Explore the latest innovations in meat and poultry in 2024 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the global meat and poultry market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global meat and poultry market. Understanding innovation in meat and poultry has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Zoe Wong. Zoe joined the Mintel Food & Drink team in March 2023, having previously worked in Mintel GNPD Operations. In her current role, she researches and writes category reports. Zoe has a background in NGO fundraising and corporate communications and has a Bachelor of Arts degree in Communication Studies from the University of Western Australia.
Meat and poultry producers are linking naturalness with high quality, while many launches are flagging nutritional and sustainability credentials to enhance value.
Zoe Wong
Junior Analyst – Food & Drink, BPCH
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: companies are launching premium meat products as consumers seek assurances of higher quality
- Consumers adopt a ‘quality over quantity’ approach to meat consumption
- The share of premium claims has seen a minor uptick in processed meat products
- Ethical initiatives take centre stage in premium meat products
- Europe: meat producers are innovating with formats that deliver a less processed image
- Consumers want less-processed meat products amid ongoing UPF debates
- Meat companies continue to innovate around whole cuts and bone-in pieces
- Graph 1: meat and poultry launches, by share of select format types, 2020-24
- Different packaging types to offer transparency of bone-in or whole meat products
- The Middle East & Africa (MEA)
- Meat and poultry brands ensure naturalness with preservative-free claims
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ASIA PACIFIC (APAC)
- Asia: meat and poultry brands are flagging up high/added protein claims to convey value-for-money
- Rich protein content can justify higher pricing for value-conscious consumers
- Meat and poultry brands are highlighting high protein content, but not its benefits
- Graph 2: meat and poultry launches, by share of high/added protein claims, 2020-24
- High-protein meat products diversify claims to target a wider audience
- Asia: smaller pack sizes of meat products continue to gain share
- Solo diners are looking for smaller portions and convenient meals
- Producers innovate with smaller-portioned meat and poultry pack sizes
- Graph 3: meat and poultry launches with total pack size (ml/g) less than 150, 2020-24
- Meat and poultry products tailored for solo diners
- Brand renovation/innovation: Ajinomoto Frozen Foods introduces a new way to make bento boxes
- Australia & New Zealand
- Pre-marinated meat products offer a time-saving solution for ANZ consumers to explore different cuisines
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THE AMERICAS
- North America: brands are calling out hormone-free claims to reassure consumers
- Concerns rise over the use of hormones in meat products
- Brands are flagging up hormone-free claims
- Graph 4: meat and poultry launches, by share of hormone-free claims, 2020-24
- Hormone-free meat launches deliver taste, value and quality appeal
- North America: environmental concerns influence consumers’ red meat consumption
- Consumers are seeking meat options that are better for the planet
- The share of poultry products has seen a minor uptick, as private label takes a bigger slice of activity
- Graph 5: meat and poultry launches, by share of sub-category, 2019-24
- Poultry launches place the spotlight on sustainable initiatives
- Latin America
- Convenience claims are growing among meat and poultry launches
- Graph 6: meat and poultry launches, by share of select convenience claims, 2020-24
- Meat brands place a stronger focus on naturalness in convenient offerings
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
For a more detailed look at a Year of Innovation report, take a look at a sample PDF report below.
Please Note: All of the figures, graphs, and tables have been redacted.
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