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Poultry - Ireland - March 2013

“Chicken is dominating the poultry category at present due to its attractive price point and its versatility. However, the Irish poultry market faces challenges, with high levels of imported chicken dominating the market due to its lower wholesale price. Consumer desires for local poultry on retail shelves could prove challenging into the future if cheaper imports continue to dominate the market.”

– Clare McCall, Senior Food Analyst

Some questions answered in this report include:

  • Is growth within the poultry category centred on the chilled offering?
  • How have poultry sales benefited from the horsemeat scandal?
  • Which types of innovations are driving growth within the poultry category?
  • What are Irish consumers’ main motivating factors when purchasing poultry products?

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Table of contents

  1. Introduction

      • Key themes within the report
        • Definition
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Forecast
                    • Figure 1: Estimated market value of poultry, IoI, RoI and NI, 2008-18
                    • Figure 2: Indexed growth in grocery retailing vs. poultry, all-Ireland, 2008-18
                  • Market factors
                    • EU is the weakest region within the global poultry market
                      • Figure 3: Poultry average price forecasts, Q2 2012-Q1 2014
                    • Poultry consumption outstrips domestic availability
                      • Figure 4: Agreement with selected statements relating to price of animal protein, by gender, NI and RoI, February 2013
                    • Positive poultry credentials bode well with Irish consumers
                      • Companies, brands and innovations
                        • The consumer
                          • Chilled portions/fillets/diced chicken tops the pecking order
                            • Figure 5: Consumption of portions/fillets/diced chicken bought or eaten at home within the last 12 months, by gender and age, NI and RoI, February 2013
                          • Responsibly sourced poultry a key purchase trigger
                            • Figure 6: Agreement with the statement ‘I expect the brand/retailer to ensure their poultry is responsibly sourced’, by gender and age, NI and RoI, February 2013
                          • Versatility of poultry appeals to consumers
                            • Frozen poultry failing to attract consumers’ attention
                              • Figure 7: Consumption of frozen poultry bought or eaten at home within the last 12 months, NI and RoI, February 2013
                            • What we think
                            • Issues in the Market

                              • Is growth within the poultry category centred on the chilled offering?
                                • How have poultry sales benefited from the horsemeat scandal?
                                  • Which types of innovations are driving growth within the poultry category?
                                    • What are Irish consumers’ main motivating factors when purchasing poultry products?
                                    • Trend Applications

                                      • Factory Fear
                                        • The Real Thing
                                          • Mintel Futures: Human
                                          • Market Overview

                                            • Key points
                                              • EU poultry market outlook for 2013 more positive than 2012
                                                • Feed prices drop from all-time high in 2012
                                                  • Figure 8: Poultry average price forecasts, Q2 2012-Q1 2014
                                                • Animal protein shows strong export growth
                                                  • Figure 9: Animal export sales, NI, 2010
                                                • Costs of production of poultry higher than fish
                                                  • Figure 10: Feed conversion ratios, 2013
                                                  • Figure 11: Animals slaughtered in Ireland and the UK, by species, 2011
                                                • Poultry benefits from healthy image
                                                  • Figure 12: Agreement with selected statements relating to consumption of animal protein, by gender, NI and RoI, February 2013
                                                  • Figure 13: Fatty acid profile of chicken per 100g, 2012
                                                • RoI food prices remain constant in 2012
                                                  • Figure 14: Consumer price index, RoI, 2006-13
                                                  • Figure 15: Consumer price index, UK (inc NI), year-on-year percentage change, January 2006-13
                                                  • Figure 16: Consumer food price index developments (% change on previous year), January-October 2012
                                                • Poultry benefits from value perception
                                                  • Figure 17: Agreement with selected statements relating to price of animal protein, by gender, NI and RoI, February 2013
                                                • Commitment to domestic sourcing has risen up the pecking order
                                                  • Discounters’ increasing share of the market puts increased pressure on brands
                                                    • Brands fighting back through increased promotional activity
                                                      • Figure 18: Promotional dynamics within selected retailers, all food, March 2013
                                                      • Figure 19: Top ten types of own-label products bought in the last 12 months, NI and RoI, February 2012
                                                  • Competitive Context

                                                    • Key points
                                                      • Meat dominates the animal protein market within Ireland
                                                        • Figure 20: Market value for the meat*, poultry and fish sector, IoI, 2012
                                                        • Figure 21: Meal types eaten over the past week by adults, RoI, November 2011
                                                      • Meat sector dominates due to high beef prices and buoyant demand
                                                        • Figure 22: Estimated value of the meat market, by value, IoI, NI and RoI, 2008-18*
                                                      • Chilled meat products dominating NPD
                                                        • Figure 23: Number of new product launches, meat, fish and poultry, UK and Ireland, 2010-13
                                                      • Fish is an unpopular protein source
                                                        • Figure 24: Fish consumption in Ireland compared to other countries, 2011
                                                        • Figure 25: Food groups’ contribution to protein intake, RoI, 2011
                                                      • Meat substitute brands capitalising on horsemeat scandal
                                                        • Figure 26: Increase in vegetarian brand sales, UK, 2013
                                                        • Figure 27: UK retail sales of meat-free* and free-from** foods, by value, 2007-17
                                                    • Strengths and Weaknesses

                                                      • Strengths
                                                        • Weaknesses
                                                        • Market Size and Segmentation

                                                          • Key points
                                                            • The poultry market shows growth but figures mask a difficult environment
                                                              • Figure 28: Market value of the poultry industry, IoI, RoI and NI, 2008-18
                                                            • Future growth will be dependent on an improved economic environment
                                                              • Poultry market shows stronger growth than general grocer retailing
                                                                • Figure 29: Indexed growth in grocery retailing vs poultry, all-Ireland, 2008-18
                                                              • Weak competition in the poultry category allows chicken to dominate
                                                                • Figure 30: Estimated value of the poultry market, by sub-category, Ireland, 2013
                                                                • Figure 31: Value of the poultry market, by sub-sector, RoI and NI, 2012
                                                            • Companies and Innovations

                                                                • Poultry products prevail
                                                                  • Figure 32: New product development launches in the poultry category, UK and Ireland, 2007-13
                                                                • New variety/range extension consistently the most common launch type
                                                                  • Figure 33: New product development in the poultry sub-category, by launch type, UK and Ireland, 2007-12
                                                                • Product information and ethical claims remain most important
                                                                  • Figure 34: Product claims within the poultry category, UK and Ireland, 2007-13
                                                                • Ethical and environmental claims are the top sub-claim category in 2012
                                                                  • Figure 35: New product launches within the poultry category, by sub-claim category, UK and Ireland, 2007-13
                                                                • Limited NPD activity within the frozen poultry category
                                                                  • Figure 36: Poultry launches, by storage type, UK and Ireland, 2010-13
                                                                • Company profiles
                                                                  • Cappoquin Poultry Ltd
                                                                    • Crossgar Poultry
                                                                      • Manor Farm
                                                                        • Moy Park
                                                                          • O’Kane Poultry (owned by Moy Park)
                                                                            • Shalvey Poultry
                                                                              • Silver Hill Foods
                                                                                • Western Brand
                                                                                • The Consumer – Type of Poultry Purchased

                                                                                  • Key points
                                                                                    • Chilled raw portioned/filleted/diced chicken takes top spot
                                                                                      • Figure 37: Consumption of poultry, chilled and frozen bought or eaten at home within the last 12 months, NI and RoI, February 2013
                                                                                    • Chilled raw/unprepared poultry more popular than convenience options
                                                                                        • Figure 38: Portions/fillets/diced chicken, chilled and frozen bought or eaten at home within the last 12 months, by gender and age, NI and RoI, February 2013
                                                                                      • Ready-to-cook products are most popular frozen poultry product
                                                                                        • 16-24s show highest usage of frozen products
                                                                                          • Figure 39: Frozen breaded/battered poultry (chicken Kiev) and chicken burger consumption, by age, NI and RoI, February 2013
                                                                                        • Women are highest users of chilled raw chicken products
                                                                                          • Figure 40: Types of chilled poultry bought to be eaten at home in the last 12 months, by gender, NI and RoI, February 2013
                                                                                          • Figure 41: Grocery shopping responsibilities within the home, by gender, NI and RoI, 2012
                                                                                        • Marinated chicken offers opportunities for flavour innovation
                                                                                          • BBQ season presents opportunities
                                                                                            • Duck most popular with Irish men
                                                                                              • Figure 42: Duck and other chilled poultry bought to be eaten at home in the last 12 months, by age, NI and RoI, February 2013
                                                                                            • Older Irish consumers cook whole birds
                                                                                              • Figure 43: Types of chilled poultry bought to be eaten at home in the last 12 months, by age, NI and RoI, February 2013
                                                                                          • The Consumer – Attitudes towards Poultry

                                                                                            • Key points
                                                                                              • Irish consumers expect retailers and brands to take ownership for sourcing of poultry
                                                                                                • Figure 44: Agreement with statements relating to poultry, NI and RoI, February 2013
                                                                                              • Versatility is a key attribute for poultry
                                                                                                  • Figure 45: Agreement with the statement ‘Chicken is useful for preparing a number of different types of dishes’, by gender, age and presence of children, NI and RoI, February 2013
                                                                                                • Traceability issues linked to purchase of whole/cuts of poultry
                                                                                                    • Figure 46: Agreement with the statement ‘I prefer unprepared whole/cuts of poultry because then I know exactly what I am buying’, by gender, age and socio-economic group, NI and RoI, February 2013
                                                                                                  • Free-range poultry has most appeal to consumers aged 35-64
                                                                                                      • Figure 47: Agreement with the statement ‘Animal welfare is important to me when buying poultry products’, by gender and age, NI and RoI, February 2013
                                                                                                    • Increasing poultry costs fail to curb poultry consumption
                                                                                                        • Figure 48: Agreement with the statement ‘I have cut back on buying poultry because of cost’, by employment status, NI and RoI, February 2013
                                                                                                        • Figure 49: Agreement with the statement ‘Compared to red meat, poultry is better value for money’, by gender and age, NI and RoI, February 2013
                                                                                                      • Turkey has strongest associations with Christmas
                                                                                                        • Figure 50: Agreement with the statement ‘I only eat turkey at Christmas’, by gender and age, NI and RoI, February 2012
                                                                                                    • Appendix

                                                                                                      • NI
                                                                                                        • Figure 51: Types of chilled poultry bought to be eaten at home in the last 12 months, by demographics, NI, February 2013
                                                                                                        • Figure 52: Types of chilled poultry bought to be eaten at home in the last 12 months, by demographics, NI, February 2013 (continued)
                                                                                                        • Figure 53: Types of frozen poultry bought to be eaten at home in the last 12 months, by demographics, NI, February 2013
                                                                                                        • Figure 54: Types of frozen poultry bought to be eaten at home in the last 12 months, by demographics, NI, February 2013 (continued)
                                                                                                        • Figure 55: Agreement with statements relating to poultry, by demographics, NI, February 2013
                                                                                                        • Figure 56: Agreement with statements relating to poultry, by demographics, NI, February 2013 (continued)
                                                                                                        • Figure 57: Agreement with statements relating to poultry, by demographics, NI, February 2013 (continued)
                                                                                                      • RoI
                                                                                                        • Figure 58: Types of chilled poultry bought to be eaten at home in the last 12 months, by demographics, RoI, February 2013
                                                                                                        • Figure 59: Types of chilled poultry bought to be eaten at home in the last 12 months, by demographics, RoI, February 2013 (continued)
                                                                                                        • Figure 60: Types of frozen poultry bought to be eaten at home in the last 12 months, by demographics, RoI, February 2013
                                                                                                        • Figure 61: Types of frozen poultry bought to be eaten at home in the last 12 months, by demographics, RoI, February 2013 (continued)
                                                                                                        • Figure 62: Agreement with statements relating to poultry, by demographics, RoI, February 2013
                                                                                                        • Figure 63: Agreement with statements relating to poultry, by demographics, RoI, February 2013 (continued)
                                                                                                        • Figure 64: Agreement with statements relating to poultry, by demographics, RoI, February 2013 (continued)

                                                                                                    Companies Covered

                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                    Poultry - Ireland - March 2013

                                                                                                    US $1,411.13 (Excl.Tax)