Poultry - Ireland - October 2014

INTRODUCTION
Key themes within the report
Definition
Consumer research
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Retail sales of poultry market, by segment, IoI, 2013
Forecast
Figure 2: Indexed total value of poultry market – retail sales, IoI, RoI and NI, 2009-19
Market factors
Poultry prices in decline in RoI, increase in NI.
Cooking from scratch helping to drive usage of unprepared poultry
RoI consumers more likely to view frozen food negatively compared to GB consumers
Export market for Irish poultry buoyant in 2012/13
Companies and innovations
Figure 3: New product development launches in the poultry category, UK and Ireland, 2009-13
The consumer
Chilled chicken portions most bought type of poultry
Figure 4: Consumption of poultry, chilled and frozen bought for consumption at home within the last 12 months, NI and RoI, August 2014
Poultry is valued for is versatility
Figure 5: Agreement with statements relating to poultry, NI and RoI, August 2014
Call for more clarity of sourcing and ingredients
Figure 6: Agreement with statements relating to poultry, NI and RoI, August 2014
What we think
ISSUES AND INSIGHTS
Have poultry usage and sales benefited from the increasing trend to cook from scratch?
The facts
The implications
Do consumers prefer frozen or chilled poultry?
The facts
The implications
What impact will changing attitudes towards food wastage have on the Irish poultry market?
The facts
The implications
What impact will increasing exports of poultry have on the domestic supply of poultry?
The facts
The implications
TREND APPLICATIONS
Factory Fear
Moral Brands
Patriot Games
MARKET OVERVIEW
Key points
RoI poultry prices see decline between 2013 and 2014
Figure 7: Consumer Price Indices, all items, all meat and poultry, RoI, January 2013 to September 2014
NI poultry prices increase
Figure 8: Consumer Price Index, UK (including NI), January 2013 – September 2014
Figure 9: Consumer Price Indices, poultry and all other meat, UK (including NI), 2008-13
Poultry market benefiting from increasing trend to cook from scratch
Figure 10: Frequency of preparing/cooking meals from scratch, RoI, 2009, 2011 and 2013
Cooking from scratch allows consumers to take control and experiment
Figure 11: Agreement with statements relating to cooking habits, NI and RoI, July 2013
UK and RoI consumers attitudes towards chilled vs frozen food divisive
Figure 12: Consumer attitudes towards frozen vs chilled food, 2009-13
Concerns about food wastage could help drive purchasing of frozen poultry
Half of NI and six in 10 RoI consumers more aware of food waste
Figure 13: Agreement with the statement “I have become more aware of the food I waste”, NI and RoI, November 2013
Poultry exports increase in both NI and RoI
Figure 14: Value of poultry meat sales, total sales vs external sales, NI, 2011 and 2012
Figure 15: Value of poultry exports, RoI, 2012 and 2013
GB key export location for both NI and RoI poultry
Figure 16: Value of poultry meat external sales (£m), by destination, NI, 2012
Figure 17: Value of poultry meat external sales (£m), by destination, RoI, 2013
COMPETITIVE CONTEXT
Key points
Meat the dominant segment of the protein market, but poultry has seen stronger growth
Figure 18: Indexed value of the meat market vs the poultry market, NI and RoI, 2009-19*
Poultry market accounts for bigger share in NI compared to RoI
Figure 19: Value of the meat market vs poultry market, NI and RoI, 2013
Figure 20: Median gross weekly earnings, NI, RoI and UK, 2009-14
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
MARKET SIZE AND SEGMENTATION
Key points
Poultry market continues to see value grow in 2014
Figure 21: Total value of poultry market – retail sales, IoI, RoI and NI, 2009-19
Poultry market expected to go from strength-to-strength
Figure 22: Indexed total value of poultry market – retail sales, IoI, RoI and NI, 2009-19
Chicken the dominant segment of the poultry market
Figure 23: Total value of poultry market, by segment, IoI, 2009-19
Game, duck and goose see strong market growth
Figure 24: Indexed total value of poultry market, by segment, IoI, 2009-14
COMPANIES AND INNOVATIONS
Key points
Innovations
New product development in the poultry category
Figure 25: New product development launches in the poultry category, UK and Ireland, 2009-13
New variety/range extension is consistently the most common launch type in the poultry category
Figure 26: new product development in the poultry sub-category, by launch type, UK and Ireland, 2009-14
Claims for ethics and ‘no additives’ are the most popular claims
Figure 27: product claims within the poultry category, by launch type, UK and Ireland, 2009-14
New products in the poultry category, with ethical claims rising
New products with ‘No additives/preservatives’ claims remaining high
USDA (US Department of Agriculture) scientists have modified an already available test to detect two poultry diseases.
Company profiles
Cappoquin Poultry Ltd
Crossgar Foodservice
Manor Farm
Moy Park
O’Kane Poultry
Shalvey Poultry
Silver Hill Foods
Western Brand
THE CONSUMER – TYPE OF POULTRY PURCHASED
Key points
Chicken the most purchased type of poultry in Ireland
Figure 28: Consumption of poultry, chilled and frozen bought for consumption at home within the last 12 months, NI and RoI, August 2014
Unprepared portions/fillets/diced chicken most bought type of poultry
Figure 29: Consumers who bought chilled unprepared portions/fillets/diced chicken for consumption at home within the last 12 months, by gender, NI and RoI, August 2014
Mature consumers more likely to have bought whole chicken
Figure 30: Consumers who bought chilled unprepared whole chicken at home within the last 12 months, by age, NI and RoI, August 2014
Figure 31: Consumers who bought chilled unprepared whole chicken at home within the last 12 months, by marital status, NI and RoI, August 2014
Irish consumers more likely to buy frozen chicken burgers than chilled
Figure 32: Consumers who bought chilled chicken burgers vs frozen burgers at home within the last 12 months, NI and RoI, August 2014
Figure 33: Consumers who bought chilled chicken burgers vs frozen burgers at home within the last 12 months, by social class, NI and RoI, August 2014
Younger consumers more likely to eat frozen chicken burgers
Figure 34: Consumers who bought chilled chicken burgers vs frozen burgers at home within the last 12 months, by age, NI and RoI, August 2014
Turkey products second most bought type of poultry
Figure 35: Consumers who bought chilled portions/fillets/diced turkey and whole turkey at home within the last 12 months, NI and RoI, August 2014
THE CONSUMER – ATTITUDES TOWARDS POULTRY
Key points
Versatility a key selling point of poultry
Figure 36: Agreement with statements relating to poultry, NI and RoI, August 2014
Six in 10 RoI and half of NI consumers value versatility when buying poultry
Figure 37: Agreement with the statement ‘I like cooking with poultry because it's versatile (ie can be prepared/used in a variety of ways)’, by gender, NI and RoI, August 2014
Figure 38: Division of cooking responsibilities in the household, by gender, NI and RoI, 2012
Consumers in mature consumer groups more likely to use poultry for its versatility
Figure 39: Agreement with the statement ‘I like cooking with poultry because it's versatile (ie can be prepared/used in a variety of ways)’, by age, NI and RoI, August 2014
Many eat more poultry than red meat because they see it as healthier
Figure 40: Agreement with the statement ‘I eat more poultry than red meat because it's healthier’, by age, NI and RoI, August 2014
Red meat gets a bad rep… which might be good for poultry
RoI consumers less trusting of breaded/battered chicken products
Figure 41: Agreement with the statement ‘I do not trust the quality of meat in breaded/battered poultry products (eg chicken nuggets, chicken kiev)’, by social class, NI and RoI, August 2014
High welfare chicken seen as having superior taste
Figure 42: Agreement with the statement ‘Higher welfare chicken (eg free range, organic) tastes better than standard chicken’, by social class, NI and RoI, August 2014
THE CONSUMER – CONSIDERATIONS WHEN BUYING POULTRY
Key points
Irish consumers expect retailers and brands to take ownership for sourcing of poultry
Figure 43: Agreement with statements relating to poultry, NI and RoI, August 2014
Half of RoI and a third of NI consumers feel more source details should be included on poultry packs
Figure 44: Agreement with selected statements relating to poultry sourcing and food safety, NI and RoI, August 2014
RoI consumers more likely to feel Irish poultry is of better quality
Figure 45: Agreement with the statement ‘Poultry reared in NI/RoI is better quality than poultry from overseas’, by age group, NI and RoI, August 2014
Half of RoI and a third of NI consumers prefer to flavour chicken themselves
Figure 46: Agreement with the statement ‘I prefer flavouring chicken myself to buying pre-seasoned products (eg marinated chicken)’, by gender, NI and RoI, August 2014
Approximately a third of Irish consumers willing to pay more for high welfare poultry
Figure 47: Agreement with the statement ‘It is worth paying more for poultry which has been reared to high welfare standards (eg free range)’, by social class, NI and RoI, August 2014
APPENDIX
NI Toluna tables
Figure 48: Types of fresh/chilled poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, NI, August 2014
Figure 49: Types of fresh/chilled poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, NI, August 2014 (continued)
Figure 50: Types of fresh/chilled poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, NI, August 2014 (continued)
Figure 51: Types of frozen poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, NI, August 2014
Figure 52: Types of frozen poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, NI, August 2014 (continued)
Figure 53: Types of frozen poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, NI, August 2014 (continued)
Figure 54: Agreement with statements relating to poultry, by demographics, NI, August 2014
Figure 55: Agreement with statements relating to poultry, by demographics, NI, August 2014 (continued)
Figure 56: Agreement with statements relating to poultry, by demographics, NI, August 2014 (continued)
Figure 57: Agreement with further statements relating to poultry, by demographics, NI, August 2014
Figure 58: Agreement with further statements relating to poultry, by demographics, NI, August 2014 (continued)
Figure 59: Agreement with further statements relating to poultry, by demographics, NI, August 2014 (continued)
RoI Toluna tables
Figure 60: Types of fresh/chilled poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, RoI, August 2014
Figure 61: Types of fresh/chilled poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, RoI, August 2014 (continued)
Figure 62: Types of fresh/chilled poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, RoI, August 2014 (continued)
Figure 63: Types of frozen poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, RoI, August 2014
Figure 64: Types of frozen poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, RoI, August 2014 (continued)
Figure 65: Types of frozen poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, RoI, August 2014 (continued)
Figure 66: Agreement with statements relating to poultry, by demographics, RoI, August 2014
Figure 67: Agreement with statements relating to poultry, by demographics, RoI, August 2014 (continued)
Figure 68: Agreement with statements relating to poultry, by demographics, RoI, August 2014 (continued)
Figure 69: Agreement with further statements relating to poultry, by demographics, RoI, August 2014
Figure 70: Agreement with further statements relating to poultry, by demographics, RoI, August 2014 (continued)
Figure 71: Agreement with further statements relating to poultry, by demographics, RoI, August 2014 (continued)