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Poultry - UK - October 2014

“Social media offers a potential channel for operators to convey the high standards of living of their poultry, eg through video footage. Elements of gamification, which enable consumers to interact with poultry, can help to generate interest in their welfare.”
– Emma Clifford, Senior Food Analyst

This report looks at the following areas:

  • Social media can be used to heighten young people’s interest in the welfare of poultry
  • Pre-cooked and oven-ready chicken products can boost their appeal by targeting consumers’ concerns about cooking chicken safely
  • Driving the visibility of game should help grocers to unlock the widespread interest in these products

Eaten by over nine in 10 adults, poultry is a popular choice among Britons, helped by its healthy image and perceived versatility. Its low cost positioning - particularly when compared to red meat and fish – has seen it thrive throughout the recession and its aftermath. The market has also seen very low levels of inflation when compared to the overall food market. Value sales of the total poultry and game market have grown by 36% between 2009 and 2014, with the strongest growth coming from processed poultry.

Game remains a niche market, capturing just 2% of spend on poultry and game. However, there has been a hike in game sales in 2014, with annual growth estimated at 9%, bringing the total value of the market to £97 million. There remains significant growth potential in game, given the interest from a sizeable minority of the population in trying these products, according to Mintel’s consumer research.

Poultry:

Poultry is defined for the purposes of this report as comprising retail sales of processed and unprocessed chicken, turkey and other poultry (duck and goose) for in-home consumption.

Unprocessed/raw poultry and game includes:

  • All primary cuts – fresh or frozen meat in whole-bird or portion format, including poultry which has been marinated or glazed with a sauce.

Processed and cooked poultry and game includes:

  • Frozen poultry and game including coated eg breadcrumbs or battered
  • Chilled added-value poultry includes poultry and game which has been taken a step further than adding a marinade or sauce eg breaded, battered and formed products.

Game:

  • Game meat includes grouse, guinea fowl, venison, pheasant, partridge, wood pigeon, wild duck, wild boar, rabbit and hare.
  • For the purposes of this report, game may be either quarry or farmed. The essential difference is that the former is indigenous to the UK, lives in the wild and is hunted during specified seasons, while farmed product is available most of the year.

 

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Table of contents

  1. Introduction

      • Definition
        • Poultry
          • Game
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Forecast of UK retail sales of poultry and game, by value, 2009-19
                • Market factors
                  • Poultry remains the lowest-priced meat in the UK
                    • Figure 2: RPI – Poultry, beef, lamb, pork and all food, January 2009-August 2014
                  • The 2014 campylobacter scare
                    • The ageing population presents a challenge
                      • Companies, brands and innovation
                        • Own-label has a strong presence
                          • Figure 3: Leading brands’ sales and shares in the UK frozen processed poultry market, by value, 2013/14
                        • Own-label account for two thirds of new launches
                          • A jump in adspend in 2013
                            • The consumer
                              • Poultry enjoys high penetration
                                • Figure 4: Meal occasions for eating poultry, July 2014
                              • Price remains top of the agenda
                                • Figure 5: Factors considered important when buying poultry products to cook at home, July 2014
                              • Poultry benefits from a versatile image
                                • Figure 6: Attitudes towards poultry and game, July 2014
                              • Older consumers want more control in cooking their poultry
                                • Figure 7: Attitudes towards buying poultry, July 2014
                              • What we think
                              • Issues and Insights

                                  • Social media can be used to heighten young people’s interest in the welfare of poultry
                                    • The facts
                                      • The implications
                                        • Pre-cooked and oven-ready chicken products can boost their appeal by targeting consumers’ concerns about cooking chicken safely
                                          • The facts
                                            • The implications
                                              • Driving the visibility of game should help grocers to unlock the widespread interest in these products
                                                • The facts
                                                  • The implications
                                                  • Trend Application

                                                      • Trend: Cam Cam
                                                        • Trend: Guiding Choice
                                                          • Trend: Gen Next
                                                          • Market Drivers

                                                            • Key points
                                                              • An enthusiasm for scratch cooking
                                                                • Poultry remains the lowest-priced meat in the UK
                                                                  • Figure 8: RPI – Poultry, beef, lamb, pork and all food, January 2009-August 2014
                                                                • An improvement in the economy, but the squeeze on real incomes continues
                                                                  • The 2014 campylobacter scare may hit sales of raw chicken
                                                                    • The ageing population poses challenges to the market
                                                                      • Figure 9: Trends in the age structure of the UK population, 2009-14 and 2014-19
                                                                  • Strengths and Weaknesses

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Own-label account for two thirds of new launches
                                                                            • Figure 10: New product development in the UK processed poultry market as a share of total food NPD, 2010-14
                                                                            • Figure 11: New product launches in the UK processed poultry market, own-label versus branded, 2010-14
                                                                            • Figure 12: New product launches in the UK processed poultry market, by top 10 companies in 2013, 2010-14
                                                                          • Uptick in innovation from Bernard Matthews
                                                                            • A resurgence in NPD activity from Birds Eye in 2014
                                                                              • Frozen and shelf-stable lose ground in 2013
                                                                                • Figure 13: New product launches in the UK processed poultry market, by storage, 2010-14
                                                                              • Claims relating to ease of use become more prevalent
                                                                                • Figure 14: New product launches in the UK processed poultry market, by product claim, 2010-14
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • The poultry market goes from strength to strength
                                                                                  • Figure 15: Total retail value sales of poultry and game, 2009-14
                                                                                • The future
                                                                                  • Figure 16: Forecast of UK retail sales of poultry and game, by value, 2009-19
                                                                                • Forecast methodology
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • 31% growth in unprocessed poultry over 2009-14
                                                                                      • Figure 17: GB retail value sales of unprocessed/raw poultry, 2009-14
                                                                                      • Figure 18: NI retail value sales of unprocessed/raw poultry, 2009-14
                                                                                      • Figure 19: Total UK retail value sales of unprocessed/raw poultry, 2009-14
                                                                                    • Processed poultry is booming
                                                                                      • Figure 20: UK Retail value sales of processed poultry, 2009-14
                                                                                    • A surge in sales of game
                                                                                      • Figure 21: UK Retail value sales of game, 2009-14
                                                                                  • Market Share

                                                                                    • Key points
                                                                                      • Own-label dominates chilled poultry
                                                                                        • Own-label’s share edges up
                                                                                          • Figure 22: Leading brands’ sales and shares in the UK frozen processed poultry market, by value and volume, 2012/13 and 2013/14
                                                                                          • Figure 23: Leading manufacturers’ sales and shares in the UK frozen processed poultry market, by value and volume, 2012/13 and 2013/14
                                                                                        • Birds Eye leads the brands
                                                                                          • Bernard Matthews sees a drop in average prices
                                                                                          • Companies and Products

                                                                                            • Bernard Matthews Limited
                                                                                              • Company overview
                                                                                                • Product range and recent activity
                                                                                                  • Brand communication and promotion
                                                                                                    • Iglo Group/Birds Eye
                                                                                                      • Company overview
                                                                                                        • Product range and recent activity
                                                                                                          • Brand communication and promotion
                                                                                                            • 2 Sisters Food Group
                                                                                                              • Company overview
                                                                                                                • Product range and recent activity
                                                                                                                  • Moy Park
                                                                                                                    • Company overview
                                                                                                                      • Product range and recent activity
                                                                                                                        • Brand communication and promotion
                                                                                                                        • Brand Communication and Promotion

                                                                                                                          • Key points
                                                                                                                            • A jump in adspend in 2013
                                                                                                                              • Figure 24: Above-the-line expenditure in the UK poultry and game market, 2010-14
                                                                                                                              • Figure 25: Above-the-line expenditure in the UK poultry and game market, by category, 2010-14
                                                                                                                              • Figure 26: Share of above-the-line expenditure in the UK poultry and game market, by category, 2010-14
                                                                                                                            • Tesco retains its lead
                                                                                                                              • Figure 27: Above-the-line expenditure in the UK poultry market, by advertiser (top 10), 2010-14
                                                                                                                              • Figure 28: Share of above-the-line expenditure in the UK poultry market, by advertiser (top 10), 2010-14
                                                                                                                            • Birds Eye adspend triples in 2013
                                                                                                                              • Birds Eye rolls out the new Food of Life campaign in 2014
                                                                                                                              • The Consumer – Usage of Poultry and Game

                                                                                                                                • Key points
                                                                                                                                  • Poultry enjoys high penetration
                                                                                                                                    • Figure 29: Meal occasions for eating poultry, July 2014
                                                                                                                                  • Chilled ready-to-eat chicken is most popular
                                                                                                                                    • Figure 30: Frequency of usage of poultry, by type, July 2014
                                                                                                                                  • Plain chilled poultry is the most popular type for over-65s
                                                                                                                                    • Poultry usage frequency declines with age
                                                                                                                                      • Figure 31: Consumers who eat selected types of poultry at least once a week, by age, July 2014
                                                                                                                                    • Notable interest in trying other types of poultry and game
                                                                                                                                      • Figure 32: Types of poultry eaten in the past six months and interest in trying in the future, July 2014
                                                                                                                                      • Figure 33: Types of game eaten in the past six months and interest in trying in the future, July 2014
                                                                                                                                      • Figure 34: Consumers who have eaten game in the last six months, by gender and socio-economic group, July 2014
                                                                                                                                  • The Consumer – Choice Factors

                                                                                                                                    • Key points
                                                                                                                                      • Price remains top of the agenda
                                                                                                                                        • Figure 35: Factors considered important when buying poultry products to cook at home, July 2014
                                                                                                                                      • British origin
                                                                                                                                        • High welfare is a low priority for the younger generation
                                                                                                                                          • Figure 36: Consumers who deem British origin and high animal welfare to be important factors when they are buying poultry to cook at home, by age, July 2014
                                                                                                                                      • The Consumer – Attitudes towards Poultry and Game

                                                                                                                                        • Key points
                                                                                                                                          • Poultry benefits from a versatile image
                                                                                                                                            • Figure 37: Attitudes towards poultry and game, July 2014
                                                                                                                                            • Figure 38: Consumers who like cooking with poultry because it’s versatile and those who would like more recipe ideas for chicken dishes, by age, July 2014
                                                                                                                                          • Young people most likely to opt for convenience
                                                                                                                                            • One in four deem higher-welfare poultry to taste better
                                                                                                                                            • The Consumer – Attitudes towards Buying Poultry

                                                                                                                                              • Key points
                                                                                                                                                • Older consumers want more control in cooking their poultry
                                                                                                                                                  • Figure 39: Attitudes towards buying poultry, July 2014
                                                                                                                                                  • Figure 40: Consumers who prefer flavouring chicken themselves to buying pre-seasoned products and those who prefer plain whole/cuts of poultry to other formats because they know exactly what they are buying, by age, July 2014
                                                                                                                                                • Demand for clearer labelling
                                                                                                                                                  • Transparency can also drive interest in higher-welfare poultry
                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                      • Figure 41: Best- and worst-case forecasts for the poultry and gane market, by value, 2014-19

                                                                                                                                                  Companies Covered

                                                                                                                                                  • Bernard Matthews Plc
                                                                                                                                                  • Birds Eye Foods
                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                  • Fédération Internationale de Football Association
                                                                                                                                                  • Food Standards Agency
                                                                                                                                                  • Guardian Media Group
                                                                                                                                                  • Harry Ramsden's
                                                                                                                                                  • J. Sainsbury
                                                                                                                                                  • Jamie Oliver
                                                                                                                                                  • Moy Park Ltd
                                                                                                                                                  • VION Food Group

                                                                                                                                                  Poultry - UK - October 2014

                                                                                                                                                  £1,995.00 (Excl.Tax)