Poultry and Game Meat - UK - July 2010
Report description
About this report
The poultry sector saw volume sales decline for a number of years under pressure from bird flu and rapidly rising inflation. However, the poultry market has regained momentum in the recession, enjoying a strong image as easy to cook, versatile and better value for money than red meat.
* Easy recipe suggestions for game or cooking demonstrations – live or online – could spark interest among the over seven million adults who would like to cook more game but say they don't know how.
* Underlining the low price points of turkey meat could attract some of the 20m shoppers appearing unaware of chicken's price premium, in a market where nearly nine in ten shoppers see price as important.
* Marinated ready-to-cook pieces could boost the appeal of turkey among younger consumers, such as the 4m 25-34-year-olds interested in trying ready-marinated chicken.
* Promoting turkey as a leaner meat could help it catch the attention of the 10m women who are trying to lose weight.
* Other higher welfare labels could take cues from free range to attract some of its 22m shoppers by spelling out their welfare and quality credentials in tangible terms.
* More accessibly priced game-based products like sausages and burgers could tap into the pool of 20m adults who see game as too expensive.
Table of contents
Issues in the Market
Key themes
Definition
Abbreviations
Market in Brief
Value growth ahead for poultry
Chicken dominates the poultry market
Robust interest in cooking and free-range
Projected demographic changes bode well for poultry
‘No nasties’ rules new launches
Dominance of few brands sees adspend fluctuate
Everybody eats poultry – almost
Price and practicalities drive choice
Internal Market Environment
Key points
Cooking gains steadily
Figure 1: Attitudes towards cooking, 2005-09
Healthy eating
Figure 2: Attitudes towards diets and nutrition, 2005-09
Frozen food gains acceptance
Figure 3: Attitudes towards frozen food, 2005-09
Free-range and domestic strong, organic losing
Figure 4: Attitudes towards food provenance and ethical food, 2005-09
Labelling and assurance schemes for poultry
Poultry benefits from lower price inflation than beef and pork
Figure 5: Retail prices of poultry, beef, pork and all food, Index (January 2005=100), January 2005-April 2010
Broader Market Environment
Key points
One in five in healthy finances
Figure 6: Trends in how respondents describe their financial situation, February 2009-April 2010
25-34-year-olds and over-55s to see fastest growth
Figure 7: Trends in the age structure of the UK population, 2010-15
Growth of ABs can support value growth in poultry
Figure 8: Changes in adult population, by socio-economic group, 2010-15
Challenge of growth in one-person households
Figure 9: Change in UK households by size, 2010-15 and UK households, by size, 2015
Competitive Context
Key points
A healthy, versatile, cheap protein
Figure 10: Performance of poultry and competing markets, Index (2005=100), 2005-09
Beef
Pork
Lamb
Strengths and Weaknesses
Poultry
Strengths
Weaknesses
Market Size and Forecast
Key points
Value growth ahead for poultry
Figure 13: UK retail value sales of poultry, and index of growth, 2005-15
Poultry gains as the value option in recession
Value sales grow despite flagging volumes
Stagnant volumes, growing value ahead
Figure 14: UK retail volume and value sales of poultry, current and constant prices, 2005-15
Chicken market to grow by 17%
Figure 15: UK retail volume and value sales of chicken, current and constant prices, 2005-15
Turkey sales set to decline further
Figure 16: UK retail volume and value sales of turkey, current and constant prices, 2005-15
Duck and goose to keep growing
Figure 17: UK retail volume and value sales of duck and goose, current and constant prices, 2005-15
Game to steam ahead
Figure 18: UK retail volume and value sales of game, current and constant prices, 2005-15
Factors used in the forecast
Poultry – Segment Performance
Key points
Chicken
Chicken value grows despite falling volume
Figure 19: UK retail sales of chicken, by value and volume, 2005-10
Whole birds gain in the recession
Figure 20: UK retail sales of chicken, by type, by value, 2005-09
Fresh dominates in whole birds
Figure 21: UK retail sales of chicken: Whole birds, by type, by value, 2005-09
Chicken portions preferred fresh
Figure 22: UK retail sales of chicken portions, by type, by value, 2005-09
‘Further processed’ banishes nasties
Figure 23: UK retail sales of further-processed chicken, by value, 2005-09
Turkey
Turkey is – increasingly – just for Christmas
Figure 24: UK retail sales of turkey, by value and volume, 2005-10
Frozen birds gaining
Figure 25: UK retail sales of turkey, by type, by value, 2005-09
Other poultry – duck and goose
Duck and goose a growing niche
Figure 26: UK retail sales of duck and goose, by value and volume, 2005-10
Game – Segment Performance
Key points
Game remains niche despite healthy growth
Figure 27: UK retail sales of game meat, 2005-10
Figure 28: Retail sales of game meat, by type, 2006-09
Venison
Feathered game
Specialty game
Companies and Products
Major players
Bernard Matthews
Cherry Valley
Cranberry Foods
Faccenda Group
Grampian (VION UK)
Gressingham Foods
Birds Eye
Kerry Foods
Moy Park
Brand Communication and Promotion
Key points
Adspend leaps ahead in 2008
Figure 29: Main monitored advertising spend in the UK poultry market, 2005-09
Press regains top position from TV
Figure 30: Main monitored advertising spend in the UK poultry market, by media type, 2007-09
Top two manufacturers account for 45p per £1 spent
Figure 31: Top ten advertisers in the UK poultry market, by spend, 2007-09
A focus on tangible benefits
By grocers...
…and turkey aficionados alike
Channels to Market
Key points
Multiple grocers dominate poultry
Figure 32: UK retail sales of poultry, by type of outlet, by value, 2005-09
Consumer – What they Buy
Key points
Everybody buys poultry
Figure 33: Poultry products bought to eat/serve at home, April 2010
Fresh chicken is top choice
Poultry appeals most to women and older consumers
Consumer – Chicken Purchase Frequency by Type
Key points
Standard chicken rules a price-driven market
Figure 34: Frequency of buying types of fresh chicken, April 2010
Most bought types by gender, age and income group
Figure 35: Most typically bought types of chicken overall, by income group, April 2010
Demographic groups the most likely to buy various types of chicken
Figure 36: Demographic groups the most likely to buy various own-label chicken, April 2010
Figure 37: Demographic groups the most likely to buy various higher-welfare and added-value chicken, April 2010
Consumer – The Value of Chicken
Key points
Organic fetches potentially top price, but also top refusal
Figure 38: Prices consumers would pay for different types of fresh chicken, April 2010
The £2 chicken
Premium potential
Have more, pay more
Consumer – Choice Factors
Key points
Practical considerations dominate poultry choices
Figure 39: Factors influencing the purchase choice in poultry products, April 2010
Price, cut, size rule the roost
British origin matters to majority, local doesn’t
Welfare issues are for the minority
Appendix – Internal Market Environment
Figure 43: Agreement with selected lifestyle statements, 2005-09
Figure 44: Agreement with selected lifestyle statements, by demographics, 2009
Figure 45: Agreement with selected lifestyle statements, by demographics, 2009 (continued)
Figure 46: Agreement with selected lifestyle statements, by demographics, 2009 (continued)
Appendix – Broader Market Environment
Figure 47: Trends in how respondents describe their financial situation, February-September 2009
Figure 48: Trends in how respondents describe their financial situation, November 2009-April 2010
Figure 49: Forecast adult population trends, by socio-economic group, 2005-15
Appendix – Consumer – What they Buy
Figure 50: Poultry products bought to eat/serve at home, April 2010
Figure 51: Most popular poultry products bought to eat/serve at home, by demographics, April 2010
Figure 52: Next most popular poultry products bought to eat/serve at home, by demographics, April 2010
Figure 53: Other poultry products bought to eat/serve at home, by demographics, April 2010
Appendix – Consumer – Chicken Purchase Frequency by Type
Figure 54: Frequency of buying types of fresh chicken, April 2010
Figure 55: Frequency of buying fresh value own-label chicken, by demographics, April 2010
Figure 56: Frequency of buying fresh standard own-label chicken, by demographics, April 2010
Figure 57: Frequency of buying fresh premium own-label chicken, by demographics, April 2010
Figure 58: Frequency of buying fresh corn-fed chicken, by demographics, April 2010
Figure 59: Frequency of buying fresh Freedom Food-endorsed chicken, by demographics, April 2010
Figure 60: Frequency of buying fresh free-range chicken, by demographics, April 2010
Figure 61: Frequency of buying fresh organic chicken, by demographics, April 2010
Appendix – Consumer – The Value of Chicken
Figure 62: Willingness to pay for fresh value own-label chicken, by demographics, April 2010
Figure 63: Willingness to pay for fresh standard own-label chicken, by demographics, April 2010
Figure 64: Willingness to pay for fresh premium own-label chicken, by demographics, April 2010
Figure 65: Willingness to pay for fresh corn-fed chicken, by demographics, April 2010
Figure 66: Willingness to pay for Freedom Food-endorsed fresh chicken, by demographics, April 2010
Figure 67: Willingness to pay for fresh free-range chicken, by demographics, April 2010
Figure 68: Willingness to pay for fresh organic chicken, by demographics, April 2010
Figure 69: Willingness to pay for types of fresh chicken, by frequency of buying value own-label fresh chicken, April 2010
Figure 70: Willingness to pay for types of fresh chicken, by frequency of buying standard own-label fresh chicken, April 2010
Figure 71: Willingness to pay for types of fresh chicken, by frequency of buying premium own-label fresh chicken, April 2010
Figure 72: Willingness to pay for types of fresh chicken, by frequency of buying corn-fed fresh chicken, April 2010
Figure 73: Willingness to pay for types of fresh chicken, by frequency of buying Freedom Food-endorsed fresh chicken, April 2010
Figure 74: Willingness to pay for types of fresh chicken, by frequency of buying fresh free-range chicken, April 2010
Figure 75: Willingness to pay for types of fresh chicken, by frequency of buying organic fresh chicken, April 2010
Appendix – Consumer – Choice Factors
Figure 76: Factors influencing the purchase choice in poultry products, April 2010
Figure 77: Importance of price in the purchase of poultry products, by demographics, April 2010
Figure 78: Importance of British origin in the purchase of poultry products, by demographics, April 2010
Figure 79: Importance of regional origin (eg Dorset, Wiltshire) in the purchase of poultry products, by demographics, April 2010
Figure 80: Importance of poultry being organic in the purchase of poultry products, by demographics, April 2010
Figure 81: Importance of poultry being Freedom Food-endorsed in the purchase of poultry products, by demographics, April 2010
Figure 82: Importance of poultry being free-range in the purchase of poultry products, by demographics, April 2010
Figure 83: Importance of poultry being corn-fed in the purchase of poultry products, by demographics, April 2010
Figure 84: Importance of type of cut (eg whole bird, fillets, stir-fry strips) in the purchase of poultry products, by demographics, April 2010
Figure 85: Importance of flavour/style (eg piri piri flavour, garlic basted, Chinese style) in the purchase of poultry products, by demographics, April 2010
Figure 86: Importance of pack size in the purchase of poultry products, by demographics, April 2010
Figure 87: Importance of nutrition (eg fat content) in the purchase of poultry products, by demographics, April 2010
Figure 88: Factors influencing the purchase of poultry products, by poultry products bought to eat/serve at home, April 2010
Figure 89: Factors influencing the purchase of poultry products, by next most popular poultry products bought to eat/serve at home, April 2010
Figure 90: Factors influencing the purchase of poultry products, by other poultry products bought to eat/serve at home, April 2010
Key themes
Definition
Abbreviations
Market in Brief
Value growth ahead for poultry
Chicken dominates the poultry market
Robust interest in cooking and free-range
Projected demographic changes bode well for poultry
‘No nasties’ rules new launches
Dominance of few brands sees adspend fluctuate
Everybody eats poultry – almost
Price and practicalities drive choice
Internal Market Environment
Key points
Cooking gains steadily
Figure 1: Attitudes towards cooking, 2005-09
Healthy eating
Figure 2: Attitudes towards diets and nutrition, 2005-09
Frozen food gains acceptance
Figure 3: Attitudes towards frozen food, 2005-09
Free-range and domestic strong, organic losing
Figure 4: Attitudes towards food provenance and ethical food, 2005-09
Labelling and assurance schemes for poultry
Poultry benefits from lower price inflation than beef and pork
Figure 5: Retail prices of poultry, beef, pork and all food, Index (January 2005=100), January 2005-April 2010
Broader Market Environment
Key points
One in five in healthy finances
Figure 6: Trends in how respondents describe their financial situation, February 2009-April 2010
25-34-year-olds and over-55s to see fastest growth
Figure 7: Trends in the age structure of the UK population, 2010-15
Growth of ABs can support value growth in poultry
Figure 8: Changes in adult population, by socio-economic group, 2010-15
Challenge of growth in one-person households
Figure 9: Change in UK households by size, 2010-15 and UK households, by size, 2015
Competitive Context
Key points
A healthy, versatile, cheap protein
Figure 10: Performance of poultry and competing markets, Index (2005=100), 2005-09
Beef
Pork
Lamb
Strengths and Weaknesses
Poultry
Strengths
Weaknesses
Market Size and Forecast
Key points
Value growth ahead for poultry
Figure 13: UK retail value sales of poultry, and index of growth, 2005-15
Poultry gains as the value option in recession
Value sales grow despite flagging volumes
Stagnant volumes, growing value ahead
Figure 14: UK retail volume and value sales of poultry, current and constant prices, 2005-15
Chicken market to grow by 17%
Figure 15: UK retail volume and value sales of chicken, current and constant prices, 2005-15
Turkey sales set to decline further
Figure 16: UK retail volume and value sales of turkey, current and constant prices, 2005-15
Duck and goose to keep growing
Figure 17: UK retail volume and value sales of duck and goose, current and constant prices, 2005-15
Game to steam ahead
Figure 18: UK retail volume and value sales of game, current and constant prices, 2005-15
Factors used in the forecast
Poultry – Segment Performance
Key points
Chicken
Chicken value grows despite falling volume
Figure 19: UK retail sales of chicken, by value and volume, 2005-10
Whole birds gain in the recession
Figure 20: UK retail sales of chicken, by type, by value, 2005-09
Fresh dominates in whole birds
Figure 21: UK retail sales of chicken: Whole birds, by type, by value, 2005-09
Chicken portions preferred fresh
Figure 22: UK retail sales of chicken portions, by type, by value, 2005-09
‘Further processed’ banishes nasties
Figure 23: UK retail sales of further-processed chicken, by value, 2005-09
Turkey
Turkey is – increasingly – just for Christmas
Figure 24: UK retail sales of turkey, by value and volume, 2005-10
Frozen birds gaining
Figure 25: UK retail sales of turkey, by type, by value, 2005-09
Other poultry – duck and goose
Duck and goose a growing niche
Figure 26: UK retail sales of duck and goose, by value and volume, 2005-10
Game – Segment Performance
Key points
Game remains niche despite healthy growth
Figure 27: UK retail sales of game meat, 2005-10
Figure 28: Retail sales of game meat, by type, 2006-09
Venison
Feathered game
Specialty game
Companies and Products
Major players
Bernard Matthews
Cherry Valley
Cranberry Foods
Faccenda Group
Grampian (VION UK)
Gressingham Foods
Birds Eye
Kerry Foods
Moy Park
Brand Communication and Promotion
Key points
Adspend leaps ahead in 2008
Figure 29: Main monitored advertising spend in the UK poultry market, 2005-09
Press regains top position from TV
Figure 30: Main monitored advertising spend in the UK poultry market, by media type, 2007-09
Top two manufacturers account for 45p per £1 spent
Figure 31: Top ten advertisers in the UK poultry market, by spend, 2007-09
A focus on tangible benefits
By grocers...
…and turkey aficionados alike
Channels to Market
Key points
Multiple grocers dominate poultry
Figure 32: UK retail sales of poultry, by type of outlet, by value, 2005-09
Consumer – What they Buy
Key points
Everybody buys poultry
Figure 33: Poultry products bought to eat/serve at home, April 2010
Fresh chicken is top choice
Poultry appeals most to women and older consumers
Consumer – Chicken Purchase Frequency by Type
Key points
Standard chicken rules a price-driven market
Figure 34: Frequency of buying types of fresh chicken, April 2010
Most bought types by gender, age and income group
Figure 35: Most typically bought types of chicken overall, by income group, April 2010
Demographic groups the most likely to buy various types of chicken
Figure 36: Demographic groups the most likely to buy various own-label chicken, April 2010
Figure 37: Demographic groups the most likely to buy various higher-welfare and added-value chicken, April 2010
Consumer – The Value of Chicken
Key points
Organic fetches potentially top price, but also top refusal
Figure 38: Prices consumers would pay for different types of fresh chicken, April 2010
The £2 chicken
Premium potential
Have more, pay more
Consumer – Choice Factors
Key points
Practical considerations dominate poultry choices
Figure 39: Factors influencing the purchase choice in poultry products, April 2010
Price, cut, size rule the roost
British origin matters to majority, local doesn’t
Welfare issues are for the minority
Appendix – Internal Market Environment
Figure 43: Agreement with selected lifestyle statements, 2005-09
Figure 44: Agreement with selected lifestyle statements, by demographics, 2009
Figure 45: Agreement with selected lifestyle statements, by demographics, 2009 (continued)
Figure 46: Agreement with selected lifestyle statements, by demographics, 2009 (continued)
Appendix – Broader Market Environment
Figure 47: Trends in how respondents describe their financial situation, February-September 2009
Figure 48: Trends in how respondents describe their financial situation, November 2009-April 2010
Figure 49: Forecast adult population trends, by socio-economic group, 2005-15
Appendix – Consumer – What they Buy
Figure 50: Poultry products bought to eat/serve at home, April 2010
Figure 51: Most popular poultry products bought to eat/serve at home, by demographics, April 2010
Figure 52: Next most popular poultry products bought to eat/serve at home, by demographics, April 2010
Figure 53: Other poultry products bought to eat/serve at home, by demographics, April 2010
Appendix – Consumer – Chicken Purchase Frequency by Type
Figure 54: Frequency of buying types of fresh chicken, April 2010
Figure 55: Frequency of buying fresh value own-label chicken, by demographics, April 2010
Figure 56: Frequency of buying fresh standard own-label chicken, by demographics, April 2010
Figure 57: Frequency of buying fresh premium own-label chicken, by demographics, April 2010
Figure 58: Frequency of buying fresh corn-fed chicken, by demographics, April 2010
Figure 59: Frequency of buying fresh Freedom Food-endorsed chicken, by demographics, April 2010
Figure 60: Frequency of buying fresh free-range chicken, by demographics, April 2010
Figure 61: Frequency of buying fresh organic chicken, by demographics, April 2010
Appendix – Consumer – The Value of Chicken
Figure 62: Willingness to pay for fresh value own-label chicken, by demographics, April 2010
Figure 63: Willingness to pay for fresh standard own-label chicken, by demographics, April 2010
Figure 64: Willingness to pay for fresh premium own-label chicken, by demographics, April 2010
Figure 65: Willingness to pay for fresh corn-fed chicken, by demographics, April 2010
Figure 66: Willingness to pay for Freedom Food-endorsed fresh chicken, by demographics, April 2010
Figure 67: Willingness to pay for fresh free-range chicken, by demographics, April 2010
Figure 68: Willingness to pay for fresh organic chicken, by demographics, April 2010
Figure 69: Willingness to pay for types of fresh chicken, by frequency of buying value own-label fresh chicken, April 2010
Figure 70: Willingness to pay for types of fresh chicken, by frequency of buying standard own-label fresh chicken, April 2010
Figure 71: Willingness to pay for types of fresh chicken, by frequency of buying premium own-label fresh chicken, April 2010
Figure 72: Willingness to pay for types of fresh chicken, by frequency of buying corn-fed fresh chicken, April 2010
Figure 73: Willingness to pay for types of fresh chicken, by frequency of buying Freedom Food-endorsed fresh chicken, April 2010
Figure 74: Willingness to pay for types of fresh chicken, by frequency of buying fresh free-range chicken, April 2010
Figure 75: Willingness to pay for types of fresh chicken, by frequency of buying organic fresh chicken, April 2010
Appendix – Consumer – Choice Factors
Figure 76: Factors influencing the purchase choice in poultry products, April 2010
Figure 77: Importance of price in the purchase of poultry products, by demographics, April 2010
Figure 78: Importance of British origin in the purchase of poultry products, by demographics, April 2010
Figure 79: Importance of regional origin (eg Dorset, Wiltshire) in the purchase of poultry products, by demographics, April 2010
Figure 80: Importance of poultry being organic in the purchase of poultry products, by demographics, April 2010
Figure 81: Importance of poultry being Freedom Food-endorsed in the purchase of poultry products, by demographics, April 2010
Figure 82: Importance of poultry being free-range in the purchase of poultry products, by demographics, April 2010
Figure 83: Importance of poultry being corn-fed in the purchase of poultry products, by demographics, April 2010
Figure 84: Importance of type of cut (eg whole bird, fillets, stir-fry strips) in the purchase of poultry products, by demographics, April 2010
Figure 85: Importance of flavour/style (eg piri piri flavour, garlic basted, Chinese style) in the purchase of poultry products, by demographics, April 2010
Figure 86: Importance of pack size in the purchase of poultry products, by demographics, April 2010
Figure 87: Importance of nutrition (eg fat content) in the purchase of poultry products, by demographics, April 2010
Figure 88: Factors influencing the purchase of poultry products, by poultry products bought to eat/serve at home, April 2010
Figure 89: Factors influencing the purchase of poultry products, by next most popular poultry products bought to eat/serve at home, April 2010
Figure 90: Factors influencing the purchase of poultry products, by other poultry products bought to eat/serve at home, April 2010
Related market research by sector
Meat, poultry, Poultry (in Meat, poultry)
Related market research by market
United Kingdom (in Europe)
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