Burgers - UK - August 2010
Report description
This report covers burgers sold through retail outlets for consumption at home. Meat burgers include products the prime protein constituent of which is beef, lamb, pork, chicken, turkey or fish, while meat-free burgers are those made primarily of meat substitutes or vegetable matter. These substitutes include for example Quorn soya and tofu.
* New premium burgers could have marked potential to tap into the pool of 19m adults who report being willing to pay more for burgers with high quality ingredients (eg venison).
* Unusual and ‘exciting’ meats or toppings can help manufacturers attract the nearly 13m adults who look for more adventurous or exotic burgers.
* Credible transparency combined with quality can provide a route for burgers to differentiate themselves in the market, to attract the nearly 16m adults who doubt the quality of pre-prepared burgers.
* Cross-promoting burgers with more 'gourmet-style' toppings and combinations thereof can find resonance among the 19m people who see quality toppings as key to making a burger special.
* Burgers targeted as suitable for the nutrition requirements of young children, eg in terms of salt and energy content, could find demand among the four in five parents of 3.8m under fives concerned about the healthiness of burgers.
* The ‘treat’ dimension of burgers appears underdeveloped. Half of adults like to treat themselves to indulgent foods, yet only one in four that eat burgers choose them as a treat, suggesting potential to grow usage by positioning burgers as a treat.
Table of contents
Key themes
Definitions
Abbreviations
Market in Brief
Burger category to grow by 26% between 2010-15
Image of fast food improving
Demographic changes bring challenges and opportunities
Private labels and ‘no nasties’ top in NPD
Meat-free worth 10% of the market
Four in five adults eat burgers
Burgers enjoy strong value image
Internal Market Environment
Key points
Image of fast and frozen food improving
Figure 1: Agreement with lifestyle statements, 2005-09
Indulgence gains in recession
Figure 2: Agreement with statements on healthy eating and dieting, 2005-09
Domestic leads, organic flags
Figure 3: Agreement with statements on ethical food and food provenance, 2005-09
Half the nation are keen cooks
Figure 4: Agreement with statements on cooking, 2005-09
One in seven ‘eliminate’ meat
Figure 5: Agreement with statements on avoiding meat and vegetarianism, 2005-09
High food inflation sees shoppers scrutinise spending
Figure 6: Retail Price Index of various food items from January 2005-May 2010
Broader Market Environment
Key points
The barbecue occasion
Figure 7: UK mean summer temperature, rainfall days and sunshine, 2004-09
Figure 8: Ownership of barbecues, 2005-09
Burgers must polish their image to appeal to ABs
Figure 9: Changes in adult population, by socio-economic group, 2010-15
Growth of 25-34-year-olds can fuel value growth
Figure 10: Trends in the age structure of the UK population, 2005-15
Competitive Context
Key points
Burgers compete with burger bars and red meat alike
Figure 11: Performance of selected markets competing with burgers, 2005-10
Fast food restaurants
Figure 12: Adults who get takeaway from or eat in at burger bars, 2005-09
Sausages
Red meat
Strengths and Weaknesses
Strengths
Weaknesses
Market Size and Forecast
Key points
Growth to nearly £700 million forecast for burgers
Figure 15: UK retail value sales of burgers, and index of growth, 2005-15
Figure 16: UK retail volume and value sales of burgers, current and constant prices, 2005-15
Meat burgers benefit in recession
Rising value expected to drive growth
Figure 17: UK retail value sales of meat burgers and grills, current and constant prices, 2005-15
Slow growth in mature meat-free segment
Meat-free to gather speed in current terms
Figure 18: UK retail value sales of meat-free burgers and grills, current and constant prices, 2005-15
Factors used in the forecast
Segment Performance
Key points
Beef still dominates burgers
Figure 19: UK retail sales of meat burgers, by primary meat type, by value, 2005-09
Frozen slowly losing share
Figure 20: UK retail sales of burgers, by format, 2005-09
Key points
Birds Eye still captures half the frozen segment
Figure 21: Brand shares of frozen meat burgers and grills, by value, 2005-09
Own-label dominates in chilled
Figure 22: Brand shares of chilled meat burgers and grills, by value, 2009
Quorn retains top spot in meat-free
Figure 23: Brand shares of meat-free burgers and grills, by value, 2005-09
Companies and Products
Major players
Birds Eye
Grampian Country Food Group (VION UK)
Irish Food Processors (IFP)
Kepak
Premier Foods
Brand Communication and Promotion
Key points
Absence of brands leads to low and volatile ad spend
Figure 24: Topline adspend in the UK burger market, 2005-09
Figure 25: Adspend in the UK burger market, by media type, 2007-09
Price and on-pack promotions support burgers
Grocers push up spend in 2008
Figure 26: Adspend in the UK burger market, by advertiser and brand, 2007-09
Channels to Market
Key points
Multiple grocers dominate the burger market
Figure 27: UK retail value sales of burgers, by type of outlet, 2005-09
Consumer – Burger Usage
Key points
Four in five adults eat burgers
Figure 28: Burgers eaten in the last 12 months, by type, April 2010
Frozen leads in burgers
Figure 29: Demographic groups the most likely to eat burgers, by type, April 2010
Beef holds a strong lead in burgers
Figure 30: Burgers eaten in the last 12 months, by type of meat/meat-free, April 2010
Consumer – Burger Occasions
Key points
Burgers make a convenient meal
Figure 31: Occasions for which burgers were prepared/eaten in the last 12 months, April 2010
Burger occasions by demographic groups
Figure 32: Demographic groups the most likely to eat burgers, by occasion, April 2010
Figure 33: Demographic groups the most likely to eat burgers, by occasion, April 2010 (continued)
Two in five limit burgers to one use only
Figure 34: Repertoire of occasions for which burgers were prepared/eaten in the last 12 months, April 2010
Appendix – Internal Market Environment
Figure 38: Attitudes towards cooking and organic/free range/domestic food, by demographics, 2009
Figure 39: Attitudes towards scratch-cooking and healthy food, by demographics, 2009
Figure 40: Attitudes towards frozen food and eating meat, by demographics, 2009
Appendix – Broader Market Environment
Figure 41: Ownership of barbecues, by demographics, 2009
Appendix – Consumer – Burger Usage
Figure 42: Burgers eaten in the last 12 months, by type, April 2010
Figure 43: Types of burgers eaten in the last 12 months, by type of meat/meat-free, April 2010
Figure 44: Burgers eaten in the last 12 months, by type, by demographics, April 2010
Figure 45: Types of burgers eaten in the last 12 months, by type of meat/meat-free, by demographics, April 2010
Figure 46: Fresh shop-bought burgers eaten in the last 12 months, by type of meat, by demographics, April 2010
Figure 47: Frozen shop-bought burgers eaten in the last 12 months, by type of meat/meat-free, by demographics, April 2010
Figure 48: Home-made burgers eaten in the last 12 months, by type of meat/meat-free, by demographics, April 2010
Appendix – Consumer – Burger Occasions
Figure 49: Occasions burgers were prepared for/eaten at in the last 12 months, April 2010
Figure 50: Most popular occasions burgers were prepared for/eaten at in the last 12 months, by demographics, April 2010
Figure 51: Next most popular occasions burgers were prepared for/eaten at in the last 12 months, by demographics, April 2010
Figure 52: Repertoire of occasions burgers were prepared for/eaten at in the last 12 months, by demographics, April 2010
Figure 53: Occasions burgers were prepared for/eaten at in the last 12 months, by repertoire of occasions, April 2010
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United Kingdom (in Europe)
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