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Red Meat - UK - October 2010

This report examines the UK market for red meat sold through retail outlets for consumption at home.

Red meat is defined for the purposes of this report as comprising of beef, veal, pork and lamb (including mutton). This includes all the major meat cuts of carcass meat, such as roasts, steaks, chops but also mince, diced and stewing meats, as well as offal products, such as liver and kidneys. Ready-to-cook meals with red meat as the main ingredient are also included in the report.

  • Unusual cuts, perhaps including a ‘cut of the month’ could help brands and grocers catch the attention of some six million over-44s who like to try new cuts of meat.
  • Cross-promoting red meat with sauces and marinades stands to resonate among the 4.6m 25-34-year-olds who see such accompaniments as bringing out the best in red meat
  • Easy on-pack recipes or tie-ups with meal kits could help brands and grocers boost the appeal of red meat among the 2.4 million 16-24-year-olds who do not see themselves as confident in preparing it.
  • Ready-to-cook products in single portions could find demand among the 2.6 million adults in one-person households that see ease of preparation as very important in their red meat choice.
  • Promoting their easy-to-cook products could help butchers to appeal to some two million 45-54-year-olds who see ease of preparation as important in red meat choice.
  • Meat-substitutes like Quorn could find demand among the two million 16-34-year-olds who limit their consumption of red meat to reduce their impact on the environment.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • Go on, take the plunge
                • Building new habits, forming new appetites
                • Market in Brief

                  • Red meat expected to reach £4.1 billion in 2015
                    • Beef retains lead in red meat
                      • 94% eat meat; quality and price drive choice
                        • Red meat is a treat, but prone to cut backs
                          • Near-absence of brands reflected in NPD and adspend
                          • Internal Market Environment

                            • Key points
                              • Red meat comes under pressure from inflation
                                  • Figure 1: Retail Price Index of red meat and competing food items, 2005-09
                                • Red meat and the media
                                  • The ‘Jamie effect’
                                    • Sustainability concerns
                                      • The health effects of red meat
                                        • Interest in cooking benefits red meat
                                          • Figure 2: Attitudes towards cooking at home, 2006-10
                                        • Labelling and assurance schemes for red meat
                                          • Figure 3: Main assurance schemes for red meat, 2010
                                        • Vegetarian population stagnant
                                          • Figure 4: Agreement with selected lifestyle statements, 2006-10
                                        • Halal and kosher meat
                                        • Broader Market Environment

                                          • Key points
                                            • Rising spending to benefit red meat
                                              • Figure 5: Consumer expenditure, at constant 2010 prices, 2005-15
                                            • Red meat to benefit from ageing population
                                                • Figure 6: Changes in the age structure of the UK population, 2005-15
                                              • More ABs is good news for value growth
                                                • Figure 7: Changes in UK adult population, by socio-economic group, 2010-15
                                            • Competitive Context

                                              • Key points
                                                • Figure 8: UK retail sales of selected markets competing with red meat, 2005-10
                                              • Poultry
                                                • Fish and shellfish
                                                  • Burgers and sausages
                                                    • Meat-free foods
                                                    • Strengths and Weaknesses

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Private label and new variants dominate NPD
                                                              • Trends from the broader food market strong also in red meat
                                                                  • Figure 9: Most common claims in new products launched in the UK red meat market, 2009
                                                                  • Figure 10: Change in the share of claims in new products launched in the UK red meat market, 2007-09
                                                                • Jamie Oliver moves into pork
                                                                  • Flavoured pork, rolled-up beef
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Red meat has felt the pressure from squeezed incomes and high inflation
                                                                        • Red meat forecast to reach £4.1 billion in 2015
                                                                            • Figure 11: UK retail volume and value sales of red meat, current and constant prices, 2005-15
                                                                          • Beef
                                                                              • Figure 12: UK retail volume and value sales of beef, current and constant prices, 2005-15
                                                                            • Pork
                                                                                • Figure 13: UK retail volume and value sales of pork, current and constant prices, 2005-15
                                                                              • Lamb
                                                                                  • Figure 14: UK retail volume and value sales of lamb, current and constant prices, 2005-15
                                                                                • Offal
                                                                                  • Figure 15: UK retail volume and value sales of offal, current and constant prices, 2005-15
                                                                                • Factors used in the forecast
                                                                                • Market Segmentation

                                                                                  • Key points
                                                                                    • Beef
                                                                                      • Figure 16: UK retail sales of beef, by value and volume, 2005-10
                                                                                      • Figure 17: UK retail sales of beef, by type, by value and volume, 2005-09
                                                                                    • Pork
                                                                                        • Figure 18: UK retail sales of pork, by value and volume, 2005-10
                                                                                        • Figure 19: UK retail sales of pork, by type, by value and volume, 2005-09
                                                                                      • Lamb
                                                                                          • Figure 20: UK retail sales of lamb, by value and volume, 2005-10
                                                                                          • Figure 21: UK retail sales of lamb, by type, by value and volume, 2005-09
                                                                                        • Offal
                                                                                          • Figure 22: UK retail sales of offal, by volume, 1990-2010
                                                                                          • Figure 23: UK household purchased quantities of offal, average per person per week, 1975-2008
                                                                                          • Figure 24: UK retail sales of offal, by value and volume, 2005-10
                                                                                      • Companies and Products

                                                                                        • Major players
                                                                                          • ANM Group Ltd
                                                                                            • Anglo Beef Processors
                                                                                              • Cranswick Plc
                                                                                                • Danish Crown UK Ltd
                                                                                                  • VION UK
                                                                                                    • Trade bodies
                                                                                                      • Agriculture and Horticulture Development Board (AHDB)
                                                                                                        • Welsh Lamb and Beef Producers Ltd (WLBP)
                                                                                                          • Quality Meat Scotland (QMS)
                                                                                                            • Hybu Cig Cymru – Meat Promotion Wales (HCC)
                                                                                                            • Brand Communication and Promotion

                                                                                                              • Key points
                                                                                                                • Low spend reflects absence of brands
                                                                                                                  • Figure 25: Topline adspend in the UK on fresh and frozen meat, 2005-09
                                                                                                                • Trade bodies drive spend in 2006, grocers step up in 2008
                                                                                                                    • Figure 26: Main monitored media spend on red meat, by leading retailers and trade bodies, 2007-09
                                                                                                                    • Figure 27: Adspend by media type in the UK red meat market, 2007-09
                                                                                                                  • Advertising by trade bodies
                                                                                                                    • EBLEX
                                                                                                                      • BPEX
                                                                                                                        • QMS
                                                                                                                        • Channels to Market

                                                                                                                          • Key points
                                                                                                                            • Grocers dominate red meat
                                                                                                                              • Figure 28: UK retail sales of red meat, by type of outlet and value, 2009
                                                                                                                          • Consumer – Usage of Red Meat

                                                                                                                            • Key points
                                                                                                                              • Beef is top meat for Britain
                                                                                                                                  • Figure 29: Frequency of eating red meat at home, July 2010
                                                                                                                                • Men eat more meat
                                                                                                                                    • Figure 30: Consumption of meat, offal and veal at home, by age group, July 2010
                                                                                                                                • Consumer – Where They Buy Red Meat

                                                                                                                                  • Key points
                                                                                                                                    • Top supermarkets lead also in red meat
                                                                                                                                        • Figure 31: Frequency of purchasing red meat at various outlets in the last six months, July 2010
                                                                                                                                      • Supermarkets dominate red meat
                                                                                                                                        • Figure 32: Demographic groups most likely to buy meat at leading grocers at least once a week, July 2010
                                                                                                                                        • Figure 33: Demographic groups most likely to use leading supermarket brands for main grocery shopping, September 2010
                                                                                                                                      • Half of meat-eaters shops at butchers
                                                                                                                                        • Farm shops and farmers’ markets
                                                                                                                                          • Online channel remains niche
                                                                                                                                          • Consumer – Choice Factors

                                                                                                                                            • Key points
                                                                                                                                              • Quality and price are key to meat choice
                                                                                                                                                  • Figure 34: Important factors when choosing red meat to eat/serve at home, July 2010
                                                                                                                                                • Two in five look for lean meat
                                                                                                                                                  • Easy cooking and long life hold minority appeal
                                                                                                                                                    • Provenance provides limited standout
                                                                                                                                                      • Over-55s keen on British, under-25s on shelf life
                                                                                                                                                      • Consumer – Attitudes Towards Red Meat

                                                                                                                                                        • Key points
                                                                                                                                                          • Three in four enjoy red meat
                                                                                                                                                              • Figure 35: Statements on red meat that is bought to eat at home, July 2010
                                                                                                                                                            • Red meat is a pleasure and a diet staple
                                                                                                                                                              • Cost limits meat-eating for half
                                                                                                                                                                • … but one in three eat more red meat at home
                                                                                                                                                                  • Green issues still of minority interest
                                                                                                                                                                  • Consumer – Attitudes Towards Preparing Red Meat

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Most meat-eaters are confident cooks
                                                                                                                                                                          • Figure 36: Attitudes towards preparing red meat, July 2010
                                                                                                                                                                        • Poor value image hampers ready-to-cook
                                                                                                                                                                          • Most meat-eaters follow familiar recipes
                                                                                                                                                                          • Consumer – Target Groups

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Four target groups
                                                                                                                                                                                • Figure 37: Consumer typologies for red meat, July 2010
                                                                                                                                                                              • Apathetic
                                                                                                                                                                                • Price-led
                                                                                                                                                                                  • Origin-interested
                                                                                                                                                                                    • Health-driven
                                                                                                                                                                                    • Appendix – Internal Market Environment

                                                                                                                                                                                        • Figure 38: Agreement with selected lifestyle statements, by demographics, 2010
                                                                                                                                                                                    • Appendix – Who’s Innovating?

                                                                                                                                                                                        • Figure 39: New products in the UK red meat market, by most common claims, 2007-09
                                                                                                                                                                                        • Figure 40: Top companies, by new product launches in the red meat market, 2007-09
                                                                                                                                                                                        • Figure 41: New products in the UK red meat market, by launch type, 2007-09
                                                                                                                                                                                    • Appendix – Consumer – Usage of Red Meat

                                                                                                                                                                                        • Figure 42: Frequency of eating red meat at home, July 2010
                                                                                                                                                                                        • Figure 43: Frequency of eating beef at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 44: Frequency of eating veal and offal at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 45: Frequency of eating pork at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 46: Frequency of eating lamb/mutton at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 47: Overall usage (eat) of red meat at home, by type of meat, by demographics, July 2010
                                                                                                                                                                                    • Appendix – Consumer – Where They Buy Red Meat

                                                                                                                                                                                        • Figure 48: Frequency of purchasing red meat at various outlets in the last six months, July 2010
                                                                                                                                                                                        • Figure 49: Frequency of purchasing red meat at Tesco in the last six months, by demographics, July 2010
                                                                                                                                                                                        • Figure 50: Frequency of purchasing red meat at Sainsbury’s in the last six months, by demographics, July 2010
                                                                                                                                                                                        • Figure 51: Frequency of purchasing red meat at Morrisons in the last six months, by demographics, July 2010
                                                                                                                                                                                        • Figure 52: Frequency of purchasing red meat at Asda in the last six months, by demographics, July 2010
                                                                                                                                                                                        • Figure 53: Frequency of purchasing red meat at any Co-op (incl. Somerfield) in the last six months, by demographics, July 2010
                                                                                                                                                                                        • Figure 54: Frequency of purchasing red meat at M&S and at Waitrose in the last six months, by demographics, July 2010
                                                                                                                                                                                        • Figure 55: Frequency of purchasing red meat at discounter (eg Aldi, Lidl, Netto) or small grocer/convenience store (eg Spar, Costcutter, Londis) in the last six months, by demographics, July 2010
                                                                                                                                                                                        • Figure 56: Frequency of purchasing red meat at butchers or online in the last six months, by demographics, July 2010
                                                                                                                                                                                        • Figure 57: Frequency of purchasing red meat at farm shops and farmers’ markets in the last six months, by demographics, July 2010
                                                                                                                                                                                    • Appendix – Consumer – Choice Factors

                                                                                                                                                                                        • Figure 58: Important factors when choosing red meat to eat/serve at home, July 2010
                                                                                                                                                                                        • Figure 59: Importance of quality, price and promotions as factors when choosing red meat to eat/serve at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 60: Importance of British origin and best before date as factors when choosing red meat to eat/serve at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 61: Importance of ease of preparation and animal welfare as factors when choosing red meat to eat/serve at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 62: Importance of healthy label and regional origin as factors when choosing red meat to eat/serve at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 63: Importance of visible fat, breed of animal and organic as factors when choosing red meat to eat/serve at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 64: Important factors when choosing red meat to eat/serve at home, by outlets used in the last six months, July 2010
                                                                                                                                                                                        • Figure 65: Important factors when choosing red meat to eat/serve at home, by outlets used in the last six months (continued), July 2010
                                                                                                                                                                                    • Appendix – Consumer – Attitudes Towards Red Meat

                                                                                                                                                                                        • Figure 66: Attitudes towards red meat bought to eat at home, July 2010
                                                                                                                                                                                        • Figure 67: Agreement with the statement “I enjoy eating red meat” and “A balanced diet should include red meat” regarding red meat bought to eat at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 68: Agreement with the statement “To save money I would rather eat less red meat than buy poor quality red meat” and “I limit how often I buy red meat because it’s expensive” regarding red meat bought to eat at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 69: Agreement with the statement “I eat more poultry/fish/sausages etc instead of red meat to save money” and “I always check the country of origin of red meat” regarding red meat bought to eat at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 70: Agreement with the statement “I cook more with red meat because I cook from scratch more” and “I restrict how much red meat I eat for health reasons” regarding red meat bought to eat at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 71: Agreement with the statement “I cook more red meat at home because I eat out less” and “I limit eating red meat to reduce my impact on the environment” regarding red meat bought to eat at home, by demographics, July 2010
                                                                                                                                                                                    • Appendix – Consumer – Attitudes Towards Preparing Red Meat

                                                                                                                                                                                        • Figure 72: Attitudes towards preparing red meat, July 2010
                                                                                                                                                                                        • Figure 73: Agreement with the statement “I’m confident cooking red meat” and “I like to have steak on special occasions” regarding red meat bought to eat at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 74: Agreement with the statement “Sauces/herbs/marinades bring out the best in red meat” and “Ready-to-cook red meat dishes (eg Tesco Finest Restaurant, Waitrose Easy to Cook) are over-priced” regarding red meat bought to eat at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 75: Agreement with the statement “I tend to stick to familiar recipes when cooking red meat” regarding red meat bought to eat at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 76: Agreement with the statement “Chicken is more versatile than red meat” and “I avoid eating red meat that has not been thoroughly cooked” regarding red meat bought to eat at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 77: Agreement with the statement “I like to try new cuts of meat (eg pork belly, rolled beef shoulder etc)” and “I buy ready-to-cook red meat dishes (eg Tesco Finest Restaurant, Waitrose Easy to Cook) for special occasions” regarding red meat bought to eat at home, by demographics, July 2010
                                                                                                                                                                                        • Figure 78: Agreement with the statement “I don’t use red meat when cooking spicy dishes” and “I buy ready-to-cook red meat dishes (eg Tesco Finest Restaurant, Waitrose Easy to Cook) for convenience” regarding red meat bought to eat at home, by demographics, July 2010
                                                                                                                                                                                    • Appendix – Consumer – Target Groups

                                                                                                                                                                                        • Figure 79: Important factors when choosing red meat to eat/serve at home, by target groups, July 2010
                                                                                                                                                                                        • Figure 80: Target groups, by demographics, July 2010
                                                                                                                                                                                        • Figure 81: Frequency of eating red meat at home, by target groups, July 2010
                                                                                                                                                                                        • Figure 82: Frequency of purchasing red meat at various outlets in the last six months, by target groups, July 2010
                                                                                                                                                                                        • Figure 83: Statements on cooking style, by target groups, July 2010
                                                                                                                                                                                        • Figure 84: Statements on eating habits, by target groups, July 2010

                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                    • Agriculture and Horticulture Development Board
                                                                                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                    • Anglo Beef Processors Ltd
                                                                                                                                                                                    • Animal Aid
                                                                                                                                                                                    • ANM Group Ltd (The)
                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                    • Assured Food Standards
                                                                                                                                                                                    • Bord Bia Irish Food Board (London)
                                                                                                                                                                                    • British Market Research Bureau (BMRB)
                                                                                                                                                                                    • British Pig Executive (BPEX)
                                                                                                                                                                                    • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                    • Co-operative Group
                                                                                                                                                                                    • Costcutter Supermarkets Group
                                                                                                                                                                                    • Cranswick Plc
                                                                                                                                                                                    • Dalehead Foods Ltd
                                                                                                                                                                                    • Danish Crown AmbA
                                                                                                                                                                                    • Department for Environment, Food & Rural Affairs
                                                                                                                                                                                    • English Beef and Lamb Executive
                                                                                                                                                                                    • Food Standards Agency
                                                                                                                                                                                    • Freeview
                                                                                                                                                                                    • Gourmet Burger Kitchen
                                                                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                                                                    • Grampian Country Food Group
                                                                                                                                                                                    • HCC Meat Promotion Wales
                                                                                                                                                                                    • Iceland Foods Ltd
                                                                                                                                                                                    • Irish Food Processors Ltd.
                                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                                    • Jamie Oliver
                                                                                                                                                                                    • Kantar Media
                                                                                                                                                                                    • LEAF
                                                                                                                                                                                    • Lidl (UK)
                                                                                                                                                                                    • Londis (Holdings) Ltd - retail sales
                                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                                    • McDonald's Restaurants Limited (UK)
                                                                                                                                                                                    • Meat & Livestock Commission
                                                                                                                                                                                    • mmO2 plc
                                                                                                                                                                                    • Office for National Statistics
                                                                                                                                                                                    • Orange plc (UK)
                                                                                                                                                                                    • Red Bull UK
                                                                                                                                                                                    • Royal Society for the Prevention of Cruelty to Animals (RSPCA)
                                                                                                                                                                                    • Scotch Premier Meat Ltd.
                                                                                                                                                                                    • Soil Association
                                                                                                                                                                                    • Somerfield
                                                                                                                                                                                    • Spar UK Ltd
                                                                                                                                                                                    • T-Mobile (UK) Ltd
                                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                                    • The Cromer Crab Company/Norfolk Shellfish
                                                                                                                                                                                    • Tulip Food Company
                                                                                                                                                                                    • VION Food Group
                                                                                                                                                                                    • Virgin Media Ltd
                                                                                                                                                                                    • Virgin Mobile
                                                                                                                                                                                    • Vodafone Group Plc (UK)
                                                                                                                                                                                    • Waitrose
                                                                                                                                                                                    • Welsh Lamb & Beef Promotions Limited
                                                                                                                                                                                    • Welsh Lamb and Beef Producers Ltd
                                                                                                                                                                                    • Wm Morrison Supermarkets

                                                                                                                                                                                    Red Meat - UK - October 2010

                                                                                                                                                                                    £1,995.00 (Excl.Tax)