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Meat, Seafood and Poultry - UK - October 2013

Published By :

Mintel

Published Date : Nov 2013

Category :

SeaFood

No. of Pages : 271 Pages


Ready to cook products with sauces or flavourings have been a key NPD area in chilled fish. Such innovation should be well-placed to help also the other segments to appeal to the majority of users looking for easy to prepare products and tap into popular flavour trends.
Table of Content

Introduction
Definition
Abbreviations

Executive Summary
The market
Meat, poultry and seafood market size reaches £17.3 billion
Figure 1: UK retail value sales of meat, poultry and seafood, 2008-18
Figure 2: UK retail value sales of meat, poultry and seafood, by segment, 2008-18
Red meat
Poultry and game
Seafood
Market factors
Higher food prices lead to consumer cutbacks
Shrinking households likely to affect consumption
Companies, brands and innovation
Market share
Figure 3: Own-label shares in retail sales of selected processed meat, poultry and seafood, by value and volume, 2012/13*
Ease of use, health, and new flavours are inspiring NPD in 2013
The consumer
High penetration levels among UK households
Figure 4: Usage of meat, poultry and seafood by frequency, by preparation stage, August 2013
Clear preference for chilled over frozen
Figure 5: Usage of prepared ready-to-cook meat, poultry and seafood products, by storage type, August 2013
Despite popularity of pre-packed, deli counters play an important role
Figure 6: Usage of cooked or other ready-to-eat meat, poultry or seafood, by type, August 2013
Changes in buying habits reflect switching between proteins
Figure 7: Changes in amount spent on meat/fish/poultry in the last 12 months, August 2013
Greater appetite for high quality ingredients
Figure 8: Important qualities when choosing meat, seafood or poultry products, August 2013
High interest in origin
Figure 9: Selected attitudes towards meat, seafood or poultry, August 2013
What we think

Issues in the Market
How important are healthier options to meat, poultry and seafood consumers?
Which segments could further leverage convenience?
How can the seafood market support usage through innovation?
How can companies continue to drive enthusiasm for red meat?

Trend Application
Trend: Man in the Mirror
Trend: Moral Brands
Mintel Futures Trend: Generation Next

Market Drivers
Key points
Higher food prices exert pressure on household budgets
Mood of austerity takes its toll on consumption levels
Health rises on public agenda
Government guidance on how to ‘Eatwell’
Seafood industry continues to push ‘twice a week’ mantra
Responsibility deals urges companies to take initiative on health
Salt reduction targets
Demographic changes
Recovering economy, but stalling growth of ABs
Figure 10: Forecast adult population trends, by socio-economic group, 2008-18
Non-family households rise in importance
Figure 11: Forecast adult population trends, by lifestage, 2008-18

Who’s Innovating?
Key points
New product launch activity in processed meat, poultry and seafood
Figure 12: NPD in processed meat, poultry and fish, by product category, 2009-13*
Figure 13: Brands as % share of NPD in processed meat, poultry and seafood, by product category, 2009-13*
NPD by storage type
Figure 14: NPD in processed meat, poultry and fish, by product category and storage, August 2012-August 2013
‘Bulk’ packaging enhances frozen’s convenience status
Continental meats give ambient a boost
Flavour enhancement in seafood
New product claims
Figure 15: NPD in processed meat, poultry and fish, by product category and new product claim, August 2012-August 2013
Premium claims rebound slightly during 2013
Pork in the healthy eating spotlight
UK market lacks low-sodium innovation

Strengths and Weaknesses
Strengths
Weaknesses

Market Size and Forecast
Key points
Meat, poultry and seafood market size reaches £17.3 billion
Figure 16: UK retail value and volume sales of meat, poultry and seafood, 2008-18
Segment overview
Figure 17: UK retail value sales of meat, poultry and seafood, by sector, 2008-18
Figure 18: UK retail volume sales of meat, poultry and seafood, by sector, 2008-18
Forecast
Figure 19: Forecast of UK retail sales of meat, poultry and seafood, by value, 2008-18
Figure 20: Forecast of UK retail sales of meat, poultry and seafood, by volume, 2008-18
Figure 21: Forecast of UK retail sales of meat, by value, 2008-18
Figure 22: Forecast of UK retail sales of poultry and game, by value, 2008-18
Figure 23: Forecast of UK retail sales of seafood, by value, 2008-18
Forecast methodology

Market Segmentation
Key points
Fresh cuts of meat benefit from the horsemeat incident
Figure 24: UK retail value and volume sales of unprocessed/raw meat*, 2008-13
Challenging times for processed meat
Figure 25: UK retail value and volume sales of bacon, sausages and burgers, 2008-13
Ready-to-eat options benefit from packed lunch trend
Figure 26: UK retail value and volume sales of chilled/sliced cooked meats and cooked sausages, 2008-13
Canned meats continue downward trend
Figure 27: UK retail value and volume sales of canned meats*, 2008-13
Frozen meat hit by horsemeat incident
Figure 28: Estimated UK retail value and volume sales of frozen meat*, 2009-13
Fresh chicken extends its lead
Figure 29: Estimated UK retail value and volume sales of unprocessed/raw poultry, 2008-13
Turkey slow to recruit new users
Figure 30: Estimated UK retail value and volume sales of game meat, 2008-13
Processed poultry posts high growth in 2013
Figure 31: Estimated UK retail value and volume sales of processed poultry*, 2008-13
Seafood struggles to grow volume sales
Figure 32: UK retail value and volume sales of seafood (fish and shellfish), 2008-13
Figure 33: UK retail sales of seafood (fish and shellfish), by type, by volume and value, 2008-13
Chilled continues to outperform frozen fish
Figure 34: Estimated UK retail sales of seafood (fish and shellfish), by storage, by value and volume, 2008-13
Figure 35: Estimated UK retail sales of unprocessed and processed seafood (chilled and frozen fish and shellfish), by volume and value, 2008-13

Market Share
Key points
Own-label has a dominant presence
Birds Eye asserts its dominance over an ailing frozen seafood category
Figure 36: Leading manufacturers’ sales and shares in the UK frozen seafood market, by value and volume, 2011/12 and 2012/13
Birds Eye bucks the frozen meat downward trend
Figure 37: Leading brands’ sales and shares in the UK frozen burgers/grills market, by value and volume, 2011/12 and 2012/13
Positive performance by frozen poultry
Figure 38: Leading brands’ sales and shares in the UK frozen processed poultry market, by value and volume, 2011/12 and 2012/13
Higher retail prices lead to volume declines for John West and Princes
Figure 39: Leading brands’ sales and shares in the UK canned tuna, salmon and shellfish market, by value and volume, 2011/12 and 2012/13
Princes extends dominance of canned meat
Figure 40: Leading brands’ sales and shares in the UK canned meat market, by value and volume, 2011/12 and 2012/13

Brand Research
Brand map
Figure 41: Attitudes towards and usage of brands in the meat, poultry and seafood sector, August 2013
Correspondence analysis
Brand attitudes
Figure 42: Attitudes, by meat, poultry and seafood brand, August 2013
Brand personality
Figure 43: Meat, poultry and seafood brand personality – macro image, August 2013
Figure 44: Meat, poultry and seafood brand personality – micro image, August 2013
Brand experience
Figure 45: Meat, poultry and seafood brand usage, August 2013
Figure 46: Satisfaction with various meat, poultry and seafood brands, August 2013
Figure 47: Consideration of meat, poultry and seafood brands, August 2013
Figure 48: Consumer perceptions of current meat, poultry and seafood brand performance, August 2013
Brand index
Figure 49: Meat, poultry and seafood brand index, August 2013
Target group analysis
Figure 50: Target groups, August 2013
Figure 51: Meat, poultry and seafood brand usage, by target groups, August 2013
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists

Companies and Products
Bernard Matthews Limited
Findus Group/Young’s
Iglo Group/Birds Eye
John West Foods
Kerry Foods
Moy Park
Princes Food and Drink Group
Tulip Ltd
ABP Food Group
2 Sisters Food Group

Brand Communication and Promotion
Key points
Another year of adspend decline
Figure 52: Above-the-line expenditure in the UK meat, poultry and seafood market, 2009-13*
Spend in 2012
Figure 53: Above-the-line expenditure in the UK meat, poultry and fish market, by advertiser, 2009-13*
John West goes online and interactive to reinforce ethics
QMS takes to the airwaves with “Wham, Bam, Thank You Lamb”
Birds Eye assumes the role of educator
Encouraging people to eat more fish

Channels to Market
Key points
Evidence of growing spend outside the core grocery channels
Figure 54: Spending on meat and fish (incl. VAT), by type of retailer, 2012
Specialists’ time in the spotlight could be short-lived

The Consumer – Type and Frequency of Use
Key points
Meat, poultry and seafood enjoys high household penetration
Figure 55: Usage of meat, poultry and seafood by frequency, by preparation stage, August 2013
Clear preference for chilled over frozen ready-to-cook options
Figure 56: Usage of prepared ready-to-cook meat, poultry and seafood products, by storage type, August 2013
Chilled burgers gain new users
Under-25s most receptive towards frozen food
Figure 57: Usage of frozen meat, poultry and seafood, 16-24s vs average, August 2013
Seafood in marinade rises in popularity
Figure 58: Usage of marinated/glazed seafood, by storage format, July 2012 and August 2013
Pre-packed makes ready-to-eat varieties more accessible
Figure 59: Usage of cooked or other ready-to-eat meat, poultry or seafood, by type, August 2013

The Consumer – Changes in Buying Habits
Key points
Changes in meat, poultry and seafood purchased for home consumption
Figure 60: Changes in amount spent on meat/fish/poultry in the last 12 months, August 2013
A third spend more on poultry in 2013
Shellfish and turkey continue to lag in usage
Affordability drives switching between proteins

The Consumer – Important Factors Affecting Purchase
Key points
Quality ingredients resonate with the majority of consumers
Figure 61: Important qualities when choosing meat, seafood or poultry products, July 2012 and August 2013
Demand for British and local ingredients has increased since last year
Flavour enhancement appeals to one in four
High quality protein content strikes a chord
Health is an influential concern

The Consumer – Attitudes towards Meat, Seafood and Poultry
Key points
Attitudes towards meat, poultry and seafood
Figure 62: Attitudes towards meat, seafood or poultry, August 2013
Awareness of provenance top of mind
Demand for clearer animal welfare labelling
Demand for transparency drives demand for less processed products
Figure 63: Selected attitudes towards safety and transparency of meat, seafood or poultry, August 2013
Higher costs drive change in behaviour
Figure 64: Selected attitudes towards buying habits of meat, seafood or poultry, August 2013
Alternative channels gain ground

Appendix – Market Drivers
Cooking habits
Figure 65: Cooking habits, August 2013
Figure 66: Cooking habits – Prepare and eat food at home, by demographics, August 2013
Figure 67: Cooking habits – Eat takeaway food or get home delivery, by demographics, August 2013
Figure 68: Cooking habits – Eat outside of home, by demographics, August 2013
Figure 69: Lunch habits, August 2013
Figure 70: Lunch habits – Make sandwiches for a packed lunch, by demographics, August 2013
Figure 71: Lunch habits – Make sandwiches for a packed lunch, by demographics, August 2013 (continued)
Figure 72: Lunch habits – Make something else for a packed lunch, by demographics, August 2013
Figure 73: Lunch habits – Make something else for a packed lunch, by demographics, August 2013 (continued)
Figure 74: Lunch habits – Buy lunch out of home, by demographics, August 2013
Figure 75: Lunch habits – Buy lunch out of home, by demographics, August 2013 (continued)
Figure 76: What encourages consumers to try new food products, August 2013
Figure 77: Most popular influences that encourage consumers to try new food products, by demographics, August 2013
Figure 78: Next most popular influences that encourage consumers to try new food products, by demographics, August 2013
Figure 79: Other influences that encourage consumers to try new food products, by demographics, August 2013
Figure 80: GDP, PDI, consumer expenditure and savings, at constant 2013 prices, 2007-17
Figure 81: GDP, PDI, consumer expenditure and savings, at current prices, 2008-18
Figure 82: UK households, by size, 2008-18

Appendix – Who’s Innovating?
Figure 83: NPD activity in processed meat, poultry and fish, by product category, 2009-12
Figure 84: NPD in processed meat, poultry and fish, own-label vs branded launches, August 2012-August 2013

Appendix – Market Size and Forecast
Meat, poultry and seafood
Figure 85: Forecast of UK retail sales of meat, poultry and seafood, best and worst case forecast, by value, 2013-18
Figure 86: Forecast of UK retail sales of meat, poultry and seafood, best and worst case forecast, by volume, 2013-18
Red meat
Figure 87: Forecast of UK retail sales of meat, best and worst case forecast, by volume, 2013-18
Figure 88: Forecast of UK retail sales of meat, best and worst case forecast, by value, 2013-18
Figure 89: Forecast of UK retail sales of meat, best and worst case forecast, by volume, 2013-18
Poultry and game
Figure 90: Forecast of UK retail sales of poultry and game, best and worst case forecast, by volume, 2013-18
Figure 91: Forecast of UK retail sales of poultry and game, best and worst case forecast, by value, 2013-18
Figure 92: Forecast of UK retail sales of poultry and game, best and worst case forecast, by volume, 2013-18
Seafood
Figure 93: Forecast of UK retail sales of seafood, best and worst case forecast, by volume, 2013-18
Figure 94: Forecast of UK retail sales of seafood, best and worst case forecast, by value, 2013-18
Figure 95: Forecast of UK retail sales of seafood, best and worst case forecast, by volume, 2013-18

Appendix – Brand Research
Figure 96: Brand usage, August 2013
Figure 97: Brand commitment, August 2013
Figure 98: Brand momentum, August 2013
Figure 99: Brand diversity, August 2013
Figure 100: Brand satisfaction, August 2013
Figure 101: Brand attitude, August 2013
Figure 102: Brand image – micro image, August 2013
Figure 103: Brand image – micro image, August 2013
Figure 104: Profile of target groups, by demographics, August 2013
Figure 105: Psychographic segmentation, by target groups, August 2013
Figure 106: Brand usage, by target groups, August 2013
Brand index
Figure 107: Brand index, August 2013

Appendix – Brand Communication and Promotion
Figure 108: Above-the-line expenditure in the UK meat, poultry and fish market, by top 10 brands, 2012
Figure 109: Above-the-line expenditure in the UK meat, poultry and fish market, by top 10 brands, 2009-13*
Figure 110: Above-the-line expenditure in the UK meat, poultry and fish market, by media type, 2009-13*
Figure 111: Above-the-line expenditure in the UK meat, poultry and fish market, by product category, 2008-13*

Appendix – The Consumer – Type and Frequency of Use – Level of Preparation
Figure 112: Usage of meat, poultry and seafood by frequency, by level of preparation, August 2013
Figure 113: Usage of unprepared meat, poultry and seafood by frequency – Raw, whole or cuts of meat, poultry or seafood, that are cooked at home, by demographics, August 2013
Figure 114: Usage of prepared ready-to-cook meat, poultry or seafood by frequency – Prepared ready-to-cook chilled or frozen meat, poultry or seafood, by demographics, August 2013
Figure 115: Usage of cooked or other ready-to-eat meat, poultry or seafood by frequency – Cooked or other ready-to-eat meat, poultry or seafood, by demographics, August 2013
Figure 116: Usage of tinned or pouched meat, poultry or seafood by frequency – Tinned or pouched meat, poultry or seafood, by demographics, August 2013

Appendix – The Consumer – Usage of Prepared Ready-to-Cook Meat, Poultry or Seafood by Storage Type, by Product
Figure 117: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product, August 2013
Figure 118: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Any, by demographics, August 2013
Figure 119: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Sausages, by demographics, August 2013
Figure 120: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Bacon, by demographics, August 2013
Figure 121: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Burgers, by demographics, August 2013
Figure 122: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Meatballs, by demographics, August 2013
Figure 123: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Breaded/battered red meat, by demographics, August 2013
Figure 124: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Marinated/glazed red meat, by demographics, August 2013
Figure 125: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Breaded/battered poultry, by demographics, August 2013
Figure 126: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Marinated/glazed poultry, by demographics, August 2013
Figure 127: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Breaded/battered fish/shellfish, by demographics, August 2013
Figure 128: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Marinated/glazed fish/shellfish, by demographics, August 2013
Figure 129: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – Other, by demographics, August 2013
Figure 130: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product – None of these, by demographics, August 2013

Appendix – The Consumer – Usage of Cooked or Other Ready-to-Eat Meat, Poultry or Seafood by Type
Figure 131: Usage of cooked or other ready-to-eat meat, poultry or seafood by type, August 2013
Figure 132: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Any, by demographics, August 2013
Figure 133: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Ham slices, by demographics, August 2013
Figure 134: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Beef slices, by demographics, August 2013
Figure 135: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Chicken/turkey slices, by demographics, August 2013
Figure 136: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Other cooked chicken/turkey, by demographics, August 2013
Figure 137: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Continental meats, by demographics, August 2013
Figure 138: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Shredded/cubed/batons of ham/bacon, by demographics, August 2013
Figure 139: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Cooked prawns, by demographics, August 2013
Figure 140: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Smoked/cured fish/shellfish, by demographics, August 2013
Figure 141: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Frankfurters, by demographics, August 2013
Figure 142: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – Other, by demographics, August 2013
Figure 143: Usage of cooked or other ready-to-eat meat, poultry or seafood by type – None of these, by demographics, August 2013

Appendix – The Consumer – Changes in Buying Habits
Figure 144: Types of meat, seafood and poultry bought, August 2013
Figure 145: Types of meat, seafood and poultry bought, by demographics, August 2013
Figure 146: Changes in amount spent on meat/fish/poultry in the last 12 months, August 2013
Figure 147: Changes in amount spent on meat/fish/poultry in the last 12 months – Beef, by demographics, August 2013
Figure 148: Changes in amount spent on meat/fish/poultry in the last 12 months – Pork, by demographics, August 2013
Figure 149: Changes in amount spent on meat/fish/poultry in the last 12 months – Lamb, by demographics, August 2013
Figure 150: Changes in amount spent on meat/fish/poultry in the last 12 months – Other red meat, by demographics, August 2013
Figure 151: Changes in amount spent on meat/fish/poultry in the last 12 months – Chicken, by demographics, August 2013
Figure 152: Changes in amount spent on meat/fish/poultry in the last 12 months – Turkey, by demographics, August 2013
Figure 153: Changes in amount spent on meat/fish/poultry in the last 12 months – Other poultry, by demographics, August 2013
Figure 154: Changes in amount spent on meat/fish/poultry in the last 12 months – Fish, by demographics, August 2013
Figure 155: Changes in amount spent on meat/fish/poultry in the last 12 months – Shellfish, by demographics, August 2013

Appendix – The Consumer – Important Factors Affecting Purchase
Figure 156: Important qualities when choosing meat, seafood or poultry products, August 2013
Figure 157: Most popular important qualities when choosing meat, seafood or poultry products (any rank), by demographics, August 2013
Figure 158: Next most popular important qualities when choosing meat, seafood or poultry products (any rank), by demographics, August 2013
Figure 159: Important qualities when choosing meat, seafood or poultry products, by usage of unprepared meat, poultry and seafood by frequency, August 2013
Figure 160: Important qualities when choosing meat, seafood or poultry products, by usage of prepared ready-to-cook meat, poultry or seafood by frequency, August 2013
Figure 161: Important qualities when choosing meat, seafood or poultry products, by usage of cooked or other ready-to-eat meat, poultry or seafood by frequency, August 2013
Figure 162: Important qualities when choosing meat, seafood or poultry products, by Usage of tinned or pouched meat, poultry or seafood by frequency, August 2013

Appendix – The Consumer – Attitudes towards Meat, Seafood and Poultry
Figure 163: Attitudes towards meat, seafood or poultry products, August 2013
Figure 164: Most popular attitudes towards meat, seafood or poultry products, by demographics, August 2013
Figure 165: Next most popular attitudes towards meat, seafood or poultry products, by demographics, August 2013
Figure 166: Other attitudes towards meat, seafood or poultry products, by demographics, August 2013

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