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Poultry and Game Meat - UK - October 2015

“There is a need for tangible and easily comparable information on different welfare schemes in the poultry market. Helping shoppers to make an informed choice should help to unlock the added value of these initiatives in the eyes of the shoppers to drive demand.”

-  Emma Clifford, Senior Food Analyst

This report looks at the following areas:

  • A need to clear up confusion about washing poultry to combat campylobacter and restore consumers’ confidence in using raw chicken
  • Animal welfare schemes must clearly communicate USPs to reap the rewards of growth in consumer spending
  • Ready to cook formats can help to bring game firmly into the mainstream

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Table of contents

  1. Overview

      • Covered in this report
        • Poultry
          • Game
          • Executive Summary

              • The market
                • Poultry
                  • Figure 1: Forecast of UK retail sales of poultry, 2010-20
                • Game
                  • Market Factors
                    • Scratch cooking is on the rise
                      • Poultry prices drop significantly in 2015
                        • Consumers becoming better off could present a threat to poultry
                          • Companies, brands and innovation
                            • Declines across the board in frozen processed poultry
                              • A rise in launch activity in poultry in 2015
                                • Adspend slips slightly from 2013 high
                                  • The consumer
                                    • Chicken is a go-to protein among most UK adults
                                      • Figure 2: Types of poultry eaten in the past six months and interest in trying in the future, July 2015
                                      • Figure 3: Types of game eaten in the past six months and interest in trying in the future, July 2015
                                    • High levels of scratch cooking and experimentation
                                      • Figure 4: Behaviours related to cooking chicken, July 2015
                                    • Two fifths wash chicken before cooking
                                      • Higher levels of awareness of food safety with raw poultry
                                        • Figure 5: Attitudes towards poultry and food safety, July 2015
                                      • Interest in finding out more about where poultry has come from
                                        • Figure 6: Attitudes towards poultry and game, July 2015
                                      • Danger of poultry losing out to more expensive proteins
                                        • Figure 7: What extra money would be spent on for a meal at home, July 2015
                                      • What we think
                                      • Issues and Insights

                                        • A need to clear up confusion about washing poultry to combat campylobacter and restore consumers’ confidence in using raw chicken
                                          • The facts
                                            • The implications
                                              • Animal welfare schemes must clearly communicate USPs to reap the rewards of growth in consumer spending
                                                • The facts
                                                  • The implications
                                                    • Ready to cook formats can help to bring game firmly into the mainstream
                                                      • The facts
                                                        • The implications
                                                        • The Market – What You Need to Know

                                                          • Scratch cooking is on the rise
                                                            • Poultry prices drop significantly in 2015
                                                              • Consumers becoming better off could present a threat to poultry
                                                                • Falling prices erode the value of the poultry market
                                                                  • The poultry market is expected to remain flat over the next five years.
                                                                    • Game meat goes from strength to strength
                                                                    • Market Size and Segmentation

                                                                      • Falling prices erode the value of the poultry market
                                                                        • Figure 8: Total UK retail value sales of poultry, 2010-20
                                                                      • Unprocessed poultry dominates
                                                                        • Figure 9: Unprocessed retail poultry sales, GB and NI, 2010-15
                                                                      • Processed poultry feels the impact of the scratch cooking trend
                                                                        • Figure 10: Processed retail poultry sales, GB and NI, 2010-15
                                                                      • Rapid rise in duck sales
                                                                        • The future
                                                                          • Figure 11: Forecast of UK retail sales of poultry, 2010-20
                                                                        • Game meat goes from strength to strength
                                                                          • Figure 12: Total retail value sales of game, 2010-20
                                                                          • Figure 13: Forecast of UK retail sales of game, 2010-20
                                                                      • Market Drivers

                                                                        • Rise in scratch cooking benefits the unprocessed poultry segment
                                                                          • Poultry prices drop significantly in 2015
                                                                            • Figure 14: RPI – Poultry, beef, lamb, pork and all food, January 2009-August 2015
                                                                          • Consumers becoming better off could present a threat to poultry
                                                                            • Figure 15: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2012-July 2015
                                                                          • Greater spending power bodes well for high-welfare poultry and game
                                                                            • The campylobacter scare broke in summer 2014
                                                                              • Figure 16: Results of FSA testing for campylobacter on raw chicken skins samples, by retailer, UK, February 2014-February 2015
                                                                            • Companies have laid down multi-faceted action plans
                                                                              • Retailers publish results to assuage fears
                                                                              • Key Players – What You Need to Know

                                                                                • Limited brand presence in chilled poultry
                                                                                  • Declines across the board in frozen processed poultry
                                                                                    • A rise in launch activity in poultry in 2015
                                                                                      • NPD looks to make duck and game more accessible
                                                                                        • A rise in ethical claims
                                                                                          • Adspend slips slightly from 2013 high
                                                                                          • Launch Activity and Innovation

                                                                                            • A rise in launch activity in poultry in 2015
                                                                                              • Figure 17: New product launches in the UK processed poultry market, own-label vs brands, 2010-15*
                                                                                              • Figure 18: New product launches in the UK processed poultry market, by top 10 companies in 2014, 2010-15*
                                                                                            • A more varied choice within bagged chicken
                                                                                              • Moy Park leads the brands in NPD in 2014
                                                                                                • Turkey giant Bernard Matthews focuses on chicken
                                                                                                  • Americana trend influences NPD
                                                                                                    • NPD looks top make duck and game more accessible
                                                                                                      • A rise in ethical claims
                                                                                                        • Figure 19: New product launches in the UK processed poultry market, by ethical claim, 2010-15*
                                                                                                    • Market Share

                                                                                                      • Limited brand presence in chilled poultry
                                                                                                        • Declines across the board in frozen processed poultry
                                                                                                          • Figure 20: Leading brands’ sales and shares in the UK retail frozen processed poultry market, by value and volume, 2012/13 to 2014/15
                                                                                                      • Brand Communication and Promotion

                                                                                                        • Adspend slips slightly from 2013 high
                                                                                                          • Figure 21: Recorded above-the-line, online display and direct mail total advertising expenditure on poultry and game, 2011-15
                                                                                                          • Figure 22: Recorded above-the-line, online display and direct mail total advertising expenditure on poultry and game, by segment, and share of spend, 2011-15
                                                                                                        • Birdseye takes the crown
                                                                                                          • Figure 23: Recorded above-the-line, online display and direct mail total advertising expenditure on poultry and game, by top 10 advertisers (sorted by 2014), 2011-15*
                                                                                                        • Own-label dominates advertising
                                                                                                          • Mattesons ramps up its links to gaming
                                                                                                          • The Consumer – What You Need to Know

                                                                                                            • Chicken is a go-to protein among most UK adults
                                                                                                              • Scope to grow sales of other poultry and game
                                                                                                                • High levels of scratch cooking and experimentation
                                                                                                                  • Two fifths wash chicken before cooking
                                                                                                                    • Higher levels of awareness of food safety with raw poultry
                                                                                                                      • Interest in finding out more about where poultry has come from
                                                                                                                        • Danger of poultry losing out to more expensive proteins
                                                                                                                        • Usage of Poultry and Game

                                                                                                                          • Chicken is a go-to protein among most UK adults
                                                                                                                            • Figure 24: Types of poultry eaten in the past six months and interest in trying in the future, July 2015
                                                                                                                            • Figure 25: Frequency of usage of chicken, turkey and other poultry/game birds, by type, July 2015
                                                                                                                          • Huge scope to grow the game market
                                                                                                                            • Figure 26: Types of game eaten in the past six months and interest in trying in the future, July 2015
                                                                                                                          • Correlation between game usage and finances
                                                                                                                            • Figure 27: Usage of game in the last six months and interest in trying game in the future, by gender and description of financial situation, July 2015
                                                                                                                        • Behaviours Relating to Cooking Chicken

                                                                                                                          • High levels of scratch cooking and experimentation
                                                                                                                            • Figure 28: Behaviours related to cooking chicken, July 2015
                                                                                                                          • No handling formats are also popular
                                                                                                                            • Figure 29: Selected behaviours relating to cooking chicken, by age, July 2015
                                                                                                                          • Two fifths wash chicken before cooking
                                                                                                                          • Attitudes towards Poultry and Food Safety

                                                                                                                            • Higher levels of awareness of food safety of raw poultry
                                                                                                                              • Figure 30: Change in awareness of food safety when using raw poultry, July 2015
                                                                                                                            • Calls for supermarkets to communicate action taken
                                                                                                                              • Figure 31: Attitudes towards poultry and food safety, July 2015
                                                                                                                            • A quarter would consider swapping
                                                                                                                              • Pre-cooked poultry could benefit from food safety concerns
                                                                                                                              • Attitudes towards Poultry and Game

                                                                                                                                • Users want to find out more about where poultry has come from
                                                                                                                                  • Figure 32: Attitudes towards poultry and game, July 2015
                                                                                                                                • British sourcing is widely seen as important
                                                                                                                                  • Confusion about welfare standards
                                                                                                                                    • Consumers want clarity over halal
                                                                                                                                    • What Extra Money Would be Spent On

                                                                                                                                      • Danger of poultry losing out to more expensive proteins
                                                                                                                                        • Figure 33: What extra money would be spent on for a meal at home, July 2015
                                                                                                                                      • Higher welfare should benefit from rise in consumer spending
                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                        • Data sources
                                                                                                                                          • Fan chart forecast
                                                                                                                                            • Abbreviations
                                                                                                                                              • Consumer research methodology
                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                  • Figure 34: Best- and worst-case forecasts of poultry, by value, 2015-20
                                                                                                                                                  • Figure 35: Best- and worst-case forecasts of game, by value, 2015-20

                                                                                                                                              Poultry and Game Meat - UK - October 2015

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