2022
9
UK Processed Poultry and Red Meat Main Meal Components Market Report 2022
2022-10-21T04:08:22+01:00
OX1102607
2195
156735
[{"name":"Meat and Fish","url":"https:\/\/store.mintel.com\/industries\/food\/meat-fish"}]
Report
en_GB
“Although the income squeeze will prompt trading down in the market, against a strong 2021 and given trading down within the market, sales will fall in 2022. Calling out how…

UK Processed Poultry and Red Meat Main Meal Components Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Processed Poultry and Red Meat Market Report identifies consumers’ attitudes towards processed meat and poultry, the frequency of use and the impact of the cost of living on the processed meat market. This report covers the UK processed meat market size, market forecast, market segmentation and processed poultry meat market trends.   

 

Current Processed Meat Market Landscape

Household incomes are being squeezed in 2022, particularly with rising prices across food and drink. The processed meat market has been one of the categories hardest hit by food price increases, with pork being the worst hit, bringing this market under particular scrutiny. Trading down within the processed meat market will help limit switching out of the category even as it faces steep inflation.

 

Processed Meat Market Size and Processed Poultry Meat Market Trends

As the meat substitute market continues to develop and more free-from diets become further normalised, this will put downward pressure on volume sales of the processed meat market in the long term.

The cost of living crisis represents a potential barrier to restaurant visits, something which the processed poultry meat market can capitalise on. With more at-home meal occasions, there is considerable interest in meal kits among processed meat eaters who want to see more products that help them replicate restaurant or takeaway experiences at home.

  • Processed meat market size: Value sales of red meat main meal components have continued to fall in 2022 to £2,439m.
  • Processed meat market share: Birds eye is the leading brand in the UK frozen processed meat market with an estimated £204m retail value sales.
  • 96% of meat eaters have consumed processed meat of any kind in the last three months.
  • 60% of the UK’s carnivores are trying to eat less processed meat.

 

Future Processed Meat Market Trends

The ongoing meat reduction trend and increased focus on healthy eating will pose long-term challenges for the processed meat market. Interest in hybrid meat and veg products and products which are fried in less oil point to ways in which brands in the processed meat market can remain on people’s menus.

To discover more about the UK Processed Poultry and Red Meat Market Report 2022, read our UK Meat Substitutes Market Report 2022, or take a look at our Meat, Fish and Eggs Market Research Reports.

 

Quickly Understand

  • Usage of processed poultry and red meat main meal components
  • The impact of the rising cost of living and how it affects consumer habits within the processed meat market.
  • Opportunities for the processed meat market during the income squeeze
  • Consumer behaviours and attitudes related to the processed poultry meat market.
  • Concepts of interest in the processed poultry meat market.
  • Attributes associated with selected processed meat products.
  • Explores processed meat market size.

 

Covered in this Report

Products: Red meat (beef, pork, lamb), poultry (chicken, turkey, duck and goose).
Brands: 
Igloo Foods Groups (Birds Eye), Kerry Group (Richmond, Mattessons), Bernard Matthews, Nestlé (Herta), Smithfields Foods (Mortliny, Pek), Princes, Hornel Foods (Span), M&S, Waitrose & Partners, Naked, I Love BCN, The Jolly Hog, Iceland, The Black Farmer, Yutaka, Chiquito, The Tigers Kingdoms, Gressingham, Tesco, Lean & Greens, Waitrose, TGI, Sainbury’s, Kepak, Simon Howie Family Butcher, Heck.

 

Expert Analysis from a Specialist in the Food Industry

This report, written by Alice Pilkington, a leading analyst in the food sector, delivers in-depth commentary and analysis to highlight current trends in the processed meat market and add expert context to the numbers.

Although the income squeeze will prompt trading down in the processed meat market, against a strong 2021 and given trading down within the market, sales will fall in 2022. Calling out how to use processed meat in place of unprocessed meat cuts will chime. Meat reduction poses a long-term threat, but interest in hybrid meat and veg products shows scope to keep users engaged.”

Alice Pilkington
Food and Drink Research Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for processed poultry and red meat main meal components
      • Figure 1: Category outlook, 2022-27
    • The market
    • Processed poultry and red meat main meal components’ value sales continue on downward trajectory in 2022
    • Income squeeze will provide processed meat market with limited support
    • Return of foodservice competition, long-term focus on health and flexitarian trend will pose headwinds for volume sales from 2024
      • Figure 2: Market forecast for retail value sales of processed poultry and red meat main meal components, 2017-27
    • Universal decline across red meat main meal components in 2022; coated poultry returns to growth
      • Figure 3: UK retail value sales of processed poultry and red meat main meal components, by segment, 2020-22
    • Companies and brands
    • Own-label extends its lead in frozen category; leading brands hit in 2021/22
      • Figure 4: Leading brands’ sales in the UK retail frozen meat/poultry market, 2020/21-2021/22
    • Launch activity within hybrid meat and veg products ramps up in 2021 and 2022
    • Adspend sees boost in 2021
    • The consumer
    • Raw processed meat products enjoy almost universal usage
      • Figure 5: Usage of raw processed meat/poultry products, by type, 2020*, 2021** and 2022***
    • Repertoires within cooked/ready-to-eat meat continue to expand in 2022
      • Figure 6: Usage of cooked/ready-to-eat processed meat/poultry products, by type, 2020*, 2021** and 2022***
    • Strong interest in ideas for using processed meat in place of unprocessed cuts; opportunities for restaurants to tap into meal kit interest
      • Figure 7: Behaviours related to processed meat products, 2022
    • Calling out healthier cooking processes can boost image of processed meat
      • Figure 8: Concepts of interest in processed meat products, 2022
    • Frozen products suffer from poor evening-in perceptions; a third find hybrid products more appealing than meat substitutes
      • Figure 9: Attitudes towards processed meat products, 2022
    • Breaded/battered products and luncheon meat should call out suitability for swapping with unprocessed cuts
      • Figure 10: Attributes associated with selected processed meat products, 2022
  3. Issues and Insights

    • Cost-of-living crisis will provide limited support to processed meat
    • Ideas for using processed meat in place of unprocessed cuts will chime during the income squeeze
    • Opportunities for restaurants to tap into interest in processed meat meal kits
    • A third find hybrid products more appealing than meat substitutes
  4. Market Size and Performance

    • Processed poultry and red meat main meal components value sales continue on downward trajectory
      • Figure 11: UK retail value sales of processed poultry and red meat main meal components, 2017-22
  5. Market Forecast

    • The five-year outlook for processed poultry and red meat main meal components
      • Figure 12: Category outlook, 2022-27
    • Income squeeze will offer limited support to the market
    • Return of foodservice competition, long-term focus on health and flexitarian trend will provide headwinds for volume sales from 2024
      • Figure 13: Market forecast for retail value sales of processed poultry and red meat main meal components, 2017-27
    • Learnings from the last income squeeze
    • Forecast methodology
  6. Market Segmentation

    • Universal decline across red meat main meal components in 2022
      • Figure 14: Value retail sales of red meat main meal components, by segment, 2017-22
    • Coated poultry returns to growth in 2022
      • Figure 15: Value retail sales of frozen and chilled coated poultry, 2017-22
    • Additional segmentation
    • Cooked/sliced meat value sales fall back
      • Figure 16: Value retail sales of cooked sliced meat/poultry, 2017-22
    • Inflation drives value growth for canned meat in 2022
      • Figure 17: Value retail sales of canned meat, 2017-22
  7. Market Drivers

    • Household incomes under pressure on several fronts
    • Changes to tax/energy support
    • Consumers’ financial wellbeing has fallen from the highs of 2021 …
      • Figure 18: Household financial wellbeing index, 2016-2022
    • … and most people are feeling the effects of price rises
    • Meat seeing some of the biggest price increases
      • Figure 19: Consumer Price Index annual rate for poultry, pork, beef and veal, other meats and food, Jan 2015- July 2022
    • Ukraine conflict adds to soaring meat production costs
    • Collapse in Chinese exports prompts retailers to announce support for pig farmers
    • Post-Brexit checks on imports delayed for the fourth time
    • Delay criticised by the NFU and British Veterinary Association
    • EU-UK veterinary agreement proposed to reduce Northern Ireland Protocol issues
    • Shortage of foreign workers still significantly impacting meat industry
    • Health remains a key focus for consumers
    • AHDB brings back We Eat Balanced campaign in 2022
    • HFSS volume promotions ban postponed until October 2023
    • 2024 salt reduction targets still in place
    • On-pack nutrition label consultation proposed
    • Sustainability predicted to be a higher priority going forward
    • Flexitarian trend presents long-term threat to meat markets
    • AHDB calls out low carbon footprint, Morrisons announces sustainability incentive for livestock farmers
    • Drought affects cattle weights in Southern England
    • Decline in under-15s will threaten volume sales in the next five years
      • Figure 20: Trends in UK population, by age, 2016-21 and 2021-26
  8. Market Share

    • Own-label extends its lead in frozen category, leading brands hit in 2021/22
      • Figure 21: Leading brands’ sales and shares in the UK retail frozen meat/poultry market, 2019/20-2021/22
    • Own-label extends its lead in chilled cooked sausage segment
      • Figure 22: Leading brands’ sales and shares in the UK retail chilled cooked sausages market, 2019/20-2021/22
    • Princes declines ahead of cold canned meats market
      • Figure 23: Leading brands’ sales and shares in the UK retail cold canned meats market, 2019/20-2021/22
  9. Launch Activity and Innovation

    • Environmentally-friendly packaging claims shoot up
      • Figure 24: Share of new launches in the meat and poultry* category, by ethical claims, 2017-22
    • Red Tractor and retailers’ assurance schemes are most common animal welfare indications
      • Figure 25: Recent product launches in meat and poultry category with ethical animal-related claims, 2022
    • Finnebrogue Artisan leads the way on implementing eco-score, Heck rolls out carbon footprint labels
      • Figure 26: Finnebrogue Artisan implements eco-score, 2021-22
    • I Love BCN launches campaign to support British farmers …
    • … whilst Jolly Hog partners with FareShare in new ham products
      • Figure 27: Recent examples of launches calling out support for farmers and charities, 2022
    • Seasonal and world cuisine flavours continue to be explored
      • Figure 28: Recent examples of processed meat products with seasonal flavours, 2022
    • Birds Eye expands frozen chicken offering with Mexican and Italian-inspired filled grills
    • Yutaka and Chiquito extend into processed meat
      • Figure 29: Yutaka and Chiquito extend into processed meat products, 2022
    • Taste the Difference and M&S Food call out chefs and master curers
      • Figure 30: Taste the Difference and M&S Food call out chef-inspired recipes and master curings, 2021-22
    • Wild boar and duck seen in burgers
      • Figure 31: Less explored meats extending into familiar burger format, 2022
    • Premium sausage brand Heck launches value-tier brand
      • Figure 32: Richmond unveils new packaging design, 2022
    • Launch activity within hybrid meat and veg products ramps up
    • Tesco starts to push Meat & Veg range more actively
    • Waitrose prominently targets flexitarian in new Eat Flexi line
      • Figure 33: Recent launches of hybrid meat and vegetable products, 2021-22
    • Convenient formats of beef brisket add value by saving people time
      • Figure 34: Recent examples of ready-to-heat beef brisket products, 2022
    • Asda launches Bolognese Kit
      • Figure 35: Asda Beef Bolognese Kit – UK, 2021
  10. Advertising and Marketing Activity

    • Adspend sees boost in 2021
      • Figure 36: Total above-the line, online display and direct mail advertising expenditure on processed poultry and red meat products*, by leading advertisers, 2020-2022
    • Richmond maintains its ‘New Favourite’ campaign in 2022 …
    • … whilst Birds Eye continues to support Chicken Dippers
    • M&S draws attention to Slow Cooked Rib of Beef in The Collection advert
    • Finnebrogue celebrates ‘Better Naked’ brand refresh with new TV campaign
    • Heck collaborates with Heinz to celebrate BBQ season
    • Nielsen Ad Intel coverage
  11. Usage of Processed Meat and Poultry Products

    • Raw processed meat products enjoy almost universal usage
    • Traditional products don’t appeal to young as much as older
      • Figure 37: Usage of raw processed meat/poultry products, by type, 2020*, 2021** and 2022***
    • Repertoires within cooked/ready-to-eat meat continue to expand
      • Figure 38: Usage of cooked/ready-to-eat processed meat/poultry products, by type, 2020*, 2021** and 2022***
  12. Behaviours Related to Processed Meat Products

    • Strong interest in ideas for using processed meat in place of unprocessed cuts
      • Figure 39: Behaviours related to processed meat products, 2022
    • Shelf barkers will help to raise awareness in-store
    • Meal kits and cooking sauces can tap this interest by calling out pairing with processed meat products
      • Figure 40: Chicken Tonight One Pan Sauce calls out suitability for use with sausage or meatballs, 2021
    • Meal kits to make you own processed meat product appeal to 46%
    • Processed meat meal kits are currently rare
      • Figure 41: Recent examples of meal kits which contain ready-made processed meat products, 2021-22
    • Opportunity for restaurant brands to cushion impact of income squeeze through meal kits
      • Figure 42: Nando’s expanded retail range and Asda Piri Piri Chicken ‘fakeaway’ meal, 2020-21
    • Burger restaurant Burger&Beyond offers cues for foodservice brands
  13. Concepts of Interest in Processed Meat Products

    • Calling out healthier cooking processes can boost image of processed meat
      • Figure 43: Concepts of interest in processed meat products, 2022
    • Few processed meat products call out healthier cooking processes
      • Figure 44: Recent UK and international examples of processed meat products calling out how they can be cooked in an air fryer, 2022
    • Tyson Air Fried line demonstrates how to tap into interest in healthier cooking processes more actively
      • Figure 45: Tyson Air Fried parmesan chicken bites, 2021
    • ‘Baked not fried’ claim familiar from snacks holds potential in meat
      • Figure 46: Recent examples of savoury snacks calling out they are ‘baked not fried’, 2022
    • 26% would like to see more products suited for a slow cooker
      • Figure 47: International examples of products calling out suitability for slow cooker, 2019-20
  14. Attitudes towards Processed Meat Products

    • Frozen products suffer from poor evening-in perceptions
      • Figure 48: Attitudes towards processed meat products, 2022
    • Chilled processed meat products at considerable advantage when it comes to evening-in occasion
      • Figure 49: Examples of premium processed meat products in M&S Food Collection range, 2022
    • Restaurant branding can boost associations with evening-in occasion
      • Figure 50: Recent examples of frozen products from restaurant brands, 2021-22
    • ‘Gourmet’ positioning is currently under-explored in processed meat products
      • Figure 51: Recent examples of ‘gastro’ positioning in frozen fish and potato products, 2021-22
    • A third find hybrid products more appealing than meat substitutes
    • Hybrid products have met with mixed success in the past
    • Hybrid products should avoid processed image that meat substitutes suffer from
      • Figure 52: Lean & Greens calling out that its chicken & plant sausages are ‘rich in plant’, 2022
    • Hybrid products can help those not willing to give up meat entirely at dinner who want to reduce processed meat
  15. Attributes Associated with Selected Processed Meat Products

    • More evenings in due to income squeeze point to opportunities for burgers and breaded/battered meat products
    • Frozen meal bundles can elevate how frozen processed meat products are viewed
      • Figure 53: Attributes associated with selected processed meat products, 2022
    • Breaded/battered products and luncheon meat should call out suitability for swapping with unprocessed cuts
  16. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  17. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 54: Market forecast and prediction intervals for UK value sales of breakfast cereals, 2022-27
    • Market drivers and assumptions
    • Forecast methodology
  18. Appendix – Market Share

      • Figure 55: Leading brand owners’ sales and shares in the UK retail frozen meat/poultry market, 2019/20-2021/22
      • Figure 56: Leading brand owners’ sales and shares in the UK retail chilled cooked sausages market, 2019/20-2021/22
      • Figure 57: Leading brand owners’ sales and shares the UK retail cold canned meats market, 2019/20-2021/22

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