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Poultry and Game Meat - UK - July 2010

The poultry sector saw volume sales decline for a number of years under pressure from bird flu and rapidly rising inflation. However, the poultry market has regained momentum in the recession, enjoying a strong image as easy to cook, versatile and better value for money than red meat.

  • Easy recipe suggestions for game or cooking demonstrations – live or online – could spark interest among the over seven million adults who would like to cook more game but say they don't know how.
  • Underlining the low price points of turkey meat could attract some of the 20m shoppers appearing unaware of chicken's price premium, in a market where nearly nine in ten shoppers see price as important.
  • Marinated ready-to-cook pieces could boost the appeal of turkey among younger consumers, such as the 4m 25-34-year-olds interested in trying ready-marinated chicken.
  • Promoting turkey as a leaner meat could help it catch the attention of the 10m women who are trying to lose weight.
  • Other higher welfare labels could take cues from free range to attract some of its 22m shoppers by spelling out their welfare and quality credentials in tangible terms.
  • More accessibly priced game-based products like sausages and burgers could tap into the pool of 20m adults who see game as too expensive.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • Tailoring turkey
                • Engaging the cooking enthusiasts
                  • Holy Mole!
                    • Easy and exciting, too
                      • Marinade this
                        • Driving sales of higher welfare chicken
                        • Market in Brief

                          • Value growth ahead for poultry
                            • Chicken dominates the poultry market
                              • Robust interest in cooking and free-range
                                • Projected demographic changes bode well for poultry
                                  • ‘No nasties’ rules new launches
                                    • Dominance of few brands sees adspend fluctuate
                                      • Everybody eats poultry – almost
                                        • Price and practicalities drive choice
                                        • Internal Market Environment

                                          • Key points
                                            • Cooking gains steadily
                                                • Figure 1: Attitudes towards cooking, 2005-09
                                              • Healthy eating
                                                  • Figure 2: Attitudes towards diets and nutrition, 2005-09
                                                • Frozen food gains acceptance
                                                    • Figure 3: Attitudes towards frozen food, 2005-09
                                                  • Free-range and domestic strong, organic losing
                                                      • Figure 4: Attitudes towards food provenance and ethical food, 2005-09
                                                    • Labelling and assurance schemes for poultry
                                                      • Poultry benefits from lower price inflation than beef and pork
                                                        • Figure 5: Retail prices of poultry, beef, pork and all food, Index (January 2005=100), January 2005-April 2010
                                                    • Broader Market Environment

                                                      • Key points
                                                        • One in five in healthy finances
                                                            • Figure 6: Trends in how respondents describe their financial situation, February 2009-April 2010
                                                          • 25-34-year-olds and over-55s to see fastest growth
                                                              • Figure 7: Trends in the age structure of the UK population, 2010-15
                                                            • Growth of ABs can support value growth in poultry
                                                              • Figure 8: Changes in adult population, by socio-economic group, 2010-15
                                                            • Challenge of growth in one-person households
                                                                • Figure 9: Change in UK households by size, 2010-15 and UK households, by size, 2015
                                                            • Competitive Context

                                                              • Key points
                                                                • A healthy, versatile, cheap protein
                                                                  • Figure 10: Performance of poultry and competing markets, Index (2005=100), 2005-09
                                                                • Beef
                                                                  • Pork
                                                                    • Lamb
                                                                    • Strengths and Weaknesses

                                                                      • Poultry
                                                                        • Strengths
                                                                          • Weaknesses
                                                                          • Who’s Innovating?

                                                                            • Key points
                                                                              • Poultry products on Mintel GNPD – definition
                                                                                • Private label dominates NPD
                                                                                  • No additives is top claim...
                                                                                    • ...followed by trans-fats and recycling
                                                                                      • Figure 11: Most common claims in the poultry market in the UK, share of total new launches, 2009
                                                                                    • Economy and halal chicken leap ahead
                                                                                        • Figure 12: Percentage point change in share of new product launches, by claim, 2007-09
                                                                                      • Other themes
                                                                                        • Snacking on chicken
                                                                                          • The chicken fast food experience at home
                                                                                            • Bags of convenience
                                                                                              • Retailers leverage provenance
                                                                                                • NPD helps make game more approachable
                                                                                                • Market Size and Forecast

                                                                                                  • Key points
                                                                                                    • Value growth ahead for poultry
                                                                                                      • Figure 13: UK retail value sales of poultry, and index of growth, 2005-15
                                                                                                    • Poultry gains as the value option in recession
                                                                                                      • Value sales grow despite flagging volumes
                                                                                                        • Stagnant volumes, growing value ahead
                                                                                                          • Figure 14: UK retail volume and value sales of poultry, current and constant prices, 2005-15
                                                                                                        • Chicken market to grow by 17%
                                                                                                            • Figure 15: UK retail volume and value sales of chicken, current and constant prices, 2005-15
                                                                                                          • Turkey sales set to decline further
                                                                                                              • Figure 16: UK retail volume and value sales of turkey, current and constant prices, 2005-15
                                                                                                            • Duck and goose to keep growing
                                                                                                                • Figure 17: UK retail volume and value sales of duck and goose, current and constant prices, 2005-15
                                                                                                              • Game to steam ahead
                                                                                                                  • Figure 18: UK retail volume and value sales of game, current and constant prices, 2005-15
                                                                                                                • Factors used in the forecast
                                                                                                                • Poultry – Segment Performance

                                                                                                                  • Key points
                                                                                                                    • Chicken
                                                                                                                      • Chicken value grows despite falling volume
                                                                                                                        • Figure 19: UK retail sales of chicken, by value and volume, 2005-10
                                                                                                                      • Whole birds gain in the recession
                                                                                                                        • Figure 20: UK retail sales of chicken, by type, by value, 2005-09
                                                                                                                      • Fresh dominates in whole birds
                                                                                                                        • Figure 21: UK retail sales of chicken: Whole birds, by type, by value, 2005-09
                                                                                                                      • Chicken portions preferred fresh
                                                                                                                        • Figure 22: UK retail sales of chicken portions, by type, by value, 2005-09
                                                                                                                      • ‘Further processed’ banishes nasties
                                                                                                                        • Figure 23: UK retail sales of further-processed chicken, by value, 2005-09
                                                                                                                      • Turkey
                                                                                                                        • Turkey is – increasingly – just for Christmas
                                                                                                                          • Figure 24: UK retail sales of turkey, by value and volume, 2005-10
                                                                                                                        • Frozen birds gaining
                                                                                                                          • Figure 25: UK retail sales of turkey, by type, by value, 2005-09
                                                                                                                        • Other poultry – duck and goose
                                                                                                                          • Duck and goose a growing niche
                                                                                                                            • Figure 26: UK retail sales of duck and goose, by value and volume, 2005-10
                                                                                                                        • Game – Segment Performance

                                                                                                                          • Key points
                                                                                                                            • Game remains niche despite healthy growth
                                                                                                                              • Figure 27: UK retail sales of game meat, 2005-10
                                                                                                                              • Figure 28: Retail sales of game meat, by type, 2006-09
                                                                                                                            • Venison
                                                                                                                              • Feathered game
                                                                                                                                • Specialty game
                                                                                                                                • Companies and Products

                                                                                                                                  • Major players
                                                                                                                                    • Bernard Matthews
                                                                                                                                      • Cherry Valley
                                                                                                                                        • Cranberry Foods
                                                                                                                                          • Faccenda Group
                                                                                                                                            • Grampian (VION UK)
                                                                                                                                              • Gressingham Foods
                                                                                                                                                • Birds Eye
                                                                                                                                                  • Kerry Foods
                                                                                                                                                    • Moy Park
                                                                                                                                                    • Brand Communication and Promotion

                                                                                                                                                      • Key points
                                                                                                                                                        • Adspend leaps ahead in 2008
                                                                                                                                                            • Figure 29: Main monitored advertising spend in the UK poultry market, 2005-09
                                                                                                                                                          • Press regains top position from TV
                                                                                                                                                            • Figure 30: Main monitored advertising spend in the UK poultry market, by media type, 2007-09
                                                                                                                                                          • Top two manufacturers account for 45p per £1 spent
                                                                                                                                                              • Figure 31: Top ten advertisers in the UK poultry market, by spend, 2007-09
                                                                                                                                                            • A focus on tangible benefits
                                                                                                                                                              • By grocers...
                                                                                                                                                                • …and turkey aficionados alike
                                                                                                                                                                • Channels to Market

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Multiple grocers dominate poultry
                                                                                                                                                                      • Figure 32: UK retail sales of poultry, by type of outlet, by value, 2005-09
                                                                                                                                                                  • Consumer – What they Buy

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Everybody buys poultry
                                                                                                                                                                          • Figure 33: Poultry products bought to eat/serve at home, April 2010
                                                                                                                                                                        • Fresh chicken is top choice
                                                                                                                                                                          • Poultry appeals most to women and older consumers
                                                                                                                                                                          • Consumer – Chicken Purchase Frequency by Type

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Standard chicken rules a price-driven market
                                                                                                                                                                                  • Figure 34: Frequency of buying types of fresh chicken, April 2010
                                                                                                                                                                                • Most bought types by gender, age and income group
                                                                                                                                                                                    • Figure 35: Most typically bought types of chicken overall, by income group, April 2010
                                                                                                                                                                                  • Demographic groups the most likely to buy various types of chicken
                                                                                                                                                                                    • Figure 36: Demographic groups the most likely to buy various own-label chicken, April 2010
                                                                                                                                                                                    • Figure 37: Demographic groups the most likely to buy various higher-welfare and added-value chicken, April 2010
                                                                                                                                                                                • Consumer – The Value of Chicken

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Organic fetches potentially top price, but also top refusal
                                                                                                                                                                                        • Figure 38: Prices consumers would pay for different types of fresh chicken, April 2010
                                                                                                                                                                                      • The £2 chicken
                                                                                                                                                                                        • Premium potential
                                                                                                                                                                                          • Have more, pay more
                                                                                                                                                                                          • Consumer – Choice Factors

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Practical considerations dominate poultry choices
                                                                                                                                                                                                  • Figure 39: Factors influencing the purchase choice in poultry products, April 2010
                                                                                                                                                                                                • Price, cut, size rule the roost
                                                                                                                                                                                                  • British origin matters to majority, local doesn’t
                                                                                                                                                                                                    • Welfare issues are for the minority
                                                                                                                                                                                                    • Consumer – Attitudes towards Poultry

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Strong majority see chicken as versatile
                                                                                                                                                                                                            • Figure 40: Attitudes towards poultry, April 2010
                                                                                                                                                                                                          • Poultry seen as healthy and good value
                                                                                                                                                                                                              • Figure 41: Groups most likely to agree on selected statements regarding turkey, April 2010
                                                                                                                                                                                                            • Confusion over higher-welfare poultry
                                                                                                                                                                                                              • Nearly half of poultry eaters would consider marinated
                                                                                                                                                                                                              • Consumer – Target Groups

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Target groups
                                                                                                                                                                                                                    • Figure 42: Consumer typologies for poultry, April 2010
                                                                                                                                                                                                                  • Practicals
                                                                                                                                                                                                                    • GB-lovers
                                                                                                                                                                                                                      • Ethicals
                                                                                                                                                                                                                        • Price-led
                                                                                                                                                                                                                          • Unengaged
                                                                                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                                                                                              • Figure 43: Agreement with selected lifestyle statements, 2005-09
                                                                                                                                                                                                                              • Figure 44: Agreement with selected lifestyle statements, by demographics, 2009
                                                                                                                                                                                                                              • Figure 45: Agreement with selected lifestyle statements, by demographics, 2009 (continued)
                                                                                                                                                                                                                              • Figure 46: Agreement with selected lifestyle statements, by demographics, 2009 (continued)
                                                                                                                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                                                                                                                              • Figure 47: Trends in how respondents describe their financial situation, February-September 2009
                                                                                                                                                                                                                              • Figure 48: Trends in how respondents describe their financial situation, November 2009-April 2010
                                                                                                                                                                                                                              • Figure 49: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                                                                                                                                                          • Appendix – Consumer – What they Buy

                                                                                                                                                                                                                              • Figure 50: Poultry products bought to eat/serve at home, April 2010
                                                                                                                                                                                                                              • Figure 51: Most popular poultry products bought to eat/serve at home, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 52: Next most popular poultry products bought to eat/serve at home, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 53: Other poultry products bought to eat/serve at home, by demographics, April 2010
                                                                                                                                                                                                                          • Appendix – Consumer – Chicken Purchase Frequency by Type

                                                                                                                                                                                                                              • Figure 54: Frequency of buying types of fresh chicken, April 2010
                                                                                                                                                                                                                              • Figure 55: Frequency of buying fresh value own-label chicken, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 56: Frequency of buying fresh standard own-label chicken, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 57: Frequency of buying fresh premium own-label chicken, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 58: Frequency of buying fresh corn-fed chicken, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 59: Frequency of buying fresh Freedom Food-endorsed chicken, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 60: Frequency of buying fresh free-range chicken, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 61: Frequency of buying fresh organic chicken, by demographics, April 2010
                                                                                                                                                                                                                          • Appendix – Consumer – The Value of Chicken

                                                                                                                                                                                                                              • Figure 62: Willingness to pay for fresh value own-label chicken, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 63: Willingness to pay for fresh standard own-label chicken, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 64: Willingness to pay for fresh premium own-label chicken, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 65: Willingness to pay for fresh corn-fed chicken, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 66: Willingness to pay for Freedom Food-endorsed fresh chicken, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 67: Willingness to pay for fresh free-range chicken, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 68: Willingness to pay for fresh organic chicken, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 69: Willingness to pay for types of fresh chicken, by frequency of buying value own-label fresh chicken, April 2010
                                                                                                                                                                                                                              • Figure 70: Willingness to pay for types of fresh chicken, by frequency of buying standard own-label fresh chicken, April 2010
                                                                                                                                                                                                                              • Figure 71: Willingness to pay for types of fresh chicken, by frequency of buying premium own-label fresh chicken, April 2010
                                                                                                                                                                                                                              • Figure 72: Willingness to pay for types of fresh chicken, by frequency of buying corn-fed fresh chicken, April 2010
                                                                                                                                                                                                                              • Figure 73: Willingness to pay for types of fresh chicken, by frequency of buying Freedom Food-endorsed fresh chicken, April 2010
                                                                                                                                                                                                                              • Figure 74: Willingness to pay for types of fresh chicken, by frequency of buying fresh free-range chicken, April 2010
                                                                                                                                                                                                                              • Figure 75: Willingness to pay for types of fresh chicken, by frequency of buying organic fresh chicken, April 2010
                                                                                                                                                                                                                          • Appendix – Consumer – Choice Factors

                                                                                                                                                                                                                              • Figure 76: Factors influencing the purchase choice in poultry products, April 2010
                                                                                                                                                                                                                              • Figure 77: Importance of price in the purchase of poultry products, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 78: Importance of British origin in the purchase of poultry products, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 79: Importance of regional origin (eg Dorset, Wiltshire) in the purchase of poultry products, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 80: Importance of poultry being organic in the purchase of poultry products, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 81: Importance of poultry being Freedom Food-endorsed in the purchase of poultry products, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 82: Importance of poultry being free-range in the purchase of poultry products, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 83: Importance of poultry being corn-fed in the purchase of poultry products, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 84: Importance of type of cut (eg whole bird, fillets, stir-fry strips) in the purchase of poultry products, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 85: Importance of flavour/style (eg piri piri flavour, garlic basted, Chinese style) in the purchase of poultry products, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 86: Importance of pack size in the purchase of poultry products, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 87: Importance of nutrition (eg fat content) in the purchase of poultry products, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 88: Factors influencing the purchase of poultry products, by poultry products bought to eat/serve at home, April 2010
                                                                                                                                                                                                                              • Figure 89: Factors influencing the purchase of poultry products, by next most popular poultry products bought to eat/serve at home, April 2010
                                                                                                                                                                                                                              • Figure 90: Factors influencing the purchase of poultry products, by other poultry products bought to eat/serve at home, April 2010
                                                                                                                                                                                                                          • Appendix – Consumer – Attitudes towards Poultry

                                                                                                                                                                                                                              • Figure 91: Attitudes towards poultry, April 2010
                                                                                                                                                                                                                              • Figure 92: Agreement with the statement ‘I only eat turkey at Christmas’, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 93: Agreement with the statement ‘Turkey doesn’t taste as good as chicken’, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 94: Agreement with the statement ‘I would like to cook more with game but I don’t know how’, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 95: Agreement with the statement ‘Turkey is better value for money than chicken’, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 96: Agreement with the statement ‘I feel like I should buy higher-welfare products (eg free-range, organic etc)’, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 97: Agreement with the statement ’Higher-welfare (eg free-range, organic etc) poultry is better for me’, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 98: Agreement with the statement ‘Compared to red meat and game poultry is better value for money’, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 99: Agreement with the statement ‘Poultry is better for you than red meat’, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 100: Agreement with the statement ‘I would consider buying ready-marinated chicken/portions/fillets’, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 101: Agreement with the statement ‘Game (eg duck, pheasant) is too expensive’, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 102: Agreement with the statement ‘I enjoy cooking with chicken as it is so versatile’, by demographics, April 2010
                                                                                                                                                                                                                          • Appendix – Consumer – Target Groups

                                                                                                                                                                                                                              • Figure 103: Target groups, by demographics, April 2010
                                                                                                                                                                                                                              • Figure 104: Most important factors influencing the purchase of poultry products, by target groups, April 2010
                                                                                                                                                                                                                              • Figure 105: Statements on cooking style, by target groups, April 2010
                                                                                                                                                                                                                              • Figure 106: Poultry products bought to eat/serve at home, by target groups, April 2010
                                                                                                                                                                                                                              • Figure 107: Frequency of buying types of fresh chicken, by target groups, April 2010
                                                                                                                                                                                                                              • Figure 108: Attitudes towards poultry, by target groups, April 2010

                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                                                                                          • Assured Food Standards
                                                                                                                                                                                                                          • Bernard Matthews Plc
                                                                                                                                                                                                                          • Birds Eye Foods
                                                                                                                                                                                                                          • British Retail Consortium
                                                                                                                                                                                                                          • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                                          • British Turkey Federation Ltd
                                                                                                                                                                                                                          • Co-operative Group
                                                                                                                                                                                                                          • Department for Environment, Food & Rural Affairs
                                                                                                                                                                                                                          • Food Standards Agency
                                                                                                                                                                                                                          • Government Actuary's Department (GAD)
                                                                                                                                                                                                                          • Gressingham Foods
                                                                                                                                                                                                                          • J. Sainsbury
                                                                                                                                                                                                                          • Kantar Media
                                                                                                                                                                                                                          • Kerry Foods
                                                                                                                                                                                                                          • Lidl (UK)
                                                                                                                                                                                                                          • Marks & Spencer
                                                                                                                                                                                                                          • Rick Bestwick Ltd
                                                                                                                                                                                                                          • Royal Society for the Prevention of Cruelty to Animals (RSPCA)
                                                                                                                                                                                                                          • Soil Association
                                                                                                                                                                                                                          • Somerfield
                                                                                                                                                                                                                          • T-Mobile (UK) Ltd
                                                                                                                                                                                                                          • Tesco Plc
                                                                                                                                                                                                                          • Unilever Bestfoods UK Ltd
                                                                                                                                                                                                                          • Vodafone Group Plc (UK)
                                                                                                                                                                                                                          • Waitrose
                                                                                                                                                                                                                          • Wm Morrison Supermarkets

                                                                                                                                                                                                                          Poultry and Game Meat - UK - July 2010

                                                                                                                                                                                                                          £1,995.00 (Excl.Tax)