Table of Contents
Overview
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- What you need to know
- Products covered in this report
Executive Summary
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- The market
- Market values dented by price deflation
- Growth expected on the back of inflation
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- Figure 1: Forecast of UK retail value sales of processed poultry and meat, 2012-22
- Red meat meal components hit by falling prices
- Processed poultry sees robust value growth
- Declines seen by cooked sliced meat and poultry and canned meat
- Brexit negotiations foster uncertainties
- Household incomes are becoming squeezed
- Meat reduction diets and health concerns a threat to processed meat
- Companies and brands
- Own-label’s dominance continues
- Princes posts steepest decline in canned meat
- Birds Eye returns to growth
- Sausages go flexitarian
- Low- and reduced-fat sausage NPD rise in 2017
- Birds Eye and Richmond support relaunches
- Princes campaign aims to tackle misconceptions about canned foods
- The consumer
- People want to spend less time cooking
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- Figure 2: Actual time spent and preferred time to spend cooking/preparing a typical evening meal, August 2017
- Bacon and sausages are most popular types
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- Figure 3: Usage of processed poultry and red meat, August 2017
- Main meal is biggest occasion for processed meats
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- Figure 4: Usage frequency for processed poultry and red meat, by occasion, August 2017
- Meat content gets checked the most
- Meat origin is checked by just three in 10
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- Figure 5: Attributes checked when buying a processed poultry/red meat product, August 2017
- “Baked not fried” breaded poultry garners sizable interest
- Scope for more products tailored for kids
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- Figure 6: Interest in product concepts in processed poultry and red meat, August 2017
- Negative health messages are impacting consumer behaviour
- On-pack portion recommendation could build trust
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- Figure 7: Behaviours related to processed poultry and red meat, August 2017
- Encouraging greater use of processed meat as an ingredient
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- Figure 8: Attitudes towards processed poultry and red meat, August 2017
- What we think
Issues and Insights
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- Negative health messages are impacting consumer behaviour
- The facts
- The implications
- Fat content remains under consumers’ scrutiny
- The facts
- The implications
- Opportunities for products tailored for kids
- The facts
- The implications
The Market – What You Need to Know
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- Market values dented by price deflation
- Growth expected on the back of inflation
- Red meat meal components hit by falling prices
- Processed poultry sees robust value growth
- Declines seen by cooked sliced meat and poultry and canned meat
- Brexit negotiations foster uncertainties
- Household incomes are becoming squeezed
- Meat reduction diets and health concerns a threat to processed meat
Market Size and Forecast
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- Falling prices dent value performance
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- Figure 9: UK retail value sales of processed poultry and red meat, 2012-22
- Inflation is expected to support market growth
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- Figure 10: Forecast of UK retail value sales of processed poultry and meat, 2012-22
- Forecast methodology
Market Segmentation
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- Red meat meal components hit by falling prices
- Inflation and import costs expected to drive value growth
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- Figure 11: UK retail value sales of red meat meal components, by sub-segment, 2012-17
- Processed poultry sees robust value growth
- Inflation expected to underpin growth
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- Figure 12: UK retail value sales of processed poultry and red meat, by segment, 2012-22
- Cooked sliced meat and poultry sales fall as sandwich occasions decline
- Value growth predicted to return
- Canned meat’s woes continue
Market Drivers
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- Uncertainty surrounds post-Brexit trade arrangements
- Inflation puts squeeze on household incomes
- Rising profile of meat reduction diets
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- Figure 13: Consumers’ meat eating habits, March 2017
- Health concerns impact processed meat consumption
- EFSA confirms existing nitrites and nitrates levels safe
- Link between hepatitis E infections and imported pork makes headlines
- Consumers’ eating habits pose challenge to processed meat
Companies and Brands – What You Need to Know
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- Own-label’s dominance continues
- Princes posts steepest decline in canned meat
- Birds Eye returns to growth
- Sausages go flexitarian
- Low- and reduced-fat sausage NPD rise in 2017
- Birds Eye and Richmond support relaunches
- Princes campaign aims to tackle misconceptions about canned foods
Market Share
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- Own-label’s dominance continues in chilled
- Leading brand Princes posts steepest decline in canned meat
- Price cuts support Fray Bentos and Wikinger’s growth
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- Figure 14: Leading brands’ sales and shares in the UK retail canned meat market, 2015/16 and 2016/17
- Birds Eye returns to growth
- Growth continues for meat-free brands
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- Figure 15: Leading brands’ sales and shares in the UK retail frozen processed meat, poultry and meat-free meal components market, 2015/16 and 2016/17
- Own-label grows lead in chilled cooked sausages
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- Figure 16: Leading brands’ sales and shares in the UK retail chilled cooked sausage market, 2015/16 and 2016/17
Launch Activity and Innovation
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- Brands look to tap flexitarian trend with high-veg sausages
- ‘Lean’, ‘Slim’ and ‘Skinny’ sausage NPD jumps in 2017
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- Figure 17: Share of new sausage launches in the UK retail market featuring an L/N/R claim, 2012-17
- Birds Eye and Richmond aim to reinforce quality credentials
- Birds Eye puts 100% chicken breast at the heart of overhaul
- Richmond looks to attract new shoppers with a “impactful design”
- Meat producers move into snacking to tap protein trend
- Sainsbury’s focus on high-protein snacking in cooked meat overhaul
- Spoilt Pig launch “raised without antibiotics” bacon
- Soil Association trials blockchain technology on bacon
Advertising and Marketing Activity
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- Birds Eye supports chicken range with £7.1 million campaign
- Focus on 100% chicken breast and health credentials
- Mumsnet tie-up
- Marvellous Midweek for Inspiration mini fillets
- Richmond sees biggest ever marketing investment
- Denny Fire & Smoke targets Millennials
- Princes campaign aims to tackle misconceptions about canned foods
- Farms Not Factories unveil “outrageous” videos for higher welfare pork
- The Co-op emphasises British sourcing commitment
- Sainsbury’s and Morrisons tap BBQ occasions
The Consumer – What You Need to Know
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- People want to spend less time cooking
- Bacon and sausages are most popular types
- Main meal is biggest occasion for processed meats
- Meat content gets checked the most
- Meat origin is checked by just three in 10
- “Baked not fried” breaded poultry garners sizable interest
- Scope for more products tailored for kids
- Negative health messages are impacting consumer behaviour
- On-pack portion recommendation could build trust
- Encouraging greater use of processed meat as an ingredient
Time Spent Cooking an Evening Meal
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- Over half of Brits spend 30 minutes or less to produce an evening meal
- People want to spend less time cooking
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- Figure 18: Actual time spent and preferred time to spend cooking/preparing a typical evening meal, August 2017
Usage of Processed Poultry and Red Meat
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- British staples most popular types
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- Figure 19: Usage of processed poultry and red meat, August 2017
- Families are core demographic
- 25-34s is the age group with widest repertoire
- Main occasion for processed meats is main meal
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- Figure 20: Usage frequency for processed poultry and red meat, by occasion, August 2017
Attributes Checked When Buying Processed Poultry and Red Meat
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- No “magic bullet” to appeal to the majority
- Meat content gets checked the most
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- Figure 21: Attributes checked when buying a processed poultry/red meat product, August 2017
- Just three in 10 check meat origins
- A challenge for producers to drive interest in British origin
- 30% check the fat content
Interest in Product Concepts in Processed Poultry and Red Meat
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- Sizable interest in “baked not fried” breaded poultry
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- Figure 22: Interest in product concepts in processed poultry and red meat, August 2017
- Interest in poultry-based sausages and bacon
- Preservatives from plant/vegetable extracts appeal to many
- Scope for more products tailored for kids
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- Figure 23: Interest in processed meat products nutritionally tailored for children, by the age of children present in the household, August 2017
Behaviours Related to Processed Poultry and Red Meat
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- Negative health messages are impacting consumer behaviour
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- Figure 24: Behaviours related to processed poultry and red meat, August 2017
- On-pack portion recommendation could build trust
- Flexitarian products have had some success in appealing to meat reducers
Attitudes towards Processed Poultry and Red Meat
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- Convenience offered by processed products is widely recognised …
- … but is trumped by healthiness
- Encouraging greater use of processed meat as an ingredient
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- Figure 25: Attitudes towards processed poultry and red meat, August 2017
- Food waste is an issue in sliced meats
- On-pack indicators could give consumers a helping hand
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 26: Total UK retail value sales of processed poultry and red meat, best- and worst-case forecast, 2017-22
Appendix – Segmentation
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- Red meat meal components
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- Figure 27: UK retail value sales of red meat meal components, 2012-22
- Figure 28: Forecast of UK retail value sales of red meat meal components, 2012-22
- Figure 29: Total UK retail value sales of red meat meal components, best- and worst-case forecast, 2017-22
- Processed poultry
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- Figure 30: UK retail value sales of processed poultry, 2012-22
- Figure 31: Forecast of UK retail value sales of processed poultry, 2012-22
- Figure 32: Total UK retail value sales of processed poultry, best- and worst-case forecast, 2017-22
- Cooked sliced meat and poultry
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- Figure 33: UK retail value sales of cooked sliced meat and poultry, 2012-22
- Figure 34: Forecast of UK retail value sales of cooked sliced meat and poultry, 2012-22
- Figure 35: Total UK retail value sales of cooked sliced meat and poultry, best- and worst-case forecast, 2017-22
- Canned meat
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- Figure 36: UK retail value sales of canned meat, 2012-22
- Figure 37: Forecast of UK retail value sales of canned meat, 2012-22
- Figure 38: Total UK retail value sales of canned meat, best- and worst-case forecast, 2017-22
Appendix – Market Share
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- Figure 39: Leading manufacturers’ sales and shares in the UK retail canned meat market, by value and volume, 2015/16 and 2016/17
- Figure 40: Leading manufacturers’ sales and shares in the UK retail frozen processed meat, poultry and meat-free meal components market, 2015/16 and 2016/17
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- Figure 41: Leading manufacturers’ sales and shares in the UK retail chilled cooked sausage market, 2015/16 and 2016/17
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