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Burgers - UK - August 2010

This report covers burgers sold through retail outlets for consumption at home. Meat burgers include products the prime protein constituent of which is beef, lamb, pork, chicken, turkey or fish, while meat-free burgers are those made primarily of meat substitutes or vegetable matter. These substitutes include for example Quorn soya and tofu.

  • New premium burgers could have marked potential to tap into the pool of 19m adults who report being willing to pay more for burgers with high quality ingredients (eg venison).
  • Unusual and ‘exciting’ meats or toppings can help manufacturers attract the nearly 13m adults who look for more adventurous or exotic burgers.
  • Credible transparency combined with quality can provide a route for burgers to differentiate themselves in the market, to attract the nearly 16m adults who doubt the quality of pre-prepared burgers.
  • Cross-promoting burgers with more 'gourmet-style' toppings and combinations thereof can find resonance among the 19m people who see quality toppings as key to making a burger special.
  • Burgers targeted as suitable for the nutrition requirements of young children, eg in terms of salt and energy content, could find demand among the four in five parents of 3.8m under fives concerned about the healthiness of burgers.
  • The ‘treat’ dimension of burgers appears underdeveloped. Half of adults like to treat themselves to indulgent foods, yet only one in four that eat burgers choose them as a treat, suggesting potential to grow usage by positioning burgers as a treat.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definitions
          • Abbreviations
          • Future Opportunities

              • Genuine goodness
                • A credible premium proposition
                  • From our family to yours
                    • Upping the ante
                      • Curating the selection
                        • Better carbs, more veg
                        • Market in Brief

                          • Burger category to grow by 26% between 2010-15
                            • Image of fast food improving
                              • Demographic changes bring challenges and opportunities
                                • Private labels and ‘no nasties’ top in NPD
                                  • Meat-free worth 10% of the market
                                    • Four in five adults eat burgers
                                      • Burgers enjoy strong value image
                                      • Internal Market Environment

                                        • Key points
                                          • Image of fast and frozen food improving
                                              • Figure 1: Agreement with lifestyle statements, 2005-09
                                            • Indulgence gains in recession
                                                • Figure 2: Agreement with statements on healthy eating and dieting, 2005-09
                                              • Domestic leads, organic flags
                                                  • Figure 3: Agreement with statements on ethical food and food provenance, 2005-09
                                                • Half the nation are keen cooks
                                                    • Figure 4: Agreement with statements on cooking, 2005-09
                                                  • One in seven ‘eliminate’ meat
                                                      • Figure 5: Agreement with statements on avoiding meat and vegetarianism, 2005-09
                                                    • High food inflation sees shoppers scrutinise spending
                                                      • Figure 6: Retail Price Index of various food items from January 2005-May 2010
                                                  • Broader Market Environment

                                                    • Key points
                                                      • The barbecue occasion
                                                        • Figure 7: UK mean summer temperature, rainfall days and sunshine, 2004-09
                                                        • Figure 8: Ownership of barbecues, 2005-09
                                                      • Burgers must polish their image to appeal to ABs
                                                        • Figure 9: Changes in adult population, by socio-economic group, 2010-15
                                                      • Growth of 25-34-year-olds can fuel value growth
                                                          • Figure 10: Trends in the age structure of the UK population, 2005-15
                                                      • Competitive Context

                                                        • Key points
                                                          • Burgers compete with burger bars and red meat alike
                                                            • Figure 11: Performance of selected markets competing with burgers, 2005-10
                                                          • Fast food restaurants
                                                              • Figure 12: Adults who get takeaway from or eat in at burger bars, 2005-09
                                                            • Sausages
                                                              • Red meat
                                                              • Strengths and Weaknesses

                                                                • Strengths
                                                                  • Weaknesses
                                                                  • Who’s Innovating?

                                                                    • Key points
                                                                      • Brands in minority, but gaining
                                                                        • Range extensions rule
                                                                          • No nasties and green packaging hold top spots
                                                                            • Premium and vegetarian launches strong
                                                                              • Figure 13: Most commom claims in new products launched in the UK burgers market, 2009
                                                                              • Figure 14: Change in the share of claims in new products launched in the UK burgers market, 2007-09
                                                                            • Burgers range from tame to hot
                                                                              • Ready to cook, ready flavoured
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Growth to nearly £700 million forecast for burgers
                                                                                    • Figure 15: UK retail value sales of burgers, and index of growth, 2005-15
                                                                                    • Figure 16: UK retail volume and value sales of burgers, current and constant prices, 2005-15
                                                                                  • Meat burgers benefit in recession
                                                                                    • Rising value expected to drive growth
                                                                                        • Figure 17: UK retail value sales of meat burgers and grills, current and constant prices, 2005-15
                                                                                      • Slow growth in mature meat-free segment
                                                                                        • Meat-free to gather speed in current terms
                                                                                            • Figure 18: UK retail value sales of meat-free burgers and grills, current and constant prices, 2005-15
                                                                                          • Factors used in the forecast
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Beef still dominates burgers
                                                                                                • Figure 19: UK retail sales of meat burgers, by primary meat type, by value, 2005-09
                                                                                              • Frozen slowly losing share
                                                                                                • Figure 20: UK retail sales of burgers, by format, 2005-09
                                                                                              • Key points
                                                                                                • Birds Eye still captures half the frozen segment
                                                                                                  • Figure 21: Brand shares of frozen meat burgers and grills, by value, 2005-09
                                                                                                • Own-label dominates in chilled
                                                                                                  • Figure 22: Brand shares of chilled meat burgers and grills, by value, 2009
                                                                                                • Quorn retains top spot in meat-free
                                                                                                  • Figure 23: Brand shares of meat-free burgers and grills, by value, 2005-09
                                                                                              • Companies and Products

                                                                                                • Major players
                                                                                                  • Birds Eye
                                                                                                    • Grampian Country Food Group (VION UK)
                                                                                                      • Irish Food Processors (IFP)
                                                                                                        • Kepak
                                                                                                          • Premier Foods
                                                                                                          • Brand Communication and Promotion

                                                                                                            • Key points
                                                                                                              • Absence of brands leads to low and volatile ad spend
                                                                                                                  • Figure 24: Topline adspend in the UK burger market, 2005-09
                                                                                                                  • Figure 25: Adspend in the UK burger market, by media type, 2007-09
                                                                                                                • Price and on-pack promotions support burgers
                                                                                                                  • Grocers push up spend in 2008
                                                                                                                      • Figure 26: Adspend in the UK burger market, by advertiser and brand, 2007-09
                                                                                                                  • Channels to Market

                                                                                                                    • Key points
                                                                                                                      • Multiple grocers dominate the burger market
                                                                                                                        • Figure 27: UK retail value sales of burgers, by type of outlet, 2005-09
                                                                                                                    • Consumer – Burger Usage

                                                                                                                      • Key points
                                                                                                                        • Four in five adults eat burgers
                                                                                                                            • Figure 28: Burgers eaten in the last 12 months, by type, April 2010
                                                                                                                          • Frozen leads in burgers
                                                                                                                              • Figure 29: Demographic groups the most likely to eat burgers, by type, April 2010
                                                                                                                            • Beef holds a strong lead in burgers
                                                                                                                              • Figure 30: Burgers eaten in the last 12 months, by type of meat/meat-free, April 2010
                                                                                                                          • Consumer – Burger Occasions

                                                                                                                            • Key points
                                                                                                                              • Burgers make a convenient meal
                                                                                                                                  • Figure 31: Occasions for which burgers were prepared/eaten in the last 12 months, April 2010
                                                                                                                                • Burger occasions by demographic groups
                                                                                                                                    • Figure 32: Demographic groups the most likely to eat burgers, by occasion, April 2010
                                                                                                                                    • Figure 33: Demographic groups the most likely to eat burgers, by occasion, April 2010 (continued)
                                                                                                                                  • Two in five limit burgers to one use only
                                                                                                                                    • Figure 34: Repertoire of occasions for which burgers were prepared/eaten in the last 12 months, April 2010
                                                                                                                                • Consumer – Attitudes Towards Burgers

                                                                                                                                  • Key points
                                                                                                                                    • Health and quality concerns linger
                                                                                                                                        • Figure 35: Attitude towards burgers purchased for preparing at home, April 2010
                                                                                                                                      • Majority see burgers as not healthy when eaten too often
                                                                                                                                        • Burgers enjoy a strong value image
                                                                                                                                          • Quality issues linger
                                                                                                                                            • Burgers score ok on excitement
                                                                                                                                            • Consumer – Attitudes Towards Quality in Burgers

                                                                                                                                              • Key points
                                                                                                                                                • Burgers lack premium credentials
                                                                                                                                                    • Figure 36: Statements on burgers purchased for preparing at home, April 2010
                                                                                                                                                  • Strong interest in high quality
                                                                                                                                                    • A large minority seeks out exciting burgers
                                                                                                                                                    • Consumer – Target Groups

                                                                                                                                                      • Key points
                                                                                                                                                        • Three target groups for burgers
                                                                                                                                                          • Figure 37: Target groups for burgers, April 2010
                                                                                                                                                        • Burger DIYs
                                                                                                                                                          • Burger positives
                                                                                                                                                            • Sceptics
                                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                                • Figure 38: Attitudes towards cooking and organic/free range/domestic food, by demographics, 2009
                                                                                                                                                                • Figure 39: Attitudes towards scratch-cooking and healthy food, by demographics, 2009
                                                                                                                                                                • Figure 40: Attitudes towards frozen food and eating meat, by demographics, 2009
                                                                                                                                                            • Appendix – Broader Market Environment

                                                                                                                                                                • Figure 41: Ownership of barbecues, by demographics, 2009
                                                                                                                                                            • Appendix – Consumer – Burger Usage

                                                                                                                                                                • Figure 42: Burgers eaten in the last 12 months, by type, April 2010
                                                                                                                                                                • Figure 43: Types of burgers eaten in the last 12 months, by type of meat/meat-free, April 2010
                                                                                                                                                                • Figure 44: Burgers eaten in the last 12 months, by type, by demographics, April 2010
                                                                                                                                                                • Figure 45: Types of burgers eaten in the last 12 months, by type of meat/meat-free, by demographics, April 2010
                                                                                                                                                                • Figure 46: Fresh shop-bought burgers eaten in the last 12 months, by type of meat, by demographics, April 2010
                                                                                                                                                                • Figure 47: Frozen shop-bought burgers eaten in the last 12 months, by type of meat/meat-free, by demographics, April 2010
                                                                                                                                                                • Figure 48: Home-made burgers eaten in the last 12 months, by type of meat/meat-free, by demographics, April 2010
                                                                                                                                                            • Appendix – Consumer – Burger Occasions

                                                                                                                                                                • Figure 49: Occasions burgers were prepared for/eaten at in the last 12 months, April 2010
                                                                                                                                                                • Figure 50: Most popular occasions burgers were prepared for/eaten at in the last 12 months, by demographics, April 2010
                                                                                                                                                                • Figure 51: Next most popular occasions burgers were prepared for/eaten at in the last 12 months, by demographics, April 2010
                                                                                                                                                                • Figure 52: Repertoire of occasions burgers were prepared for/eaten at in the last 12 months, by demographics, April 2010
                                                                                                                                                                • Figure 53: Occasions burgers were prepared for/eaten at in the last 12 months, by repertoire of occasions, April 2010
                                                                                                                                                            • Appendix – Consumer – Attitudes Towards Burgers

                                                                                                                                                                • Figure 54: Attitudes towards burgers prepared at home, April 2010
                                                                                                                                                                • Figure 55: Attitudes towards burgers, by types of burgers eaten in the last 12 months, April 2010
                                                                                                                                                                • Figure 56: Attitudes towards burgers (any agree), by demographics, April 2010
                                                                                                                                                                • Figure 57: Attitudes towards burgers (any agree), by demographics, April 2010
                                                                                                                                                                • Figure 58: Attitudes towards burgers (any disagree), by demographics, April 2010
                                                                                                                                                                • Figure 59: Attitudes towards burgers (neither agree nor disagree), by demographics, April 2010
                                                                                                                                                                • Figure 60: Attitudes towards burgers (neither agree nor disagree), by demographics, April 2010
                                                                                                                                                            • Appendix – Consumer – Attitudes Towards Quality in Burgers

                                                                                                                                                                • Figure 61: Attitudes towards quality in burgers, April 2010
                                                                                                                                                                • Figure 62: Attitudes towards quality in burgers (any agree), by demographics, April 2010
                                                                                                                                                                • Figure 63: Attitudes towards quality in burgers (any disagree), by demographics, April 2010
                                                                                                                                                                • Figure 64: Attitudes towards quality in burgers (neither agree nor disagree), by demographics, April 2010
                                                                                                                                                                • Figure 65: Attitudes towards quality in burgers by types of burgers eaten in the last 12 months, April 2010
                                                                                                                                                            • Appendix – Consumer – Target Groups

                                                                                                                                                                • Figure 66: Attitudes towards burgers, by target groups, April 2010
                                                                                                                                                                • Figure 67: Attitudes towards cooking, by target groups, April 2010
                                                                                                                                                                • Figure 68: Burgers eaten in the last 12 months, by target groups and type, April 2010
                                                                                                                                                                • Figure 69: Occasions burgers were prepared for/eaten at in the last 12 months, by target groups, April 2010
                                                                                                                                                                • Figure 70: Attitudes towards quality in burgers, by target groups, April 2010
                                                                                                                                                                • Figure 71: Target groups, by demographics, April 2010

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Anglo Beef Processors Ltd
                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                            • Birds Eye Foods
                                                                                                                                                            • British Market Research Bureau (BMRB)
                                                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                            • Co-operative Group
                                                                                                                                                            • Department for Environment, Food & Rural Affairs
                                                                                                                                                            • Eatwell UK
                                                                                                                                                            • Food Standards Agency
                                                                                                                                                            • Gourmet Burger Kitchen
                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                            • J. Sainsbury
                                                                                                                                                            • Kantar Media
                                                                                                                                                            • Kepak Group
                                                                                                                                                            • Lidl (UK)
                                                                                                                                                            • Marks & Spencer
                                                                                                                                                            • McDonald's Corporation
                                                                                                                                                            • mmO2 plc
                                                                                                                                                            • Northern Foods Plc
                                                                                                                                                            • Office for National Statistics
                                                                                                                                                            • PizzaExpress Limited
                                                                                                                                                            • Pret A Manger
                                                                                                                                                            • T-Mobile (UK) Ltd
                                                                                                                                                            • Tesco Plc
                                                                                                                                                            • The Hain Celestial Group, Inc.
                                                                                                                                                            • Thorpe Park
                                                                                                                                                            • Unilever Bestfoods UK Ltd
                                                                                                                                                            • Virgin Mobile
                                                                                                                                                            • Vodafone Group Plc (UK)
                                                                                                                                                            • Waitrose
                                                                                                                                                            • Wm Morrison Supermarkets

                                                                                                                                                            Burgers - UK - August 2010

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