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Poultry - Ireland - October 2014

“Cooking from scratch continues to be an important trend in the wider food industry, and suppliers of unprepared poultry products stand to benefit, with Irish consumers seeing poultry as a versatile ingredient that can be included in any number of different types and styles of cuisine.”
– Brian O’Connor, Production Manager

This report answers the following key questions:

  • Have poultry usage and sales benefited from the increasing trend to cook from scratch?
  • Do consumers prefer frozen or chilled poultry?
  • What impact will changing attitudes towards food wastage have on the Irish poultry market? 
  • What impact will increasing exports of poultry have on the domestic supply of poultry?

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Table of contents

  1. Introduction

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

                • The market
                  • Figure 1: Retail sales of poultry market, by segment, IoI, 2013
                • Forecast
                  • Figure 2: Indexed total value of poultry market – retail sales, IoI, RoI and NI, 2009-19
                • Market factors
                  • Poultry prices in decline in RoI, increase in NI.
                    • Cooking from scratch helping to drive usage of unprepared poultry
                      • RoI consumers more likely to view frozen food negatively compared to GB consumers
                        • Export market for Irish poultry buoyant in 2012/13
                          • Companies and innovations
                            • Figure 3: New product development launches in the poultry category, UK and Ireland, 2009-13
                          • The consumer
                            • Chilled chicken portions most bought type of poultry
                              • Figure 4: Consumption of poultry, chilled and frozen bought for consumption at home within the last 12 months, NI and RoI, August 2014
                            • Poultry is valued for is versatility
                              • Figure 5: Agreement with statements relating to poultry, NI and RoI, August 2014
                            • Call for more clarity of sourcing and ingredients
                              • Figure 6: Agreement with statements relating to poultry, NI and RoI, August 2014
                            • What we think
                            • Issues and Insights

                                • Have poultry usage and sales benefited from the increasing trend to cook from scratch?
                                  • The facts
                                    • The implications
                                      • Do consumers prefer frozen or chilled poultry?
                                        • The facts
                                          • The implications
                                            • What impact will changing attitudes towards food wastage have on the Irish poultry market?
                                              • The facts
                                                • The implications
                                                  • What impact will increasing exports of poultry have on the domestic supply of poultry?
                                                    • The facts
                                                      • The implications
                                                      • Trend Applications

                                                          • Factory Fear
                                                            • Moral Brands
                                                              • Patriot Games
                                                              • Market Overview

                                                                • Key points
                                                                  • RoI poultry prices see decline between 2013 and 2014
                                                                    • Figure 7: Consumer Price Indices, all items, all meat and poultry, RoI, January 2013 to September 2014
                                                                  • NI poultry prices increase
                                                                    • Figure 8: Consumer Price Index, UK (including NI), January 2013 – September 2014
                                                                    • Figure 9: Consumer Price Indices, poultry and all other meat, UK (including NI), 2008-13
                                                                  • Poultry market benefiting from increasing trend to cook from scratch
                                                                    • Figure 10: Frequency of preparing/cooking meals from scratch, RoI, 2009, 2011 and 2013
                                                                  • Cooking from scratch allows consumers to take control and experiment
                                                                    • Figure 11: Agreement with statements relating to cooking habits, NI and RoI, July 2013
                                                                  • UK and RoI consumers attitudes towards chilled vs frozen food divisive
                                                                    • Figure 12: Consumer attitudes towards frozen vs chilled food, 2009-13
                                                                  • Concerns about food wastage could help drive purchasing of frozen poultry
                                                                    • Half of NI and six in 10 RoI consumers more aware of food waste
                                                                      • Figure 13: Agreement with the statement “I have become more aware of the food I waste”, NI and RoI, November 2013
                                                                    • Poultry exports increase in both NI and RoI
                                                                      • Figure 14: Value of poultry meat sales, total sales vs external sales, NI, 2011 and 2012
                                                                      • Figure 15: Value of poultry exports, RoI, 2012 and 2013
                                                                    • GB key export location for both NI and RoI poultry
                                                                      • Figure 16: Value of poultry meat external sales (£m), by destination, NI, 2012
                                                                      • Figure 17: Value of poultry meat external sales (£m), by destination, RoI, 2013
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Meat the dominant segment of the protein market, but poultry has seen stronger growth
                                                                        • Figure 18: Indexed value of the meat market vs the poultry market, NI and RoI, 2009-19*
                                                                      • Poultry market accounts for bigger share in NI compared to RoI
                                                                        • Figure 19: Value of the meat market vs poultry market, NI and RoI, 2013
                                                                        • Figure 20: Median gross weekly earnings, NI, RoI and UK, 2009-14
                                                                    • Strengths and Weaknesses

                                                                      • Strengths
                                                                        • Weaknesses
                                                                        • Market Size and Segmentation

                                                                          • Key points
                                                                            • Poultry market continues to see value grow in 2014
                                                                              • Figure 21: Total value of poultry market – retail sales, IoI, RoI and NI, 2009-19
                                                                            • Poultry market expected to go from strength-to-strength
                                                                              • Figure 22: Indexed total value of poultry market – retail sales, IoI, RoI and NI, 2009-19
                                                                            • Chicken the dominant segment of the poultry market
                                                                              • Figure 23: Total value of poultry market, by segment, IoI, 2009-19
                                                                            • Game, duck and goose see strong market growth
                                                                              • Figure 24: Indexed total value of poultry market, by segment, IoI, 2009-14
                                                                          • Companies and Innovations

                                                                            • Key points
                                                                              • Innovations
                                                                                • New product development in the poultry category
                                                                                  • Figure 25: New product development launches in the poultry category, UK and Ireland, 2009-13
                                                                                • New variety/range extension is consistently the most common launch type in the poultry category
                                                                                  • Figure 26: new product development in the poultry sub-category, by launch type, UK and Ireland, 2009-14
                                                                                • Claims for ethics and ‘no additives’ are the most popular claims
                                                                                  • Figure 27: product claims within the poultry category, by launch type, UK and Ireland, 2009-14
                                                                                • New products in the poultry category, with ethical claims rising
                                                                                  • New products with ‘No additives/preservatives’ claims remaining high
                                                                                    • USDA (US Department of Agriculture) scientists have modified an already available test to detect two poultry diseases.
                                                                                      • Company profiles
                                                                                        • Cappoquin Poultry Ltd
                                                                                          • Crossgar Foodservice
                                                                                            • Manor Farm
                                                                                              • Moy Park
                                                                                                • O’Kane Poultry
                                                                                                  • Shalvey Poultry
                                                                                                    • Silver Hill Foods
                                                                                                      • Western Brand
                                                                                                      • The Consumer – Type of Poultry Purchased

                                                                                                        • Key points
                                                                                                          • Chicken the most purchased type of poultry in Ireland
                                                                                                            • Figure 28: Consumption of poultry, chilled and frozen bought for consumption at home within the last 12 months, NI and RoI, August 2014
                                                                                                          • Unprepared portions/fillets/diced chicken most bought type of poultry
                                                                                                              • Figure 29: Consumers who bought chilled unprepared portions/fillets/diced chicken for consumption at home within the last 12 months, by gender, NI and RoI, August 2014
                                                                                                            • Mature consumers more likely to have bought whole chicken
                                                                                                              • Figure 30: Consumers who bought chilled unprepared whole chicken at home within the last 12 months, by age, NI and RoI, August 2014
                                                                                                              • Figure 31: Consumers who bought chilled unprepared whole chicken at home within the last 12 months, by marital status, NI and RoI, August 2014
                                                                                                            • Irish consumers more likely to buy frozen chicken burgers than chilled
                                                                                                              • Figure 32: Consumers who bought chilled chicken burgers vs frozen burgers at home within the last 12 months, NI and RoI, August 2014
                                                                                                              • Figure 33: Consumers who bought chilled chicken burgers vs frozen burgers at home within the last 12 months, by social class, NI and RoI, August 2014
                                                                                                            • Younger consumers more likely to eat frozen chicken burgers
                                                                                                              • Figure 34: Consumers who bought chilled chicken burgers vs frozen burgers at home within the last 12 months, by age, NI and RoI, August 2014
                                                                                                            • Turkey products second most bought type of poultry
                                                                                                              • Figure 35: Consumers who bought chilled portions/fillets/diced turkey and whole turkey at home within the last 12 months, NI and RoI, August 2014
                                                                                                          • The Consumer – Attitudes towards Poultry

                                                                                                            • Key points
                                                                                                              • Versatility a key selling point of poultry
                                                                                                                • Figure 36: Agreement with statements relating to poultry, NI and RoI, August 2014
                                                                                                              • Six in 10 RoI and half of NI consumers value versatility when buying poultry
                                                                                                                  • Figure 37: Agreement with the statement ‘I like cooking with poultry because it's versatile (ie can be prepared/used in a variety of ways)’, by gender, NI and RoI, August 2014
                                                                                                                  • Figure 38: Division of cooking responsibilities in the household, by gender, NI and RoI, 2012
                                                                                                                • Consumers in mature consumer groups more likely to use poultry for its versatility
                                                                                                                  • Figure 39: Agreement with the statement ‘I like cooking with poultry because it's versatile (ie can be prepared/used in a variety of ways)’, by age, NI and RoI, August 2014
                                                                                                                • Many eat more poultry than red meat because they see it as healthier
                                                                                                                  • Figure 40: Agreement with the statement ‘I eat more poultry than red meat because it's healthier’, by age, NI and RoI, August 2014
                                                                                                                • Red meat gets a bad rep… which might be good for poultry
                                                                                                                  • RoI consumers less trusting of breaded/battered chicken products
                                                                                                                    • Figure 41: Agreement with the statement ‘I do not trust the quality of meat in breaded/battered poultry products (eg chicken nuggets, chicken kiev)’, by social class, NI and RoI, August 2014
                                                                                                                  • High welfare chicken seen as having superior taste
                                                                                                                    • Figure 42: Agreement with the statement ‘Higher welfare chicken (eg free range, organic) tastes better than standard chicken’, by social class, NI and RoI, August 2014
                                                                                                                • The Consumer – Considerations When Buying Poultry

                                                                                                                  • Key points
                                                                                                                    • Irish consumers expect retailers and brands to take ownership for sourcing of poultry
                                                                                                                      • Figure 43: Agreement with statements relating to poultry, NI and RoI, August 2014
                                                                                                                    • Half of RoI and a third of NI consumers feel more source details should be included on poultry packs
                                                                                                                      • Figure 44: Agreement with selected statements relating to poultry sourcing and food safety, NI and RoI, August 2014
                                                                                                                    • RoI consumers more likely to feel Irish poultry is of better quality
                                                                                                                      • Figure 45: Agreement with the statement ‘Poultry reared in NI/RoI is better quality than poultry from overseas’, by age group, NI and RoI, August 2014
                                                                                                                    • Half of RoI and a third of NI consumers prefer to flavour chicken themselves
                                                                                                                      • Figure 46: Agreement with the statement ‘I prefer flavouring chicken myself to buying pre-seasoned products (eg marinated chicken)’, by gender, NI and RoI, August 2014
                                                                                                                    • Approximately a third of Irish consumers willing to pay more for high welfare poultry
                                                                                                                      • Figure 47: Agreement with the statement ‘It is worth paying more for poultry which has been reared to high welfare standards (eg free range)’, by social class, NI and RoI, August 2014
                                                                                                                  • Appendix

                                                                                                                    • NI Toluna tables
                                                                                                                      • Figure 48: Types of fresh/chilled poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, NI, August 2014
                                                                                                                      • Figure 49: Types of fresh/chilled poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, NI, August 2014 (continued)
                                                                                                                      • Figure 50: Types of fresh/chilled poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, NI, August 2014 (continued)
                                                                                                                      • Figure 51: Types of frozen poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, NI, August 2014
                                                                                                                      • Figure 52: Types of frozen poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, NI, August 2014 (continued)
                                                                                                                      • Figure 53: Types of frozen poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, NI, August 2014 (continued)
                                                                                                                      • Figure 54: Agreement with statements relating to poultry, by demographics, NI, August 2014
                                                                                                                      • Figure 55: Agreement with statements relating to poultry, by demographics, NI, August 2014 (continued)
                                                                                                                      • Figure 56: Agreement with statements relating to poultry, by demographics, NI, August 2014 (continued)
                                                                                                                      • Figure 57: Agreement with further statements relating to poultry, by demographics, NI, August 2014
                                                                                                                      • Figure 58: Agreement with further statements relating to poultry, by demographics, NI, August 2014 (continued)
                                                                                                                      • Figure 59: Agreement with further statements relating to poultry, by demographics, NI, August 2014 (continued)
                                                                                                                    • RoI Toluna tables
                                                                                                                      • Figure 60: Types of fresh/chilled poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, RoI, August 2014
                                                                                                                      • Figure 61: Types of fresh/chilled poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, RoI, August 2014 (continued)
                                                                                                                      • Figure 62: Types of fresh/chilled poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, RoI, August 2014 (continued)
                                                                                                                      • Figure 63: Types of frozen poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, RoI, August 2014
                                                                                                                      • Figure 64: Types of frozen poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, RoI, August 2014 (continued)
                                                                                                                      • Figure 65: Types of frozen poultry consumers bought for consumption at home (or as part of a packed lunch) in the last 12 months, by demographics, RoI, August 2014 (continued)
                                                                                                                      • Figure 66: Agreement with statements relating to poultry, by demographics, RoI, August 2014
                                                                                                                      • Figure 67: Agreement with statements relating to poultry, by demographics, RoI, August 2014 (continued)
                                                                                                                      • Figure 68: Agreement with statements relating to poultry, by demographics, RoI, August 2014 (continued)
                                                                                                                      • Figure 69: Agreement with further statements relating to poultry, by demographics, RoI, August 2014
                                                                                                                      • Figure 70: Agreement with further statements relating to poultry, by demographics, RoI, August 2014 (continued)
                                                                                                                      • Figure 71: Agreement with further statements relating to poultry, by demographics, RoI, August 2014 (continued)

                                                                                                                  Companies Covered

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

                                                                                                                  Poultry - Ireland - October 2014

                                                                                                                  £1,095.00 (Excl.Tax)