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Pies and Pasties - UK - July 2010

  • As a good value and filling meal option, the pies & pasties category has performed well suring the recession with value sales climbing by 5.2% between 2007 and 2009 to reach an estimated £941m in 2009
  • An opportunity exist to grow the market by increasing frequency of consumption among the 43% of 34 milion consumers of pies and pasties who are eating them once a month or less
  • With tightening budgets and relatively less disposable income, 71% of consumers agree that pies and pasties make a cheap and filling meal
  • Competition from other convenience foods, such as pizzas, ready meals and ready-to-cook foods, should force more manufacturers of pies and pasties to focus on finding new points of differentiation by promoting the provenance of their ranges, as well as the quality of ingredients they use
  • Just over 16m consumers prefer branded pies and pasties, yet 10m agree that own label varieties taste no different from the branded options
  • Consumers are ‘creatures of habit’ when it comes to buying pies and pasties - only two fifths are adventurous enough to be trying out different flavoured pies and pasties

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • Everyone to the dinner table
                • ‘The grittiness of the everyday prosaic’
                  • ‘Sing a song of sixpence, a pocket full of rye…’
                    • The Health Question
                    • Market in Brief

                      • Positive value sales growth
                        • Category performance
                          • Mobile food
                            • What the consumer wants
                            • Internal Market Environment

                              • Key points
                                • A snacking society
                                  • Figure 1: Trends in attitudes towards snacking, 2005-09
                                • Favourite snack choices
                                  • Figure 2: Top 10 snacks eaten between meals, March 2010*
                                • “You are what you eat”
                                    • Figure 3: Agreement with selected lifestyle statements, 2005-09
                                  • Family dining habits
                                    • Figure 4: Trends in attitudes towards snacking, 2005-09
                                  • Home cooking back in favour
                                    • Figure 5: Agreement with selected lifestyle statements, 2005-09
                                  • A desire for the authentic
                                    • Figure 6: Agreement with selected lifestyle statements, 2005-09
                                • Broader Market Environment

                                  • Key points
                                    • Rising commodity prices
                                      • Figure 7: Retail Price Index: food categories, January 2006-March 2010
                                    • Protecting food status
                                      • Demographic changes 2005-15
                                        • Figure 8: Trends and projections in the UK population (000s), by age group, 2005-15
                                      • ABs set to experience growth but DEs decline
                                        • Figure 9: Socio-economic profile of the UK population, 2005-15
                                      • On the road
                                        • Figure 10: Average trip duration for work in the UK, 1995/97-2008
                                    • Competitive Context

                                      • Key points
                                        • Competition as a meal
                                          • A convenient solution
                                            • Figure 11: Market sizes of different competitive markets, 2005-10
                                          • Pizza
                                            • Figure 12: Usage of ready meals, pizzas, instant savoury snacks and ready to eat salads, and pasta and noodles, 2005-09
                                          • Ready meals
                                            • Ready to cook
                                              • Snacking competition
                                                • Sandwiches dominate
                                                  • Pies and pasties struggle with space
                                                  • Strengths and Weaknesses

                                                    • Strengths
                                                      • Weaknesses
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Top of the claims
                                                            • Figure 13: New product innovation in pies and pasties, % by product claim, Jan 2007-May 2010
                                                          • Range extensions dominate innovation
                                                            • Figure 14: New product innovation in pies and pasties, % by launch type, Jan 2007-May 2010*
                                                          • Own-label products dominate innovation
                                                            • Figure 15: New product innovation in pies and pasties, % branded vs own-label, Jan 2007-May 2010*
                                                            • Figure 16: New product innovation in pies and pasties, % by leading manufacturer, Jan 2007-May 2010*
                                                        • Market Value and Forecast

                                                          • Key points
                                                            • Economic downturn favours sales
                                                              • Figure 17: Sales of pies and pasties, by value, 2005-10
                                                            • “Traditional fare”
                                                              • Growing the category
                                                                • Challenges and opportunities
                                                                  • Future growth
                                                                    • Figure 18: Forecast sales of the UK pies and pasties market, by value, 2005-15
                                                                  • Factors used in the forecast
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Pre-packed ranges dominate sales but frozen offers a cheaper alternative
                                                                        • Figure 19: Market size of pies and pasties, by type, 2008-10
                                                                      • Greggs expansion plans to grow sales
                                                                        • The appeal of pies and pasties
                                                                          • Figure 20: Retail value sales of chilled pies and pasties market, by segment, 2008 and 2010
                                                                        • Not yet frozen out the market
                                                                          • Figure 21: Retail value sales of frozen pies and pasties market, by segment, 2008 and 2010
                                                                          • Figure 22: Agreement with statement “I have switched from fresh/chilled products to dried/tinned/frozen variants”, January 2009-June 2010
                                                                      • Companies and Products

                                                                          • Figure 23: Leading companies in the pies and pasties market and their brands*, May 2010
                                                                        • Major players
                                                                          • Birds Eye Limited
                                                                              • Figure 24: New products launched by Birds Eye in the pies and pasties market in the UK, January 2008-April 2010
                                                                            • Ginsters
                                                                                • Figure 25: New products launched by Ginsters in the pies and pasties market in the UK, January 2008-April 2010
                                                                              • Greggs plc
                                                                                  • Figure 26: New products launched by Greggs in the pies and pasties market in the UK, January 2008-April 2010
                                                                                • Kerry Foods
                                                                                    • Figure 27: New products launched by Kerry Foods in the pies and pasties market in the UK, January 2008-April 2010
                                                                                  • Northern Foods
                                                                                      • Figure 28: New products launched by Northern Foods in the pies and pasties market in the UK, January 2008-April 2010
                                                                                    • Pork Farms Limited
                                                                                        • Figure 29: New products launched by Pork Farms in the pies and pasties market in the UK, January 2008-April 2010
                                                                                      • Premier Foods
                                                                                          • Figure 30: New products launched by Premier Foods in the pies and pasties market in the UK, January 2008-April 2010
                                                                                        • Dickinson & Morris
                                                                                            • Figure 31: New products launched by Dickinson & Morris in the pies and pasties market in the UK, January 2008-April 2010
                                                                                        • Brand Elements

                                                                                            • Key points
                                                                                              • Brand map
                                                                                                  • Figure 32: Attitudes towards and usage of pie and pasty brands, April 2010
                                                                                                • Brand qualities of pie and pasty brands
                                                                                                  • Greggs piping hot, comfort is key
                                                                                                    • Figure 33: Personalities of various pie and pasty brands, April 2010
                                                                                                  • Experience of pie and pasty brands
                                                                                                    • Greggs most bought, West Cornwall lacks awareness
                                                                                                      • Figure 34: Consumer purchase of various pie and pasty brands, April 2010
                                                                                                    • Brand consideration for pie and pasty brands
                                                                                                      • West Cornwall and McDougalls stand to rise
                                                                                                        • Figure 35: Consideration of various pie and pasty brands, April 2010
                                                                                                      • Brand satisfaction for pie and pasty brands
                                                                                                        • Greggs steaming ahead
                                                                                                          • Figure 36: Satisfaction with various pie and pasty brands, April 2010
                                                                                                        • Brand commitment to pie and pasty brands
                                                                                                          • Greggs has highest loyalty
                                                                                                            • Figure 37: Commitment to various pie and pasty brands, April 2010
                                                                                                          • Brand intentions for pie and pasty brands
                                                                                                            • Greggs has highest retention, McDougalls losing ground
                                                                                                              • Figure 38: Future purchase intentions for various pie and pasty brands, April 2010
                                                                                                            • Brand recommendation for pie and pasty brands
                                                                                                              • Greggs and Ginsters most recommended
                                                                                                                • Figure 39: Recommendation of various pie and pasty brands, April 2010
                                                                                                              • Ginsters
                                                                                                                • What the consumer thinks
                                                                                                                  • Figure 40: Attitudes towards the Ginsters brand, April 2010
                                                                                                                • Pukka Pies
                                                                                                                  • What the consumer thinks
                                                                                                                    • Figure 41: Attitudes towards the Pukka Pies brand, April 2010
                                                                                                                  • Fray Bentos
                                                                                                                    • What the consumer thinks
                                                                                                                      • Figure 42: Attitudes towards the Fray Bentos brand, April 2010
                                                                                                                    • Greggs
                                                                                                                      • What the consumer thinks
                                                                                                                        • Figure 43: Attitudes towards the Greggs brand, April 2010
                                                                                                                    • Brand Communication and Promotion

                                                                                                                      • Key points
                                                                                                                        • Advertising spend kept low
                                                                                                                          • Figure 44: Main monitored media spend on pies and pasties, 2007-09
                                                                                                                        • A category driven by promotions
                                                                                                                          • Ginsters leads the pack
                                                                                                                            • Figure 45: Main monitored media spend on pies and pasties, by manufacturer and retailer, 2007-09
                                                                                                                        • Channels to Market

                                                                                                                          • Key points
                                                                                                                            • Grocery multiples dominate sales
                                                                                                                              • Figure 46: UK retail sales of pies and pasties, by outlet, 2008-10
                                                                                                                            • Greggs continues its expansion
                                                                                                                            • The Consumer – Pies and Pasties Choices

                                                                                                                              • Key points
                                                                                                                                  • Figure 47: Pies and pasties made-up of meat or vegetable oil eaten in the last 12 months, April 2010
                                                                                                                                • Who is eating pies and pasties?
                                                                                                                                  • Figure 48: Consumer pies and pasties preferences, by demographic group, April 2010
                                                                                                                                • Consumers face multiple choices
                                                                                                                                  • Figure 49: Repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
                                                                                                                                  • Figure 50: Repertoire of pies and pasties, by type of pie or pasty eaten in the last 12 months, April 2010
                                                                                                                              • The Consumer – Pie and Pasty Consumption Occasions

                                                                                                                                • Key points
                                                                                                                                  • Monthly fuel
                                                                                                                                    • Figure 51: Frequency of eating pies and pasties, April 2010
                                                                                                                                  • A more regular pie eating habit
                                                                                                                                      • Figure 52: Most likely place and time for eating pies and pasties, April 2010
                                                                                                                                    • A lunchtime favourite
                                                                                                                                      • A tale of two snackers
                                                                                                                                          • Figure 53: Profile of consumers snacking on pies and pasties, April 2010
                                                                                                                                        • Developing the breakfast occasion
                                                                                                                                        • The Consumer – Attitudes Towards Pies and Pasties

                                                                                                                                          • Key points
                                                                                                                                              • Figure 54: Attitudes towards pies and pasties, April 2010
                                                                                                                                            • Convenience and value
                                                                                                                                              • In need of more healthy options
                                                                                                                                                • Brand loyalty
                                                                                                                                                  • DIY pies and pasties
                                                                                                                                                  • Pie and Pasty Targeting Groups

                                                                                                                                                    • Key points
                                                                                                                                                        • Figure 55: Consumer clusters for pies and pasties, April 2010
                                                                                                                                                      • Home-made Goodness (30%)
                                                                                                                                                        • Who are they more likely to be?
                                                                                                                                                          • Pie and pasty consumption
                                                                                                                                                            • Attitudes towards pies and pasties
                                                                                                                                                              • Healthy-Option Seekers (18%)
                                                                                                                                                                • Who are they more likely to be?
                                                                                                                                                                  • Pie and pasty consumption
                                                                                                                                                                    • Attitudes towards pies and pasties
                                                                                                                                                                      • Convenience Brand Seekers (22%)
                                                                                                                                                                        • Who are they more likely to be?
                                                                                                                                                                          • Pie and pasty consumption
                                                                                                                                                                            • Attitudes towards pies and pasties
                                                                                                                                                                              • Adventurous Value Options (30%)
                                                                                                                                                                                • Who are they more likely to be?
                                                                                                                                                                                  • Pie and pasty consumption
                                                                                                                                                                                    • Attitudes towards pies and pasties
                                                                                                                                                                                    • Appendix

                                                                                                                                                                                      • Advertising data
                                                                                                                                                                                      • Appendix – Internal Market Environment

                                                                                                                                                                                          • Figure 56: Popular snacks eaten between meals, March 2010*
                                                                                                                                                                                          • Figure 57: Popular snacks eaten between meals, by demographics, March 2010
                                                                                                                                                                                          • Figure 58: Next most popular snacks eaten between meals, by demographics, March 2010
                                                                                                                                                                                          • Figure 59: Popular snacks eaten between meals, by demographics, March 2010
                                                                                                                                                                                          • Figure 60: Popular snacks eaten between meals at home, by demographics, March 2010
                                                                                                                                                                                          • Figure 61: Popular snacks eaten between meals at home, by demographics, March 2010
                                                                                                                                                                                          • Figure 62: Popular snacks eaten between meals at home, by demographics, March 2010
                                                                                                                                                                                          • Figure 63: Popular snacks eaten on the go, by demographics, March 2010
                                                                                                                                                                                          • Figure 64: Popular snacks eaten on the go, by demographics, March 2010
                                                                                                                                                                                          • Figure 65: Trends in cooking style, May 2009-Apr 2010
                                                                                                                                                                                          • Figure 66: Trends in cooking habits, May 2009-Apr 2010
                                                                                                                                                                                      • Appendix – Market Value and Forecast

                                                                                                                                                                                          • Figure 67: Issues that are concerning consumers, June 2009-June 2010
                                                                                                                                                                                      • Appendix – Brand Communication and Promotion

                                                                                                                                                                                          • Figure 68: Total advertising spend on Birds Eye products, 2007-09
                                                                                                                                                                                      • Appendix – The Consumer – Pies and Pasties Choices

                                                                                                                                                                                          • Figure 69: Pies and pasties made up of meat or vegetables in the last 12 months, by demographics, April 2010
                                                                                                                                                                                          • Figure 70: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by demographics, April 2010
                                                                                                                                                                                          • Figure 71: Pies and pasties made up of meat or vegetable oil eaten in the last 12 months, by demographics, April 2010
                                                                                                                                                                                          • Figure 72: Repertoire of pies and pasties made up of meat or vegetable oil eaten in the last 12 months, by demographics, April 2010
                                                                                                                                                                                          • Figure 73: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
                                                                                                                                                                                          • Figure 74: Most likely place and time for eating pies and pasties, by repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
                                                                                                                                                                                          • Figure 75: Frequency of eating pies and pasties, by repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
                                                                                                                                                                                          • Figure 76: Statements on pies and pasties, by repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
                                                                                                                                                                                      • Appendix – The Consumer: Pie and Pasty Consumption Occasions

                                                                                                                                                                                          • Figure 77: Most popular place and time for eating pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 78: Next most popular place and time for eating pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 79: Other place and time for eating pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 80: Frequency of eating pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 81: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by most popular place and time for eating pies and pasties, April 2010
                                                                                                                                                                                          • Figure 82: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by next most popular place and time for eating pies and pasties, April 2010
                                                                                                                                                                                          • Figure 83: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by other place and time for eating pies and pasties, April 2010
                                                                                                                                                                                          • Figure 84: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by frequency of eating pies and pasties, April 2010
                                                                                                                                                                                          • Figure 85: Most likely place and time for eating pies and pasties, by most popular pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
                                                                                                                                                                                          • Figure 86: Most likely place and time for eating pies and pasties, by next most popular pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
                                                                                                                                                                                          • Figure 87: Most likely place and time for eating pies and pasties, by frequency of eating pies and pasties, April 2010
                                                                                                                                                                                          • Figure 88: Frequency of eating pies and pasties, by most popular pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
                                                                                                                                                                                          • Figure 89: Frequency of eating pies and pasties, by next most popular pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
                                                                                                                                                                                      • Appendix – The Consumer – Attitudes Towards Pies and Pasties

                                                                                                                                                                                          • Figure 90: Agreement with statements on pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 91: Agreement with further statements on pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 92: Disagreement with statements on pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 93: Disagreement with statements on pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 94: Strong agreement with statements on pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 95: Strong agreement statements on pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 96: Agreement with statements on pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 97: Agreement with statements on pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 98: Agreement with statements on pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 99: Statements on pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 100: Neither agreement or disagreemnent with statements on pies and pasties, by demographics, April 2010
                                                                                                                                                                                          • Figure 101: Neither agreement or disagreement with statements on pies and pasties, by demographics, April 2010
                                                                                                                                                                                      • Appendix – Pie and Pasty Targeting Groups

                                                                                                                                                                                          • Figure 102: Attitudes towards pies and pasties, by target groups, April 2010
                                                                                                                                                                                          • Figure 103: Target groups, by demographics, April 2010
                                                                                                                                                                                          • Figure 104: Types of pies and pasties made up of meat or vegetables eaten in the last 12 months, by target groups, April 2010
                                                                                                                                                                                          • Figure 105: Most likely place and time for eating pies and pasties, by target groups, April 2010
                                                                                                                                                                                          • Figure 106: Frequency of eating pies and pasties, by target groups, April 2010

                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                      • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                      • Allied Bakeries Ltd
                                                                                                                                                                                      • Asda Group Ltd
                                                                                                                                                                                      • Birds Eye Foods
                                                                                                                                                                                      • British Bakeries Ltd
                                                                                                                                                                                      • British Market Research Bureau (BMRB)
                                                                                                                                                                                      • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                      • Campbell Soup Company
                                                                                                                                                                                      • Co-operative Group
                                                                                                                                                                                      • Costa
                                                                                                                                                                                      • Dickinson & Morris
                                                                                                                                                                                      • First Quench Retailing
                                                                                                                                                                                      • Food Standards Agency
                                                                                                                                                                                      • Freeview
                                                                                                                                                                                      • Ginsters
                                                                                                                                                                                      • Golden Cow Dairies Ltd.
                                                                                                                                                                                      • Government Actuary's Department (GAD)
                                                                                                                                                                                      • Greggs Plc
                                                                                                                                                                                      • J. Sainsbury
                                                                                                                                                                                      • Kantar Media
                                                                                                                                                                                      • Kerry Foods
                                                                                                                                                                                      • KFC Ltd (UK)
                                                                                                                                                                                      • Lidl (UK)
                                                                                                                                                                                      • Marks & Spencer
                                                                                                                                                                                      • Marlow Foods Ltd (Quorn)
                                                                                                                                                                                      • McDonald's Restaurants Limited (UK)
                                                                                                                                                                                      • mmO2 plc
                                                                                                                                                                                      • Nandos UK
                                                                                                                                                                                      • National Consumer Council
                                                                                                                                                                                      • Netto Foodstores Ltd
                                                                                                                                                                                      • Nigella Lawson
                                                                                                                                                                                      • Northern Foods Plc
                                                                                                                                                                                      • Npower Limited
                                                                                                                                                                                      • Orange plc (UK)
                                                                                                                                                                                      • Outdoor Advertising Association of Great Britain
                                                                                                                                                                                      • Permira Advisers Ltd
                                                                                                                                                                                      • Pork Farm Bowyers
                                                                                                                                                                                      • Premier Foods plc
                                                                                                                                                                                      • Pret A Manger
                                                                                                                                                                                      • Princes Foods
                                                                                                                                                                                      • Samworth Brothers
                                                                                                                                                                                      • Somerfield
                                                                                                                                                                                      • T-Mobile (UK) Ltd
                                                                                                                                                                                      • Tesco Plc
                                                                                                                                                                                      • The Grocery Trader
                                                                                                                                                                                      • The Vegetarian Society of the UK
                                                                                                                                                                                      • Virgin Media Ltd
                                                                                                                                                                                      • Virgin Mobile
                                                                                                                                                                                      • Vodafone Group Plc (UK)
                                                                                                                                                                                      • Waitrose
                                                                                                                                                                                      • Wall's
                                                                                                                                                                                      • West Cornwall Cornish Pasty Company
                                                                                                                                                                                      • Wm Morrison Supermarkets

                                                                                                                                                                                      Pies and Pasties - UK - July 2010

                                                                                                                                                                                      US $2,672.70 (Excl.Tax)