Pies and Pasties - UK - July 2010
Report description
About this report
* As a good value and filling meal option, the pies & pasties category has performed well suring the recession with value sales climbing by 5.2% between 2007 and 2009 to reach an estimated £941m in 2009
* An opportunity exist to grow the market by increasing frequency of consumption among the 43% of 34 milion consumers of pies and pasties who are eating them once a month or less
* With tightening budgets and relatively less disposable income, 71% of consumers agree that pies and pasties make a cheap and filling meal
* Competition from other convenience foods, such as pizzas, ready meals and ready-to-cook foods, should force more manufacturers of pies and pasties to focus on finding new points of differentiation by promoting the provenance of their ranges, as well as the quality of ingredients they use
* Just over 16m consumers prefer branded pies and pasties, yet 10m agree that own label varieties taste no different from the branded options
* Consumers are ‘creatures of habit’ when it comes to buying pies and pasties - only two fifths are adventurous enough to be trying out different flavoured pies and pasties
Table of contents
Issues in the Market
Key themes
Definition
Abbreviations
Market in Brief
Positive value sales growth
Category performance
Mobile food
What the consumer wants
Internal Market Environment
Key points
A snacking society
Figure 1: Trends in attitudes towards snacking, 2005-09
Favourite snack choices
Figure 2: Top 10 snacks eaten between meals, March 2010*
“You are what you eat”
Figure 3: Agreement with selected lifestyle statements, 2005-09
Family dining habits
Figure 4: Trends in attitudes towards snacking, 2005-09
Home cooking back in favour
Figure 5: Agreement with selected lifestyle statements, 2005-09
A desire for the authentic
Figure 6: Agreement with selected lifestyle statements, 2005-09
Broader Market Environment
Key points
Rising commodity prices
Figure 7: Retail Price Index: food categories, January 2006-March 2010
Protecting food status
Demographic changes 2005-15
Figure 8: Trends and projections in the UK population (000s), by age group, 2005-15
ABs set to experience growth but DEs decline
Figure 9: Socio-economic profile of the UK population, 2005-15
On the road
Figure 10: Average trip duration for work in the UK, 1995/97-2008
Competitive Context
Key points
Competition as a meal
A convenient solution
Figure 11: Market sizes of different competitive markets, 2005-10
Pizza
Figure 12: Usage of ready meals, pizzas, instant savoury snacks and ready to eat salads, and pasta and noodles, 2005-09
Ready meals
Ready to cook
Snacking competition
Sandwiches dominate
Pies and pasties struggle with space
Strengths and Weaknesses
Strengths
Weaknesses
Market Size and Forecast
Key points
Economic downturn favours sales
Figure 17: Sales of pies and pasties, by value, 2005-10
“Traditional fare”
Growing the category
Challenges and opportunities
Future growth
Figure 18: Forecast sales of the UK pies and pasties market, by value, 2005-15
Factors used in the forecast
Segment Performance
Key points
Pre-packed ranges dominate sales but frozen offers a cheaper alternative
Figure 19: Market size of pies and pasties, by type, 2008-10
Greggs expansion plans to grow sales
The appeal of pies and pasties
Figure 20: Retail value sales of chilled pies and pasties market, by segment, 2008 and 2010
Not yet frozen out the market
Figure 21: Retail value sales of frozen pies and pasties market, by segment, 2008 and 2010
Figure 22: Agreement with statement “I have switched from fresh/chilled products to dried/tinned/frozen variants”, January 2009-June 2010
Companies and Products
Figure 23: Leading companies in the pies and pasties market and their brands*, May 2010
Major players
Birds Eye Limited
Figure 24: New products launched by Birds Eye in the pies and pasties market in the UK, January 2008-April 2010
Ginsters
Figure 25: New products launched by Ginsters in the pies and pasties market in the UK, January 2008-April 2010
Greggs plc
Figure 26: New products launched by Greggs in the pies and pasties market in the UK, January 2008-April 2010
Kerry Foods
Figure 27: New products launched by Kerry Foods in the pies and pasties market in the UK, January 2008-April 2010
Northern Foods
Figure 28: New products launched by Northern Foods in the pies and pasties market in the UK, January 2008-April 2010
Pork Farms Limited
Figure 29: New products launched by Pork Farms in the pies and pasties market in the UK, January 2008-April 2010
Premier Foods
Figure 30: New products launched by Premier Foods in the pies and pasties market in the UK, January 2008-April 2010
Dickinson & Morris
Figure 31: New products launched by Dickinson & Morris in the pies and pasties market in the UK, January 2008-April 2010
Brand Communication and Promotion
Key points
Advertising spend kept low
Figure 44: Main monitored media spend on pies and pasties, 2007-09
A category driven by promotions
Ginsters leads the pack
Figure 45: Main monitored media spend on pies and pasties, by manufacturer and retailer, 2007-09
Channels to Market
Key points
Grocery multiples dominate sales
Figure 46: UK retail sales of pies and pasties, by outlet, 2008-10
Greggs continues its expansion
The Consumer – Pies and Pasties Choices
Key points
Figure 47: Pies and pasties made-up of meat or vegetable oil eaten in the last 12 months, April 2010
Who is eating pies and pasties?
Figure 48: Consumer pies and pasties preferences, by demographic group, April 2010
Consumers face multiple choices
Figure 49: Repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Figure 50: Repertoire of pies and pasties, by type of pie or pasty eaten in the last 12 months, April 2010
The Consumer – Pie and Pasty Consumption Occasions
Key points
Monthly fuel
Figure 51: Frequency of eating pies and pasties, April 2010
A more regular pie eating habit
Figure 52: Most likely place and time for eating pies and pasties, April 2010
A lunchtime favourite
A tale of two snackers
Figure 53: Profile of consumers snacking on pies and pasties, April 2010
Developing the breakfast occasion
Appendix
Advertising data
Appendix – Internal Market Environment
Figure 56: Popular snacks eaten between meals, March 2010*
Figure 57: Popular snacks eaten between meals, by demographics, March 2010
Figure 58: Next most popular snacks eaten between meals, by demographics, March 2010
Figure 59: Popular snacks eaten between meals, by demographics, March 2010
Figure 60: Popular snacks eaten between meals at home, by demographics, March 2010
Figure 61: Popular snacks eaten between meals at home, by demographics, March 2010
Figure 62: Popular snacks eaten between meals at home, by demographics, March 2010
Figure 63: Popular snacks eaten on the go, by demographics, March 2010
Figure 64: Popular snacks eaten on the go, by demographics, March 2010
Figure 65: Trends in cooking style, May 2009-Apr 2010
Figure 66: Trends in cooking habits, May 2009-Apr 2010
Appendix – Market Value and Forecast
Figure 67: Issues that are concerning consumers, June 2009-June 2010
Appendix – Brand Communication and Promotion
Figure 68: Total advertising spend on Birds Eye products, 2007-09
Appendix – The Consumer – Pies and Pasties Choices
Figure 69: Pies and pasties made up of meat or vegetables in the last 12 months, by demographics, April 2010
Figure 70: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by demographics, April 2010
Figure 71: Pies and pasties made up of meat or vegetable oil eaten in the last 12 months, by demographics, April 2010
Figure 72: Repertoire of pies and pasties made up of meat or vegetable oil eaten in the last 12 months, by demographics, April 2010
Figure 73: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Figure 74: Most likely place and time for eating pies and pasties, by repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Figure 75: Frequency of eating pies and pasties, by repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Figure 76: Statements on pies and pasties, by repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Appendix – The Consumer: Pie and Pasty Consumption Occasions
Figure 77: Most popular place and time for eating pies and pasties, by demographics, April 2010
Figure 78: Next most popular place and time for eating pies and pasties, by demographics, April 2010
Figure 79: Other place and time for eating pies and pasties, by demographics, April 2010
Figure 80: Frequency of eating pies and pasties, by demographics, April 2010
Figure 81: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by most popular place and time for eating pies and pasties, April 2010
Figure 82: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by next most popular place and time for eating pies and pasties, April 2010
Figure 83: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by other place and time for eating pies and pasties, April 2010
Figure 84: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by frequency of eating pies and pasties, April 2010
Figure 85: Most likely place and time for eating pies and pasties, by most popular pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Figure 86: Most likely place and time for eating pies and pasties, by next most popular pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Figure 87: Most likely place and time for eating pies and pasties, by frequency of eating pies and pasties, April 2010
Figure 88: Frequency of eating pies and pasties, by most popular pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Figure 89: Frequency of eating pies and pasties, by next most popular pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Key themes
Definition
Abbreviations
Market in Brief
Positive value sales growth
Category performance
Mobile food
What the consumer wants
Internal Market Environment
Key points
A snacking society
Figure 1: Trends in attitudes towards snacking, 2005-09
Favourite snack choices
Figure 2: Top 10 snacks eaten between meals, March 2010*
“You are what you eat”
Figure 3: Agreement with selected lifestyle statements, 2005-09
Family dining habits
Figure 4: Trends in attitudes towards snacking, 2005-09
Home cooking back in favour
Figure 5: Agreement with selected lifestyle statements, 2005-09
A desire for the authentic
Figure 6: Agreement with selected lifestyle statements, 2005-09
Broader Market Environment
Key points
Rising commodity prices
Figure 7: Retail Price Index: food categories, January 2006-March 2010
Protecting food status
Demographic changes 2005-15
Figure 8: Trends and projections in the UK population (000s), by age group, 2005-15
ABs set to experience growth but DEs decline
Figure 9: Socio-economic profile of the UK population, 2005-15
On the road
Figure 10: Average trip duration for work in the UK, 1995/97-2008
Competitive Context
Key points
Competition as a meal
A convenient solution
Figure 11: Market sizes of different competitive markets, 2005-10
Pizza
Figure 12: Usage of ready meals, pizzas, instant savoury snacks and ready to eat salads, and pasta and noodles, 2005-09
Ready meals
Ready to cook
Snacking competition
Sandwiches dominate
Pies and pasties struggle with space
Strengths and Weaknesses
Strengths
Weaknesses
Market Size and Forecast
Key points
Economic downturn favours sales
Figure 17: Sales of pies and pasties, by value, 2005-10
“Traditional fare”
Growing the category
Challenges and opportunities
Future growth
Figure 18: Forecast sales of the UK pies and pasties market, by value, 2005-15
Factors used in the forecast
Segment Performance
Key points
Pre-packed ranges dominate sales but frozen offers a cheaper alternative
Figure 19: Market size of pies and pasties, by type, 2008-10
Greggs expansion plans to grow sales
The appeal of pies and pasties
Figure 20: Retail value sales of chilled pies and pasties market, by segment, 2008 and 2010
Not yet frozen out the market
Figure 21: Retail value sales of frozen pies and pasties market, by segment, 2008 and 2010
Figure 22: Agreement with statement “I have switched from fresh/chilled products to dried/tinned/frozen variants”, January 2009-June 2010
Companies and Products
Figure 23: Leading companies in the pies and pasties market and their brands*, May 2010
Major players
Birds Eye Limited
Figure 24: New products launched by Birds Eye in the pies and pasties market in the UK, January 2008-April 2010
Ginsters
Figure 25: New products launched by Ginsters in the pies and pasties market in the UK, January 2008-April 2010
Greggs plc
Figure 26: New products launched by Greggs in the pies and pasties market in the UK, January 2008-April 2010
Kerry Foods
Figure 27: New products launched by Kerry Foods in the pies and pasties market in the UK, January 2008-April 2010
Northern Foods
Figure 28: New products launched by Northern Foods in the pies and pasties market in the UK, January 2008-April 2010
Pork Farms Limited
Figure 29: New products launched by Pork Farms in the pies and pasties market in the UK, January 2008-April 2010
Premier Foods
Figure 30: New products launched by Premier Foods in the pies and pasties market in the UK, January 2008-April 2010
Dickinson & Morris
Figure 31: New products launched by Dickinson & Morris in the pies and pasties market in the UK, January 2008-April 2010
Brand Communication and Promotion
Key points
Advertising spend kept low
Figure 44: Main monitored media spend on pies and pasties, 2007-09
A category driven by promotions
Ginsters leads the pack
Figure 45: Main monitored media spend on pies and pasties, by manufacturer and retailer, 2007-09
Channels to Market
Key points
Grocery multiples dominate sales
Figure 46: UK retail sales of pies and pasties, by outlet, 2008-10
Greggs continues its expansion
The Consumer – Pies and Pasties Choices
Key points
Figure 47: Pies and pasties made-up of meat or vegetable oil eaten in the last 12 months, April 2010
Who is eating pies and pasties?
Figure 48: Consumer pies and pasties preferences, by demographic group, April 2010
Consumers face multiple choices
Figure 49: Repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Figure 50: Repertoire of pies and pasties, by type of pie or pasty eaten in the last 12 months, April 2010
The Consumer – Pie and Pasty Consumption Occasions
Key points
Monthly fuel
Figure 51: Frequency of eating pies and pasties, April 2010
A more regular pie eating habit
Figure 52: Most likely place and time for eating pies and pasties, April 2010
A lunchtime favourite
A tale of two snackers
Figure 53: Profile of consumers snacking on pies and pasties, April 2010
Developing the breakfast occasion
Appendix
Advertising data
Appendix – Internal Market Environment
Figure 56: Popular snacks eaten between meals, March 2010*
Figure 57: Popular snacks eaten between meals, by demographics, March 2010
Figure 58: Next most popular snacks eaten between meals, by demographics, March 2010
Figure 59: Popular snacks eaten between meals, by demographics, March 2010
Figure 60: Popular snacks eaten between meals at home, by demographics, March 2010
Figure 61: Popular snacks eaten between meals at home, by demographics, March 2010
Figure 62: Popular snacks eaten between meals at home, by demographics, March 2010
Figure 63: Popular snacks eaten on the go, by demographics, March 2010
Figure 64: Popular snacks eaten on the go, by demographics, March 2010
Figure 65: Trends in cooking style, May 2009-Apr 2010
Figure 66: Trends in cooking habits, May 2009-Apr 2010
Appendix – Market Value and Forecast
Figure 67: Issues that are concerning consumers, June 2009-June 2010
Appendix – Brand Communication and Promotion
Figure 68: Total advertising spend on Birds Eye products, 2007-09
Appendix – The Consumer – Pies and Pasties Choices
Figure 69: Pies and pasties made up of meat or vegetables in the last 12 months, by demographics, April 2010
Figure 70: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by demographics, April 2010
Figure 71: Pies and pasties made up of meat or vegetable oil eaten in the last 12 months, by demographics, April 2010
Figure 72: Repertoire of pies and pasties made up of meat or vegetable oil eaten in the last 12 months, by demographics, April 2010
Figure 73: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Figure 74: Most likely place and time for eating pies and pasties, by repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Figure 75: Frequency of eating pies and pasties, by repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Figure 76: Statements on pies and pasties, by repertoire of pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Appendix – The Consumer: Pie and Pasty Consumption Occasions
Figure 77: Most popular place and time for eating pies and pasties, by demographics, April 2010
Figure 78: Next most popular place and time for eating pies and pasties, by demographics, April 2010
Figure 79: Other place and time for eating pies and pasties, by demographics, April 2010
Figure 80: Frequency of eating pies and pasties, by demographics, April 2010
Figure 81: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by most popular place and time for eating pies and pasties, April 2010
Figure 82: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by next most popular place and time for eating pies and pasties, April 2010
Figure 83: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by other place and time for eating pies and pasties, April 2010
Figure 84: Pies and pasties made up of meat or vegetables eaten in the last 12 months, by frequency of eating pies and pasties, April 2010
Figure 85: Most likely place and time for eating pies and pasties, by most popular pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Figure 86: Most likely place and time for eating pies and pasties, by next most popular pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Figure 87: Most likely place and time for eating pies and pasties, by frequency of eating pies and pasties, April 2010
Figure 88: Frequency of eating pies and pasties, by most popular pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
Figure 89: Frequency of eating pies and pasties, by next most popular pies and pasties made up of meat or vegetables eaten in the last 12 months, April 2010
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