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Barbecue Foods - UK - November 2010

Two in three adults ate food cooked on the barbecue in summer 2010, with some 120 million barbecue occasions fuelling estimated sales of barbecue foods of some £1.7 billion in 2010. The market has posted healthy growth in recent years, helped by better weather, still a key driver of barbecue occasions, since the washout summer of 2007. The trend for staying in and entertaining at home instead of going out in the recession has also been a key factor supporting growth in recent years, with a positive impact from the World Cup in 2010.

  • Further opportunities remain to develop premium-end barbecue foods, to appeal to some 12 million adults who disagree with the view that expensive ingredients have no place on the barbecue.
  • Barbecue foods positioned as quick and easy, perhaps including pre-cooked options, have potential to win over some of the seven million adults who see barbecuing as time-consuming.
  • Barbecue dishes positioned as healthy or light stand to appeal to some seven million people who see barbecue foods as often unhealthy, including young families.
  • Solutions making the barbecuing ‘project’ more convenient, including both in food and in associated products, could tap into a pool of over nine million consumers who see barbecuing as a hassle.
  • Cross-promoting meat thermometers with barbecue food could encourage higher usage among the four million people who are put off by not knowing if barbecue food is properly cooked.
  • Promoting cooking on the barbecue as a cooking method on its own right could benefit the sector by supporting more frequent usage, as currently only one in five people who eat barbecue food often use the barbecue to just cook for the family.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • Good things come to those who wait
                • De-Seasonalisation
                • Market in Brief

                  • Good weather and cutbacks on eating out support barbecue occasions
                    • Demographic changes to support demand for barbecue foods
                      • More potential for premium-end foods and new ideas
                        • Time and hassle of cooking on the barbecue off-putting for a large minority
                          • Premium and exotic strong in NPD
                          • Internal Market Environment

                            • Key points
                              • Sunny 2010 and World Cup boost barbecues
                                  • Figure 1: Summer sunshine and rainfall trends, 2004-10
                                • Recession drives eating in
                                  • Healthy eaters are a large minority
                                      • Figure 2: Attitudes towards healthy eating and weight loss, 2006-10
                                    • High food inflation supports value growth
                                        • Figure 3: Retail Price Index of various food items, 2005-10
                                      • British tastes get more sophisticated and exotic
                                          • Figure 4: Attitudes towards cooking and new recipes, 2006-10
                                        • A sizeable niche eliminates meat
                                          • Figure 5: Attitudes towards eating meat, 2006-10
                                        • The rise in acceptance of frozen food stalls
                                          • Figure 6: Attitudes towards frozen foods, 2006-10
                                        • Green issues are a consideration
                                          • Figure 7: Agreement with statements on importance of environment in purchase and lifestyle choice, 2005-09
                                      • Broader Market Environment

                                        • Key points
                                          • The growth of ABs and C2s is good news for barbecue foods
                                              • Figure 8: Changes in UK adult population, by socio-economic group, 2010-15
                                            • Barbecue foods set to benefit from rising number of 25-34-year-olds
                                              • Figure 9: Changes in the age structure of the UK population, 2010-15
                                            • Value likely to remain in focus as slow spending growth expected
                                              • Figure 10: Annual percentage change in consumer expenditure, at constant 2005 prices, 2006-15
                                          • Competitive Context

                                            • Key points
                                              • Barbecue foods compete with two key markets
                                                • Figure 11: Performance of selected markets competing with barbecue food, 2005-10
                                              • Barbecues compete with casual eating out
                                                • Figure 12: UK pub industry and pub catering market size, 2005-10
                                              • …and with eating in
                                              • Strengths and Weaknesses

                                                • Strengths
                                                  • Weaknesses
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • Absence of additives retains top position
                                                        • Figure 13: Most common claims in new barbecue products, 2009 and 2010
                                                      • New products look to speed up cooking on the barbecue
                                                        • Active NPD in both premium and economy products
                                                          • Spicy and exotic flavours remain popular in NPD
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Weather patterns play an important role in barbecue occasions
                                                                • Underlying trends support growth
                                                                  • Inflation and premiumisation contribute to value growth
                                                                    • Barbecue food market reaches £1.7 billion in 2010
                                                                      • Figure 14: UK number of barbecue occasions and estimated retail sales of BBQ foods, 2005-10
                                                                    • Forecast
                                                                      • Figure 15: Forecast of UK retail sales of barbecue foods, by value, 2005-15
                                                                    • Demographic changes bode well for the market
                                                                      • Potential for value growth once spending returns to growth
                                                                        • Forecast methodology
                                                                        • Companies and Products

                                                                            • Sausages
                                                                              • Figure 16: Estimated manufacturer shares in retail value sales of fresh sausages, 2006 and 2008
                                                                            • Burgers
                                                                              • Figure 17: Brand shares of meat burgers and grills, by value, 2005-09
                                                                            • Poultry
                                                                              • Figure 18: UK retail sales of poultry, at constant prices, 2005-15
                                                                            • Sauces and marinades
                                                                              • Figure 19: UK retail sales of bottled sauces, by type, 2005-09
                                                                          • Brand Communication and Promotion

                                                                            • Key points
                                                                              • Barbecue food adspend relies on grocers
                                                                                • National BBQ Association
                                                                                  • EBLEX and BPEX support barbecues
                                                                                      • Figure 20: Identified adspend on barbecue foods, 2007-10*
                                                                                  • Channels to Market

                                                                                    • Key points
                                                                                      • The grocers dominate...
                                                                                        • Figure 21: UK retail value sales of poultry, burgers and sausages, by outlet type, 2007 and 2009
                                                                                      • …helped by their price positioning...
                                                                                        • ...and new product development
                                                                                          • Consumer findings
                                                                                            • Other channels remain under pressure
                                                                                            • Consumer – Ownership of Barbecues

                                                                                              • Key points
                                                                                                • Half of adults own a barbecue
                                                                                                  • Figure 22: Ownership of gardens and barbecues, by type, July 2010
                                                                                                • Barbecues more common among younger, higher-income consumers
                                                                                                    • Figure 23: Ownership of barbecues, by main type, by household income, July 2010
                                                                                                    • Figure 24: Ownership of barbecues, by main type, by age, July 2010
                                                                                                • Consumer – Barbecue Food Choices

                                                                                                  • Key points
                                                                                                    • Burgers and sausages are top choice for BBQs
                                                                                                        • Figure 25: Foods cooked on the barbecue, eaten in the last six months, July 2010
                                                                                                      • Younger consumers eat barbecue food most
                                                                                                        • Burgers and sausages still rule
                                                                                                          • Women choose lighter foods
                                                                                                          • Consumer – Attitudes towards Barbecues and Barbecue Foods

                                                                                                            • Key points
                                                                                                              • New ideas and premium foods in strong demand
                                                                                                                  • Figure 26: Attitudes towards barbecues and barbecue food, July 2010
                                                                                                                • Strong potential for premium products
                                                                                                                  • Ideas for new dishes welcomed
                                                                                                                    • One in four see BBQ food as unhealthy
                                                                                                                      • Weather plays a key role for barbecues
                                                                                                                        • On-pack instructions get ignored by one in three
                                                                                                                        • Consumer – Attitudes towards Cooking on the Barbecue

                                                                                                                          • Key points
                                                                                                                            • Social aspect still dominates barbecuing
                                                                                                                                • Figure 27: Attitudes towards cooking on the barbecue, July 2010
                                                                                                                              • Barbecues are more about the fun than food
                                                                                                                                • Two in three are confident cooking on the barbecue
                                                                                                                                  • A large minority see barbecuing as slow and a hassle
                                                                                                                                    • One in six concerned about poorly cooked food
                                                                                                                                    • Consumer – Target Groups

                                                                                                                                      • Key points
                                                                                                                                        • Four target groups
                                                                                                                                          • Figure 28: Consumer typologies for barbecue food, July 2010
                                                                                                                                        • Barbecue-lovers (22%)
                                                                                                                                          • Who are they?
                                                                                                                                            • Attitudes towards cooking and health
                                                                                                                                              • Easy-going (29%)
                                                                                                                                                • Who are they?
                                                                                                                                                  • Attitudes towards cooking and health
                                                                                                                                                    • Fun-planners (24%)
                                                                                                                                                      • Who are they?
                                                                                                                                                        • Attitudes towards cooking and health
                                                                                                                                                          • Uninterested (25%)
                                                                                                                                                            • Who are they?
                                                                                                                                                              • Attitudes towards cooking and health
                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                  • Figure 29: Summer weather trends, 2004-10
                                                                                                                                                                  • Figure 30: Agreement with selected lifestyle statements, 2006-10
                                                                                                                                                                  • Figure 31: Agreement with selected statements on cooking and new recipes, by demographics, 2010
                                                                                                                                                                  • Figure 32: Agreement with selected lifestyle statements, by demographics, 2010
                                                                                                                                                              • Appendix – Consumer – Ownership of Barbecues

                                                                                                                                                                  • Figure 33: Ownership of barbecues, July 2010
                                                                                                                                                                  • Figure 34: Ownership of barbecues, by demographics, July 2010
                                                                                                                                                                  • Figure 35: Ownership of barbecues, by demographics, July 2010
                                                                                                                                                              • Appendix – Consumer – Barbecue Food Choices

                                                                                                                                                                  • Figure 36: Foods cooked on the barbecue eaten in the last six months, July 2010
                                                                                                                                                                  • Figure 37: Foods cooked on the barbecue eaten in the last six months, by demographics, July 2010
                                                                                                                                                                  • Figure 38: Foods cooked on the barbecue eaten in the last six months, by demographics, July 2010 (continued)
                                                                                                                                                              • Appendix – Consumer – Attitudes towards Barbecues and Barbecue Food

                                                                                                                                                                  • Figure 39: Attitudes towards barbecues and barbecue food, July 2010
                                                                                                                                                                  • Figure 40: Agreement with the statements ‘Cooking on the barbecue is too much hassle to do it often’ and ‘A barbecue is a great way to get together with friends/family’, by demographics, July 2010
                                                                                                                                                                  • Figure 41: Agreement with the statements ‘I enjoy cooking on the barbecue’ and ‘It’s a good way to get the most out of the summer’, by demographics, July 2010
                                                                                                                                                                  • Figure 42: Agreement with the statements ‘I’m put off barbecue food by not knowing if it’s properly cooked’ and ‘I feel confident cooking on the barbecue’, by demographics, July 2010
                                                                                                                                                                  • Figure 43: Agreement with the statements ‘Cooking on the barbecue takes too long to use it often’ and ‘I have been put off barbecues by a bad experience(s)’, by demographics, July 2010
                                                                                                                                                                  • Figure 44: Agreement with the statement ‘Barbecue food is often disappointing as it is badly cooked’ and ‘I often use the barbecue to cook lunch/dinner for self/partner/family’, by demographics, July 2010
                                                                                                                                                                  • Figure 45: Agreement with the statements ‘Barbecuing is more about the fun than the food’ and ‘Food cooked indoors using a grill tastes just as good as food cooked on a barbecue’, by demographics, July 2010
                                                                                                                                                                  • Figure 46: Attitudes towards barbecuing, by ownership of barbecues, July 2010
                                                                                                                                                              • Appendix – Consumer – Attitudes towards Cooking on the Barbecue

                                                                                                                                                                  • Figure 47: Attitudes towards cooking on the barbecue, July 2010
                                                                                                                                                                  • Figure 48: Agreement with the statements ‘I love the taste of food cooked on the barbecue’ and ‘Barbecue food is often unhealthy’, by demographics, July 2010
                                                                                                                                                                  • Figure 49: Agreement with the statements ‘There’s no point cooking expensive ingredients on the barbecue’ and ‘I usually plan barbecues in advance’, by demographics, July 2010
                                                                                                                                                                  • Figure 50: Agreement with the statements ‘I often cook on the barbecue on impulse’ and ‘I would like more ideas for things to cook on the barbecue’, by demographics, July 2010
                                                                                                                                                                  • Figure 51: Agreement with the statements ‘Barbecue food always tastes the same’ and ‘It’s best to stick to easy-to-cook foods on the barbecue’, by demographics, July 2010
                                                                                                                                                                  • Figure 52: Agreement with the statements ‘I would like ideas for easy side dishes with barbecue food’ and ‘I enjoy eating outside when the weather is good’, by demographics, July 2010
                                                                                                                                                                  • Figure 53: Agreement with the statements ‘When barbecuing I rarely pay attention to the cooking instructions onpack’ and ‘It’s too much hassle cooking barbecue foods in the oven/grill first’, by demographics, July 2010
                                                                                                                                                              • Appendix – Consumer – Target Groups

                                                                                                                                                                  • Figure 54: Attitudes towards barbecuing, by target groups, July 2010
                                                                                                                                                                  • Figure 55: Attitudes towards cooking on the barbecue and barbecue food, by target groups, July 2010
                                                                                                                                                                  • Figure 56: Attitudes towards cooking, by target groups, July 2010
                                                                                                                                                                  • Figure 57: Eating habits, by target groups, July 2010
                                                                                                                                                                  • Figure 58: Target groups, by demographics, July 2010

                                                                                                                                                              Companies Covered

                                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                              • Bernard Matthews Plc
                                                                                                                                                              • Birds Eye Foods
                                                                                                                                                              • British Beer and Pub Association
                                                                                                                                                              • British Pig Executive (BPEX)
                                                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                                                              • Greene King Brewing and Retailing Ltd
                                                                                                                                                              • HJ Heinz Company UK
                                                                                                                                                              • J. Sainsbury
                                                                                                                                                              • JD Wetherspoon
                                                                                                                                                              • Kantar Media
                                                                                                                                                              • Kerry Foods
                                                                                                                                                              • Kerry Group plc
                                                                                                                                                              • Marks & Spencer
                                                                                                                                                              • Mitchells & Butlers Plc
                                                                                                                                                              • Nandos UK
                                                                                                                                                              • National Barbecue Association (NBBQA)
                                                                                                                                                              • National BBQ Association
                                                                                                                                                              • New Covent Garden Food Co
                                                                                                                                                              • Premier Foods plc
                                                                                                                                                              • Soil Association
                                                                                                                                                              • Spar UK Ltd
                                                                                                                                                              • Tesco Plc
                                                                                                                                                              • Waitrose
                                                                                                                                                              • Wall's
                                                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                                                              • Young's Bluecrest Seafood Ltd

                                                                                                                                                              Barbecue Foods - UK - November 2010

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