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Meat, Seafood and Poultry - UK - October 2012

“Over half of buyers (58%) rank ease of preparation as one of their top five priorities when buying meat, seafood or poultry. A further 47% consider ‘quick to prepare’ a leading priority, demonstrating how a convenience-led proposition can appeal to consumers even at a time when incomes are under pressure.”

– Kiti Soininen, Head of UK Food, Drink & Foodservice Research

Some questions answered in this report include:

  • How can frozen meat, poultry and seafood tap into the convenience and hands-on positioning of chilled?
  • What factors can ready-to-cook meat, poultry and seafood leverage to drive interest among core users?
  • How can meat, seafood and poultry companies tap into demand for ease of use?
  • What attributes can companies highlight to target mature ‘meat-avoiders’ more effectively?

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Table of contents

  1. Introduction

      • Definition
        • Red meat definition
          • Poultry and game definition
            • Seafood definition
              • Abbreviations
              • Executive Summary

                  • The market
                    • Price inflation driving value growth ahead of volumes
                      • Figure 1: UK retail sales of meat, poultry and seafood, by value, 2007-17
                      • Figure 2: Share of UK retail value and volume sales of processed and unprocessed/raw meat, poultry and seafood, by sub-category, 2012 (est)
                    • Red meat
                      • Figure 3: UK retail sales of meat, by value, 2007-17
                      • Figure 4: Share of UK retail value and volume sales of unprocessed/raw meat, by sub-category, 2012 (est)
                    • Poultry and game
                      • Figure 5: UK retail sales of poultry, by value, 2007-17
                      • Figure 6: Share of UK retail value and volume sales of unprocessed/raw poultry and game, by sub-category, 2012 (est)
                    • Seafood
                      • Figure 7: UK retail sales of seafood, by value, 2007-17
                    • Forecast
                      • Target demographics
                        • Market factors
                          • Rising cost pressures
                            • Higher pork prices expected
                              • Meat avoidance steady
                                • Companies, brands and innovation
                                  • Market share
                                    • Frozen fish
                                      • Figure 8: Leading brands in UK retail sales of frozen seafood, 2011
                                    • Canned fish
                                      • Figure 9: Leading brands in UK retail sales of ambient seafood, 2011
                                    • Innovation
                                      • Ease of use is a clear focus for adspend
                                        • The consumer
                                          • Type and frequency of use
                                            • Figure 10: Usage of meat, poultry and seafood by type, by frequency, July 2012
                                          • Quality comes first among important factors affecting purchase
                                            • Figure 11: Important qualities when choosing meat, seafood or poultry products, July 2012
                                          • Attitudes towards meat, poultry and seafood
                                            • Traceability concerns
                                              • Figure 12: Attitudes towards sourcing of meat, poultry and seafood, July 2012
                                            • Healthy eating and financial cutbacks
                                              • Figure 13: Attitudes towards healthiness and cost of meat, poultry and seafood, July 2012
                                            • Attitudes towards level of preparation required
                                              • Figure 14: Attitudes towards cooking meat, poultry and seafood, July 2012
                                            • What we think
                                            • Issues in the Market

                                                • How can frozen meat, poultry and seafood tap into the convenience and hands-on positioning of chilled?
                                                  • What factors can ready-to-cook meat, poultry and seafood leverage to drive interest among core users?
                                                    • How can meat, seafood and poultry companies tap into demand for ease of use?
                                                      • What attributes can companies highlight to target mature ‘meat-avoiders’ more effectively?
                                                      • Trend Application

                                                          • Trend: Patriot Games
                                                            • Trend: Survival Skills
                                                              • 2015 Trend: Old Gold
                                                              • Market Drivers

                                                                • Key points
                                                                  • Rising cost pressures in the meat, poultry and seafood market
                                                                      • Figure 15: Annual retail price change of red meat, poultry and fish, 2007-11
                                                                      • Figure 16: Retail price change of red meat, poultry and fish, January-August 2012
                                                                    • Higher pork prices ahead
                                                                      • Rising lamb prices have made poultry and pork more appealing
                                                                        • Higher prices cause canned and frozen food to lose their competitive edge
                                                                          • VAT on hot foods
                                                                            • High expectations for seasonal uplift in summer 2012
                                                                              • Figure 17: Percentage change in UK temperature, rainfall and sunshine, 2011 vs 2012
                                                                            • Country of origin regulation extends to pork, lamb and poultry
                                                                              • New logos aim to help consumers make informed decisions on buying seafood
                                                                                • Threat from meat avoiders
                                                                                  • Figure 18: Agreement with lifestyle statements regarding meat avoidance, 2008-12
                                                                                • ‘Eat two portions of fish a week’ isn’t sinking in
                                                                                  • Consumers struggle to justify spend on organic food
                                                                                  • Who’s Innovating?

                                                                                    • Key points
                                                                                      • New product launch activity in meat, poultry and fish
                                                                                        • Figure 19: NPD in meat, fish and poultry, by product category, 2007-12*
                                                                                      • Own-label activity most prominent in poultry
                                                                                        • Figure 20: NPD in meat, poultry and fish, own-label vs branded launches, August 2011-August 2012
                                                                                      • Relative lack of frozen meat products
                                                                                        • Figure 21: NPD in meat, poultry and fish, by product category and storage, August 2011-August 2012
                                                                                      • Eco-friendliness dominates new product claims
                                                                                        • Figure 22: NPD in meat, poultry and fish, by product category and new product claim, August 2011-August 2012
                                                                                        • Figure 23: Top ten new product claims in meat, fish and poultry, August 2011-August 2012
                                                                                      • Convenience claims aim to attract new users and increase frequency of use
                                                                                        • Economy claims remain relevant…
                                                                                          • … although premium is fighting back
                                                                                            • Premium grass-fed beef products present a new marketing opportunity
                                                                                              • ‘No nasties’ claims popular
                                                                                              • Strengths and Weaknesses

                                                                                                • Strengths
                                                                                                  • Weaknesses
                                                                                                  • Market Size and Forecast

                                                                                                    • Key points
                                                                                                      • Meat, poultry and seafood
                                                                                                        • Figure 24: UK retail value and volume sales of meat, poultry and seafood, 2007-17
                                                                                                        • Figure 25: UK retail value sales of meat, poultry and seafood, by sector, 2007-17
                                                                                                        • Figure 26: UK retail volume sales of meat, poultry and seafood, by sector, 2007-17
                                                                                                      • Forecast
                                                                                                          • Figure 27: UK retail sales of meat, seafood, poultry, by value, 2007-17
                                                                                                          • Figure 28: UK retail sales of meat, seafood, poultry, by volume, 2007-17
                                                                                                          • Figure 29: UK retail sales of meat, by value, 2007-17
                                                                                                          • Figure 30: UK retail sales of poultry and game, by value, 2007-17
                                                                                                          • Figure 31: UK retail sales of seafood, by value, 2007-17
                                                                                                        • Forecast methodology
                                                                                                        • Market Segmentation

                                                                                                          • Key points
                                                                                                            • Meat
                                                                                                              • The pattern of sales hinges on promotional activity
                                                                                                                • Figure 32: UK retail value and volume sales of unprocessed/raw meat, 2007-12
                                                                                                              • Offal gains retailer support
                                                                                                                • Bacon, sausages and burgers
                                                                                                                  • Figure 33: UK retail value and volume sales of bacon, sausages and burgers, 2007-12
                                                                                                                • Chilled/sliced cooked meats, sausages and meat snacks
                                                                                                                  • Figure 34: UK retail value and volume sales of chilled/sliced cooked meats, 2007-12
                                                                                                                  • Figure 35: UK retail value and volume sales of cooked sausages and meat snacks*, 2007-12
                                                                                                                • Canned meats
                                                                                                                  • Figure 36: UK retail value and volume sales of canned meats*, 2007-12
                                                                                                                • Frozen meat
                                                                                                                  • Figure 37: Estimated UK retail value and volume sales of frozen meat*, 2009-12
                                                                                                                • Poultry
                                                                                                                  • Unprocessed poultry
                                                                                                                    • Figure 38: Estimated UK retail value and volume sales of unprocessed/raw poultry, 2007-12
                                                                                                                    • Figure 39: Estimated UK retail value and volume sales of game meat, 2007-12
                                                                                                                  • Chicken is the heavyweight of the sector while turkey prospects improve
                                                                                                                    • Wider availability of game contributes to its growth
                                                                                                                      • Processed poultry
                                                                                                                        • Figure 40: Estimated UK retail value and volume sales of processed poultry*, 2007-12
                                                                                                                      • Seafood
                                                                                                                        • Figure 41: UK retail value and volume sales of seafood (fish and shellfish), 2007-12
                                                                                                                        • Figure 42: UK retail sales of seafood (fish and shellfish), by type, by volume and value, 2007-12
                                                                                                                      • Chilled recovers to outperform frozen fish
                                                                                                                        • Figure 43: Estimated UK retail sales of seafood (fish and shellfish), by storage, by volume and value, 2007-12
                                                                                                                      • Chilled added value seafood and frozen ‘easy cook’ formats complement each other
                                                                                                                        • Figure 44: Estimated UK retail sales of natural and processed seafood (chilled and frozen fish and shellfish), by volume and value, 2007-12
                                                                                                                    • Market Share

                                                                                                                      • Key points
                                                                                                                        • Own-label dominates unprocessed meat, poultry and seafood
                                                                                                                          • Premiumisation drives branded NPD in sausages
                                                                                                                            • Competition heats up in frozen fish
                                                                                                                              • Figure 45: Leading brands in UK retail value sales of frozen seafood, 2009-11
                                                                                                                            • Canned fish leaders switch places
                                                                                                                              • Figure 46: Leading brands in UK retail value sales of ambient seafood, 2009-11
                                                                                                                            • Branded newcomers
                                                                                                                              • Jamie Oliver Keep It Simple extends into poultry
                                                                                                                                • German company Tillman’s brings a new approach to frozen meat
                                                                                                                                  • Chixxs is a new challenger to category stalwart Birds Eye
                                                                                                                                    • Dutch brand Lovet plans its UK launch
                                                                                                                                      • Herta ventures beyond frankfurters into sliced meats
                                                                                                                                        • The Reel Fish Company offers a ‘better for everyone’ alternative
                                                                                                                                          • The Big Prawn Co expands snacking range
                                                                                                                                            • Scotty Brand extends into smoked salmon
                                                                                                                                            • Companies and Products

                                                                                                                                              • Bernard Matthews Limited
                                                                                                                                                • Findus Group/Young’s
                                                                                                                                                  • Iglo Group/Birds Eye
                                                                                                                                                    • John West
                                                                                                                                                      • Kerry Foods
                                                                                                                                                        • Princes
                                                                                                                                                          • Tulip Ltd
                                                                                                                                                            • Moy Park
                                                                                                                                                              • Vion
                                                                                                                                                                • ABP Food Group
                                                                                                                                                                • Brand Communication and Promotion

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Adspend shows a slight decline in 2011
                                                                                                                                                                      • Figure 47: Above-the-line expenditure in the UK meat, poultry and seafood market, 2008-12*
                                                                                                                                                                      • Figure 48: Above-the-line expenditure in the UK meat, fish and poultry market, by product category, 2008-12*
                                                                                                                                                                    • Frozen sector enjoys a boost in 2011
                                                                                                                                                                      • Figure 49: Above-the-line expenditure in the UK meat, fish and poultry market, by product sector, 2008-12*
                                                                                                                                                                    • Waitrose launches high-welfare awareness campaign
                                                                                                                                                                      • Figure 50: Above-the-line expenditure in the UK meat, fish and poultry market, by company, 2011
                                                                                                                                                                    • Princes encourages a fresh seasonal look at canned fish and meat
                                                                                                                                                                      • The Reel Fish Co targets a higher share of the canned tuna market
                                                                                                                                                                        • Has the Saucy Fish Co got the X Factor?
                                                                                                                                                                          • Trade associations
                                                                                                                                                                            • Eblex
                                                                                                                                                                              • Quality Meat Scotland
                                                                                                                                                                                • British Turkey Federation
                                                                                                                                                                                  • Scottish Venison Strategy Group
                                                                                                                                                                                  • Channels to Market

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Growth in food retailing is expected to slow in 2012
                                                                                                                                                                                        • Figure 51: UK food retailers’ sales, 2007-12
                                                                                                                                                                                      • Major retailers invest in their fresh meat, poultry and seafood offer
                                                                                                                                                                                        • Sustainability targets drive fish counters to develop their offering
                                                                                                                                                                                          • Discounters reinforce British-sourcing strategy for fresh meat
                                                                                                                                                                                            • Butchers see some light at the end of the tunnel
                                                                                                                                                                                              • Figure 52: Selected types of shops visited for food, drink and household products, 2008-12
                                                                                                                                                                                            • Online specialists
                                                                                                                                                                                            • The Consumer – Trends in Frozen Fish and Cooked Meats Usage

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Frozen fish usage hits a stumbling block
                                                                                                                                                                                                    • Figure 53: Frequency of using frozen fish products (incl. fish fingers), 2008-12
                                                                                                                                                                                                    • Figure 54: Types of frozen fish products (incl. fish fingers) used most often, 2008-12
                                                                                                                                                                                                  • Cooked meat usage falls in 2012
                                                                                                                                                                                                      • Figure 55: Frequency of using cooked meats (pre-packed and unpackaged), 2010-12
                                                                                                                                                                                                  • The Consumer – Type and Frequency of Usage

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Raw/unprepared benefits outweigh convenience options
                                                                                                                                                                                                          • Figure 56: Usage of meat, poultry and seafood by type, by frequency, July 2012
                                                                                                                                                                                                          • Figure 57: Usage of unprepared and ready-to-cook meat, poultry and seafood at least three times a week, by age group and household income, July 2012
                                                                                                                                                                                                        • Sausages and bacon are the preferred types of ready-to-cook meat, poultry and seafood
                                                                                                                                                                                                            • Figure 58: Usage of prepared ready-to-cook meat, poultry or seafood by type, July 2012
                                                                                                                                                                                                            • Figure 59: Usage of prepared ready-to-cook meat, poultry or seafood by storage type, by product July 2012
                                                                                                                                                                                                          • Enthusiasm for cooking reflected in storage preferences
                                                                                                                                                                                                              • Figure 60: Statements describing cooking and eating habits, by usage of prepared ready-to-cook meat, poultry or seafood by storage type, July 2012
                                                                                                                                                                                                            • Cooking also influences product preferences
                                                                                                                                                                                                                • Figure 61: Statements describing cooking and eating habits with which consumers are more likely than average to agree, by types of prepared ready-to-cook meat, poultry or seafood used, July 2012
                                                                                                                                                                                                              • Ham slices top the list as preferred type of RTE meat, poultry and seafood
                                                                                                                                                                                                                  • Figure 62: Usage of cooked or other ready-to-eat meat, poultry or seafood by type, July 2012
                                                                                                                                                                                                                  • Figure 63: Usage of cooked or other ready-to-eat meat, poultry or seafood by type, July 2012
                                                                                                                                                                                                                • Ready-to-cook users show a greater appetite for variety
                                                                                                                                                                                                                  • Figure 64: Repertoire of usage of ready-to-cook meat, poultry or seafood by type and of cooked, ready-to-eat meat, poultry or seafood by type, July 2012
                                                                                                                                                                                                              • The Consumer – Important Factors Affecting Purchase

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Quality is the top important factor influencing choice of meat, poultry and seafood products
                                                                                                                                                                                                                      • Figure 65: Important qualities when choosing meat, seafood or poultry products, July 2012
                                                                                                                                                                                                                      • Figure 66: Important qualities when choosing meat, seafood or poultry products, by type of prepared ready-to-cook meat, poultry or seafood used, difference between users’ response and average response, July 2012
                                                                                                                                                                                                                    • Quality ingredients attract a more mature audience
                                                                                                                                                                                                                      • Families prioritise convenience, youngsters take an interest in flavours
                                                                                                                                                                                                                        • Animal welfare ranks ahead of organic, low fat ahead of low salt
                                                                                                                                                                                                                          • Priorities by product type used
                                                                                                                                                                                                                              • Figure 67: Important qualities when choosing ready-to-cook or ready-to-eat meat, seafood or poultry products, by products used, above-average response, July 2012
                                                                                                                                                                                                                          • The Consumer – Attitudes Towards Meat, Poultry and Seafood

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Attitudes towards meat, poultry and seafood
                                                                                                                                                                                                                                  • Figure 68: Attitudes towards meat, poultry and seafood, July 2012
                                                                                                                                                                                                                                • Sourcing expectations come out top
                                                                                                                                                                                                                                  • Figure 69: Attitudes towards sourcing of meat, poultry and seafood, July 2012
                                                                                                                                                                                                                                • Food scares keep food safety high on consumer radars
                                                                                                                                                                                                                                  • Healthy eating and cutbacks
                                                                                                                                                                                                                                    • Figure 70: Attitudes towards healthiness and cost of meat, poultry and seafood, July 2012
                                                                                                                                                                                                                                  • Few consider ready-to-cook meat, poultry and seafood an unhealthy option
                                                                                                                                                                                                                                    • Attitudes towards level of preparation required
                                                                                                                                                                                                                                      • Figure 71: Attitudes towards cooking meat, poultry and seafood, July 2012
                                                                                                                                                                                                                                  • The Consumer – CHAID Analysis

                                                                                                                                                                                                                                    • Key point
                                                                                                                                                                                                                                      • Methodology
                                                                                                                                                                                                                                        • Greater demand for transparency among regular scratch cooks
                                                                                                                                                                                                                                          • Figure 72: “I prefer unprepared whole/cuts of meat/seafood/poultry because then I know exactly what I’m buying” – CHAID – Tree output, July 2012
                                                                                                                                                                                                                                          • Figure 73: I prefer unprepared whole/cuts of meat/seafood/poultry because then I know exactly what I’m buying” – CHAID – Table output, July 2012
                                                                                                                                                                                                                                      • Appendix – Market Drivers

                                                                                                                                                                                                                                          • Figure 74: GDP, PDI, consumer expenditure and savings, at constant 2012 prices, 2007-17
                                                                                                                                                                                                                                          • Figure 75: Trends and projections in UK households, by size, 2007-17
                                                                                                                                                                                                                                          • Figure 76: Forecast adult population trends, by lifestage, 2007-17
                                                                                                                                                                                                                                          • Figure 77: Agreement with selected lifestyle statements, 2008-12
                                                                                                                                                                                                                                          • Figure 78: Frequency of buying organic meat, 2008-12
                                                                                                                                                                                                                                      • Appendix – Who’s Innovating?

                                                                                                                                                                                                                                          • Figure 79: NPD in meat, fish and poultry, by company, 2007-12*
                                                                                                                                                                                                                                          • Figure 80: NPD in meat, poultry and fish, by storage, 2007-12*
                                                                                                                                                                                                                                          • Figure 81: NPD in shelf-stable fish, by packaging type, 2007-12*
                                                                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                        • Meat, poultry and seafood
                                                                                                                                                                                                                                          • Figure 82: UK retail sales of meat, poultry and seafood, best and worst case forecast, by value, 2012-17
                                                                                                                                                                                                                                          • Figure 83: UK retail sales of meat, poultry and seafood, best and worst case forecast, by volume, 2012-17
                                                                                                                                                                                                                                        • Red meat
                                                                                                                                                                                                                                          • Figure 84: Forecast of UK retail sales of meat, by volume, 2007-17
                                                                                                                                                                                                                                          • Figure 85: UK retail sales of meat, best and worst case forecast, by value, 2012-17
                                                                                                                                                                                                                                          • Figure 86: UK retail sales of meat, best and worst case forecast, by volume, 2012-17
                                                                                                                                                                                                                                        • Poultry and game
                                                                                                                                                                                                                                          • Figure 87: UK retail sales of poultry and game, by volume, 2007-17
                                                                                                                                                                                                                                          • Figure 88: UK retail sales of poultry and game, best and worst case forecast, by value, 2012-17
                                                                                                                                                                                                                                          • Figure 89: UK retail sales of poultry and game, best and worst case forecast, by volume, 2012-17
                                                                                                                                                                                                                                        • Seafood
                                                                                                                                                                                                                                          • Figure 90: UK retail sales of seafood, by volume, 2007-17
                                                                                                                                                                                                                                          • Figure 91: UK retail sales of seafood, best and worst case forecast, by value, 2012-17
                                                                                                                                                                                                                                          • Figure 92: UK retail sales of seafood, best and worst case forecast, by volume, 2012-17
                                                                                                                                                                                                                                      • Appendix – Brand Communication and Promotion

                                                                                                                                                                                                                                          • Figure 93: Above-the-line expenditure in the UK meat, fish and poultry market, 2008-12*
                                                                                                                                                                                                                                      • Appendix – Channels to Market

                                                                                                                                                                                                                                          • Figure 94: UK meat and seafood specialist retail, number of enterprises, and turnover, 2005-10
                                                                                                                                                                                                                                      • Appendix – Consumer – Trends in Usage of Frozen Fish and Cooked Meats

                                                                                                                                                                                                                                          • Figure 95: Frequency of using frozen fish products (incl. fish fingers), by demographics, 2012
                                                                                                                                                                                                                                          • Figure 96: Frequency of using cooked meats (pre-packed and unpackaged), 2010-12
                                                                                                                                                                                                                                          • Figure 97: Types of cooked meat used most often, 2010-12
                                                                                                                                                                                                                                          • Figure 98: Frequency of using cooked meats (pre-packed and unpackaged), by demographics, 2012
                                                                                                                                                                                                                                      • Appendix – The Consumer – Type and Frequency of Usage

                                                                                                                                                                                                                                          • Figure 99: Usage of meat, poultry and seafood by type, by frequency, July 2012
                                                                                                                                                                                                                                          • Figure 100: Usage of raw, whole or cuts of meat, poultry or seafood, that are cooked at home, by frequency, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 101: Usage of prepared ready-to-cook chilled or frozen meat, poultry or seafood, by frequency, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 102: Usage of cooked or other ready-to-eat meat, poultry or seafood, by frequency, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 103: Usage of prepared ready-to-cook meat, poultry or seafood, by type, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 104: Most popular types of prepared ready-to-cook meat, poultry or seafood used, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 105: Next most popular types of prepared ready-to-cook meat, poultry or seafood used, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 106: Most popular types of chilled prepared ready-to-cook meat, poultry or seafood used, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 107: Next most popular types of chilled prepared ready-to-cook meat, poultry or seafood used, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 108: Most popular types of frozen prepared ready-to-cook meat, poultry or seafood used, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 109: Next most popular types of frozen prepared ready-to-cook meat, poultry or seafood used, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 110: Repertoire of usage of prepared ready-to-cook meat, poultry or seafood by type, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 111: Statements describing cooking and eating habits, by most popular types of prepared ready-to-cook meat, poultry or seafood used, July 2012
                                                                                                                                                                                                                                          • Figure 112: Statements describing cooking and eating habits, by next most popular types of prepared ready-to-cook meat, poultry or seafood used, July 2012
                                                                                                                                                                                                                                      • Appendix – Consumer – Usage of Meat, Seafood and Poultry

                                                                                                                                                                                                                                          • Figure 113: Usage of cooked or other ready-to-eat meat, poultry or seafood by type (pre-packed vs. deli counter), by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 114: Usage of cooked or other ready-to-eat meat, poultry or seafood by type, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 115: Usage of cooked or other ready-to-eat meat, poultry or seafood by type, by demographics, July 2012 (continued)
                                                                                                                                                                                                                                          • Figure 116: Most popular types of pre-packed cooked or other ready-to-eat meat, poultry or seafood used, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 117: Next most popular types of pre-packed cooked or other ready-to-eat meat, poultry or seafood used, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 118: Most popular types of cooked or other ready-to-eat meat, poultry or seafood from the deli counter used, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 119: Next most popular types of cooked or other ready-to-eat meat, poultry or seafood from the deli counter used, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 120: Repertoire of any cooked or other ready-to-eat meat, poultry or seafood used by type, July 2012
                                                                                                                                                                                                                                      • Appendix – Consumer – Important Factors Affecting Purchase

                                                                                                                                                                                                                                          • Figure 121: Types of meat, poultry and seafood bought, July 2012
                                                                                                                                                                                                                                          • Figure 122: Types of meat, poultry and seafood bought, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 123: Important qualities when choosing meat, seafood or poultry products, July 2012
                                                                                                                                                                                                                                          • Figure 124: ‘High quality ingredients’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 125: ‘High meat/seafood/poultry content’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 126: ‘Easy to prepare’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 127: ‘British ingredients’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 128: ’ Quick to prepare’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 129: ‘High animal welfare’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 130: ‘Low/reduced fat’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 131: Important qualities when choosing meat, seafood or poultry products: Low/reduced salt, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 132: ‘Local ingredients’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 133: ’Interesting flavours’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 134: ‘Organic products’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 135: ‘Unusual ingredients’ as an important quality when choosing meat, seafood or poultry products, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 136: Important qualities when choosing meat, seafood or poultry products, by type of prepared ready-to-cook meat, poultry or seafood used, July 2012
                                                                                                                                                                                                                                          • Figure 137: Important qualities when choosing meat, seafood or poultry products, by most popular type of prepared ready-to-cook meat, poultry or seafood used, July 2012
                                                                                                                                                                                                                                          • Figure 138: Important qualities when choosing meat, seafood or poultry products, by next most popular type of prepared ready-to-cook meat, poultry or seafood used, July 2012
                                                                                                                                                                                                                                          • Figure 139: Important qualities when choosing meat, seafood or poultry products, by type of cooked or other ready-to-eat meat, poultry or seafood used, July 2012
                                                                                                                                                                                                                                          • Figure 140: Important qualities when choosing meat, seafood or poultry products, by most popular types of cooked or other ready-to-eat meat, poultry or seafood used, July 2012
                                                                                                                                                                                                                                          • Figure 141: Important qualities when choosing meat, seafood or poultry products, by next most popular types of cooked or other ready-to-eat meat, poultry or seafood used, July 2012
                                                                                                                                                                                                                                      • Appendix – Consumer – Attitudes Towards Meat, Seafood and Poultry

                                                                                                                                                                                                                                          • Figure 142: Most popular attitudes towards meat, poultry and seafood, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 143: Next most popular attitudes towards meat, poultry and seafood, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 144: Other attitudes towards meat, poultry and seafood, by demographics, July 2012
                                                                                                                                                                                                                                          • Figure 145: Attitudes towards meat, poultry and seafood, by types of prepared ready-to-cook meat, poultry or seafood used, July 2012
                                                                                                                                                                                                                                          • Figure 146: Attitudes towards meat, poultry and seafood, by most popular types of prepared ready-to-cook meat, poultry or seafood used, July 2012
                                                                                                                                                                                                                                          • Figure 147: Attitudes towards meat, poultry and seafood, by most popular types of prepared ready-to-cook meat, poultry or seafood used, July 2012
                                                                                                                                                                                                                                          • Figure 148: Attitudes towards meat, poultry and seafood, by other types of prepared ready-to-cook meat, poultry or seafood used, July 2012
                                                                                                                                                                                                                                          • Figure 149: Attitudes towards meat, poultry and seafood, by types of cooked or other ready-to-eat meat, poultry or seafood used (pre-packed v. deli counter), July 2012
                                                                                                                                                                                                                                          • Figure 150: Attitudes towards meat, poultry and seafood, by most popular types of cooked or other ready-to-eat meat, poultry or seafood used, July 2012
                                                                                                                                                                                                                                          • Figure 151: Attitudes towards meat, poultry and seafood, by next most popular types of cooked or other ready-to-eat meat, poultry or seafood used, July 2012
                                                                                                                                                                                                                                          • Figure 152: Attitudes towards meat, poultry and seafood, by most popular qualities when choosing meat, seafood or poultry products, July 2012
                                                                                                                                                                                                                                          • Figure 153: Attitudes towards meat, poultry and seafood, by next most popular qualities when choosing meat, seafood or poultry products, July 2012
                                                                                                                                                                                                                                          • Figure 154: Attitudes towards meat, poultry and seafood, by other qualities when choosing meat, seafood or poultry products, July 2012

                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                      • Advertising Standards Authority
                                                                                                                                                                                                                                      • Bank of England
                                                                                                                                                                                                                                      • BC Partners Ltd
                                                                                                                                                                                                                                      • Bernard Matthews Plc
                                                                                                                                                                                                                                      • Birds Eye Foods
                                                                                                                                                                                                                                      • Center Parcs
                                                                                                                                                                                                                                      • Cumbrian Seafoods
                                                                                                                                                                                                                                      • Dalehead Foods Ltd
                                                                                                                                                                                                                                      • Danish Crown AmbA
                                                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                                                      • Findus Ltd [UK]
                                                                                                                                                                                                                                      • Freshway Foods
                                                                                                                                                                                                                                      • Harry Ramsden's
                                                                                                                                                                                                                                      • Jamie Oliver
                                                                                                                                                                                                                                      • John West Foods Ltd
                                                                                                                                                                                                                                      • Kerry Foods
                                                                                                                                                                                                                                      • Marine Stewardship Council
                                                                                                                                                                                                                                      • O'Kane Poultry
                                                                                                                                                                                                                                      • Permira Advisers Ltd
                                                                                                                                                                                                                                      • Princes Foods
                                                                                                                                                                                                                                      • Thai Union Frozen Products
                                                                                                                                                                                                                                      • The Cromer Crab Company/Norfolk Shellfish
                                                                                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                                                                                      • Unilever Bestfoods UK Ltd
                                                                                                                                                                                                                                      • VION Food Group
                                                                                                                                                                                                                                      • Waitrose
                                                                                                                                                                                                                                      • Weight Watchers Ltd. (UK)
                                                                                                                                                                                                                                      • Young's Bluecrest Seafood Ltd

                                                                                                                                                                                                                                      Meat, Seafood and Poultry - UK - October 2012

                                                                                                                                                                                                                                      £1,995.00 (Excl.Tax)