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Meal Accompaniments Review - UK - February 2015

“There remains plenty of scope to build the penetration and usage frequency of ancient grains, for example by communicating their versatility, convenience and value for money. Their health credentials in particular are a key angle that operators can leverage given the current low levels of awareness of the nutritional benefits many of these offer over rice.”
– Emma Clifford, Senior Food Analyst

This report looks at the following areas:

  • Providing more meal planning guidance and recipe ideation can help brands to build engagement among the younger generation
  • There is scope to drive usage of ancient grains through education
  • Marketing messages can help to position side dishes as a key means to boost meals in terms of excitement, health and fillingness

Eating side dishes is almost universal, with vegetables, salads and non-processed potatoes the most frequently used products. Reflecting this is that vegetables (including potatoes) account for the vast majority of spend within the meal accompaniments market. As such, the performance of the market is heavily steered by that of vegetables.

The value of the market has grown consistently over 2009-13, mainly owing to price inflation. 2014 saw sales dip for the first time in the five-year period. This mainly stemmed from a fall in average prices within the vegetable segment, owing to favourable growing conditions and the supermarkets’ price wars.

This report covers the UK retail market for products commonly used as a meal accompaniment or side dish, which essentially breaks down into the following segments:

Rice

  • Dry rice
  • Savoury rice
  • Frozen rice
  • Pre-cooked microwaveable rice, including chilled and ambient.

Pasta

  • Dry
  • Chilled
  • While tinned pasta is discussed in the report it is excluded from the market size because of the prevalence of pasta meals in this category.

Noodles

  • Dry noodles
  • Ready-to-cook wet ambient noodles
  • Chilled noodles
  • Frozen noodles
  • Instant savoury noodles (also referred to as instant three-minute noodles), such as Batchelors Super Noodles.

All vegetables, salad and beans (including those used as meal components, as well as those used as meal accompaniments)

  • Fresh vegetables sold loose or prepacked and including pre-prepared produce and salad vegetables.
  • Frozen vegetables
  • Canned vegetables (including all tinned vegetables including baked beans and other shelf-stable formats such as snap pots, pouches, cartons and jars).

Potatoes in all forms

Fresh bagged and loose potatoes, chilled prepared potatoes (such as mash, wedges etc), canned, dehydrated or frozen (chips, waffles, shaped items and roast potatoes) are included.

Accompaniment bread

While all bread and selected baked goods can be eaten as side dishes, only those which are specifically designed to be eaten as a meal accompaniment are included in the market size and forecast (naan bread, other Indian breads and garlic bread).

Excluded from this report: 

Prepared meal side dishes such as cauliflower cheese, cheese and potato bake.

Instant pot snacks such as Pot Noodle

 

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Table of contents

  1. Introduction

      • Definitions
        • Excluded
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: UK retail value sales of meal accompaniments, 2009-19
              • Market factors
                • Prices fall owing to higher crop yields and price wars
                  • Demand for both healthier and convenience-led options should grow
                    • The rise in consumer spending set to affect choice of side dish
                      • Companies, brands and innovation
                        • Own-label dominates pasta while Uncle Ben keeps its lead in rice
                          • Figure 2: Brand sales and shares in UK retail sales of pasta, by value, 2013/14*
                        • A decline in the number of launches
                          • Continual growth in adspend over 2011-14
                            • The consumer
                              • Vegetables are the number one choice
                                • Figure 3: Frequency of usage of meal accompaniments, by type, November 2014
                              • Going well with the main dish has most influence over choice of side
                                • Figure 4: Factors which make people choose one side dish over another, November 2014
                              • Processed potato products and bread win in terms of taste perceptions
                                • Figure 5: Correspondence analysis of qualities associated with side dishes, November 2014
                              • Over-45s most likely to deem side dishes to add interest to a meal
                                • Figure 6: Attitudes towards side dishes, November 2014
                              • Rice buying habits are ingrained
                                • Figure 7: Attitudes towards buying pasta, rice, noodles and other grains, November 2014
                              • Opportunities to boost usage of ancient grains
                                • Figure 8: Attitudes towards eating pasta, rice, noodles and other grains, November 2014
                              • What we think
                              • Issues and Insights

                                  • Providing more meal planning guidance and recipe ideation can help brands to build engagement among the younger generation
                                    • The facts
                                      • The implications
                                        • There is scope to drive usage of ancient grains through education
                                          • The facts
                                            • The implications
                                              • Marketing messages can help to position side dishes as a key means to boost meals in terms of excitement, health and fillingness
                                                • The facts
                                                  • The implications
                                                  • Trend Application

                                                      • Trend: Help Me Help Myself
                                                        • Trend: Fauxthenticity
                                                          • Trend: Sense of the Intense
                                                          • Market Drivers

                                                              • Britain’s love affair with foreign food
                                                                • Budgets remain squeezed but consumer spending is gathering momentum
                                                                  • Favourable growing conditions see vegetable prices drop in 2014
                                                                    • 2014/15 wheat harvest forecast to be good
                                                                      • The ageing population creates growing opportunities for healthy options
                                                                        • Long-term demand for convenience-led products could grow
                                                                        • Strengths and Weaknesses

                                                                          • Strengths
                                                                            • Weaknesses
                                                                            • Who’s Innovating?

                                                                              • Key points
                                                                                • A decline in the number of launches
                                                                                  • Figure 9: Product launches of selected side dishes* as share of total new products launched in the UK food market, 2009-14
                                                                                • An uptick in launches from Asda and Lidl
                                                                                  • Figure 10: Share of new launches within the meal accompaniments market, by company (top 15), 2010-14
                                                                                • More focus on speed and convenience
                                                                                  • Figure 11: Product launches within the UK side dishes market, by selected claim, 2010-14
                                                                                • Expansion of the pouch format
                                                                                  • L/N/R fat is the most common claim relating to health
                                                                                    • High-protein claims grow but remain scarce
                                                                                      • Flavoured variants add spice to beans, veg and potatoes
                                                                                      • Market Size and Forecast

                                                                                        • Key points
                                                                                          • An end to value growth in 2014
                                                                                            • Figure 12: UK retail value sales of meal accompaniments*, 2009-19
                                                                                          • A return to growth expected in 2015
                                                                                            • Figure 13: UK retail value sales of meal accompaniments*, 2009-19
                                                                                          • Forecast methodology
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Value sales of meal accompaniments slip in 2014
                                                                                                • Figure 14: UK retail value and volume sales of meal accompaniments, by segment, 2009-14
                                                                                              • Pasta
                                                                                                • Chilled makes value gains
                                                                                                  • Figure 15: UK retail value and volume sales of pasta*, by segment, 2012-14
                                                                                                • Rice
                                                                                                  • Volume sales stall in the rice market
                                                                                                    • Figure 16: UK retail value and volume sales of pasta, by segment, 2012-14
                                                                                                  • Noodles
                                                                                                    • Instant noodles struggle
                                                                                                      • Figure 17: UK retail value and volume sales of noodles, by segment, 2012-14
                                                                                                    • Vegetables
                                                                                                      • Fresh vegetables are most popular
                                                                                                        • Figure 18: UK retail value sales of vegetables, by segment, 2012-14
                                                                                                      • Meal accompaniment breads
                                                                                                        • Figure 19: UK retail value sales of meal accompaniment breads, by segment, 2012-14
                                                                                                    • Market Share

                                                                                                      • Key points
                                                                                                        • Pasta remains dominated by own-label
                                                                                                          • Figure 20: Brand sales and shares in UK retail sales of pasta (including tinned pasta), by value and volume, 2012/13 and 2013/14
                                                                                                        • Strong volume and value growth from Uncle Ben’s and Tilda
                                                                                                          • Figure 21: Brand sales and shares in UK retail sales of rice, by value and volume, 2012/13 and 2013/14
                                                                                                        • Premier Foods struggles in the noodles market
                                                                                                          • Figure 22: Brand sales and shares in UK retail sales of noodles*, by value and volume, 2012/13 and 2013/14
                                                                                                        • McCain extends it lead
                                                                                                          • Figure 23: Brand sales and shares in UK retail sales of frozen potatoes, by value and volume, 2012/13 and 2013/14
                                                                                                        • Strong growth from Heinz in the declining beans market
                                                                                                          • Figure 24: Brand sales and shares in UK retail sales of baked beans, by value and volume, 2012/13 and 2013/14
                                                                                                      • Companies and Products

                                                                                                        • Heinz
                                                                                                          • Company overview
                                                                                                            • Product range
                                                                                                              • Pasta
                                                                                                                • Product innovation
                                                                                                                  • Promotion
                                                                                                                    • Mars
                                                                                                                      • Company overview
                                                                                                                        • Product range and innovation
                                                                                                                          • Promotion
                                                                                                                            • Tilda
                                                                                                                              • Company overview
                                                                                                                                • Product range and innovation
                                                                                                                                  • Advertising and promotion
                                                                                                                                    • Premier Foods
                                                                                                                                      • Company overview
                                                                                                                                        • Advertising and promotion
                                                                                                                                          • McCain Foods
                                                                                                                                            • Company overview
                                                                                                                                              • Product range and innovation
                                                                                                                                                • Advertising and promotion
                                                                                                                                                • Brand Communication and Promotion

                                                                                                                                                  • Key points
                                                                                                                                                    • Continual growth in adspend over 2011-14
                                                                                                                                                      • Figure 25: Main monitored media advertising expenditure in the meal accompaniments market, 2010-14
                                                                                                                                                    • A hike in adspend on fresh salad and vegetables
                                                                                                                                                      • Figure 26: Main monitored media advertising expenditure in the meal accompaniments market, by segment, 2010-14
                                                                                                                                                    • A downturn in adspend in pasta, rice and noodles
                                                                                                                                                      • McCain is the advertising heavyweight
                                                                                                                                                        • Figure 27: Main monitored media advertising expenditure in the meal accompaniments market, by company, 2010-14
                                                                                                                                                      • An uptick in adspend from Heinz
                                                                                                                                                        • Uncle Ben’s launches a family-oriented cooking show on YouTube
                                                                                                                                                        • The Consumer – Usage of Meal Accompaniments

                                                                                                                                                          • Key points
                                                                                                                                                            • Vegetables are the number one choice
                                                                                                                                                              • Figure 28: Frequency of usage of meal accompaniments, by type, November 2014
                                                                                                                                                              • Figure 29: Consumers who eat vegetables, salad, processed potato products and non-processed potato products at least twice a week, by age, November 2014
                                                                                                                                                            • Large households drive usage of pasta, rice, noodles and grains
                                                                                                                                                              • Figure 30: Consumers who eat pasta, rice, noodles, prepared salads and other grains as a meal accompaniment at least twice a week, by household size, November 2014
                                                                                                                                                            • Other grains win appeal among 25-34s and ABs
                                                                                                                                                              • Figure 31: Consumers who have eaten other grains as a meal accompaniment in the last month, by age and socio-economic group, November 2014
                                                                                                                                                          • The Consumer – Choice Factors

                                                                                                                                                            • Key points
                                                                                                                                                              • Going well with the main dish has most influence over choice of side
                                                                                                                                                                • Figure 32: Factors which make people choose one side dish over another, November 2014
                                                                                                                                                                • Figure 33: Consumers who choose one product over another based on it going well with the main meal, by gender and age, November 2014
                                                                                                                                                              • Ease and speed of cooking are important
                                                                                                                                                                • Over-65s place most importance on health-related attributes
                                                                                                                                                                  • Figure 34: Consumers who choose one product over another based on it counting towards their five-a-day, being low in salt, low in calories and high in fibre, by age, November 2014
                                                                                                                                                                • Under-35s are most likely to look for satiation
                                                                                                                                                                • The Consumer – Qualities Associated with Side Dishes

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Methodology
                                                                                                                                                                      • Processed potato products and bread win in terms of taste perceptions
                                                                                                                                                                        • Figure 35: Correspondence analysis of qualities associated with side dishes, November 2014
                                                                                                                                                                        • Figure 36: Selected qualities associated with side dishes, November 2014
                                                                                                                                                                      • Pasta and rice enjoy a reputation for being good value for money
                                                                                                                                                                        • Figure 37: Further qualities associated with side dishes, November 2014
                                                                                                                                                                      • Young consumers are less likely to associate side dishes with convenience and versatility
                                                                                                                                                                        • A need to build awareness of other grains
                                                                                                                                                                        • The Consumer – Attitudes towards Meal Accompaniments

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Over-45s most likely to deem side dishes to add interest to a meal
                                                                                                                                                                              • Figure 38: Attitudes towards side dishes, November 2014
                                                                                                                                                                              • Figure 39: Consumers who think that sides dishes are a good way to make a meal more interesting, those who like to experiment with different types of side dish and those who would like more ideas on how to make side dishes more exciting, by age, November 2014
                                                                                                                                                                            • Under-25s are least likely to opt for specific pairings
                                                                                                                                                                              • Seasonality affects choice for four in 10
                                                                                                                                                                              • The Consumer – Attitudes towards Pasta, Rice, Other Grains and Noodles

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Rice buying habits are ingrained
                                                                                                                                                                                    • Figure 40: Attitudes towards buying pasta, rice, noodles and other grains, November 2014
                                                                                                                                                                                  • Under-25s are most interested in NPD in added-value pasta and noodles
                                                                                                                                                                                    • Figure 41: Selected attitudes towards buying pasta and noodles, by age, November 2014
                                                                                                                                                                                  • Potential for the development of flavoured pasta
                                                                                                                                                                                    • Demand for healthier options
                                                                                                                                                                                      • Opportunities to boost usage of ancient grains
                                                                                                                                                                                        • Figure 42: Attitudes towards eating pasta, rice, noodles and other grains, November 2014
                                                                                                                                                                                      • One third deem fresh pasta to taste better than dry
                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                          • Figure 43: Best- and worst-case forecasts for the meal accompaniments market, by value, 2014-19

                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                      To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                      Meal Accompaniments Review - UK - February 2015

                                                                                                                                                                                      £1,995.00 (Excl.Tax)