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Deli Meats, Bacon and Sausages - UK - June 2009

This report assesses the performance of the delicatessen meats, bacon and sausages market. Since 2007, volume sales have fallen by 2.2%, whilst value sales have grown by 5.2% to reach £3.9 billion.

The relegation of bacon and sausages to a weekend treat has opened up new usage occasions, and increased their popularity as a main meal accompaniment. This has helped to stem a significant drop in value sales as consumers look for more premium offerings.

There has been renewed interest in traditional British meals and the rediscovery of good value-for-money food has particularly helped sales of sausages, especially at the premium end of the market.

Deli meats continue to be a lunchtime favourite, especially popular as a versatile sandwich filling. Faced with tighter household budgets, consumers are seeking good value food items.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
        • Future Opportunities

          • Pre-packed brunch
            • A deli good selection
              • Selling sentiment, pushing Britishness
              • Market in Brief

                • Volume sales stall whilst value sales grow
                  • Fat and salt levels come under fire
                    • Category sales
                      • No time for breakfast
                        • Own-label dominates market
                          • Consumer habits
                          • Internal Market Environment

                            • Key points
                              • Buying British
                                • Animal welfare issues and pig farming
                                  • Currency fluctuations
                                    • Figure 1: UK pigmeat supply, 2007-09
                                  • Breakfast habits
                                    • Weight watching
                                      • Figure 2: Trends in healthy lifestyles and eating habits, 2004-08
                                    • Sunny spells are ahead
                                      • Figure 3: Repertoire of BBQ foods cooked, 2005 and 2008
                                    • A more discerning consumer
                                      • Figure 4: Trends in healthy lifestyles and eating habits, 2004-08
                                    • Do us a flavour
                                      • Effects of swine flu
                                      • Broader Market Environment

                                        • Key points
                                          • Cutting down on fat
                                            • Salt content also a target
                                              • Rising levels of obesity
                                                • Figure 5: Projections of overweight and obesity prevalence among UK adults, by gender, 2003-50
                                              • Population dynamics
                                                • Figure 6: Trends in the age structure of the UK population, 2004-14
                                              • Cancer fears
                                                • Household structure
                                                  • Figure 7: Structure of the UK adult population, by socio-economic group, 2004-14
                                              • Strengths and Weaknesses

                                                • Strengths
                                                  • Weaknesses
                                                  • Competitive Context

                                                    • Key points
                                                      • Reduced supplies puts pressure on prices
                                                        • Figure 8: UK retail value sales of meat, by type, 2004-08
                                                      • Breakfast eating habits
                                                        • Figure 9: UK retail value sales of breakfast cereals, by type, 2004-08
                                                      • Welfare pressure stems decline in egg sales
                                                        • Figure 10: UK retail sales of eggs, 2004-08
                                                      • Getting an edge on cheese
                                                        • Figure 11: UK retail volume and value sales of cheese, 2004-09
                                                      • Alternative sources of protein
                                                        • Figure 12: Household purchased quantities of food and drink, 2004-07
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • No to additives
                                                          • Figure 13: NPD in processed meats, percentage by positioning, 2006-08
                                                        • Own-label dominates launches
                                                          • Figure 14: NPD in processed meats, percentage own-label vs branded, 2006-08
                                                        • The more unusual
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Volume sales falter
                                                              • Figure 15: UK retail volume and value sales of deli meats, bacon and sausages, 2004-09
                                                            • Premium offerings
                                                              • The future of the market
                                                                • Figure 16: UK retail volume and value sales of deli meats, bacon and sausages, 2004-14
                                                              • Factors used in the forecast
                                                              • Segment Performance

                                                                • Key points
                                                                  • Bacon
                                                                    • Price sensitivity
                                                                      • Figure 17: UK retail volume and value sales of bacon, at current and constant prices, 2004-14
                                                                    • Smoked or unsmoked?
                                                                      • Figure 18: UK retail value sales of bacon, smoked versus unsmoked, 2006-08
                                                                    • Different usage occasions
                                                                      • Figure 19: UK retail value sales of bacon, by type of cut, 2004, 2006 amd 2008
                                                                    • Sausages
                                                                      • Traditional value
                                                                        • Figure 20: UK retail volume and value sales of sausages, at current and constant prices, 2004-14
                                                                      • Chilled sausages remain a favourite
                                                                        • Figure 21: UK retail sales of fresh and frozen sausages, 2004-14
                                                                      • A barbecue favourite
                                                                        • Premium vs. value
                                                                          • Figure 22: UK retail value sales of fresh and frozen sausages, by market positioning, 2004, 2006 and 2008
                                                                        • Delicatessen meats
                                                                          • Meeting consumers’ needs
                                                                            • Figure 23: UK retail volume and value sales of delicatessen meats, 2004-14
                                                                            • Figure 24: UK retail value sales of delicatessen meats, by type, 2004-09
                                                                          • Continental drift
                                                                          • Market Share

                                                                            • Key points
                                                                              • Own-label dominates market
                                                                                • Figure 25: Estimated manufacturer shares in retail value sales of prepacked bacon rashers, 2006 and 2008
                                                                                • Figure 26: Estimated manufacturer shares in retail value sale of fresh sausages, 2006 and 2008
                                                                                • Figure 27: Estimated manufacturer shares in retail value sales of prepacked delicatessen meats, 2007 and 2008
                                                                              • Discounter brands
                                                                                • Discounter brands
                                                                                • Companies and Products

                                                                                  • Manufacturers and brands
                                                                                    • Figure 28: Leading companies in the deli meats market and their brands, 2009
                                                                                  • Major players
                                                                                    • Bernard Matthews Farms
                                                                                      • Kerry Foods
                                                                                        • Duchy Originals
                                                                                          • Cranswick Food Group
                                                                                            • Danepak/Tulip/Roach
                                                                                              • Vion UK
                                                                                                • Trade bodies
                                                                                                  • British Pig Executive
                                                                                                    • British Poultry Council
                                                                                                      • Danish Bacon and Meat Council
                                                                                                      • Brand Communication and Promotion

                                                                                                        • Key points
                                                                                                          • Sausage brands dominate adspend
                                                                                                            • Figure 29: Main monitored media advertising expenditure on deli meats, bacon and sausages, 2006-08
                                                                                                          • Kerry Foods supports range
                                                                                                            • Figure 30: Main monitored media expenditure on deli meats, bacon and sausages, by advertiser 2006-08
                                                                                                          • Bernard Matthews refocuses adspend
                                                                                                          • Channels to Market

                                                                                                            • Key points
                                                                                                              • Butchers getting the cut
                                                                                                                • Figure 31: UK retail value sales of delicatessen meats, bacon and sausages, by outlet type, 2006 and 2008
                                                                                                            • The Consumer – What is Eaten at Home?

                                                                                                              • Key points
                                                                                                                • Pre-packed products dominate
                                                                                                                    • Figure 32: Types of cooked meats eaten/served at home, March 2009
                                                                                                                    • Figure 33: Profile of those eating pre-packed red meat vs. sliced to order red meat, July 2008
                                                                                                                  • Old habits die hard
                                                                                                                    • Ethnic flavours not a top choice
                                                                                                                      • Rashers dominate customer choice
                                                                                                                        • Figure 34: Types of bacon/gammon eaten/served at home, March 2009
                                                                                                                      • Fresh vs. frozen
                                                                                                                        • Figure 35: Types of sausages eaten/served at home, March 2009
                                                                                                                      • Trying something different
                                                                                                                        • Consumer choices
                                                                                                                          • Figure 36: Repertoire of cooked meats, bacon/gammon and sausages eaten/served at home, March 2009
                                                                                                                      • The Consumer – Consumption Motivations

                                                                                                                        • Key points
                                                                                                                          • A lunchtime favourite
                                                                                                                            • Figure 37: When cooked meats/bacon and gammon/sausages are eaten/served at home, March 2009
                                                                                                                          • Not everyone’s choice
                                                                                                                            • Dinner time
                                                                                                                              • Barbecue food
                                                                                                                                • The deli counter
                                                                                                                                  • Figure 38: Attitudes towards pre-packed cooked meats and pre-cooked meats available at the deli counter, March 2009
                                                                                                                                • Supporting local farmers
                                                                                                                                  • Butcher’s choice
                                                                                                                                    • Figure 39: Attitudes towards bacon and sausages, March 2009
                                                                                                                                  • Cost savings
                                                                                                                                  • The Consumer – Targeting Groups

                                                                                                                                      • Figure 40: Consumer typologies for cooked meats, May 2009
                                                                                                                                    • Value Hunter
                                                                                                                                      • Deli Supporter
                                                                                                                                        • Variety Seeker
                                                                                                                                          • Local Produce Champion
                                                                                                                                          • Appendix

                                                                                                                                            • Abbreviations
                                                                                                                                            • Appendix – Internal Market Environment

                                                                                                                                                • Figure 41: Trends in ownership of barbecues, 2004-08
                                                                                                                                                • Figure 42: Energy intake, by source, 2002/03-07
                                                                                                                                                • Figure 43: Trends in healthy lifestyles and eating habits, by demographics, 2008
                                                                                                                                                • Figure 44: Trends in healthy lifestyles and eating habits, by demographics, 2008
                                                                                                                                            • Appendix – Broader Market Environment

                                                                                                                                                • Figure 45: Trends in the age structure of the UK population, by gender, 2004, 2009 and 2014
                                                                                                                                                • Figure 46: Trends in the age structure of the UK population, 2004, 2009 and 2014
                                                                                                                                                • Figure 47: Structure of the UK adult population, by socio-economic group, 2004, 2009 and 2014
                                                                                                                                            • Appendix – Who’s Innovating?

                                                                                                                                                • Figure 48: New product launches, by type of storage, 2006-08
                                                                                                                                                • Figure 49: New product launches, by packaging type, 2006-08
                                                                                                                                                • Figure 50: New product launches, by packaging materials, 2006-08
                                                                                                                                              • Launch format
                                                                                                                                                • Figure 51: New product launches, by launch type, 2006-08
                                                                                                                                            • Appendix – Brand Communication and Promotion

                                                                                                                                                • Figure 52: Main monitored media expenditure on deli meats, bacon and sausages, by media, 2006-08
                                                                                                                                            • Appendix – The Consumer – What is Eaten at Home?

                                                                                                                                                • Figure 53: Type of cooked meats eat/serve at home, by demographics, March 2009
                                                                                                                                                • Figure 54: Type of cooked meats eat/serve at home, by demographics, March 2009
                                                                                                                                                • Figure 55: Types of bacon/gammon do you eat/serve at home, by demographics, March 2009
                                                                                                                                                • Figure 56: Types of sausages eat/serve at home, by demographics, March 2009
                                                                                                                                                • Figure 57: Types of sausages eat/serve at home, by demographics, March 2009 (continued)
                                                                                                                                                • Figure 58: Type of cooked meats do you eat/serve at home, by repertoire of cooked meats eat/serve at home, March 2009
                                                                                                                                                • Figure 59: Types of bacon/gammon have you eaten at home, by repertoire of bacon/gammon eaten/served at home, March 2009
                                                                                                                                                • Figure 60: Types of sausages do you eat/serve at home, by repertoire of sausages eat/serve at home, March 2009
                                                                                                                                                • Figure 61: Repertoire of cooked meats do you eat/serve at home, by demographics, March 2009
                                                                                                                                                • Figure 62: Repertoire of bacon/gammon do you eat/serve at home, by demographics, March 2009
                                                                                                                                                • Figure 63: Repertoire for types of sausages do you eat/serve at home, by demographics, March 2009
                                                                                                                                            • Appendix – The Consumer – Consumption Motivations

                                                                                                                                                • Figure 64: Cooked meats/bacon and gammon/sausages, when tend to eat/serve them at home, by demographics, March 2009
                                                                                                                                                • Figure 65: Cooked meats/bacon and gammon/sausages, when tend to eat/serve them at home, by demographics, March 2009 (continued)
                                                                                                                                                • Figure 66: Cooked meats/bacon and gammon/sausages, when tend to eat/serve them at home, by demographics, March 2009 (continued)
                                                                                                                                                • Figure 67: Cooked meats/bacon and gammon/sausages, when tend to eat/serve them at home, by demographics, March 2009 (continued)
                                                                                                                                                • Figure 68: Cooked meats/bacon and gammon/sausages, when tend to eat/serve them at home, by demographics, March 2009 (continued)
                                                                                                                                                • Figure 69: Statements on pre-packed cooked meats and pre-cooked meats available at the deli counter, by demographics, March 2009
                                                                                                                                                • Figure 70: Statements on pre-packed cooked meats and pre-cooked meats available at the deli counter, by demographics, March 2009
                                                                                                                                                • Figure 71: Statements agreed with on both bacon and sausages, by demographics, March 2009
                                                                                                                                                • Figure 72: Statements agreed with on both bacon and sausages, by demographics, March 2009 (continued)
                                                                                                                                                • Figure 73: Grocery shopping habits, by statements on bacon and sausages, March 2009
                                                                                                                                            • Appendix – The Consumer – Targeting Groups

                                                                                                                                                • Figure 74: Statements on pre-packed cooked meats and pre-cooked meats, by target gorups, March 2009
                                                                                                                                                • Figure 75: Target groups, by demographics, March 2009
                                                                                                                                                • Figure 76: Cooked meats tend to eat/serve at home, by target groups, March 2009
                                                                                                                                                • Figure 77: Bacon and gammon tend to eat/serve them at home, by target groups, March 2009
                                                                                                                                                • Figure 78: Sausages tend to eat/serve them at home, by target groups, March 2009
                                                                                                                                                • Figure 79: Types of cooked meats eat/serve at home, by target group, March 2009
                                                                                                                                                • Figure 80: Grocery shopping habits, by target groups, March 2009

                                                                                                                                            Companies Covered

                                                                                                                                            • Agriculture and Horticulture Development Board
                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                            • Asda Group Ltd
                                                                                                                                            • Ballyfree
                                                                                                                                            • Bernard Matthews Plc
                                                                                                                                            • Birds Eye Foods
                                                                                                                                            • British Market Research Bureau (BMRB)
                                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                            • Co-operative Group
                                                                                                                                            • Denhay Farms
                                                                                                                                            • Department for Environment, Food & Rural Affairs
                                                                                                                                            • Duchy Originals
                                                                                                                                            • Food Standards Agency
                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                            • Grampian Country Food Group
                                                                                                                                            • J & J Tranfield Ltd
                                                                                                                                            • J. Sainsbury
                                                                                                                                            • Jack Scaife Ltd
                                                                                                                                            • Kerry Group plc
                                                                                                                                            • Key Country Foods
                                                                                                                                            • Lidl (UK)
                                                                                                                                            • Marks & Spencer
                                                                                                                                            • Meat & Livestock Commission
                                                                                                                                            • Royal Society for the Prevention of Cruelty to Animals (RSPCA)
                                                                                                                                            • Tesco Plc
                                                                                                                                            • The British Poultry Council (BPC)
                                                                                                                                            • Tulip Food Company
                                                                                                                                            • Virgin Media Ltd
                                                                                                                                            • Waitrose
                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                            • World Cancer Research Fund

                                                                                                                                            Deli Meats, Bacon and Sausages - UK - June 2009

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