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Meat - Ireland - March 2013

“The meat market in Ireland has seen strong value growth year on year despite the downturn, and although the horsemeat scandal of 2013 is likely to have a lasting impact on sales of processed meat products, it has been to the overall advantage of sales of unprepared meat products, and Irish producers.”

– Brian O’Connor, Production Manager

Some questions answered in this report include:

  • What effect has the horsemeat scandal of 2013 had on the Irish meat market?
  • What impact has the poor weather of 2012 and 2013 had on the supply of meat products?
  • As production costs increase, how will this impact the Irish meat market?
  • What types of red meat are most popular among Irish consumers?

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Table of contents

  1. Introduction

      • Key themes within the report
        • Definition
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Estimated value of the meat market, by value, by segment, NI and RoI, 2012
              • Forecast
                • Figure 2: Indexed value of the meat market, NI and RoI, 2008-18
              • Market factors
                • Horsemeat causes stir in market
                  • Fresh meat market reaps the benefits
                    • Trust-building a main priority
                      • Weather interrupting meat production
                        • Production costs increasing
                          • Consumer spending power weak
                            • Companies, brands and innovations
                              • The consumer
                                • Bacon, sausages and minced beef most bought types of meat
                                  • Figure 3: Types of chilled and frozen meat products bought for home consumption in the last 12 months, NI and RoI, February 2013
                                • Safety of meat a key concern
                                  • Figure 4: Agreement with attitudes towards meat, NI and RoI, February 2013
                                • What we think
                                • Issues in the Market

                                  • What effect has the horsemeat scandal of 2013 had on the Irish meat market?
                                    • What impact has the poor weather of 2012 and 2013 had on the supply of meat products?
                                      • As production costs increase, how will this impact the Irish meat market?
                                        • What toll has the economic downturn taken on consumer meat habits?
                                          • What types of red meat are most popular among Irish consumers?
                                          • Trend Applications

                                              • Accentuate the Negative
                                                • Snack Size
                                                  • Mintel Futures: Brand Intervention
                                                  • Market Overview

                                                    • Key points
                                                      • Horsemeat scandal causing waves in meat market
                                                        • Panic created among Irish consumers
                                                          • Sales of fresh meat and butchers reap the benefits of the scandal
                                                            • Rebuilding trust after the scandal
                                                              • Figure 5: Top three statements consumers agree with relating to meat, NI and RoI, February 2013
                                                            • Supermarkets and suppliers taking steps to improve food security
                                                              • Adverse weather strikes cost of meat production in Ireland
                                                                • Shortage of animal feed
                                                                  • Price of animal feed increasing
                                                                      • Figure 6: Price of animal feed, NI and RoI, 2006 and 2012
                                                                    • Production costs overall continue to increase
                                                                      • Figure 7: Agricultural Input and Output Price Indices, RoI, 2002-12
                                                                    • Consumer prices increase putting pressure on meat spend
                                                                      • Figure 8: Consumer price index, RoI, 2006-13
                                                                      • Figure 9: Consumer price index, UK (inc NI), year-on-year percentage change, January 2006-13
                                                                    • Own-brand meat products may benefit
                                                                      • Figure 10: Top 10 types of own-label products bought in the last 12 months, NI and RoI, February 2012
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Poultry a greater threat in NI than RoI
                                                                        • Figure 11: Market value for the meat, poultry and fish sector, IoI, 2012
                                                                      • Poultry market sees strong growth
                                                                        • Figure 12: Market value of the poultry industry, IoI, RoI and NI, 2008-18
                                                                        • Figure 13: Indexed value of the meat market versus the poultry market, by value, IoI, 2008-18
                                                                      • Meat substitute brands see growth in sales
                                                                        • UK meat-free segment enjoying growth
                                                                          • Figure 14: UK retail sales of meat-free* and free-from** foods, by value, 2007-13
                                                                      • Strengths and Weaknesses

                                                                        • Strengths
                                                                          • Weaknesses
                                                                          • Market Size and Segmentation

                                                                            • Key points
                                                                              • Irish meat market worth €2.1 billion in 2013
                                                                                • Figure 15: Estimated value of the meat market, by value, NI and RoI, 2008-18*
                                                                                • Figure 16: Indexed value of the meat market, NI and RoI, 2008-13
                                                                              • Horsemeat issue unlikely to upset 2013 market value
                                                                                • Growth set to continue to 2018
                                                                                  • Figure 17: Indexed value of the meat market, NI and RoI, 2008-18
                                                                                • Beef accounts for the largest segment of the market
                                                                                  • Figure 18: Estimated value of the meat market, by value, by segment, NI and RoI, 2008, 2010 and 2012
                                                                                • Lamb/sheepmeat having mixed fortunes on either side of the border
                                                                                  • Figure 19: Estimated value of the lamb/ sheepmeat market, by value, NI and RoI, 2008-12
                                                                              • Companies and Innovations

                                                                                  • Increased offering of meat products
                                                                                    • Figure 20: New product development in the meat product sub-category, UK and Ireland, 2007-12
                                                                                  • New variety/range returns to most popular launch type in 2012
                                                                                    • Figure 21: New product development in the meat sub-category, by launch type, UK and Ireland, 2007-12
                                                                                  • No additives/preservatives remains top claim despite increasing packaging claims
                                                                                    • Figure 22: New product development in the meat sub-category, number of variants, by top ten claims, UK and Ireland, 2007-12
                                                                                  • Company profiles
                                                                                    • ABP Food Group
                                                                                      • Ballon Meats
                                                                                        • Callan Bacon
                                                                                          • Dawn Meats
                                                                                            • Dunbia
                                                                                              • Foyle food Group
                                                                                                • Henry Denny & Sons Ltd
                                                                                                  • Kepak Group
                                                                                                    • Linden Food Group
                                                                                                      • Rosderra Irish Meats Group Ltd.
                                                                                                        • Truly Irish Country Foods
                                                                                                        • The Consumer – Usage of Meat Products

                                                                                                          • Key points
                                                                                                            • Usage of chilled meat outstrips frozen meats
                                                                                                              • Figure 23: Types of chilled and frozen meat products bought for home consumption in the last 12 months, NI and RoI, February 2013
                                                                                                            • Bacon sees high usage across all demographics
                                                                                                              • Figure 24: Consumers who bought chilled bacon for home consumption in the last 12 months, by age, NI and RoI, February 2013
                                                                                                            • Bacon is highly versatile
                                                                                                              • Figure 25: When bacon and gammon are eaten/served at home, UK, March 2009
                                                                                                            • Sausages second most popular type of meat product
                                                                                                              • Figure 26: Consumers who bought chilled sausages for home consumption in the last 12 months, by socio-economic group, NI and RoI, February 2013
                                                                                                            • Premiumisation helping to reinvigorate sausage category
                                                                                                              • Figure 27: When sausages are eaten/served at home, UK, March 2009
                                                                                                            • Minced beef usage benefits from versatility
                                                                                                              • Figure 28: Consumers who bought chilled vs frozen minced beef for home consumption in the last 12 months, NI and RoI, February 2013
                                                                                                              • Figure 29: Agreement with the statement ‘I prefer versatile meat products that I can use in any style of dish (eg unprepared beef, minced beef)’, by gender, NI and RoI, February 2013
                                                                                                            • Beef is the most used type of unprepared meat
                                                                                                                • Figure 30: Consumers who bought chilled vs. frozen unprepared meats for home consumption in the last 12 months, NI and RoI, February 2013
                                                                                                              • Young consumers shy away from unprepared meats
                                                                                                                • Figure 31: Consumers who bought chilled unprepared beef for home consumption in the last 12 months, by age, NI and RoI, February 2013
                                                                                                              • Burgers the most bought type of frozen meat
                                                                                                                • Figure 32: Consumers who bought chilled vs frozen burgers for home consumption in the last 12 months, NI and RoI, February 2013
                                                                                                              • Consumers of low affluence more likely to buy burgers
                                                                                                                • Figure 33: Consumers who bought chilled vs. frozen burgers for home consumption in the last 12 months, by socio-economic group, NI and RoI, February 2013
                                                                                                            • The Consumer – Attitudes Towards Meat

                                                                                                              • Key points
                                                                                                                • Safety is a paramount concern when buying meat
                                                                                                                  • Figure 34: Agreement with attitudes towards meat, NI and RoI, February 2013
                                                                                                                • Four in five expect meat products to be safe
                                                                                                                  • Figure 35: Agreement with the statement ‘I expect the brand/retailer to ensure their meat is safe to eat’, by age, NI and RoI, February 2013
                                                                                                                • Over half of consumers cite rising concerns in the wake of the horsemeat scandal
                                                                                                                  • Figure 36: Agreement with the statement ‘The recent horsemeat scandal has made me concerned about the safety of meat’, by gender, NI and RoI, February 2013
                                                                                                                • RoI consumers more likely to buy discounter meats
                                                                                                                  • Figure 37: Agreement with the statement ‘I have bought meat products from a discounter store in the last 12 months (eg Lidl/ Aldi)’, by socio-economic group, NI and RoI, February 2013
                                                                                                                • Health considerations for some consumers
                                                                                                                  • Figure 38: Agreement with the statement ‘I am eating less meat for health reasons’, by gender and age, NI and RoI, February 2013
                                                                                                                • Recent studies find excessive meat consumption can be hazardous
                                                                                                                  • Local sourcing important to half of Irish consumers
                                                                                                                  • Appendix

                                                                                                                    • NI Toluna tables
                                                                                                                      • Figure 39: Consumers who have bought chilled meat products for themselves or others in the last 12 months, by demographics, NI, February 2013
                                                                                                                      • Figure 40: Consumers who have bought chilled meat products for themselves or others in the last 12 months (continued), by demographics, NI, February 2013
                                                                                                                      • Figure 41: Consumers who have bought chilled meat products for themselves or others in the last 12 months (continued), by demographics, NI, February 2013
                                                                                                                      • Figure 42: Consumers who have bought frozen meat products for themselves or others in the last 12 months, by demographics, NI, February 2013
                                                                                                                      • Figure 43: Consumers who have bought frozen meat products for themselves or others in the last 12 months (continued), by demographics, NI, February 2013
                                                                                                                      • Figure 44: Consumers who have bought frozen meat products for themselves or others in the last 12 months (continued), by demographics, NI, February 2013
                                                                                                                      • Figure 45: Agreement with statements relating to meat, by demographics, NI, February 2013
                                                                                                                      • Figure 46: Agreement with statements relating to meat (continued), by demographics, NI, February 2013
                                                                                                                      • Figure 47: Agreement with statements relating to meat (continued), by demographics, NI, February 2013
                                                                                                                    • RoI Toluna tables
                                                                                                                      • Figure 48: Consumers who have bought chilled meat products for themselves or others in the last 12 months, by demographics, RoI, February 2013
                                                                                                                      • Figure 49: Consumers who have bought chilled meat products for themselves or others in the last 12 months (continued), by demographics, RoI, February 2013
                                                                                                                      • Figure 50: Consumers who have bought chilled meat products for themselves or others in the last 12 months (continued), by demographics, RoI, February 2013
                                                                                                                      • Figure 51: Consumers who have bought frozen meat products for themselves or others in the last 12 months, by demographics, RoI, February 2013
                                                                                                                      • Figure 52: Consumers who have bought frozen meat products for themselves or others in the last 12 months (continued), by demographics, RoI, February 2013
                                                                                                                      • Figure 53: Consumers who have bought frozen meat products for themselves or others in the last 12 months (continued), by demographics, RoI, February 2013
                                                                                                                      • Figure 54: Agreement with statements relating to meat, by demographics, RoI, February 2013
                                                                                                                      • Figure 55: Agreement with statements relating to meat (continued), by demographics, RoI, February 2013
                                                                                                                      • Figure 56: Agreement with statements relating to meat (continued), by demographics, RoI, February 2013

                                                                                                                  Companies Covered

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

                                                                                                                  Meat - Ireland - March 2013

                                                                                                                  £1,095.00 (Excl.Tax)