would like to see more recipes for chicken dishes, by age, NI and RoI, June 2017
- Fair pay to farmers important to Irish consumers
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- Figure 35: Consumers who agree with that statement ‘A poultry product which guarantees a fair price to farmers would be worth paying more for’, by gender and age, NI and RoI, June 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Generational cohort definitions
- Abbreviations
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