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Processed Poultry and Red Meat - UK - December 2017

“The income squeeze will see the competition for meal occasions heat up between proteins. While processed poultry and red meat stand strong in the areas of value and convenience, encouraging their use as ingredients will be needed as consumers turn to scratch cooking for savings.”

- Anita Winther, Research Analyst

This report will look at the following areas:

  • Negative health messages are impacting consumer behaviour
  • Fat content remains under consumers’ scrutiny
  • Opportunities for products tailored for kids

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Market values dented by price deflation
              • Growth expected on the back of inflation
                • Figure 1: Forecast of UK retail value sales of processed poultry and meat, 2012-22
              • Red meat meal components hit by falling prices
                • Processed poultry sees robust value growth
                  • Declines seen by cooked sliced meat and poultry and canned meat
                    • Brexit negotiations foster uncertainties
                      • Household incomes are becoming squeezed
                        • Meat reduction diets and health concerns a threat to processed meat
                          • Companies and brands
                            • Own-label’s dominance continues
                              • Princes posts steepest decline in canned meat
                                • Birds Eye returns to growth
                                  • Sausages go flexitarian
                                    • Low- and reduced-fat sausage NPD rise in 2017
                                      • Birds Eye and Richmond support relaunches
                                        • Princes campaign aims to tackle misconceptions about canned foods
                                          • The consumer
                                            • People want to spend less time cooking
                                              • Figure 2: Actual time spent and preferred time to spend cooking/preparing a typical evening meal, August 2017
                                            • Bacon and sausages are most popular types
                                              • Figure 3: Usage of processed poultry and red meat, August 2017
                                            • Main meal is biggest occasion for processed meats
                                              • Figure 4: Usage frequency for processed poultry and red meat, by occasion, August 2017
                                            • Meat content gets checked the most
                                              • Meat origin is checked by just three in 10
                                                • Figure 5: Attributes checked when buying a processed poultry/red meat product, August 2017
                                              • “Baked not fried” breaded poultry garners sizable interest
                                                • Scope for more products tailored for kids
                                                  • Figure 6: Interest in product concepts in processed poultry and red meat, August 2017
                                                • Negative health messages are impacting consumer behaviour
                                                  • On-pack portion recommendation could build trust
                                                    • Figure 7: Behaviours related to processed poultry and red meat, August 2017
                                                  • Encouraging greater use of processed meat as an ingredient
                                                    • Figure 8: Attitudes towards processed poultry and red meat, August 2017
                                                  • What we think
                                                  • Issues and Insights

                                                    • Negative health messages are impacting consumer behaviour
                                                      • The facts
                                                        • The implications
                                                          • Fat content remains under consumers’ scrutiny
                                                            • The facts
                                                              • The implications
                                                                • Opportunities for products tailored for kids
                                                                  • The facts
                                                                    • The implications
                                                                    • The Market – What You Need to Know

                                                                      • Market values dented by price deflation
                                                                        • Growth expected on the back of inflation
                                                                          • Red meat meal components hit by falling prices
                                                                            • Processed poultry sees robust value growth
                                                                              • Declines seen by cooked sliced meat and poultry and canned meat
                                                                                • Brexit negotiations foster uncertainties
                                                                                  • Household incomes are becoming squeezed
                                                                                    • Meat reduction diets and health concerns a threat to processed meat
                                                                                    • Market Size and Forecast

                                                                                      • Falling prices dent value performance
                                                                                        • Figure 9: UK retail value sales of processed poultry and red meat, 2012-22
                                                                                      • Inflation is expected to support market growth
                                                                                          • Figure 10: Forecast of UK retail value sales of processed poultry and meat, 2012-22
                                                                                        • Forecast methodology
                                                                                        • Market Segmentation

                                                                                          • Red meat meal components hit by falling prices
                                                                                            • Inflation and import costs expected to drive value growth
                                                                                              • Figure 11: UK retail value sales of red meat meal components, by sub-segment, 2012-17
                                                                                            • Processed poultry sees robust value growth
                                                                                              • Inflation expected to underpin growth
                                                                                                • Figure 12: UK retail value sales of processed poultry and red meat, by segment, 2012-22
                                                                                              • Cooked sliced meat and poultry sales fall as sandwich occasions decline
                                                                                                • Value growth predicted to return
                                                                                                  • Canned meat’s woes continue
                                                                                                  • Market Drivers

                                                                                                    • Uncertainty surrounds post-Brexit trade arrangements
                                                                                                      • Inflation puts squeeze on household incomes
                                                                                                        • Rising profile of meat reduction diets
                                                                                                          • Figure 13: Consumers’ meat eating habits, March 2017
                                                                                                        • Health concerns impact processed meat consumption
                                                                                                          • EFSA confirms existing nitrites and nitrates levels safe
                                                                                                            • Link between hepatitis E infections and imported pork makes headlines
                                                                                                              • Consumers’ eating habits pose challenge to processed meat
                                                                                                              • Companies and Brands – What You Need to Know

                                                                                                                • Own-label’s dominance continues
                                                                                                                  • Princes posts steepest decline in canned meat
                                                                                                                    • Birds Eye returns to growth
                                                                                                                      • Sausages go flexitarian
                                                                                                                        • Low- and reduced-fat sausage NPD rise in 2017
                                                                                                                          • Birds Eye and Richmond support relaunches
                                                                                                                            • Princes campaign aims to tackle misconceptions about canned foods
                                                                                                                            • Market Share

                                                                                                                              • Own-label’s dominance continues in chilled
                                                                                                                                • Leading brand Princes posts steepest decline in canned meat
                                                                                                                                  • Price cuts support Fray Bentos and Wikinger’s growth
                                                                                                                                    • Figure 14: Leading brands’ sales and shares in the UK retail canned meat market, 2015/16 and 2016/17
                                                                                                                                  • Birds Eye returns to growth
                                                                                                                                    • Growth continues for meat-free brands
                                                                                                                                      • Figure 15: Leading brands’ sales and shares in the UK retail frozen processed meat, poultry and meat-free meal components market, 2015/16 and 2016/17
                                                                                                                                    • Own-label grows lead in chilled cooked sausages
                                                                                                                                      • Figure 16: Leading brands’ sales and shares in the UK retail chilled cooked sausage market, 2015/16 and 2016/17
                                                                                                                                  • Launch Activity and Innovation

                                                                                                                                    • Brands look to tap flexitarian trend with high-veg sausages
                                                                                                                                      • ‘Lean’, ‘Slim’ and ‘Skinny’ sausage NPD jumps in 2017
                                                                                                                                          • Figure 17: Share of new sausage launches in the UK retail market featuring an L/N/R claim, 2012-17
                                                                                                                                        • Birds Eye and Richmond aim to reinforce quality credentials
                                                                                                                                          • Birds Eye puts 100% chicken breast at the heart of overhaul
                                                                                                                                            • Richmond looks to attract new shoppers with a “impactful design”
                                                                                                                                              • Meat producers move into snacking to tap protein trend
                                                                                                                                                • Sainsbury’s focus on high-protein snacking in cooked meat overhaul
                                                                                                                                                  • Spoilt Pig launch “raised without antibiotics” bacon
                                                                                                                                                    • Soil Association trials blockchain technology on bacon
                                                                                                                                                    • Advertising and Marketing Activity

                                                                                                                                                      • Birds Eye supports chicken range with £7.1 million campaign
                                                                                                                                                        • Focus on 100% chicken breast and health credentials
                                                                                                                                                          • Mumsnet tie-up
                                                                                                                                                            • Marvellous Midweek for Inspiration mini fillets
                                                                                                                                                              • Richmond sees biggest ever marketing investment
                                                                                                                                                                • Denny Fire & Smoke targets Millennials
                                                                                                                                                                  • Princes campaign aims to tackle misconceptions about canned foods
                                                                                                                                                                    • Farms Not Factories unveil “outrageous” videos for higher welfare pork
                                                                                                                                                                      • The Co-op emphasises British sourcing commitment
                                                                                                                                                                        • Sainsbury’s and Morrisons tap BBQ occasions
                                                                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                                                                          • People want to spend less time cooking
                                                                                                                                                                            • Bacon and sausages are most popular types
                                                                                                                                                                              • Main meal is biggest occasion for processed meats
                                                                                                                                                                                • Meat content gets checked the most
                                                                                                                                                                                  • Meat origin is checked by just three in 10
                                                                                                                                                                                    • “Baked not fried” breaded poultry garners sizable interest
                                                                                                                                                                                      • Scope for more products tailored for kids
                                                                                                                                                                                        • Negative health messages are impacting consumer behaviour
                                                                                                                                                                                          • On-pack portion recommendation could build trust
                                                                                                                                                                                            • Encouraging greater use of processed meat as an ingredient
                                                                                                                                                                                            • Time Spent Cooking an Evening Meal

                                                                                                                                                                                              • Over half of Brits spend 30 minutes or less to produce an evening meal
                                                                                                                                                                                                • People want to spend less time cooking
                                                                                                                                                                                                  • Figure 18: Actual time spent and preferred time to spend cooking/preparing a typical evening meal, August 2017
                                                                                                                                                                                              • Usage of Processed Poultry and Red Meat

                                                                                                                                                                                                • British staples most popular types
                                                                                                                                                                                                  • Figure 19: Usage of processed poultry and red meat, August 2017
                                                                                                                                                                                                • Families are core demographic
                                                                                                                                                                                                  • 25-34s is the age group with widest repertoire
                                                                                                                                                                                                    • Main occasion for processed meats is main meal
                                                                                                                                                                                                      • Figure 20: Usage frequency for processed poultry and red meat, by occasion, August 2017
                                                                                                                                                                                                  • Attributes Checked When Buying Processed Poultry and Red Meat

                                                                                                                                                                                                    • No “magic bullet” to appeal to the majority
                                                                                                                                                                                                      • Meat content gets checked the most
                                                                                                                                                                                                        • Figure 21: Attributes checked when buying a processed poultry/red meat product, August 2017
                                                                                                                                                                                                      • Just three in 10 check meat origins
                                                                                                                                                                                                        • A challenge for producers to drive interest in British origin
                                                                                                                                                                                                          • 30% check the fat content
                                                                                                                                                                                                          • Interest in Product Concepts in Processed Poultry and Red Meat

                                                                                                                                                                                                            • Sizable interest in “baked not fried” breaded poultry
                                                                                                                                                                                                              • Figure 22: Interest in product concepts in processed poultry and red meat, August 2017
                                                                                                                                                                                                            • Interest in poultry-based sausages and bacon
                                                                                                                                                                                                              • Preservatives from plant/vegetable extracts appeal to many
                                                                                                                                                                                                                • Scope for more products tailored for kids
                                                                                                                                                                                                                  • Figure 23: Interest in processed meat products nutritionally tailored for children, by the age of children present in the household, August 2017
                                                                                                                                                                                                              • Behaviours Related to Processed Poultry and Red Meat

                                                                                                                                                                                                                • Negative health messages are impacting consumer behaviour
                                                                                                                                                                                                                  • Figure 24: Behaviours related to processed poultry and red meat, August 2017
                                                                                                                                                                                                                • On-pack portion recommendation could build trust
                                                                                                                                                                                                                  • Flexitarian products have had some success in appealing to meat reducers
                                                                                                                                                                                                                  • Attitudes towards Processed Poultry and Red Meat

                                                                                                                                                                                                                    • Convenience offered by processed products is widely recognised …
                                                                                                                                                                                                                      • … but is trumped by healthiness
                                                                                                                                                                                                                        • Encouraging greater use of processed meat as an ingredient
                                                                                                                                                                                                                          • Figure 25: Attitudes towards processed poultry and red meat, August 2017
                                                                                                                                                                                                                        • Food waste is an issue in sliced meats
                                                                                                                                                                                                                          • On-pack indicators could give consumers a helping hand
                                                                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                  • Forecast methodology
                                                                                                                                                                                                                                      • Figure 26: Total UK retail value sales of processed poultry and red meat, best- and worst-case forecast, 2017-22
                                                                                                                                                                                                                                  • Appendix – Segmentation

                                                                                                                                                                                                                                    • Red meat meal components
                                                                                                                                                                                                                                      • Figure 27: UK retail value sales of red meat meal components, 2012-22
                                                                                                                                                                                                                                      • Figure 28: Forecast of UK retail value sales of red meat meal components, 2012-22
                                                                                                                                                                                                                                      • Figure 29: Total UK retail value sales of red meat meal components, best- and worst-case forecast, 2017-22
                                                                                                                                                                                                                                    • Processed poultry
                                                                                                                                                                                                                                      • Figure 30: UK retail value sales of processed poultry, 2012-22
                                                                                                                                                                                                                                      • Figure 31: Forecast of UK retail value sales of processed poultry, 2012-22
                                                                                                                                                                                                                                      • Figure 32: Total UK retail value sales of processed poultry, best- and worst-case forecast, 2017-22
                                                                                                                                                                                                                                    • Cooked sliced meat and poultry
                                                                                                                                                                                                                                      • Figure 33: UK retail value sales of cooked sliced meat and poultry, 2012-22
                                                                                                                                                                                                                                      • Figure 34: Forecast of UK retail value sales of cooked sliced meat and poultry, 2012-22
                                                                                                                                                                                                                                      • Figure 35: Total UK retail value sales of cooked sliced meat and poultry, best- and worst-case forecast, 2017-22
                                                                                                                                                                                                                                    • Canned meat
                                                                                                                                                                                                                                      • Figure 36: UK retail value sales of canned meat, 2012-22
                                                                                                                                                                                                                                      • Figure 37: Forecast of UK retail value sales of canned meat, 2012-22
                                                                                                                                                                                                                                      • Figure 38: Total UK retail value sales of canned meat, best- and worst-case forecast, 2017-22
                                                                                                                                                                                                                                  • Appendix – Market Share

                                                                                                                                                                                                                                      • Figure 39: Leading manufacturers’ sales and shares in the UK retail canned meat market, by value and volume, 2015/16 and 2016/17
                                                                                                                                                                                                                                      • Figure 40: Leading manufacturers’ sales and shares in the UK retail frozen processed meat, poultry and meat-free meal components market, 2015/16 and 2016/17
                                                                                                                                                                                                                                      • Figure 41: Leading manufacturers’ sales and shares in the UK retail chilled cooked sausage market, 2015/16 and 2016/17

                                                                                                                                                                                                                                  Processed Poultry and Red Meat - UK - December 2017

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