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Meat, Poultry and Fish - UK - October 2011

“There is potential for meat, poultry and seafood to expand consumer repertoires, to compete more aggressively with ready meals and to secure long-term value growth through innovation. However, companies are operating in a very different market environment than five years ago – innovation cannot lose sight of value for money and new additions must bring something new and improved to the market.”
– Kiti Soininen, Head of UK Food, Drink & Foodservice Research

Some questions answered in this report include:

What factors can turkey companies leverage to attract new users to the market?

How can manufacturers add value to the market?

How can seafood companies benefit from sustainability initiatives?

What can meat, poultry and seafood learn from initiatives in each other’s sectors?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Meat, poultry and seafood
                • Figure 1: Estimated UK retail sales of seafood and unprocessed meat and poultry, by value, 2006-11
              • Red meat proves resilient on the whole
                • Figure 2: UK retail sales of unprocessed red meat, by type, by value sales, 2006-11
              • Red meat forecast
                • Figure 3: Forecast of UK retail value sales of unprocessed red meat, by value, 2006-16
              • Innovation in red meat
                • Most poultry sectors have performed well
                  • Figure 4: UK retail value sales of unprocessed poultry and game, by type, 2006-11
                • Innovation in poultry
                  • Poultry forecast
                    • Figure 5: Forecast of UK retail value sales of unprocessed poultry, 2006-16
                  • Seafood battles against inflation
                    • Figure 6: UK retail sales of fish and shellfish, 2007, 2009 and 2011
                  • Own-label and branded innovation in seafood
                    • Figure 7: Leading brands in UK retail value sales of frozen seafood, 2010
                    • Figure 8: Leading brands in UK retail value sales of ambient seafood, 2010
                  • Seafood forecast
                    • Figure 9: Forecast of UK retail value sales of fish and shellfish, 2006-16
                  • Market factors
                    • Cost and health considerations affect meat, seafood and poultry
                      • Price inflation in meat, poultry and seafood
                        • New guidelines for country of origin labelling
                          • Sustainability
                            • The consumer
                              • Consumption trends in red meat, poultry and seafood
                                • Figure 10: Consumption of red meat, poultry and seafood at home, July 2011
                                • Figure 11: Frequency of eating red meat, poultry and seafood at home, July 2011
                              • Important factors when choosing meat, fish or poultry
                                • Figure 12: Important factors when choosing meat, poultry or fish, July 2011
                              • Consumer attitudes towards red meat, poultry and seafood
                                • Figure 13: Agreement with statements regarding red meat (lamb, beef, pork), July 2011
                                • Figure 14: Agreement with statements regarding poultry, July 2011
                                • Figure 15: Agreement with statements regarding fish or shellfish, July 2011
                              • What we think
                              • Issues in the Market

                                  • What factors can turkey companies leverage to attract new users to the market?
                                    • How can manufacturers add value to the market?
                                      • How can seafood companies benefit from sustainability initiatives?
                                        • What can meat, poultry and seafood learn from initiatives in each other’s sectors?
                                        • Future Opportunities

                                            • Trend: Patriot Games
                                              • Trend: Many Mes
                                              • Strengths and Weaknesses

                                                • Strengths
                                                  • Weaknesses
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Cutting back on protein
                                                          • Figure 16: Attitudes towards limiting the consumption of meat, poultry and fish, July 2011
                                                        • Government health advice to consumers – everything in moderation
                                                          • Fish capitalise on natural health benefits
                                                              • Figure 17: New seafood product launches with the omega-3 claim, as % of all seafood launches, 2007-11*
                                                            • Targeting a generation of convenience cooks
                                                              • Figure 18: Agreement with statements on eating and cooking habits, March 2011
                                                            • Reduce, reuse, recycle
                                                              • Labelling and assurance schemes for meat, poultry and seafood
                                                                • Figure 19: A summary of the main assurance schemes for red meat, poultry and seafood, 2011
                                                              • Support for labelling and assurance schemes
                                                                • Country-of-origin labelling
                                                                    • Figure 20: Trends in agreement with selected lifestyle statements, 2007-11
                                                                  • Wide-reaching impact of Hugh’s Fish Fight
                                                                    • Driving momentum in the Fish Fight debate
                                                                      • Retailer commitments to change sourcing strategies
                                                                        • Suppliers/processors – creation of the Sustainable Seafood Coalition
                                                                          • The government introduces new sustainable procurement policies
                                                                            • EU Commission
                                                                              • Proceed with caution
                                                                                • MCS calls for greater transparency on fish labelling
                                                                                  • Halal debate ongoing
                                                                                  • Broader Market Environment

                                                                                    • Key points
                                                                                      • Inflation continues to rise ahead of wages
                                                                                        • Figure 21: Inflation and average weekly earnings year-on-year change, January 2008-August 2011
                                                                                      • Price inflation in meat, poultry and fish
                                                                                        • Figure 22: Annual retail price change of red meat, poultry and fish, 2006-10
                                                                                        • Figure 23: Retail price change of red meat, poultry and fish, 2006-10
                                                                                      • Pork tensions
                                                                                        • What’s causing the price increases?
                                                                                          • Availability
                                                                                            • Spiralling production costs
                                                                                                • Figure 24: Monthly food prices index, January 2008-September 2011 (2002-2004=100)
                                                                                              • Growth in 25-34s should benefit most markets
                                                                                                  • Figure 25: Projected growth in the UK population, by age, % change, 2011-16
                                                                                                • Positive growth forecast for ABs and C2s
                                                                                                  • Figure 26: Forecast adult population trends, by socio-economic group, % change, 2006-11 and 2011-16
                                                                                              • Competitive Context

                                                                                                • Key points
                                                                                                  • In-store promotions intensify an already competitive environment
                                                                                                    • Figure 27: UK retail value sales of selected markets competing with unprocessed meat and poultry and fish, 2006-11
                                                                                                  • Meat-free market dynamics
                                                                                                  • Market Overview

                                                                                                    • Key points
                                                                                                      • Battle of the proteins
                                                                                                        • Figure 28: Estimated UK retail sales of seafood, and unprocessed meat and poultry compared to value sales for the total in-home food market, 2006-16
                                                                                                      • Tough trading conditions for organic
                                                                                                      • Market Value and Forecast – Red Meat

                                                                                                        • Key points
                                                                                                          • Red meat sales sustained by in-store promotions
                                                                                                            • Figure 29: UK retail volume and value sales of unprocessed red meat, at current and constant prices, 2006-16
                                                                                                            • Figure 30: UK retail sales of unprocessed red meat, by type, by value sales, 2011 (est)
                                                                                                            • Figure 31: UK retail sales of unprocessed meat, by type, by value index, 2006-11
                                                                                                          • Forecast
                                                                                                            • Figure 32: Forecast of UK retail value sales of unprocessed red meat, by value, 2006-16
                                                                                                          • Forecast methodology
                                                                                                            • Beef sales put in a robust performance
                                                                                                              • Figure 33: UK retail sales of unprocessed beef, by volume and value, at current and constant prices, 2006-11
                                                                                                            • Beef receives the highest above-the-line support
                                                                                                              • Figure 34: Ad spend in the UK red meat market, by product category, 2008-11
                                                                                                            • Pork tries to add value to capitalise on recent popularity
                                                                                                              • Figure 35: UK retail sales of unprocessed pork, by volume and value, at current and constant prices, 2006-11
                                                                                                            • Higher prices for lamb are alienating consumers
                                                                                                              • Figure 36: UK retail sales of unprocessed lamb, by volume and value, at current and constant prices, 2006-11
                                                                                                            • Offal remains niche but liver proves a popular ingredient
                                                                                                              • Figure 37: UK retail sales of offal, by volume and value, at current and constant prices, 2006-11
                                                                                                            • Burgers and sausages
                                                                                                              • Figure 38: UK retail sales of sausages and burgers, by value, at current and constant prices, 2006-16
                                                                                                            • How are companies adding value to red meat?
                                                                                                              • By focusing on provenance
                                                                                                                • By creating a dynamic meat section in-store
                                                                                                                  • By inspiring interest in ‘forgotten cuts’
                                                                                                                    • By giving consumers a foolproof recipe for success
                                                                                                                      • Lack of brands hampers meat’s growth prospects
                                                                                                                        • Key manufacturers in the red meat industry
                                                                                                                          • Cranswick Food Group
                                                                                                                            • Irish Food Processors
                                                                                                                              • Tulip
                                                                                                                                • Vion Food Group Ltd
                                                                                                                                  • Marketing initiatives in the red meat market
                                                                                                                                    • NPD activity in red meat
                                                                                                                                      • Innovation most dynamic in the chilled aisle
                                                                                                                                        • Figure 39: New product launches in the red meat category, by storage type, UK, 2007-11
                                                                                                                                      • Branded presence growing in meat
                                                                                                                                        • Figure 40: New product launches in the red meat category, own-label vs branded, UK, 2007-11*
                                                                                                                                      • More than one in four products launched with a recycling claim
                                                                                                                                        • Figure 41: Top three new product claims in the red meat category, by share of all new product launches in the category, UK, 2007-11
                                                                                                                                      • Premium claims more prevalent than economy
                                                                                                                                        • Figure 42: Premium and economy positioning claims in the red meat category, by share of all NPD in the category, UK, 2007-11*
                                                                                                                                    • Market Value and Forecast – Poultry and Game

                                                                                                                                      • Key points
                                                                                                                                        • Market size poultry
                                                                                                                                          • Figure 43: UK retail sales of unprocessed poultry*, by volume and value, at current and constant prices, 2006-16
                                                                                                                                          • Figure 44: UK retail sales of unprocessed poultry, by type, by value sales, 2011(est)
                                                                                                                                          • Figure 45: UK retail sales of unprocessed poultry, by type, by value index, 2006-11
                                                                                                                                        • Forecast
                                                                                                                                          • Figure 46: Forecast of UK retail value sales of unprocessed poultry, 2006-16
                                                                                                                                        • Forecast methodology
                                                                                                                                          • Chicken sales put in a robust performance, boosted by in-store promotions and high-welfare options
                                                                                                                                            • Figure 47: UK retail sales of unprocessed chicken, by volume and value, at current and constant prices, 2006-11
                                                                                                                                          • Turkey shows signs of recovery
                                                                                                                                            • Figure 48: UK retail sales of unprocessed turkey, by volume and value, at current and constant prices, 2006-11
                                                                                                                                          • Duck, goose and game
                                                                                                                                            • Figure 49: UK retail sales of duck and goose, by volume and value, at current and constant prices, 2006-11
                                                                                                                                          • Demand for duck and goose proves resilient to economic climate
                                                                                                                                            • Game meat maximises its seasonal advantage
                                                                                                                                              • Figure 50: UK retail value sales of game, at current and constant prices, 2006-16
                                                                                                                                            • Coated poultry
                                                                                                                                              • Figure 51: UK retail value sales of coated poultry, 2009-11
                                                                                                                                            • Key manufacturers in the poultry industry
                                                                                                                                              • Bernard Matthews Farms
                                                                                                                                                • Birds Eye
                                                                                                                                                  • Gressingham Foods
                                                                                                                                                    • Moy Park
                                                                                                                                                      • Marketing initiatives in the poultry market
                                                                                                                                                        • NPD activity in poultry
                                                                                                                                                          • Increase in chilled poultry launches
                                                                                                                                                            • Figure 52: New product launches in the poultry category, by storage type, UK, 2007-11
                                                                                                                                                          • Branded presence growing steadily in poultry
                                                                                                                                                            • Figure 53: New product launches in the poultry category, own-label vs. branded, UK, 2007-11
                                                                                                                                                            • Figure 54: Top ten brands by new product launches in the poultry category, UK, 2007-11
                                                                                                                                                            • Figure 55: Top ten brands by new product launches in the poultry category, by storage, UK, 2007-11*
                                                                                                                                                          • ‘Ease of use’ claims encourage consumers to trial new products
                                                                                                                                                            • Figure 56: Top five claim categories across new product launches in the red meat, poultry and fish categories, UK, 2011*
                                                                                                                                                        • Market Value and Forecast – Fish and Shellfish

                                                                                                                                                          • Key points
                                                                                                                                                            • Seafood is poised for growth
                                                                                                                                                              • Figure 57: UK retail sales of fish and shellfish, by value and volume, 2006-16
                                                                                                                                                            • Shellfish needs a new lease of life in 2012
                                                                                                                                                              • Figure 58: UK retail sales of fish and shellfish, by type, by volume and value, 2007, 2009 and 2011
                                                                                                                                                            • Forecast
                                                                                                                                                              • Figure 59: Forecast of UK retail sales of fish and shellfish, by value, 2006-16
                                                                                                                                                            • Forecast methodology
                                                                                                                                                              • Chilled dominates but frozen fights back
                                                                                                                                                                • Figure 60: UK retail sales of fish and shellfish, by storage type, by value index, 2006-11
                                                                                                                                                                • Figure 61: UK retail sales of fish and shellfish, by storage type, by value, 2006-11
                                                                                                                                                                • Figure 62: UK retail sales of fish and shellfish, by storage type, by volume, 2006-11
                                                                                                                                                              • Frozen continues along the path of premiumisation
                                                                                                                                                                • Canned fish steps up its ethical credentials while adding value along the way
                                                                                                                                                                  • Competition heats up in seafood
                                                                                                                                                                      • Figure 63: Leading brands in UK retail value sales of frozen seafood, 2009 and 2010
                                                                                                                                                                      • Figure 64: Leading brands in UK retail value sales of ambient seafood, 2009 and 2010
                                                                                                                                                                    • NPD activity by leading brands in fish
                                                                                                                                                                      • Figure 65: Own-label vs branded new product launches in the fish and shellfish category, UK, 2010-11*
                                                                                                                                                                      • Figure 66: Top product claims in the UK fish and shellfish market, by new own-label products vs branded products, 2010-11*
                                                                                                                                                                    • Birds Eye boosted by its success with Bake to Perfection
                                                                                                                                                                      • Young’s explores new brand partnerships
                                                                                                                                                                        • Princes uses flavour variants and new packaging to re-ignite interest in its range
                                                                                                                                                                          • John West reinvigorates its range and prepares to launch a major new campaign
                                                                                                                                                                            • Seachill’s Saucy Fish Co innovates in product and packaging
                                                                                                                                                                              • Marketing initiatives in the seafood market
                                                                                                                                                                                • Birds Eye captains adspend
                                                                                                                                                                                  • Young’s signs up Fisherman’s Friends
                                                                                                                                                                                    • Princes favours prizes and promotions over above-the-line spend
                                                                                                                                                                                      • John West focuses its spend on No Drain No Mess launch
                                                                                                                                                                                      • Channels to Market

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Grocers dominate the weekly shop
                                                                                                                                                                                            • Figure 67: UK: Food retail sales, by sector, 2006-10
                                                                                                                                                                                            • Figure 68: Estimated UK retail sales of red meat, poultry, and seafood, by type of outlet, by value, 2011 (est)
                                                                                                                                                                                          • Retailers compete in a different league
                                                                                                                                                                                            • Demand for ‘local’ prevails
                                                                                                                                                                                              • Opportunities for specialists to expand online
                                                                                                                                                                                                • Ad hoc visits to butchers and fishmongers fall by the wayside in 2011
                                                                                                                                                                                                  • Figure 69: Trends in types of shops visited for food, 2008-11
                                                                                                                                                                                                  • Figure 70: Visits to butchers or fishmongers, by age, according to % point above/below average, 2011
                                                                                                                                                                                              • Consumption Trends in Red Meat, Poultry and Fish

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Frequency of consumption – who’s winning the battle for the midweek menu?
                                                                                                                                                                                                    • Figure 71: Consumption of red meat, poultry and seafood at home, July 2011
                                                                                                                                                                                                    • Figure 72: Frequency of eating red meat, poultry and fish at home, July 2011
                                                                                                                                                                                                  • Chicken tonight…and tomorrow night
                                                                                                                                                                                                    • Friday fish friers
                                                                                                                                                                                                      • Beef reigns supreme
                                                                                                                                                                                                        • Converting non-users from a young age
                                                                                                                                                                                                          • Figure 73: Non-users of red meat, poultry and fish at home, according to those who responded ‘Never (eat)’, by age, July 2011
                                                                                                                                                                                                        • Targeting the 16-24s
                                                                                                                                                                                                          • Figure 74: Important factors when buying red meat, poultry and fish at home, difference from population average, by 16-24s, July 2011
                                                                                                                                                                                                      • Important Factors when Choosing Meat, Fish or Poultry

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Price is top decision-making factor at point of purchase
                                                                                                                                                                                                            • Figure 75: Important factors when choosing meat, poultry or fish, July 2011
                                                                                                                                                                                                          • Men and women have different priorities
                                                                                                                                                                                                            • Figure 76: Important factors when choosing red meat, difference from population average, by gender, July 2011
                                                                                                                                                                                                        • Consumer Attitudes towards Red Meat, Poultry and Fish

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Consumer attitudes towards red meat
                                                                                                                                                                                                                • Figure 77: Agreement with statements regarding red meat (lamb, beef, pork), July 2011
                                                                                                                                                                                                              • Consumer attitudes towards poultry
                                                                                                                                                                                                                  • Figure 78: Agreement with statements regarding poultry, July 2011
                                                                                                                                                                                                                • Consumer attitudes towards fish
                                                                                                                                                                                                                    • Figure 79: Agreement with statements regarding fish or shellfish, July 2011
                                                                                                                                                                                                                • Consumer Target Groups

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Five target groups
                                                                                                                                                                                                                        • Figure 80: Target groups based on attitudes towards meat, poultry and fish, July 2011
                                                                                                                                                                                                                      • Fish and Chicks (22%)
                                                                                                                                                                                                                        • Ethical Cooks (25%)
                                                                                                                                                                                                                          • Grab & Go (16%)
                                                                                                                                                                                                                            • Value Packs (17%)
                                                                                                                                                                                                                              • Habitual Shoppers (20%)
                                                                                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                                                                                  • Figure 81: Trends in agreement with selected lifestyle statements, 2007-11
                                                                                                                                                                                                                                  • Figure 82: Agreement with selected lifestyle statements, by demographics, 2011
                                                                                                                                                                                                                                  • Figure 83: Agreement with selected lifestyle statements, by demographics, 2011
                                                                                                                                                                                                                              • Appendix – Channels to Market

                                                                                                                                                                                                                                  • Figure 84: Trends in types of shops visited for food, drink and household products, 2008-11
                                                                                                                                                                                                                                  • Figure 85: Types of shops visited for food, drink and household products, by demographics, 2011
                                                                                                                                                                                                                                  • Figure 86: Types of shops visited for food, drink and household products, by demographics, 2011
                                                                                                                                                                                                                                  • Figure 87: Types of shops visited for food, drink and household products, by demographics, 2011
                                                                                                                                                                                                                                  • Figure 88: Types of shops regularly visited for food, drink and household products, by demographics, 2011
                                                                                                                                                                                                                                  • Figure 89: Types of shops regularly visited for food, drink and household products, by demographics, 2011
                                                                                                                                                                                                                                  • Figure 90: Types of shops regularly visited for food, drink and household products, by demographics, 2011
                                                                                                                                                                                                                                  • Figure 91: Types of shops occasionally visited for food, drink and household products, by demographics, 2011
                                                                                                                                                                                                                                  • Figure 92: Types of shops occasionally visited for food, drink and household products, by demographics, 2011
                                                                                                                                                                                                                                  • Figure 93: Types of shops occasionally visited for food, drink and household products, by demographics, 2011
                                                                                                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                • Forecast methodology
                                                                                                                                                                                                                                  • Market overview
                                                                                                                                                                                                                                    • Figure 94: Estimated UK retail sales of seafood and unprocessed meat and poultry *, by value, 2006-11
                                                                                                                                                                                                                                  • Red meat
                                                                                                                                                                                                                                    • Figure 95: Best and worst case forecast of UK retail value sales of unprocessed red meat, 2011-16
                                                                                                                                                                                                                                    • Figure 96: Forecast of UK retail volume sales of unprocessed red meat, 2006-16
                                                                                                                                                                                                                                    • Figure 97: Best and worst case forecast of UK retail volume sales of unprocessed red meat, 2011-16
                                                                                                                                                                                                                                  • Sausage and burgers
                                                                                                                                                                                                                                    • Figure 98: Forecast of UK retail value sales of sausages, 2006-16
                                                                                                                                                                                                                                    • Figure 99: Best and worst case forecast of UK retail value sales of sausages, 2011-16
                                                                                                                                                                                                                                    • Figure 100: Forecast of UK retail value sales of Burgers, 2006-16
                                                                                                                                                                                                                                    • Figure 101: Best and worst case forecast of UK retail value sales of burgers, 2011-16
                                                                                                                                                                                                                                  • Poultry
                                                                                                                                                                                                                                    • Figure 102: Best and worst case forecast of UK retail value sales of unprocessed poultry, 2011-16
                                                                                                                                                                                                                                    • Figure 103: Forecast of UK retail volume sales of unprocessed Poultry, 2006-16
                                                                                                                                                                                                                                    • Figure 104: Best and worst case forecast of UK retail volume sales of unprocessed poultry, 2011-16
                                                                                                                                                                                                                                  • Game
                                                                                                                                                                                                                                    • Figure 105: Forecast of UK retail value sales of Game, 2006-16
                                                                                                                                                                                                                                    • Figure 106: Best and worst case forecast of UK retail value sales of game, 2011-16
                                                                                                                                                                                                                                  • Fish and shellfish
                                                                                                                                                                                                                                    • Figure 107: UK retail sales of fish and shellfish, by storage type, by value, at current and constant prices, 2006-11
                                                                                                                                                                                                                                    • Figure 108: Best and worst case forecast of UK retail value sales of fish and shellfish, 2011-16
                                                                                                                                                                                                                                    • Figure 109: Forecast of UK retail volume sales of fish and shellfish, 2006-16
                                                                                                                                                                                                                                    • Figure 110: Best and worst case forecast of UK retail volume sales of fish and shellfish, 2011-16
                                                                                                                                                                                                                                  • Brand communication
                                                                                                                                                                                                                                    • Figure 111: Adspend in the UK meat, fish and poultry markets, by product category, 2008-11
                                                                                                                                                                                                                                    • Figure 112: Adspend in the UK meat, fish and poultry markets, by top 15 companies, 2008-11
                                                                                                                                                                                                                                    • Figure 113: Adspend in the UK meat, fish and poultry markets, by top 15 brands, 2008-11
                                                                                                                                                                                                                                    • Figure 114: Adspend in the UK fish and shellfish market, by product category, 2008-11
                                                                                                                                                                                                                                    • Figure 115: Adspend by Birds Eye, UK, 2008-11
                                                                                                                                                                                                                                    • Figure 116: Adspend on fish and shellfish by Young’s Bluecrest Seafood, UK, 2008-11
                                                                                                                                                                                                                                    • Figure 117: Adspend on canned fish by Princes, UK, 2008-11
                                                                                                                                                                                                                                    • Figure 118: Adspend on canned fish by John West, UK, 2008-11
                                                                                                                                                                                                                                • Appendix – Consumption Trends in Red Meat, Poultry and Fish

                                                                                                                                                                                                                                    • Figure 119: Frequency of eating red meat, poultry and fish at home, July 2011
                                                                                                                                                                                                                                    • Figure 120: Frequency of eating red meat, poultry and fish at home, July 2011
                                                                                                                                                                                                                                    • Figure 121: Frequency of eating lamb, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 122: Frequency of eating beef, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 123: Frequency of eating pork, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 124: Frequency of eating chicken, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 125: Frequency of eating turkey, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 126: Frequency of eating duck, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 127: Frequency of eating fish, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 128: Frequency of eating shellfish, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 129: Frequency of eating offal, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 130: Attitudes towards limiting consumption of meat, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 131: Attitudes towards limiting consumption of poultry, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 132: Attitudes towards limiting consumption of fish, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 133: Types of red meat, poultry and fish eaten at home, by repertoire of red meat, poultry and fish eaten at home, July 2011
                                                                                                                                                                                                                                    • Figure 134: Agreement with the statement ‘I would like to cut back on meat’, by demographics, July 2011
                                                                                                                                                                                                                                • Appendix – Important Factors when Choosing Meat, Fish or Poultry

                                                                                                                                                                                                                                    • Figure 135: Important factors when choosing meat, poultry or fish, July 2011
                                                                                                                                                                                                                                    • Figure 136: Most popular important factors when choosing meat, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 137: Next most popular important factors when choosing meat, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 138: Most popular important factors when choosing poultry, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 139: Next most popular important factors when choosing poultry, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 140: Most popular important factors when choosing fish, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 141: Next most popular important factors when choosing fish, by demographics, July 2011
                                                                                                                                                                                                                                • Appendix – Consumer Attitudes towards Red Meat, Poultry and Fish

                                                                                                                                                                                                                                    • Figure 142: Agreement with statements regarding red meat (lamb, beef, pork), July 2011
                                                                                                                                                                                                                                    • Figure 143: Agreement with statements regarding poultry, July 2011
                                                                                                                                                                                                                                    • Figure 144: Agreement with statements regarding fish or shellfish, July 2011
                                                                                                                                                                                                                                  • Attitudes toward red meat
                                                                                                                                                                                                                                    • Figure 145: Agreement with the statements ‘I like to eat steak on special occasions’ and ‘If I want a special cut or high-quality meat, I go to a butcher’, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 146: Agreement with the statements ‘I would pay more for British meat’ and ’Sauces/marinades bring out the best in red meat’, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 147: Agreement with the statements ‘I like to try new cuts of meat’ and ’I would pay more for red meat that guarantees higher animal welfare’, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 148: Agreement with the statements ‘I eat more sausages, poultry etc instead of red meat to save money’ and ’I cook more with red meat because I cook from scratch more’, by demographics, July 2011
                                                                                                                                                                                                                                  • Attitudes towards poultry
                                                                                                                                                                                                                                    • Figure 149: Agreement with the statements ‘I enjoy cooking with poultry because it's versatile’ and ‘I use poultry because it's quick and convenient to cook with’, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 150: Agreement with the statements ‘Chicken tastes better than turkey’ and ‘It's worth paying more for free-range chicken’, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 151: Agreement with the statements ‘I would buy ready-marinated chicken portions/pieces’ and ‘I would like to try new types of poultry’, by demographics, July 2011
                                                                                                                                                                                                                                  • Attitudes towards fish
                                                                                                                                                                                                                                    • Figure 152: Agreement with the statements ‘Canned fish offers good value for money’ and ‘I expect the brands/supermarkets to only provide sustainable fish/shellfish’, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 153: Agreement with the statements ‘I would like clearer on-pack information on sustainability’ and ‘Canned fish is as good for you as chilled’, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 154: Agreement with the statements ‘I like to try new species of fish/shellfish’ and ‘Chilled fish is better quality than frozen’, by demographics, July 2011
                                                                                                                                                                                                                                    • Figure 155: Agreement with the statement ‘I prefer to buy seafood that's ready to cook’, by demographics, July 2011
                                                                                                                                                                                                                                • Appendix – Consumer Target Groups

                                                                                                                                                                                                                                    • Figure 156: Important factors when choosing meat, by target groups, July 2011
                                                                                                                                                                                                                                    • Figure 157: Important factors when choosing poultry, by target groups, July 2011
                                                                                                                                                                                                                                    • Figure 158: Important factors when choosing fish, by target groups, July 2011
                                                                                                                                                                                                                                    • Figure 159: Agreement with statements regarding red meat (lamb, beef, pork), by target groups, July 2011
                                                                                                                                                                                                                                    • Figure 160: Agreement with statements regarding poultry, by target groups, July 2011
                                                                                                                                                                                                                                    • Figure 161: Agreement with statements regarding fish or shellfish, by target groups, July 2011
                                                                                                                                                                                                                                    • Figure 162: Target groups, by demographics, July 2011

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • Anglo Beef Processors Ltd
                                                                                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                                                                                • Bernard Matthews Plc
                                                                                                                                                                                                                                • Birds Eye Foods
                                                                                                                                                                                                                                • British Turkey Federation Ltd
                                                                                                                                                                                                                                • Co-operative Group
                                                                                                                                                                                                                                • Coldwater Seafoods UK Ltd
                                                                                                                                                                                                                                • Cranswick Country Foods
                                                                                                                                                                                                                                • Cranswick Plc
                                                                                                                                                                                                                                • Dalehead Foods Ltd
                                                                                                                                                                                                                                • Dovecote Park
                                                                                                                                                                                                                                • Findus Ltd
                                                                                                                                                                                                                                • Food Standards Agency
                                                                                                                                                                                                                                • Grampian Country Food Group
                                                                                                                                                                                                                                • Gressingham Foods
                                                                                                                                                                                                                                • Icelandic Group
                                                                                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                                                                                • John West Foods Ltd
                                                                                                                                                                                                                                • Lakeland Ltd
                                                                                                                                                                                                                                • Lyons Seafoods Ltd
                                                                                                                                                                                                                                • Marine Stewardship Council
                                                                                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                                                                                • Princes Ltd
                                                                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                                                                • The Scottish Salmon Company
                                                                                                                                                                                                                                • The Seafood Company Limited
                                                                                                                                                                                                                                • Tulip Food Company
                                                                                                                                                                                                                                • Unilever Bestfoods UK Ltd
                                                                                                                                                                                                                                • Waitrose
                                                                                                                                                                                                                                • Weight Watchers Ltd. (UK)
                                                                                                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                                                                                                • Young's Bluecrest Seafood Ltd

                                                                                                                                                                                                                                Meat, Poultry and Fish - UK - October 2011

                                                                                                                                                                                                                                £1,995.00 (Excl.Tax)