Meat - Canada - October 2016

OVERVIEW
What you need to know
Definition
Meat types
Meat formats
Market sizing breaks
EXECUTIVE SUMMARY 
The issues
Inflation driving meat value sales growth
Figure 1: Volume vs value growth for processed meat, 2010-15
Young women less likely to eat meat
Figure 2: Meat typically purchased to be eaten at home, women 18-34 vs overall population, August 2016
The opportunities
Canadians want to know what goes into their meat
Figure 3: Interest in how meat is raised or what goes into it, August 2016
Young men represent an opportunity for premium meat options
Figure 4: Percent of consumers who agree high quality meat is worth paying more for, by age and gender, August 2016
A third of Canadian are interested in internationally-inspired meat flavours
Figure 5: Interest in international meat formats and flavours, August 2016
Meat brings protein to mini-meals
Figure 6: Interest in snack kits that include processed meats, August 2016
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Price inflation serves as the primary driver behind processed meat sales growth
Growing income disparity bolsters need for cost effective offerings
MARKET SIZE AND FORECAST
Price inflation serves as the primary driver behind processed meat sales growth
Figure 7: Total Canada processed meat value sales and fan chart forecast of market, at current prices, 2011-21
Figure 8: Total Canada processed meat volume sales and fan chart forecast of market, 2011-21
Figure 9: Total Canada processed meat sales and forecast of market, at current prices, 2011-21
Chilled meat remains the dominant format for Canadians
Figure 10: Processed meat retail market segmentation by volume (% share), 2011-15
MARKET FACTORS 
Immigration fuelling Canada’s population growth
Figure 11: Foreign-born share of population by G8 country and Australia
Growing income disparity bolsters need for cost effective offerings
Figure 12: Percentage share of wealth (or net worth), by quintile, 1999 & 2012
Balancing consumers’ demand for sustainability with efficiency
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Canadians want to know what’s in their meat
Craft moves to meat
Looking abroad for new meat innovations
WHAT’S IN?
Canadians want to know what’s in (and what’s not in) the meat they eat
Figure 13: President’s Choice Free From Rosemary & Thyme Chicken Breasts (Canada), May 2015
Figure 14: Maple Leaf Prime Naturally Extra Lean Ground Chicken (Canada), December 2015
2015 sees increase in meat alternative launches in Canada
Figure 15: Linda McCartney Foods Vegetarian Mozzarella ¼ lb burgers (UK), July 2016
Figure 16: VeGourmet Vegan Cordon Bleu (France), April 2016
Figure 17: Simplot Cheese & Spinach (Australia), July 2016
WHAT’S OUT?
Beef’s popularity challenged based on shifts in generational and ethnic preferences
WHAT’S NEXT?
Meat capitalizing on craft movement
Figure 18: Maple Leaf Canadian Craft Okanagan Inspired Garlic & Herb Salami, May 2016 and Quebec Maple Ham, August 2016
Figure 19: President’s Choice Black Label Wagyu Burgers, June 2014
Meat offers meaningful snack options
Figure 20: Maple Leaf Natural Selection Protinis Shaved Turkey & Cheddar (Canada), August 2015 and Trimmed Prosciutto & Provolone (Canada), July 2015
Figure 21: Jack Link’s Sriracha Beef Jerky (Canada), March 2016
Figure 22: McSweeny’s Canadian Maple Flavour Pork Jerky (Canada), March 2016
Figure 23: Lawless Jerky Mango Habanero Beef Jerky (USA), July 2016
Figure 24: Oscar Mayer P3 Hickory Seasoned Grilled Chicken Breast Strips Portable Protein Pack (USA), September 2015 and Rotisserie Seasoned Chicken Portable Protein Pack (USA), November 2015
Looking abroad for new meat innovations
Figure 25: Top cooking sauce flavours launched in Asia Pacific, 2011-15 (combined)
Figure 26: Popularity of ethnic-inspired food flavours, November 2015
THE CONSUMER – WHAT YOU NEED TO KNOW 
Fresh is best for consumers
Price leads among the top factors that drive meat purchase decisions
Canadians care about what goes into their meat
Younger consumers are more open to ‘different’ meat options
Canadians are looking for preparation help
CONSUMERS’ ATTITUDES TOWARDS MEAT 
Meat is indispensable for a third of Canadians
Figure 27: Select attitudes towards meat, by gender, August 2016
Figure 28: Pulled Soy Protein with BBQ Sauce (Sweden, October 2016)
Women and older consumers likely to moderate
Figure 29: Percent of consumers who agree they “try to moderate how much meat they eat to watch their health”, August 2016
Fresh is best for consumers
Increasing cost of meat a deterrent for a third of Canadians
Figure 30: Percent of consumers who look for sales or now eat less meat because of price, by household income bracket, August 2016
Young men are most likely to be meat aficionados
Figure 31: Select attitudes towards meat, men aged 18-24 vs overall population, August 2016
Clear divide in the meat products consumers view more and less positively
Figure 32: Correspondence analysis – Meat drivers, August 2016
Canadians view frozen meat as an affordable and convenient option
MEAT PURCHASE BEHAVIOURS
Chicken rules the roost, while young women turn away from beef
Figure 33: Types of meat Canadians are most likely to purchase, August 2016
Younger consumers more open to ‘different’ meat options
Figure 34: Types of meat Canadians are most likely to purchase, 18-44s vs over-45s, August 2016
Figure 35: M&S Spirit of Summer BBQ Grill Venison Burgers (UK, May 2016)
Figure 36: Aldi Good Choice Wild Venison Stew (Switzerland, September 2016)
Age impacts where consumers purchase meat products
Figure 37: Where consumers purchase meat (select locations), by age, August 2016
Parents core target for hot dogs/sausages, but different messaging resonates for moms and dads
Figure 38: Meat formats Canadians most likely to eat (any location), August 2016
Figure 39: Select associations moms and dads make towards processed non-sliced meats (eg hot dogs), August 2016
Sliced meats underdeveloped among Chinese Canadians
Figure 40: Dunn’s Montreal Smoked Meat (Canada), August, 2016
Opportunity to grow under-developed canned meat category
Figure 41: Clover Leaf Toppers Lemon Pepper, Mediterranean Sauce and Mild Curry Sauce, (Canada, April 2015)
What Canadians are eating more and less of – In their own words
MEAT PURCHASE DECISION FACTORS
Price leads among the top factors that drive Canadians’ meat purchase decisions
Figure 42: Factors consumers consider when choosing different meat products, August 2016
“What’s for dinner?” is the most important question companies can help answer
A third of Canadians look for free-from meats and consider a product’s source
Figure 43: Factors women consider when choosing different meat products, by age, August 2016
Freshness is a key consideration for consumers
Figure 44: Importance of price and the best-before date when choosing meat products, Quebecers vs overall population, August 2016
Figure 45: Importance of price and the best-before date when choosing meat products, French vs English speakers, August 2016
AREAS OF INTEREST IN MEAT
Canadians care about what goes into their meat
Figure 46: Top areas of interest in meat, August 2016
Figure 47: Select areas of interest in meat, men vs women, August 2016
Canadians are looking for preparation help
Craft comes to meat
Figure 48: Maple Leaf Canadian Craft, Atlantic Coarse Salt Prosciutto, (Canada, May 2016)
Figure 49: Maple Leaf Canadian Craft, Canadian Whisky and Apple Bacon, (Canada, May 2016)
Figure 50: Maple Leaf Canadian Craft, Montreal Style Smoked Wieners, (Canada, May 2016)
Bringing the world of meat to Canada
Figure 51: Interest in ‘internationally-inspired spices/sauces/rubs’, by age and gender, August 2016
Figure 52: Interest in ‘internationally-inspired formats’, by age and gender, August 2016
Meat and mini-meals
MEAT – CANADA VS THE US
Meat mix differs between Canadians and Americans
Figure 53: Retail market volume consumption per capita, Canada vs US, 2010-14
Figure 54: Retail market volume consumption per capita by segment, Canada vs US, 2014
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Correspondence analysis
Consumer qualitative research
Abbreviations and terms
Abbreviations