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Processed Poultry and Red Meat Main Meal Components - UK - November 2018

“Health and environmental concerns have prompted many people to cut back on processed meat. However, premium products can tap into the widespread ‘less but better’ mindset to support value growth. Meanwhile eco-friendly packaging and carbon offset guarantees are promising means for companies to demonstrate their environmental commitments.”
– Alice Baker, Research Analyst

This report looks at the following areas:

  • Multiple avenues for companies to address health concerns
  • Environmentally friendly concepts spark interest
  • Premium products can benefit from a ‘less but better’ mentality

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Table of contents

  1. Overview

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

          • The market
            • Inflation drives growth in the market from 2013-18
              • Inflation and negligible volume sales growth expected for 2018-23
                • Figure 1: UK retail value sales of processed poultry and red meat, 2013-23
              • Hot summer of 2018 boosts red meat products
                • Health and environmental concerns drive consumer cutbacks
                  • Companies and brands
                    • NPD allows own-label to increase its lead on frozen
                      • Figure 2: Leading brands’ sales in the UK frozen meat/poultry/meat-free meal components market, 2017/18*
                    • Added vegetables trend continues
                      • Further activity in poultry sausages and burgers
                        • Advertising spend rises substantially in 2017
                          • Birds Eye Iglo leads on advertising in 2017
                            • The consumer
                              • Nine in 10 eat processed meat or poultry as part of main meals
                                • Figure 3: Usage of processed poultry and red meat main meal components, July 2018
                              • Seven in 10 buyers are influenced by low price or promotions
                                • Figure 4: Processed poultry and red meat buying factors, July 2018
                              • No unnecessary antibiotics and eco-friendly concepts spark interest
                                • Figure 5: Consumer willingness to pay more for new product concepts in processed meat, July 2018
                              • Premium products can benefit from a ‘less but better’ mentality
                                • Figure 6: Behaviours relating to processed poultry and red meat, July 2018
                              • Clean label products have wide appeal
                                • Figure 7: Attitudes towards processed poultry and red meat, July 2018
                              • What we think
                              • Issues and Insights

                                • Multiple avenues for companies to address health concerns
                                  • The facts
                                    • The implications
                                      • Environmentally friendly concepts spark interest
                                        • The facts
                                          • The implications
                                            • Premium products can benefit from a ‘less but better’ mentality
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Inflation drives growth in the market 2013-18
                                                    • Inflation and negligible volume sales growth expected for 2018-23
                                                      • Hot summer of 2018 boosts red meat products
                                                        • Health and environmental concerns drive consumer cutbacks
                                                        • Market Size and Forecast

                                                          • Inflation drives growth in the market 2013-18
                                                            • Inflation and negligible volume sales growth expected for 2018-23
                                                              • Figure 8: UK retail value sales of processed poultry and red meat, 2013-23
                                                              • Figure 9: UK retail value sales of processed poultry and red meat, 2013-23
                                                            • Forecast methodology
                                                            • Market Segmentation

                                                              • Hot summer of 2018 boosts red meat products
                                                                • Figure 10: Value sales of red meat meal components, by segment, 2013-18
                                                              • Further inflation expected for 2018-23
                                                                • Meat reduction trend to continue to hinder volume sales
                                                                  • Environmental concerns could have a slow-burn effect
                                                                    • Figure 11: UK retail value sales of red meat meal components, 2013-23
                                                                    • Figure 12: UK retail value sales of red meat meal components, 2013-23
                                                                  • NPD boosts processed poultry sales in 2018
                                                                    • Inflation and slowing volume sales predicted for 2018-23
                                                                      • Consumer suspicions over heavily processed foods remain a barrier to uptake
                                                                        • Figure 13: UK retail value sales of processed poultry, 2013-23
                                                                        • Figure 14: UK retail value sales of processed poultry, 2013-23
                                                                    • Market Drivers

                                                                      • Multiple factors affect meat prices
                                                                        • Pound’s depreciation drives up wholesale prices
                                                                          • Further inflation on the cards for 2018/19
                                                                            • Uncertainty hangs over future household finances
                                                                              • Meat reduction trend continues
                                                                                • Four in 10 have cut back on meat for health reasons
                                                                                  • Media reports on meat’s environmental impact prompt consumer cutbacks
                                                                                    • Retailers up the competition from meat-free
                                                                                      • Public focus on plastic waste underlines the need for packaging innovation
                                                                                        • Livestock industry makes progress on antibiotics reduction
                                                                                          • World foods trend sets British dishes a challenge to stay on the menu
                                                                                            • Heatwave boosts sales of red meat meal components
                                                                                              • Figure 15: Sunshine hours in the UK, by month, 2013-18
                                                                                          • Companies and Brands – What You Need to Know

                                                                                            • NPD allows own-label to increase its lead on frozen
                                                                                              • Added vegetables trend continues
                                                                                                • Further activity in poultry sausages and burgers
                                                                                                  • Advertising spend rises substantially in 2017
                                                                                                    • Birds Eye Iglo leads on advertising in 2017
                                                                                                    • Market Share

                                                                                                      • Own-label continues to dominate in chilled
                                                                                                        • NPD helps own-label to increase its lead in frozen
                                                                                                          • Figure 16: Leading brands’ sales and shares in the UK frozen meat/poultry/meat-free meal components market, 2015/16-2017/18
                                                                                                          • Figure 17: Leading manufacturers’ sales and shares in the UK frozen meat/poultry/meat-free meal components market, 2015/16-2017/18
                                                                                                        • Birds Eye maintains its leading position
                                                                                                          • Vegetarian brands grow
                                                                                                            • Cooked sausages post lacklustre sales performance
                                                                                                              • Morliny benefits from playing up its Polish roots
                                                                                                                • Figure 18: Leading brands’ sales and shares in the UK retail chilled cooked sausages market, 2015/16-2017/18
                                                                                                                • Figure 19: Leading manufacturers’ sales and shares in the UK retail chilled cooked sausages market, 2015/16-2017/18
                                                                                                            • Launch Activity and Innovation

                                                                                                              • Various brands launch reduced fat variants
                                                                                                                • Richmond unveils chicken sausages
                                                                                                                  • Smaller brands and retailers launch premium products
                                                                                                                    • Figure 20: Examples of L/N/R fat sausages, 2018
                                                                                                                  • Picard extends its organic burgers onto the UK market
                                                                                                                    • Added vegetables trend continues
                                                                                                                      • Iceland looks to appeal to parents with added vegetable chicken nuggets
                                                                                                                        • Figure 21: Examples of processed meat/poultry products with added vegetables, 2018
                                                                                                                      • Brands and retailers launch nitrite-free bacon
                                                                                                                        • Figure 22: Example of nitrite-free bacon, 2018
                                                                                                                      • Further activity in poultry sausages and burgers
                                                                                                                        • Aldi chicken sausages spark controversy
                                                                                                                          • Waitrose adds turkey burgers
                                                                                                                            • Figure 23: Examples of poultry sausages/burgers, 2018
                                                                                                                          • Premium own-label burgers draw inspiration from foodservice
                                                                                                                            • Retailers explore unusual toppings
                                                                                                                              • Figure 24: Examples of premium own-label burgers inspired by foodservice trends, 2018
                                                                                                                            • Waitrose emulates French bistros with steak haché burgers
                                                                                                                              • Exploring international flavours
                                                                                                                                • Figure 25: Examples of processed poultry products with international flavours, 2018
                                                                                                                              • ABP links with Warner Bros on children’s range
                                                                                                                                • Scope for expansion in children’s products
                                                                                                                                • Advertising and Marketing Activity

                                                                                                                                  • Substantial rise in advertising spend in 2017
                                                                                                                                    • Figure 26: Total above-the-line, online display and direct mail advertising expenditure on processed poultry and red meat meal components, 2014-18 (sorted by 2017)
                                                                                                                                  • Birds Eye Iglo leads on advertising in 2017
                                                                                                                                    • Chicken Dippers portrayed as adding excitement to family mealtimes
                                                                                                                                      • Kerry continues its local hero-themed adverts for Richmond
                                                                                                                                        • ‘Nation’s favourites’ campaign celebrates ordinary people
                                                                                                                                          • Radio adverts put the focus on family time
                                                                                                                                            • Various brands use social media to make recipe suggestions
                                                                                                                                              • Retailers’ summer campaigns put the spotlight on premium products
                                                                                                                                                • Iceland links premium products with victory
                                                                                                                                                  • M&S promotes the expertise used to create its ‘best-ever burger’…
                                                                                                                                                    • …and raises the stakes with its traceability focus
                                                                                                                                                      • Spar looks to harness the power of peer recommendations
                                                                                                                                                        • Nielsen Ad Intel coverage
                                                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                                                          • Nine in 10 eat processed meat or poultry as part of main meals
                                                                                                                                                            • Seven in 10 buyers are influenced by low price or promotions
                                                                                                                                                              • No unnecessary antibiotics and eco-friendly concepts spark interest
                                                                                                                                                                • Premium products can benefit from a ‘less but better’ mentality
                                                                                                                                                                  • Clean label products have wide appeal
                                                                                                                                                                  • Usage of Processed Poultry and Red Meat Main Meal Components

                                                                                                                                                                    • Nine in 10 eat processed meat or poultry as part of main meals
                                                                                                                                                                      • Sausages and burgers cooked from raw have higher usage than pre-cooked versions
                                                                                                                                                                        • Figure 27: Usage of processed poultry and red meat main meal components, July 2018
                                                                                                                                                                      • Men and families are key users of processed meat
                                                                                                                                                                        • Families are key users of processed products
                                                                                                                                                                          • Financial situation makes no difference to usage
                                                                                                                                                                            • Under-35s are more likely to use pre-cooked products
                                                                                                                                                                              • Over six in 10 eat three or more processed meat types
                                                                                                                                                                                • Figure 28: Repertoire of processed meat/poultry meal components eaten, July 2018
                                                                                                                                                                            • Processed Poultry and Red Meat Buying Factors

                                                                                                                                                                              • Seven in 10 buyers are influenced by low price or promotions
                                                                                                                                                                                • Various selling points can appeal, other than price
                                                                                                                                                                                  • Figure 29: Processed poultry and red meat buying factors, July 2018
                                                                                                                                                                                • High meat content is valued by many
                                                                                                                                                                                  • Makers of high meat content products will need to emphasise this on-pack
                                                                                                                                                                                    • Opportunities for clean label high meat content products
                                                                                                                                                                                      • Need for lower meat content products to reassure consumers on ingredients
                                                                                                                                                                                        • A quarter of buyers are swayed by high animal welfare
                                                                                                                                                                                          • Animal welfare claims are rare in processed meat
                                                                                                                                                                                            • Smaller brands look to link high welfare with improved taste
                                                                                                                                                                                              • Figure 30: Examples of unprocessed meat/poultry products linking high welfare with improved taste, 2018
                                                                                                                                                                                            • Tangible statements on animal welfare can help companies to add value
                                                                                                                                                                                              • Women and over-55s are more likely to be influenced by animal welfare
                                                                                                                                                                                              • Consumer Willingness to Pay More for New Product Concepts in Processed Meat/Poultry

                                                                                                                                                                                                • No unnecessary antibiotics guarantees appeal to a third
                                                                                                                                                                                                    • Figure 31: Consumer willingness to pay more for new product concepts in processed meat/poultry, July 2018
                                                                                                                                                                                                  • No unnecessary antibiotics guarantees appeal particularly to the health-conscious…
                                                                                                                                                                                                    • …and to those concerned about animal welfare
                                                                                                                                                                                                      • Niche brands highlight their minimal antibiotics policies
                                                                                                                                                                                                        • US examples can provide cues
                                                                                                                                                                                                            • Figure 32: International examples of processed meat/poultry products making no antibiotics and animal welfare claims, 2018
                                                                                                                                                                                                          • Environmentally friendly concepts appeal especially to under-35s
                                                                                                                                                                                                            • A third of users have cut back on processed meat for environmental reasons
                                                                                                                                                                                                              • Eco-friendly products should help to address consumers’ environmental concerns
                                                                                                                                                                                                                • International examples provide cues for UK operators
                                                                                                                                                                                                                  • Figure 33: International examples of processed meat products with environmentally friendly packaging, 2017-18
                                                                                                                                                                                                              • Behaviours Relating to Processed Poultry and Red Meat Meal Components

                                                                                                                                                                                                                • Premium products can benefit from a ‘less but better’ mentality
                                                                                                                                                                                                                  • Figure 34: Behaviours relating to processed poultry and red meat, July 2018
                                                                                                                                                                                                                • Various options for companies to signal premium status
                                                                                                                                                                                                                  • Consumer expectations of innovation from premium products sets task for companies
                                                                                                                                                                                                                    • Recipe suggestions spark widespread interest
                                                                                                                                                                                                                      • Encouraging use in recipes would help companies to tap into the world foods trend
                                                                                                                                                                                                                        • Cross-promotions and in-store positioning would encourage use in cooking
                                                                                                                                                                                                                          • Four in 10 users have cut back on processed meat for health reasons
                                                                                                                                                                                                                            • Three in 10 restrict processed meat to certain days of the week
                                                                                                                                                                                                                              • Opportunities for products replacing red meat with poultry
                                                                                                                                                                                                                                • Products with added vegetables attract interest but meet with mixed sales results
                                                                                                                                                                                                                                • Attitudes towards Processed Poultry and Red Meat Meal Components

                                                                                                                                                                                                                                  • Clean label products have wide appeal
                                                                                                                                                                                                                                    • Clean label products would help to improve the image of breaded/battered products
                                                                                                                                                                                                                                      • Figure 35: Attitudes towards processed poultry and red meat, July 2018
                                                                                                                                                                                                                                    • Premium burgers offer considerable competition to restaurants
                                                                                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                                                            • Forecast methodology
                                                                                                                                                                                                                                                • Figure 36: Forecast of UK retail value sales of processed poultry and red meat meal components, best- and worst-case scenarios, 2018-23
                                                                                                                                                                                                                                                • Figure 37: Forecast of UK retail value sales of red meat meal components, best- and worst-case scenarios, 2018-23
                                                                                                                                                                                                                                                • Figure 38: Forecast of UK retail value sales of processed poultry, best- and worst-case scenarios, 2018-23
                                                                                                                                                                                                                                            • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                                                • Figure 39: New product launches in the UK unprocessed/ processed meat and poultry market, by top 10 claims, 2014-18 (sorted by 2017)

                                                                                                                                                                                                                                            Processed Poultry and Red Meat Main Meal Components - UK - November 2018

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