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Red Meat - UK - October 2014

“Cost remains a barrier for the red meat market, creating growth opportunities for cheaper cuts. However, over half of youngsters say that uncertainty about how to cook cheaper cuts puts them off buying them. Positioning cheaper cuts as an economical and ethical choice, along with educating the consumer as to how best to prepare them is important to encourage uptake.”

– Aimee Townshend, Food & Drink Analyst

This report covers the following issues:

  • Cheaper cuts offer scope to engage cost-conscious consumers
  • Versatility

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: UK red meat market, value sales, 2009-19
            • Market factors
              • The retail price of red meat rises ahead of overall food inflation
                • Figure 2: Retail price index of red meat, poultry and all food, 2009-14
              • Growth in consumer spending bodes well for the red meat market
                • The ageing population presents a challenge
                  • Companies, brands and innovation
                    • Own-label has a strong presence in the processed red meat market
                      • Figure 3: Leading brands’ shares in the UK canned meat market, by value, 2013/14*
                    • Continental meats attract new launches
                      • Tesco and Asda continue to stay at the top of adspend
                        • The consumer
                          • Nearly nine in 10 people eat red meat
                            • Figure 4: Red meat consumption occasions, July 2014
                          • Value for money most important consideration for buyers
                            • Figure 5: Important factors when buying red meat, July 2014
                          • Steak remains a treat for many
                            • Figure 6: Red meat usage behaviour, July 2014
                          • Three in four users concerned about origin of red meat
                            • Figure 7: Attitudes towards red meat, July 2014
                          • One in three interested in cheaper cuts of meat
                            • Figure 8: Supermarket red meat product enticements, July 2014
                          • What we think
                          • Issues and Insights

                              • Cheaper cuts offer scope to engage cost-conscious consumers
                                • The facts
                                  • The implications
                                    • Versatility
                                      • The facts
                                        • The implications
                                        • Trend Application

                                            • One in four interested in tracing red meat back to the exact source
                                              • Half meat, half vegetable protein products could benefit the environment and consumers
                                                • On-receipt recipes have potential to encourage consumers to see red meat as more versatile
                                                • Market Drivers

                                                  • Key points
                                                    • Retail price of red meat rises ahead of overall food’s
                                                      • Figure 9: Retail price index of red meat, poultry and all food, 2009-14
                                                    • Consumers find themselves in a better financial situation in 2014
                                                      • Figure 10: Consumers’ financial health index, January 2009-July 2014
                                                    • Consumers eat red meat despite negative health messages
                                                      • Core red meat eaters set to decline over the next five years
                                                        • Figure 11: Trends in the age structure of the UK population, 2009-14 and 2014-19
                                                      • Academics warn that current red meat consumption is not sustainable
                                                        • Academics warn of red meat consumption
                                                          • Little interest from consumers despite government policy to reduce greenhouse gas emissions
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Continental meats attract new launches
                                                                    • Flavoured meats inspired by Americana trend
                                                                      • Unusual meats appear in the market with one in three red meat eaters interested
                                                                        • Convenience a driver behind new product launches
                                                                          • Re-inventing the roast
                                                                            • Microwaveable meat speeds up preparation time
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Red meat market is flat in the recession
                                                                                  • Figure 12: UK retail value sales of red meat, 2009-19
                                                                                  • Figure 13: UK retail value sales of fresh/frozen beef, pork and lamb, 2009-19
                                                                                • Red meat market expected to see steady growth
                                                                                  • Figure 14: Forecast of UK retail value sales of red meat, 2009-19
                                                                                • Forecast methodology
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Steady growth in unprocessed raw red meat
                                                                                      • Figure 15: GB retail value sales of unprocessed raw beef, pork and lamb, 2009-14
                                                                                      • Figure 16: UK retail value sales of offal, 2009-14
                                                                                    • Strong growth in processed red meat in 2013
                                                                                      • Figure 17: GB retail value sales of processed meats, 2009-14
                                                                                  • Market Share

                                                                                    • Key points
                                                                                      • Own-label dominates unprocessed meat
                                                                                        • Princes sees sales fall but remains the largest manufacturer in canned meat
                                                                                          • Figure 18: Leading brands’ sales and shares in the UK canned meat market***, by value and volume, 2012/13 and 2013/14
                                                                                          • Figure 19: Leading manufacturers’ sales and shares in the UK canned meat market***, by value and volume, 2012/13 and 2013/14
                                                                                        • Own-label dominates frozen burgers and sausages
                                                                                          • Figure 20: Leading brands’ sales and shares in the UK frozen burgers and sausages*** market, by value and volume, 2012/13 and 2013/14
                                                                                          • Figure 21: Leading manufacturers’ sales and shares in the UK frozen burgers and sausages*** market, by value and volume, 2012/13 and 2013/14
                                                                                      • Companies and Products

                                                                                        • ABP Food Group
                                                                                          • Recent activity
                                                                                            • Product range and innovation
                                                                                              • Promotion
                                                                                                • Cranswick Plc
                                                                                                  • Recent activity
                                                                                                    • Product range and innovation
                                                                                                      • Promotion
                                                                                                        • Danish Crown UK Ltd
                                                                                                          • Recent activity
                                                                                                            • Product range and innovation
                                                                                                              • Karro Food Group
                                                                                                                • Trade bodies
                                                                                                                  • Agriculture and Horticulture Development Board
                                                                                                                    • Welsh Lamb and Beef Producers Ltd (WLBP)
                                                                                                                      • Quality Meat Scotland (QMS)
                                                                                                                        • Hybu Cig Cymru – Meat Promotion Wales
                                                                                                                        • Brand Communication and Promotion

                                                                                                                          • Key points
                                                                                                                            • Tesco and Asda continue to stay at the top of adspend
                                                                                                                              • Figure 22: Advertising expenditure by selected red meat operators, 2010-14
                                                                                                                            • Kerry Foods is the biggest branded spender on advertising
                                                                                                                              • Trade bodies EBLEX and BPEX launch advertising campaigns in 2014
                                                                                                                              • The Consumer – Usage of Red Meat

                                                                                                                                • Key points
                                                                                                                                  • Nearly nine in 10 people eat red meat
                                                                                                                                    • Figure 23: Red meat consumption occasions, July 2014
                                                                                                                                  • Ready-to-eat meat is most popular type
                                                                                                                                    • Figure 24: Frequency of red meat usage, by type, July 2014
                                                                                                                                  • Frequent usage peaks among 16-24s
                                                                                                                                    • Women more likely to not eat red meat
                                                                                                                                    • The Consumer – Choice Factors

                                                                                                                                      • Key points
                                                                                                                                        • Value for money most important consideration for buyers
                                                                                                                                          • Figure 25: Important factors when buying red meat, July 2014
                                                                                                                                        • Strong interest in quality
                                                                                                                                          • Convenience sparks widespread interest
                                                                                                                                            • Animal welfare and British origin struggle to appeal
                                                                                                                                            • The Consumer – Behaviour Related to Red Meat

                                                                                                                                              • Key points
                                                                                                                                                • Steak remains a treat for many
                                                                                                                                                  • Figure 26: Red meat usage behaviour, July 2014
                                                                                                                                                • Costs lead many to limit red meat purchases
                                                                                                                                                  • Supermarkets face competition from discounters, butchers and online
                                                                                                                                                    • Hard discounters see strong growth in fresh meat sales
                                                                                                                                                      • One in five users buy red meat from butchers on a regular basis
                                                                                                                                                        • Online purchasing of red meat is low
                                                                                                                                                          • One in five limit red meat intake for health reasons
                                                                                                                                                            • Effects of horsemeat scandal linger – one in eight opt for higher-quality processed meat
                                                                                                                                                            • The Consumer – Attitudes Towards Red Meat

                                                                                                                                                              • Key points
                                                                                                                                                                • Three in four users concerned about origin of red meat
                                                                                                                                                                  • Figure 27: Attitudes towards red meat, July 2014
                                                                                                                                                                • Younger consumers have less confidence in cooking red meat
                                                                                                                                                                  • Half of red meat users prefer poultry to meat, seeing it as more versatile
                                                                                                                                                                  • The Consumer – Red Meat Enticements

                                                                                                                                                                    • Key points
                                                                                                                                                                      • One in three interested in cheaper cuts of meat
                                                                                                                                                                        • Figure 28: Supermarket red meat product enticements, July 2014
                                                                                                                                                                      • One in three interested in unusual types of meat
                                                                                                                                                                        • Beef from premium breeds of cow scores high interest with consumers
                                                                                                                                                                          • One in eight interested in half meat and half vegetable protein products

                                                                                                                                                                          Companies Covered

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

                                                                                                                                                                          Red Meat - UK - October 2014

                                                                                                                                                                          £1,995.00 (Excl.Tax)