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
- Inflation drives growth in the market from 2013-18
- Inflation and negligible volume sales growth expected for 2018-23
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- Figure 1: UK retail value sales of processed poultry and red meat, 2013-23
- Hot summer of 2018 boosts red meat products
- Health and environmental concerns drive consumer cutbacks
- Companies and brands
- NPD allows own-label to increase its lead on frozen
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- Figure 2: Leading brands’ sales in the UK frozen meat/poultry/meat-free meal components market, 2017/18*
- Added vegetables trend continues
- Further activity in poultry sausages and burgers
- Advertising spend rises substantially in 2017
- Birds Eye Iglo leads on advertising in 2017
- The consumer
- Nine in 10 eat processed meat or poultry as part of main meals
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- Figure 3: Usage of processed poultry and red meat main meal components, July 2018
- Seven in 10 buyers are influenced by low price or promotions
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- Figure 4: Processed poultry and red meat buying factors, July 2018
- No unnecessary antibiotics and eco-friendly concepts spark interest
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- Figure 5: Consumer willingness to pay more for new product concepts in processed meat, July 2018
- Premium products can benefit from a ‘less but better’ mentality
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- Figure 6: Behaviours relating to processed poultry and red meat, July 2018
- Clean label products have wide appeal
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- Figure 7: Attitudes towards processed poultry and red meat, July 2018
- What we think
Issues and Insights
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- Multiple avenues for companies to address health concerns
- The facts
- The implications
- Environmentally friendly concepts spark interest
- The facts
- The implications
- Premium products can benefit from a ‘less but better’ mentality
- The facts
- The implications
The Market – What You Need to Know
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- Inflation drives growth in the market 2013-18
- Inflation and negligible volume sales growth expected for 2018-23
- Hot summer of 2018 boosts red meat products
- Health and environmental concerns drive consumer cutbacks
Market Size and Forecast
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- Inflation drives growth in the market 2013-18
- Inflation and negligible volume sales growth expected for 2018-23
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- Figure 8: UK retail value sales of processed poultry and red meat, 2013-23
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- Figure 9: UK retail value sales of processed poultry and red meat, 2013-23
- Forecast methodology
Market Segmentation
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- Hot summer of 2018 boosts red meat products
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- Figure 10: Value sales of red meat meal components, by segment, 2013-18
- Further inflation expected for 2018-23
- Meat reduction trend to continue to hinder volume sales
- Environmental concerns could have a slow-burn effect
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- Figure 11: UK retail value sales of red meat meal components, 2013-23
- Figure 12: UK retail value sales of red meat meal components, 2013-23
- NPD boosts processed poultry sales in 2018
- Inflation and slowing volume sales predicted for 2018-23
- Consumer suspicions over heavily processed foods remain a barrier to uptake
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- Figure 13: UK retail value sales of processed poultry, 2013-23
- Figure 14: UK retail value sales of processed poultry, 2013-23
Market Drivers
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- Multiple factors affect meat prices
- Pound’s depreciation drives up wholesale prices
- Further inflation on the cards for 2018/19
- Uncertainty hangs over future household finances
- Meat reduction trend continues
- Four in 10 have cut back on meat for health reasons
- Media reports on meat’s environmental impact prompt consumer cutbacks
- Retailers up the competition from meat-free
- Public focus on plastic waste underlines the need for packaging innovation
- Livestock industry makes progress on antibiotics reduction
- World foods trend sets British dishes a challenge to stay on the menu
- Heatwave boosts sales of red meat meal components
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- Figure 15: Sunshine hours in the UK, by month, 2013-18
Companies and Brands – What You Need to Know
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- NPD allows own-label to increase its lead on frozen
- Added vegetables trend continues
- Further activity in poultry sausages and burgers
- Advertising spend rises substantially in 2017
- Birds Eye Iglo leads on advertising in 2017
Market Share
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- Own-label continues to dominate in chilled
- NPD helps own-label to increase its lead in frozen
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- Figure 16: Leading brands’ sales and shares in the UK frozen meat/poultry/meat-free meal components market, 2015/16-2017/18
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- Figure 17: Leading manufacturers’ sales and shares in the UK frozen meat/poultry/meat-free meal components market, 2015/16-2017/18
- Birds Eye maintains its leading position
- Vegetarian brands grow
- Cooked sausages post lacklustre sales performance
- Morliny benefits from playing up its Polish roots
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- Figure 18: Leading brands’ sales and shares in the UK retail chilled cooked sausages market, 2015/16-2017/18
- Figure 19: Leading manufacturers’ sales and shares in the UK retail chilled cooked sausages market, 2015/16-2017/18
Launch Activity and Innovation
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- Various brands launch reduced fat variants
- Richmond unveils chicken sausages
- Smaller brands and retailers launch premium products
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- Figure 20: Examples of L/N/R fat sausages, 2018
- Picard extends its organic burgers onto the UK market
- Added vegetables trend continues
- Iceland looks to appeal to parents with added vegetable chicken nuggets
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- Figure 21: Examples of processed meat/poultry products with added vegetables, 2018
- Brands and retailers launch nitrite-free bacon
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- Figure 22: Example of nitrite-free bacon, 2018
- Further activity in poultry sausages and burgers
- Aldi chicken sausages spark controversy
- Waitrose adds turkey burgers
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- Figure 23: Examples of poultry sausages/burgers, 2018
- Premium own-label burgers draw inspiration from foodservice
- Retailers explore unusual toppings
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- Figure 24: Examples of premium own-label burgers inspired by foodservice trends, 2018
- Waitrose emulates French bistros with steak haché burgers
- Exploring international flavours
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- Figure 25: Examples of processed poultry products with international flavours, 2018
- ABP links with Warner Bros on children’s range
- Scope for expansion in children’s products
Advertising and Marketing Activity
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- Substantial rise in advertising spend in 2017
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- Figure 26: Total above-the-line, online display and direct mail advertising expenditure on processed poultry and red meat meal components, 2014-18 (sorted by 2017)
- Birds Eye Iglo leads on advertising in 2017
- Chicken Dippers portrayed as adding excitement to family mealtimes
- Kerry continues its local hero-themed adverts for Richmond
- ‘Nation’s favourites’ campaign celebrates ordinary people
- Radio adverts put the focus on family time
- Various brands use social media to make recipe suggestions
- Retailers’ summer campaigns put the spotlight on premium products
- Iceland links premium products with victory
- M&S promotes the expertise used to create its ‘best-ever burger’…
- …and raises the stakes with its traceability focus
- Spar looks to harness the power of peer recommendations
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Nine in 10 eat processed meat or poultry as part of main meals
- Seven in 10 buyers are influenced by low price or promotions
- No unnecessary antibiotics and eco-friendly concepts spark interest
- Premium products can benefit from a ‘less but better’ mentality
- Clean label products have wide appeal
Usage of Processed Poultry and Red Meat Main Meal Components
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- Nine in 10 eat processed meat or poultry as part of main meals
- Sausages and burgers cooked from raw have higher usage than pre-cooked versions
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- Figure 27: Usage of processed poultry and red meat main meal components, July 2018
- Men and families are key users of processed meat
- Families are key users of processed products
- Financial situation makes no difference to usage
- Under-35s are more likely to use pre-cooked products
- Over six in 10 eat three or more processed meat types
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- Figure 28: Repertoire of processed meat/poultry meal components eaten, July 2018
Processed Poultry and Red Meat Buying Factors
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- Seven in 10 buyers are influenced by low price or promotions
- Various selling points can appeal, other than price
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- Figure 29: Processed poultry and red meat buying factors, July 2018
- High meat content is valued by many
- Makers of high meat content products will need to emphasise this on-pack
- Opportunities for clean label high meat content products
- Need for lower meat content products to reassure consumers on ingredients
- A quarter of buyers are swayed by high animal welfare
- Animal welfare claims are rare in processed meat
- Smaller brands look to link high welfare with improved taste
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- Figure 30: Examples of unprocessed meat/poultry products linking high welfare with improved taste, 2018
- Tangible statements on animal welfare can help companies to add value
- Women and over-55s are more likely to be influenced by animal welfare
Consumer Willingness to Pay More for New Product Concepts in Processed Meat/Poultry
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- No unnecessary antibiotics guarantees appeal to a third
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- Figure 31: Consumer willingness to pay more for new product concepts in processed meat/poultry, July 2018
- No unnecessary antibiotics guarantees appeal particularly to the health-conscious…
- …and to those concerned about animal welfare
- Niche brands highlight their minimal antibiotics policies
- US examples can provide cues
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- Figure 32: International examples of processed meat/poultry products making no antibiotics and animal welfare claims, 2018
- Environmentally friendly concepts appeal especially to under-35s
- A third of users have cut back on processed meat for environmental reasons
- Eco-friendly products should help to address consumers’ environmental concerns
- International examples provide cues for UK operators
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- Figure 33: International examples of processed meat products with environmentally friendly packaging, 2017-18
Behaviours Relating to Processed Poultry and Red Meat Meal Components
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- Premium products can benefit from a ‘less but better’ mentality
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- Figure 34: Behaviours relating to processed poultry and red meat, July 2018
- Various options for companies to signal premium status
- Consumer expectations of innovation from premium products sets task for companies
- Recipe suggestions spark widespread interest
- Encouraging use in recipes would help companies to tap into the world foods trend
- Cross-promotions and in-store positioning would encourage use in cooking
- Four in 10 users have cut back on processed meat for health reasons
- Three in 10 restrict processed meat to certain days of the week
- Opportunities for products replacing red meat with poultry
- Products with added vegetables attract interest but meet with mixed sales results
Attitudes towards Processed Poultry and Red Meat Meal Components
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- Clean label products have wide appeal
- Clean label products would help to improve the image of breaded/battered products
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- Figure 35: Attitudes towards processed poultry and red meat, July 2018
- Premium burgers offer considerable competition to restaurants
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 36: Forecast of UK retail value sales of processed poultry and red meat meal components, best- and worst-case scenarios, 2018-23
- Figure 37: Forecast of UK retail value sales of red meat meal components, best- and worst-case scenarios, 2018-23
- Figure 38: Forecast of UK retail value sales of processed poultry, best- and worst-case scenarios, 2018-23
Appendix – Launch Activity and Innovation
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- Figure 39: New product launches in the UK unprocessed/ processed meat and poultry market, by top 10 claims, 2014-18 (sorted by 2017)
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