2021
9
UK Processed Poultry and Red Meat Main Meal Components Market Report 2021
2021-11-19T03:11:17+00:00
OX1050525
2195
145350
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Report
en_GB
“The boost to processed meat/poultry meal components due to COVID-19 has been short-lived. The growing meat reduction trend fuelled by increased focus on health and the environment for many poses…

UK Processed Poultry and Red Meat Main Meal Components Market Report 2021

£ 2,195 (Excl.Tax)

Description

The UK Processed Poultry and Red Meat Main Meal Components market report identifies consumer attitudes towards processed meat, launch activity, and consumer behaviours in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the Processed Poultry and Red Meat Main Meal Components market in the UK. 

Current Market Landscape

The COVID-19 pandemic and the subsequent lockdowns saw a huge boost to at-home meal occasions, with increased cooking from home making the processed poultry and red meat market among the beneficiaries of this trend. The long-term increase in working from home will continue to lend support for the processed meat industry going forward.

  • Environmental concerns have prompted 45% of category users to limit/reduce the amount of processed meat they eat in the three months to August 2021.
  • 46% and 40% of red meat and poultry eaters respectfully trust products that advertise about how they are made and who made them more than products that don’t.

However, the impact of meat production on the environment and the increased consumer focus on health is going to fuel interest in sustainability credentials of brands, with the red meat segment in particular likely to face headwinds going forward.

Future Market Trends in Processed Poultry and Red Meat Main Meal Components

The meat reduction trend, be it health or environmentally motivated, will continue to curb people’s meat intake in the coming years. Processed meat is likely to be hit harder than processed meat, due to its image as being less healthy.

Highlighting and advertising production processes could help brands to de-mystify their products and foster quality perceptions. On-pack farmer pictures could also provide a more emotive narrative to that of faceless factor lines, as well as drawing on the nation’s willingness to support producers.

Read on to discover more details or take a look at all of our UK Food and Foodservice market research.

Quickly understand

  • The impact of COVID-19 on the processed poultry and red meat main meal components market.
  • Key trends in recent launch activity and opportunities going forward.
  • Factors prioritised by consumers when choosing a processed meat product.
  • Consumer behaviours and attitudes related to processed meat products.
  • Concepts of interest in processed meat products.

Covered in this report

Products: Bacon, sausages, burgers, coated poultry (breaded, battered), meatballs, cooked meat pieces, luncheon meat, corned beef, chicken, turkey, duck, goose, beef, pork, lamb (including mutton).

Brands: Iglo Foods Group (Birds Eye), Hain Daniels (Linda McCartney), Kerry Foods Group PLC (Richmond, Mattessons), Bernard Matthews, Marlow Foods (Quorn), Nestlé (Herta), Princes, Hornel Foods (Spam), Smithfield Foods (Pek), Asda, Artisan Finnebrogue, M&S, Rhug Estate, Sainsbury’s, Tesco, Waitrose, Harry Ramsden’s, Red’s True Barbecue, The Jolly Hog, The Jolly Hen, Heck, Aldi, Kepak UK, Capreolus, Lecale Harvest, Fileni, Charal, Helen Browning’s, Greenfield Natural Meat, Wholesome Meats, Be Good To Yourself, John West, Arla, Special K, Foster Farms, Gilbert’s, Le Clos.

Expert analysis from a specialist in the field

This report, written by XXXXXXXXXX, a leading analyst in the XXXXXXXX sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The boost to processed meat/poultry meal components due to COVID-19 has been short-lived. The growing meat reduction trend fuelled by increased focus on health and the environment for many poses a pressing threat to the market. Drawing attention to the essential nutrients these foods can provide can help to bolster their health credentials, whilst providing more details on the “how” and “who” of the farm to fork journey can help boost consumer trust.
Alice Pilkington
Food and Drink Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: Market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on processed poultry and red meat main meal components
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on processed poultry and red meat main meal components, 2021
    • The market
    • Processed poultry and red meat main meal components see significant boost from COVID-19 in 2020
    • 2021 sales fall as COVID-19 boost wanes
    • Market expected to fall back further in 2022
      • Figure 2: COVID-19 scenario value forecasts for processed poultry and red meat main meal components retail sales, 2016-26
    • Red meat main meal components unable to sustain COVID-19 sales boost; coated poultry flatlines
      • Figure 3: UK retail value sales of processed poultry and red meat main meal components, 2019-21
    • Processed poultry and red meat main meal components likely to be significantly affected by new HFSS regulations
    • Companies and brands
    • Own-label continues to dominate frozen category
      • Figure 4: Leading brands’ sales and shares in the UK retail frozen meat/poultry/meat-free components market, 2019/20-2020/1
    • Environmentally friendly packaging remains the top claim
    • Birds Eye targets restaurant-standard meals whilst foodservice brands continue to encroach on retail space
    • Birds Eye continues to lead adspend into 2021
    • The consumer
    • Processed meat products usage remains almost universal…
      • Figure 5: Usage of raw processed meat/poultry products, by type, 2020* and 2021**
    • …but most cooked/ready-to-eat processed meat products see boost
      • Figure 6: Usage of cooked/ready-to-eat meat/poultry products, by type, 2020* and 2021**
    • Britishness sparks interest but lacks standout
      • Figure 7: Choice factors in processed meat products, 2021
    • 45% limit processed meat for environmental concerns; 57% would choose less over healthier variants
      • Figure 8: Behaviours related to processed meat products, 2021
    • World cuisine flavours still hold potential
      • Figure 9: Concepts of interest in processed meat products, 2021
    • Knowing more can help boost consumer trust in processed meat
      • Figure 10: Attitudes towards processed meat products, 2021
  3. Issues and Insights

    • Hybrid products and emphasising sustainability credentials can help address environmental concerns
    • Locally-sourced meat and traceability hold opportunities
    • Essential nutrients within meat offer potential focus for healthier products
    • Knowing more can help boost consumer trust in processed meat
  4. Market Size and Performance

    • Impact of COVID-19 on processed poultry and red meat main meal components
      • Figure 11: Short-, medium- and long-term impact of COVID-19 on processed poultry and red meat main meal components, 2021
    • Processed poultry and red meat main meal components see significant boost from COVID-19 in 2020
    • 2021 sales fall as COVID-19 boost wanes
      • Figure 12: Retail value sales of processed poultry and red meat main meal components, 2016-21
  5. Market Forecast

    • Market expected to fall back further in 2022
      • Figure 13: Market forecast for retail value sales of processed poultry and red meat main meal components, 2021-26
    • Market drivers and assumptions
      • Figure 14: Key drivers affecting Mintel’s market forecast, 2015-25
    • Forecast methodology
  6. COVID-19 Scenario Performance

    • Mintel’s approach to predicting the impact of COVID-19
    • Fundamental differences in how COVID-19 is affecting consumer markets
    • The risk of vaccine-resistant strains of COVID-19 adds uncertainty
      • Figure 15: COVID-19 scenario value forecasts for processed poultry and red meat main meal components, 2016-26
    • A setback to the vaccination programme could extend social distancing into 2022
    • Mintel’s rapid recovery scenario indicates a further fall in sales in 2022
    • COVID-19 market disruption: risks and outcomes
      • Figure 16: Summary of Mintel scenario expectations and the impact on the foodservice market, 2021
  7. Market Segmentation

    • Red meat main meal components unable to sustain COVID-19 sales boost
      • Figure 17: Value retail sales of red meat main meal components, by segment, 2016-21
    • Coated poultry flatlines as people shift back from frozen to chilled
      • Figure 18: Value retail sales of frozen and chilled coated poultry, 2016-21
    • Additional segmentation
    • More at-home lunches continue to support cooked sliced meat/poultry
      • Figure 19: Value retail sales of cooked sliced meat/poultry, 2016-21
    • Canned meat’s COVID-19 success story is short-lived
      • Figure 20: Value retail sales of canned meat, 2016-21
  8. Market Drivers

    • Post-Brexit checks on food and farming imports delayed until July 2022
    • Labour shortages hit processed meat due to COVID-19 and Brexit
    • Temporary visa scheme for poultry workers introduced in September
    • ‘Pingdemic’ contributes further to labour shortage problem
    • Carbon dioxide shortage threatens food industry
    • UK strikes trade deal with Australia
    • US lifts ban on British lamb
    • HFSS food and drinks face new restrictions
    • Ban on HFSS food and drink volume and in-store promotions
    • Pre-9pm TV advertising ban could hit visibility of processed meat products
    • Processed poultry and red meat main meal components likely to be significantly affected by new regulations
    • On-pack nutrition label consultation proposed
    • UN report declares climate change is ‘code red for humanity’
    • Wrap report commends meat sector on waste reduction
    • Household incomes feel pressure from many fronts
    • New Health and Social Care tax increases National Insurance contributions
    • Increased universal credit during pandemic comes to an end
    • Food and energy prices rise
    • British Nutrition Foundation review emphasises nutrients that animal-sourced products provide
    • Meat reduction trend continues to gain pace
    • Meat reduction highest amongst younger demographics…
    • …but trend grows amongst older groups too
      • Figure 21: Limiting/reducing meat/poultry consumption and interest in doing so in future, by age, 2021
    • COVID-19 makes vegan/plant-based food and drink more appealing for some
  9. Market Share

    • Own-label continues to dominate frozen category
    • Continued value growth for Birds Eye and Richmond, supported by meat-free offerings
      • Figure 22: Leading brands’ sales and shares in the UK retail frozen meat/poultry/meat-free components market, 2018/9-2020/1
    • Herta and Mattessons continue to see value growth in chilled cooked sausage segment
      • Figure 23: Leading brands’ sales and shares in the UK retail chilled cooked sausages market, 2018/9-2020/1
    • Spam continues to gain in 2020/21
      • Figure 24: Leading brands’ sales and shares in the UK retail cold canned meats market, 2018/9-2020/1
  10. Launch Activity and Innovation

    • Environmentally friendly packaging remains the top claim
      • Figure 25: New product launches in the meat and poultry* category, by ethical claims, 2016-21
      • Figure 26: Recent example of a processed meat product calling out 100% recyclable tray, 2021
    • Some brands are stepping up their game with recycled plastic and cardboard
      • Figure 27: Artisan Finnebrogue calling out recyclable tray and use of 100% recycled plastic, 2021
      • Figure 28: Recent examples of premium meat products with cardboard trays, 2021
      • Figure 29: Recent examples of Asda and Sainsbury’s meat products using cardboard trays, 2020-1
    • Slow cooked ranges tap into world cuisine flavours
      • Figure 30: Recent examples of world cuisine slow cooked products, 2021
    • Richmond expands frozen collaboration with Iceland…
      • Figure 31: Example of Richmond’s new frozen offerings in collaboration with Iceland, 2021
    • …whilst Bernard Matthews expands Turkey Twizzlers into chilled aisle
      • Figure 32: Bernard Matthews chilled Turkey Twizzlers, 2021
    • Foodservice brands continue to encroach on retail space
      • Figure 33: Recent examples of foodservice brands expanding into the retail space, 2021
    • Processed meat central to new Jamie Oliver 123 Traybakes
      • Figure 34: Examples of processed meat products available in the Tesco & Jamie Oliver 123 Traybakes range, 2021
    • Birds Eye targets restaurant-standard meals…
    • …and expands successful Chicken Shop sub-range
      • Figure 35: Recent launches from Birds Eye Inspirations and Chicken Shop, 2021
    • Heck enters cooked meats and explores hybrid products
    • Jolly Hog moves into chicken for the first time
      • Figure 36: Recent innovation from Heck and Jolly Hog, 2021
    • High/added protein claims continue to grow
      • Figure 37: New product launches in the meat and poultry* category, with a high/added protein claim, 2016-21
      • Figure 38: Recent example of seasonal product launches from Asda with a high/added protein claim, 2021
  11. Advertising and Marketing Activity

    • Adspend unaffected by COVID-19 disruption in 2020
    • Birds Eye continues to lead adspend into 2021
    • Birds Eye spends big on the ‘Chicken Witch of the West’
      • Figure 39: Total above-the line, online display and direct mail advertising expenditure on processed poultry and red meat products, by leading advertisers, 2019, 2020 and Jan-Sept 2021
    • M&S advertises burgers within Fresh Market campaign
    • Richmond encourages people to find a new favourite from the nation’s favourite
    • Team Heck dances into 2021
    • Nielsen Ad Intel coverage
  12. Impact of COVID-19 on Consumer Behaviour

    • Processed meat sales fall back despite ongoing COVID-19 restrictions in 2021
    • No sign of increased focus on health abating
    • Increased cooking from scratch remains a key consumer trend
    • Long-term focus on sustainability predicted
    • Working from home provides long-term opportunity
    • Pandemic sees significant changes in grocery shopping habits
  13. Usage of Processed Meat and Poultry Products

    • Processed meat products usage remains almost universal…
      • Figure 40: Usage of raw processed meat/poultry products, by type, 2020* and 2021**
    • …but most cooked/ready-to-eat processed meat products see boost
      • Figure 41: Usage of cooked/ready-to-eat meat/poultry products, by type, 2020* and 2021**
  14. Choice Factors in Processed Meat Products

    • Britishness sparks interest but lacks standout
      • Figure 42: Choice factors in processed meat products, 2021
    • Calling out specific regions and farms can tap into localism focus brought about by COVID-19
      • Figure 43: Recent examples of premium processed meat products calling out regional origin, 2021
      • Figure 44: Recent European processed meat launches calling out where the meat is from or where they are made, 2021
    • Interest in traceability points to opportunities to go beyond Britishness to drive standout
      • Figure 45: M&S Food calling out traceability and British sourcing on premium and standard variants, 2021
    • One in five would be won over by details on how the animals are kept
    • Confusion around ethical certifications shows need to make them more tangible
      • Figure 46: Recent examples of premium processed meat products giving welfare details on back/side-of-pack, 2021
      • Figure 47: Recent examples of processed meat products featuring higher welfare credentials on front-of-pack messaging, 2021
  15. Behaviours Related to Processed Meat Products

    • 45% limiting their processed meat because of environmental concerns
      • Figure 48: Behaviours related to processed meat products, 2021
    • Hybrid products can help brands tap into meat reduction
      • Figure 49: Heck positioning 60/40 range as an ‘all-in-one’ solution, 2021
    • Exploring carbon offsetting will become more pressing
      • Figure 50: Recent international examples of products calling out carbon neutrality and sequestering, 2021
    • 57% would prefer to eat processed meat less often than healthier versions
    • Ongoing opportunities for healthier products
      • Figure 51: Examples of healthier versions of processed meat products, 2018-21
    • British Nutrition Foundation review highlights the essential nutrients meat provides
    • Calling out other nutrients can boost health halo and create standout
      • Figure 52: John West Immunity Tuna Steak with Spring Water calling out vitamin C content, 2021
      • Figure 53: Recent examples of products calling out balanced nutritional credentials in milk and breakfast cereals, 2020
  16. Concepts of Interest in Processed Meat Products

    • World cuisine flavours still hold potential for category
      • Figure 54: Concepts of interest in processed meat products, 2021
    • Foodservice trends can continue to provide flavour inspiration…
      • Figure 55: Recent UK and US examples of Middle Eastern and Korean style processed meat products, 2021
    • …and help to target increasingly significant WFH lunch occasion
      • Figure 56: Recent international examples of single portion packs with unusual marinades/flavours, 2020-1
  17. Attitudes towards Processed Meat Products

    • Knowing more can help boost consumer trust in processed meat
    • Higher interest amongst younger demographics
      • Figure 57: Attitudes towards processed meat products, 2021
    • Spelling out processes can help to de-mystify these products
      • Figure 58: Birds Eye explaining its ingredients on-pack, 2021
      • Figure 59: Recent UK and Italian examples of processed meat products explaining the processes used to make them, 2020-1
    • On-pack farmer pictures can help to humanise the processes behind products
      • Figure 60: Rare example of an on-pack picture of a farmer, 2021
      • Figure 61: Recent international examples of on-pack pictures of butchers, 2019-21
    • Producer pictures can also boost “feel-good” factor of buying British
  18. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  19. Appendix: Central Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 62: Market forecast and prediction intervals for UK value retail sales of processed poultry and red meat main meal components, 2021-26
    • Market drivers and assumptions
      • Figure 63: Key drivers affecting Mintel’s market forecast, 2021-26
    • Forecast methodology
  20. Appendix: COVID Scenario Performance Methodology and Assumptions

    • Scenario performance
      • Figure 64: Scenario performance for value retail sales of processed poultry and red meat main meal components, 2016-26
    • Rapid COVID recovery, central and extended COVID disruption scenarios outline
    • Scenario methodology
  21. Appendix – Market Share

      • Figure 65: Leading brand owners’ sales and shares in the UK retail frozen meat/poultry/meat-free components market, 2018/19-2020/1
      • Figure 66: Leading brand owners’ sales and shares in the UK retail chilled cooked sausages market, 2018/19-2020/1
      • Figure 67: Leading brand owners’ sales and shares in the UK retail cold canned meats market, 2018/19-2020/1

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