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 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 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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