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Poultry & Poultry Substitutes - Ireland - September 2019

Covered in this report

For the purpose of this report, poultry is defined as comprising retail sales of processed and unprocessed chicken, turkey and other poultry (duck and goose) for in-home consumption and for use outside of the home, ie as part of a packed lunch.

Unprocessed/raw poultry and game includes all primary cuts – fresh or frozen meat (whole-bird or portion), including poultry which has been marinated or glazed with a sauce.

Processed and cooked poultry and game includes:

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

“The Irish poultry market continues to thrive due to poultry’s perceptions of versatility and being leaner making it more attractive compared to other types of meat. The higher price point of poultry, particularly chicken, creates a dynamic market, but with a bigger push towards flexitarian and vegan lifestyles more opportunities exist in poultry substitutes.”
– Emma McGeown, Research Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Estimated retail value sales of poultry market, NI and RoI, 2014-19
            • Figure 2: Market segmentation, by type of poultry, IoI, 2018
          • Forecast
            • Figure 3: Indexed retail value sales of poultry market, NI and RoI, 2014-24
          • Market factors
            • Drop in poultry prices sees farmers suffer
              • Vegan trend offers opportunities in poultry substitutes
                • Branded poultry loses out to own-label
                  • Higher animal welfare standards demanded
                    • Companies and innovations
                      • The consumer
                        • Chilled poultry preferred compared to frozen
                          • Figure 4: Types of poultry products purchased for home occasion in the last month, by chilled and frozen, NI, June 2019
                          • Figure 5: Types of poultry products purchased for home occasion in the last month, by chilled and frozen, RoI, June 2019
                        • Deli slices most popular in poultry substitutes
                          • Figure 6: Poultry substitute products purchased for home occasion in the last month, by chilled and frozen, NI, June 2019
                          • Figure 7: Poultry substitute products purchased for home occasion in the last month, by chilled and frozen, RoI, June 2019
                        • Versatility bodes well for poultry products
                          • Figure 8: Agreement with statements towards poultry, NI and RoI, June 2019
                        • Limited selection of poultry substitutes reduces usage
                          • Figure 9: Agreement with statements towards poultry substitutes, NI and RoI, June 2019
                      • The Market – What You Need to Know

                        • Poultry market growth forecast at 2% in 2019
                          • Poultry prices falling in Ireland
                            • Growing demand for plant-based foods offers opportunities
                              • Younger consumers prefer branded meat/poultry over own-label
                                • Heatwave prompts higher welfare standards
                                • Market Sizes and Forecast

                                    • Poultry market forecast 2% in 2019
                                      • Figure 10: Estimated retail value sales of poultry market, IoI, NI and RoI, 2014-24
                                      • Figure 11: Indexed retail value of poultry market, NI and RoI, 2014-24
                                    • Chicken accounts for 90% of the Irish poultry market
                                      • Figure 12: Estimated retail value sales of poultry market, by segment, IoI, 2014-24
                                    • Irish exports of poultry reach record high
                                    • Market Drivers

                                      • Poultry prices in the UK stabilise
                                        • Figure 13: Consumer price index for poultry, UK (including NI), August 2017-July 2019
                                        • Figure 14: Consumer price index for poultry, RoI, August 2017-June 2019
                                        • Figure 15: Consumers rating their current financial health, NI and RoI, June 2019
                                      • Flexitarian diets on the rise
                                        • Figure 16: Selective diets consumers are currently adhering to, NI and RoI, June 2018 and June 2019
                                      • Own-label products preferred when buying poultry, meat, etc
                                        • Figure 17: Consumers who buy meat, poultry and fish products, by branded vs own-label, NI and RoI, September 2018
                                      • Younger consumers appear to be more loyal to brands
                                        • Figure 18: Consumers who buy branded meat, poultry and fish products, by age, NI and RoI, September 2018
                                      • Record-breaking heatwave results in chicken supply disaster and shines a light on animal welfare sentiment
                                      • Companies and Brands – What You Need to Know

                                        • Oumph! brand wins world innovation prizes
                                          • Manor Farm helping contribute to circular economy
                                            • Silver Hill named as Deloitte Ireland’s Best Managed Company 2019
                                              • Rise in poultry substitute innovation
                                              • Who’s Innovating?

                                                • New poultry product development slowing
                                                  • Figure 19: Total number of new poultry products launched, UK and Ireland, 2014-19
                                                • Consideration made for the ethics of poultry products
                                                  • Figure 20: Top 10 claims in new products launched in poultry market, UK and Ireland, 2014-19
                                                • Poultry brands taking steps to reduce gluten and other allergens
                                                  • Figure 21: New poultry products launched claiming low/no/reduced allergen, UK and Ireland, 2014-19
                                                • Meat substitute market booming
                                                  • Figure 22: Total number of new meat substitute products launched, UK and Ireland, 2014-19
                                                  • Figure 23: Number of new meat substitutes products launched, by top 10 companies, UK and Ireland, 2014-19
                                                • Brands are now offering a wider range of plant-based protein substitutes
                                                • Companies and Brands

                                                    • Poultry Producers
                                                      • Grove Farm
                                                        • Key facts
                                                          • Product portfolio
                                                            • Hogan’s Farm
                                                              • Key facts
                                                                • Product portfolio
                                                                  • Recent developments
                                                                    • Manor Farm Poultry
                                                                      • Key facts
                                                                        • Product portfolio
                                                                          • Recent developments
                                                                            • Moy Park
                                                                              • Key facts
                                                                                • Product portfolio
                                                                                  • Brand NPD
                                                                                    • Recent developments
                                                                                      • Silver Hill
                                                                                        • Key facts
                                                                                          • Product portfolio
                                                                                            • Recent developments
                                                                                              • Western Brand
                                                                                                • Key facts
                                                                                                  • Product portfolio
                                                                                                    • Recent developments
                                                                                                      • Poultry Substitutes
                                                                                                        • Oumph!
                                                                                                          • Key facts
                                                                                                            • Product portfolio
                                                                                                              • Recent developments
                                                                                                                • Linda McCartney
                                                                                                                  • Key facts
                                                                                                                    • Product portfolio
                                                                                                                      • Brand NPD
                                                                                                                        • Recent developments
                                                                                                                          • Quorn
                                                                                                                            • Key facts
                                                                                                                              • Product portfolio
                                                                                                                                • Brand NPD
                                                                                                                                  • Recent developments
                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                    • Chilled poultry preferred over frozen
                                                                                                                                      • Poultry substitutes eaten by four in 10 Irish consumers
                                                                                                                                        • Poultry seen as healthier than red meat
                                                                                                                                          • Demand for more variety of poultry substitutes
                                                                                                                                          • Types of Poultry Purchased

                                                                                                                                              • Chilled poultry preferred compared to frozen
                                                                                                                                                • Figure 24: Poultry products purchased for home occasion in the last month, NI and RoI, June 2019
                                                                                                                                                • Figure 25: Types of poultry products purchased for home occasion in the last month, NI and RoI, June 2019
                                                                                                                                              • Chilled portions of chicken preferred
                                                                                                                                                • Figure 26: Consumers who have bought chilled unprepared portions/fillets/diced chicken in the last month, by gender and age, NI and RoI, June 2019
                                                                                                                                                • Figure 27: Consumers who agree they are mainly responsible for cooking/preparing meals in their household, by gender and age, NI and RoI, March 2018
                                                                                                                                              • Ready-to-eat chicken appeals to men
                                                                                                                                                • Figure 28: Consumers who have bought chilled roast ready-to-eat chicken (whole or portions) in the last month, by gender, NI and RoI, June 2019
                                                                                                                                              • Deli-style slices are favoured by women
                                                                                                                                                • Figure 29: Consumers who have bought deli-style slices of chicken/turkey in the last month, by gender, NI and RoI, June 2019
                                                                                                                                                • Figure 30: Agreement with statements related to lunchtime preferences, by gender, NI and RoI, January 2018
                                                                                                                                              • Frozen processed chicken appeals to parents
                                                                                                                                                • Figure 31: Consumers who have bought frozen breaded/battered chicken/turkey (eg Chicken Kiev, chicken nuggets) and/or frozen chicken burgers in the last month, by child/ren present in the household, NI and RoI, June 2019
                                                                                                                                            • Types of Poultry Alternatives Purchased

                                                                                                                                                • Poultry substitutes eaten by around four in 10 Irish consumers
                                                                                                                                                  • Figure 32: Poultry substitute products purchased for home occasion in the last month, NI and RoI, June 2019
                                                                                                                                                • Younger consumers eating poultry substitutes most
                                                                                                                                                  • Figure 33: Consumers who have bought any poultry substitute (includes chilled and/or frozen) in the last month, by gender and generational group, NI and RoI, June 2019
                                                                                                                                                  • Figure 34: Consumer agreement with the statement ‘I have eaten less poultry for ethical reasons in the 12 months’, by gender and generational group, NI and RoI, June 2019
                                                                                                                                                • Vegetable-based products shows popularity
                                                                                                                                                  • Figure 35: Types of poultry substitute products purchased for home occasion in the last month, NI and RoI, June 2019
                                                                                                                                                • Quorn products retain brand loyalty
                                                                                                                                                  • Figure 36: Consumers who have bought Quorn products in the last month, by chilled vs frozen, NI and RoI, June 2019
                                                                                                                                              • Behaviours towards Poultry

                                                                                                                                                  • Poultry healthier compared to other meats
                                                                                                                                                    • Figure 37: Agreement with statements towards poultry, NI and RoI, June 2019
                                                                                                                                                  • Mature consumers demand traceability
                                                                                                                                                    • Figure 38: Consumer agreement with the statement ‘I prefer to buy poultry that has been reared/sourced in NI/RoI’, by generational group, NI and RoI, June 2019
                                                                                                                                                    • Figure 39: Consumer agreement with the statement ‘I prefer to buy poultry that displays detailed information about the farm/ farmer on-pack’, by generational group, NI and RoI, June 2019
                                                                                                                                                  • Poultry benefits from its versatility
                                                                                                                                                    • Figure 40: Consumer agreement with the statement ‘I find poultry more versatile to cook with compared to other types of meat (eg red meat/fish)’, by gender, NI and RoI, June 2019
                                                                                                                                                    • Figure 41: Consumers who typically create a dish completely from scratch using uncooked ingredients five or more times a week, by gender, NI and RoI, June 2019
                                                                                                                                                  • Younger consumers using recipe suggestions
                                                                                                                                                    • Figure 42: Consumer agreement with the statement ‘I have used on-pack recipe suggestions on poultry products in the last 3 months (eg fajita recipe)’, by gender and age, NI and RoI, June 2019
                                                                                                                                                • Attitudes towards Poultry Alternatives

                                                                                                                                                    • Meat Free Monday encourages consumers to reduce meat
                                                                                                                                                      • Figure 43: Agreement with statements towards poultry substitutes, NI and RoI, June 2019
                                                                                                                                                    • More variety needed in meat substitutes
                                                                                                                                                      • Figure 44: Consumer agreement with the statement ‘A wider selection of meat substitutes would make it easier to eat them more often’, NI and RoI, June 2019
                                                                                                                                                    • Taste and texture continue to be an issue
                                                                                                                                                      • Figure 45: Consumer agreement with statements relating to poultry substitutes, NI and RoI, June 2019
                                                                                                                                                    • Vegetable-based substitutes can better position natural claims
                                                                                                                                                      • Figure 46: Consumers who have bought vegetable-based products (eg chicken substitute made of vegetables) in the last month, by chilled vs frozen, NI and RoI, June 2019
                                                                                                                                                      • Figure 47: Consumer agreement with the statement ‘Plant-based vegetarian products (eg nuts, beans etc) are more appealing than products made with meat substitute’, NI and RoI, June 2019
                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                    • Data sources
                                                                                                                                                      • Generational cohort definitions
                                                                                                                                                        • Abbreviations

                                                                                                                                                        Poultry & Poultry Substitutes - Ireland - September 2019

                                                                                                                                                        £1,095.00 (Excl.Tax)