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Description

Description

“With consumers limiting/reducing their eating of processed meats for health or environmental reasons and the number of meat-free substitutes growing, it will be important for brands to focus on ingredients and how products are made to help keep processed meats on the menu. Calling out details of provenance will help to encourage trading up, while more flavour choice and suggestions on using will help unlock more usage occasions.”

– Richard Caines, Senior Food & Drink Analyst

This report examines the following issues:

  • Focus on ingredients will help to keep processed meats on the menu
  • Talking about provenance offers a way of adding value in processed meats
  • More flavours and recipe suggestions will help to boost the appeal of processed meats

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • The market
            • Processed meat weathering negative publicity
              • Flat sales forecast for next five years
                • Figure 1: UK retail value sales of bacon, sausages, burgers and coated poultry, 2014-24
              • Mixed fortunes for bacon, sausages and burgers
                • Meat reduction trend poses a challenge for the market
                  • Strong demand for convenience and world cuisines
                    • Breakfast habits changing
                      • Companies and brands
                        • Own-label dominates in frozen main meal components
                          • Figure 2: Leading brands’ sales and shares in the UK frozen meat/poultry/meat-free meal components market, 2018/19*
                        • L/N/R fat claims rare but an opportunity given fat concerns
                          • Meatballs get the meat and veg treatment
                            • Premium own-label launches raise the bar in burgers
                              • Tapping popularity of fried chicken takeaways
                                • The consumer
                                  • Eight in 10 people eat processed meat cooked from raw
                                    • Figure 3: Types of processed meat products eaten in the last three months, cooked from raw, August 2019
                                    • Figure 4: Types of cooked/ready-to-eat processed meat products used in the last three months, August 2019
                                  • Meat content, fat content and ingredients each checked by a third
                                    • Meat origins also need communicating on front of pack
                                      • Figure 5: What people check when buying processed meat products, August 2019
                                    • Number of factors hold back volume sales
                                      • Figure 6: Behaviours relating to the eating and buying of processed meat products, August 2019
                                    • Emphasis on naturalness will appeal
                                      • Added vegetables can combat health concerns and meat reduction
                                        • World cuisine flavours interest a quarter of buyers
                                          • Figure 7: Interest in buying different processed meat products with different features, August 2019
                                        • Six in 10 buyers struggle to judge the quality of processed meat
                                          • Positive sentiment towards cooked/cured meats as ingredients for meals
                                            • Figure 8: Attitudes towards processed meat products, August 2019
                                          • What we think
                                          • Issues and Insights

                                            • Focus on ingredients will help to keep processed meats on the menu
                                              • The facts
                                                • The implications
                                                  • Talking about provenance offers a way of adding value in processed meats
                                                    • The facts
                                                      • The implications
                                                        • More flavours and recipe suggestions will help to boost the appeal of processed meats
                                                          • The facts
                                                            • The implications
                                                            • The Market – What You Need to Know

                                                              • Processed meat weathering negative publicity
                                                                • Mixed fortunes for bacon, sausages and burgers
                                                                  • Sausages slip back from 2018 increase
                                                                    • No barbecue-friendly heatwave for burgers in 2019
                                                                      • Coated poultry sales growing
                                                                        • Meat reduction trend poses a challenge for the market
                                                                          • Strong demand for convenience and world cuisines
                                                                            • Breakfast habits changing
                                                                              • Growing population will benefit market
                                                                              • Market Size and Forecast

                                                                                • Processed meat weathering negative publicity
                                                                                  • 2018 heatwave a boost to market
                                                                                    • Coated poultry benefits from popularity in foodservice
                                                                                      • Flat sales forecast for next five years
                                                                                        • Figure 9: UK retail value sales of bacon, sausages, burgers and coated poultry, 2014-24
                                                                                        • Figure 10: UK retail value sales of bacon, sausages, burgers and coated poultry, 2014-24
                                                                                      • Forecast methodology
                                                                                      • Market Segmentation

                                                                                        • Mixed fortunes for bacon, sausages and burgers
                                                                                          • Bacon sales on a downward path
                                                                                            • Sausages slip back from 2018 increase
                                                                                              • No barbecue-friendly heatwave for burgers in 2019
                                                                                                • Figure 11: Value sales of red meat meal components, by segment, 2014-19
                                                                                              • Coated poultry sales growing
                                                                                                • Figure 12: UK retail value sales of frozen and chilled coated poultry, 2014-19
                                                                                            • Market Drivers

                                                                                              • Rising costs of production look set to push retail prices of processed meat up
                                                                                                • Meat reduction trend poses a challenge for the market
                                                                                                  • Many people limit meat consumption for health and environmental reasons
                                                                                                    • Growing availability of meat-free foods contributes to meat reduction trend
                                                                                                      • Conflicting health studies on red meat’s links to cancer
                                                                                                        • Changing in-home meal choices
                                                                                                          • Strong demand for speed/convenience
                                                                                                            • World cuisines gain ground on the menu
                                                                                                              • Breakfast habits changing
                                                                                                                • Growing population will benefit market
                                                                                                                  • Figure 13: Trends in the age structure of the UK population, 2014-24
                                                                                                              • Companies and Brands – What You Need to Know

                                                                                                                • Own-label dominates in frozen main meal components
                                                                                                                  • L/N/R fat claims rare but an opportunity given fat concerns
                                                                                                                    • Meatballs get the meat and veg treatment
                                                                                                                      • Launches tap interest in animal welfare
                                                                                                                        • World cuisine flavours add differentiation
                                                                                                                          • Premium own-label launches raise the bar in burgers
                                                                                                                            • Tapping popularity of fried chicken takeaways
                                                                                                                              • Hot summer of 2018 contributes to increase in advertising
                                                                                                                              • Market Share

                                                                                                                                • Own-label dominates in frozen main meal components
                                                                                                                                  • Figure 14: Leading brands’ sales and shares in the UK frozen meat/poultry/meat-free meal components market, 2016/17-2018/19
                                                                                                                                • Growth for Mattessons and Morliny in cooked sausages
                                                                                                                                  • Figure 15: Leading brands’ sales and shares in the UK retail chilled cooked sausages market*, 2016/17-2018/19
                                                                                                                              • Launch Activity and Innovation

                                                                                                                                • L/N/R fat claims rare but an opportunity given fat concerns
                                                                                                                                    • Figure 16: Examples of new launches of processed meat products making L/N/R fat claims, 2019
                                                                                                                                  • Meatballs get the meat and veg treatment
                                                                                                                                    • Tesco aims to offer one of five-a-day
                                                                                                                                      • Ella’s Kitchen targets family market with chicken nuggets with veggies
                                                                                                                                        • Figure 17: Examples of new launches of meatballs with a high added vegetable content, 2019
                                                                                                                                      • Products tap interest in provenance and animal welfare
                                                                                                                                        • The Jolly Hog puts the provenance story in focus
                                                                                                                                          • Figure 18: Examples of new launches in processed meat products referencing provenance and animal welfare, 2019
                                                                                                                                        • Emphasis on naturalness includes low/no nitrite claims
                                                                                                                                            • Figure 19: Examples of new launches in processed meats making low/no nitrite claims, 2019
                                                                                                                                          • World cuisine flavours add differentiation
                                                                                                                                            • Nachos and piri piri flavours in chicken
                                                                                                                                              • Frankfurters look to jalapeño and Gouda
                                                                                                                                                • Figure 20: Examples of influence of world cuisines in new launches in processed meat products, 2019
                                                                                                                                              • Different shapes also add more variety
                                                                                                                                                • Figure 21: Examples of different shapes in processed meat products, 2019
                                                                                                                                              • Premium own-label launches raise the bar in burgers
                                                                                                                                                • Figure 22: Examples of new launches with a premium positioning in processed meat products, 2019
                                                                                                                                              • Tapping popularity of fried chicken takeaways
                                                                                                                                                • Figure 23: Examples of new launches of takeaway-style products in processed poultry products, 2019
                                                                                                                                            • Advertising and Marketing Activity

                                                                                                                                              • Hot summer of 2018 contributes to increase in advertising
                                                                                                                                                • Figure 24: Total above-the-line, online display and direct mail advertising expenditure on processed poultry and red meat products*, 2015-19
                                                                                                                                              • Birds Eye remains the biggest advertiser
                                                                                                                                                • Figure 25: Total above-the-line, online display and direct mail advertising expenditure on processed poultry and red meat products*, by advertiser, 2015-19
                                                                                                                                              • Birds Eye supports new takeaway-style Chicken Shop range
                                                                                                                                                • Richmond Sausages celebrates most dedicated football fans
                                                                                                                                                  • M&S and Iceland push premium own-label burgers
                                                                                                                                                    • Finnebrogue launches £1 million nitrite-free campaign
                                                                                                                                                      • Nielsen Ad Intel coverage
                                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                                        • Eight in 10 people eat processed meat cooked from raw
                                                                                                                                                          • Vast majority of people eat cooked/ready-to-eat processed meats
                                                                                                                                                            • Meat content, fat content and ingredients each checked by a third
                                                                                                                                                              • Meat origins also need communicating on front of pack
                                                                                                                                                                • Number of factors hold back volume sales
                                                                                                                                                                  • Emphasis on naturalness will appeal
                                                                                                                                                                    • Added vegetables can combat health concerns and meat reduction
                                                                                                                                                                      • World cuisine flavours interest a quarter of buyers
                                                                                                                                                                        • Six in 10 buyers struggle to judge the quality of processed meat
                                                                                                                                                                          • Positive sentiment towards cooked/cured meats as ingredients for meals
                                                                                                                                                                          • Usage of Processed Meat and Poultry Products

                                                                                                                                                                            • Eight in 10 people eat processed meat cooked from raw
                                                                                                                                                                              • Figure 26: Types of processed meat products eaten in the last three months, cooked from raw, August 2019
                                                                                                                                                                            • Sausages and bacon need to stay on younger people’s menus
                                                                                                                                                                              • Vast majority of people eat cooked/ready-to-eat processed meats
                                                                                                                                                                                • Figure 27: Types of cooked/ready-to-eat processed meat products used in the last three months, August 2019
                                                                                                                                                                              • Some products suffer from an old-fashioned image
                                                                                                                                                                              • What People Check When Buying Processed Meat Products

                                                                                                                                                                                • Meat content, fat content and ingredients each checked by a third
                                                                                                                                                                                  • Figure 28: What people check when buying processed meat products, August 2019
                                                                                                                                                                                • Meat origins also need communicating on front of pack
                                                                                                                                                                                  • Animal welfare standards matter to a large minority
                                                                                                                                                                                    • Ethical claims need tangibility
                                                                                                                                                                                    • Behaviours Relating to the Eating and Buying of Processed Meat Products

                                                                                                                                                                                      • Strong demand for recyclable packaging
                                                                                                                                                                                        • Figure 29: Behaviours relating to the eating and buying of processed meat products, August 2019
                                                                                                                                                                                      • Number of factors hold back volume sales
                                                                                                                                                                                        • Health concerns pose a threat to consumption
                                                                                                                                                                                          • Environmental concerns also impacting on processed meat
                                                                                                                                                                                            • Meat reduction trend leads to more choice in meat substitutes
                                                                                                                                                                                            • Interest in Buying Different Processed Meat Products

                                                                                                                                                                                              • Emphasis on naturalness will appeal
                                                                                                                                                                                                • Figure 30: Interest in buying different processed meat products with different features, August 2019
                                                                                                                                                                                              • Added vegetables can combat health concerns and meat reduction
                                                                                                                                                                                                • …with scope to appeal to parents
                                                                                                                                                                                                  • World cuisine flavours interest a quarter of buyers
                                                                                                                                                                                                  • Attitudes towards Processed Meat Products

                                                                                                                                                                                                    • Six in 10 buyers struggle to judge the quality of processed meat
                                                                                                                                                                                                      • Figure 31: Attitudes towards processed meat products, August 2019
                                                                                                                                                                                                    • Focusing on provenance offers a way of adding value for large minority
                                                                                                                                                                                                      • Traditional origin chimes for cured hams/sausages
                                                                                                                                                                                                        • Positive sentiment towards cooked/cured meats as ingredients for meals
                                                                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                                • Forecast methodology
                                                                                                                                                                                                                    • Figure 32: Best- and worst-case forecast of total UK retail value sales of bacon, sausages, burgers and coated poultry, 2019-24
                                                                                                                                                                                                                • Appendix – Market Share

                                                                                                                                                                                                                    • Figure 33: Leading manufacturers’ sales and shares in the UK frozen meat/poultry/meat-free meal components market, 2016/17-2018/19
                                                                                                                                                                                                                    • Figure 34: Leading manufacturers’ sales and shares in the UK retail chilled cooked sausages market*, 2016/17-2018/19
                                                                                                                                                                                                                • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                    • Figure 35: New product launches in the UK unprocessed/processed meat and poultry market, by claim (sorted by 2018), 2015-19

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