Precooked hot meat products hold untapped potential in retail. While the grocers have scaled back hot food counters since COVID-19, half of shoppers (54%) find precooked hot meat products in retail appealing. This suggests strong potential for such products to compete with foodservice for ‘food for now’ occasions.
The popularity of international cuisines and consumers’ love of newness will continue to put pressure on traditional processed meat meal components. Product innovation remains crucial to maintain the category’s relevance. Once consumer confidence regains momentum, sustainability will become more front of mind. This is expected to buoy the meat reduction trend, reaffirming the need for green initiatives from the category to keep shoppers on side.
Shortcut products that help consumers recreate foodservice experiences at home will remain pertinent in 2026, as pressures on household budgets continue to curb restaurant and takeaway meals. Beyond continued NPD in the slow-cooked segment, air-fryer friendly and rotisserie-style products hold strong potential in the premium space, given consumer interest.
The category enjoys near-universal usage, but traditional formats face growing competition. Convenience and replacing foodservice meals remain key NPD priorities.
Amy Bishop, Analyst UK Food & Drink Reports
Market Definitions
This Report examines the UK retail market for processed poultry and red meat meal components. Throughout this Report, ‘processed meat’ is used as an umbrella term referring to both red meat and poultry products.
In this Report, processed poultry/red meat meal components are defined as chilled and frozen poultry and red meat which has been altered from its original carcass form and has been taken a stage further than cutting into portions or adding a marinade or sauce, and which are typically eaten as part of a main meal.
The market size given in the Report includes sales of the following:
- Bacon, sausages and burgers
- Coated poultry, including any poultry part or portion that has been coated, eg breaded, battered.
Other processed poultry and red meat products are also covered in the consumer research, including meatballs, cooked meat pieces and luncheon meat/corned beef.
Poultry includes chicken, turkey, duck and goose. Red meat includes beef, pork and lamb (including mutton).
Unprocessed poultry and red meat, defined as chilled and frozen primary cuts of red meat such as joints, steaks and chops, and poultry in whole bird or portion format, minced, diced and stewing meats, offal products such as liver, as well as red meat and poultry which has been marinated or glazed with a sauce are excluded from this Report.
Meat snacks are excluded from this Report and are covered in Mintel’s Crisps, Savoury Snacks and Nuts – UK – 2025 Report. Meat encased in pastry such as Cornish pasties or sausage rolls is excluded from this Report.
Sales via catering or foodservice establishments are excluded, although references and comparisons to these sectors may be made where relevant.
Value figures throughout this report are at retail selling prices (rsp) and include VAT unless stated otherwise. Market sizes at constant 2025 prices are devised using Mintel’s all items deflator.
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- Opportunities
- Elevate convenience proposition
- Help shoppers recreate foodservice experiences
- Look to social media and brand collaborations for flavour NPD
-
MARKET DYNAMICS
- Market size
- Market size and forecast
- Modest growth in 2025
- Graph 1: retail value sales of selected processed poultry and red meat main meal components, 2019-25
- Market forecast
- Price rises will fuel value growth over 2025-30
- Graph 2: market forecast for retail value sales of processed poultry and red meat main meal components, 2019-30
- Pressures on volumes ahead; price rises will prop up value growth
- Market segmentation
- Pressures on household finances help lower-cost options
- Graph 3: value retail sales of red meat main meal components and coated poultry, by segment, 2021-25
- Rising beef prices take a toll on burgers in 2025
- Market share
- Own-label leads, Heck gains in chilled sausages
- Graph 4: retail sales of leading brands in chilled sausages, by value, 2022/23-2024/25
- Market drivers
- Three in 10 see their finances as healthy
- Graph 5: the financial wellbeing index, 2016-25
- Cautious consumer spending lingers
- Graph 6: the financial confidence index, 2021-25
- Steep inflation in beef bolsters appeal of pork and poultry
- Graph 7: CPI index, selected food categories and restaurant meals, 2020-25
- Government confirms HFSS ad restrictions, delays implementation until January 2026
- Breaded poultry falls within HFSS restrictions, but burgers and sausages are outside the scope
- Two in three try to eat healthily all or most of the time
- Graph 8: how often people try to eat healthily, 2019-25
- Ultra-processed foods remain in the spotlight
- Population growth offers some support to processed meat
- Graph 9: population, by age, 2020, 2025 and 2030
- Sustainability remains pertinent
- Supermarkets step up chicken welfare commitments
- Reciprocal tariff-free quota deal with US and removal of the Export Health Certificates for exports to EU
-
WHAT CONSUMERS WANT AND WHY
- Usage of processed meat and poultry products
- Nine in 10 eat processed meat/poultry
- Graph 10: usage of processed meat products by type, 2025
- Age groups show stark differences in product choice
- Graph 11: usage of selected processed meat products by age, 2025
- Air-fryer-friendly and slow-cooked hold further potential amid focus on convenience
- Same-day use and quick preparation play a key role in driving processed meat choices
- Convenience leads in processed meat choices
- Short cooking time warrants more spotlight
- Slow-cooked can tap into everyday eating occasions
- Strong demand for air-fryer-suited processed meat, including premium options
- Elevate convenience to compete with foodservice
- Strong interest in hot, ready-to-heat and air-fryer-suited options
- Demand for precooked hot meat products
- Birds Eye makes an appearance at hot food counters
- Rotisserie products hold potential in ready-to-heat
- Restaurant trends support rotisserie
- Helping home cooks recreate restaurant meals remains pertinent
- Flavour innovation remains crucial
- Tap interest in exciting flavours, brand collaborations and social media
- Flavour NPD remains crucial but hotly competitive
- Look to social media for NPD flavour inspiration
- Brand collaborations hold untapped potential
- Birds Eye and Iceland offer inspiration
-
INNOVATION AND MARKETING TRENDS
- Launch activity and innovation
- Share of slow-cooked launches rises
- Graph 12: share of products referencing ‘slow-cooked’ in product description, in processed meat and poultry product launches, 2020-25
- Slow-cooked launches span from premium to everyday and from classic British to world food flavours
- Expansion in slow-cooked
- Air-fryer-friendly positioning takes centre stage
- NPD looks to capitalise on topical themes
- NPD continues to explore international flavours
- Chicken launches continue to explore fakeaways
- Leading brands expand with low-fuss processed meat products
- New brands move into processed meat
- Advertising and marketing activity
- Advertising expenditure increases in 2024
- Graph 13: total above-the-line, online display and direct mail advertising expenditure on processed poultry and red meat products*, 2021-25
- Richmond brings ‘Good Times’ to teatime
- Birds Eye spotlights how its frozen food ‘feeds greatness’
- Birds Eye’s ‘That’s a Recipe for a Life Well Fed’
- AHDB supports meat with two campaigns in early 2025
- Waitrose champions animal welfare with ‘check your chicken’
- Waitrose highlights Better Chicken Commitment
-
APPENDIX
- Supplementary data
- UK: retail sales of leading brands in chilled sausages, by value, 2022/23-2024/25
- UK: retail sales of leading brands in chilled sausages, by volume, 2022/23-2024/25
- UK: retail sales of leading manufacturers in chilled sausages, by value, 2022/23-2024/25
- UK: retail sales of leading manufacturers in chilled sausages, by volume, 2022/23-2024/25
- UK: retail sales of leading brands in bacon, by value and volume, 2022/23-2024/25
- UK: retail sales of leading manufacturers in bacon, by value and volume, 2022/23-2024/25
- UK: retail sales of leading brands in canned meats, by value, 2022/23-2024/25
- UK: retail sales of leading brands in canned meats, by volume, 2022/23-2024/25
- UK: retail sales of leading manufacturers in canned meats, by value, 2022/23-2024/25
- UK: retail sales of leading manufacturers in canned meats, by volume, 2022/23-2024/25
- Market forecast data and methodology
- Market forecast
- Market forecast and prediction intervals (value)
- Forecast methodology
- Forecast – note on US trade disruption
- Report scope and definitions
- Market definition
- Market definition (continued)
- Abbreviations and terms
- Consumer research methodology
- Nielsen Ad Intel coverage
Mintel: Market Intelligence Made Easier
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
For further information about our research and analysis methods, visit our helpdesk.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save up to 20% when you purchase multiple reports
Discount is applied directly at checkout
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
