Report: Rice - UK - November 2007 TOC

Issues in the Market
Main report themes
Definition
Market in Brief
Micro growth
Diverse tastes
Basmati blossoms
A worrying dynamic?
Meeting mega trends
Emerging ethics could be a problem
Outlook
Healthy market
Internal Market Environment
Key Points
Controlling Basmati
Genetic issues
...and green concerns
Consumer tastes
- Figure 1: Retail sales value of selected ethnic cuisines, 2002-06
Convenience sells
- Figure 2: Household ownership of microwave ovens, by age and lifestage, 2007
Health perceptions
- Figure 3: Agreement with selected lifestyle statements, 2003-07
Global stocks
Broader Market Environment
Key Points
Multicultural Britain
- Figure 4: The UK ethnic population, 2001-12
- Figure 5: The UK population: by ethnic group, April 2001
Age concern
- Figure 6: Structure of the UK population, by age, 2002-12
Dinner for one
- Figure 7: UK Household size, by age and gender, 2002-12
- Figure 8: Forecast adult population trends, by socio-economic group, 2002-12
Competitive Context
Key Points
Comparing carbs
- Figure 9: UK retail value sale of potatoes, rice, pasta and noodles, 2006
Pasta blossoms
- Figure 10: Per capita consumption and changes in consumption, grammes per person per week, 1995-2005/06
Take away appeal
- Figure 11: Consumption of takeaway foods in the last 12 months, 2003-07
- Figure 12: Types of takeaway outlets visited, 2003-07
The restaurant dynamic
Ready meals
- Figure 13: Usage of ready meals (chilled or frozen) in the last 12 months, 2003-07
- Figure 14: Types of ready meals used, 2007
Strengths and Weaknesses in the Market
Strengths
Weaknesses
Market Value and Forecast
Key Points
Storming ahead
- Figure 17: UK retail value sales of rice, 2002-07
The future
No slowdown in growth
The next superfood?
Fairtrade and genetic issues
Forecast
- Figure 18: Forecast UK retail value of rice, 2007-12
Economic background
Factors used in the forecast
It' s a generational thing...
Segment Performance
Key Points
Dry in front -- for how long?
- Figure 19: UK retail value sales of rice, by type, 2003-07
Buoyant Basmati
- Figure 20: UK retail value sales of dried rice, by type, 2003-07 (est)
Speciality drives premium
The issue of convenience
High fibre health
Microwave
- Figure 21: UK retail value sales of microwave rice, by type, 2007 (est)
Key Points
Dry rice -- a sector of two halves
- Figure 22: UK manufacturers' sales of dry rice, by value, 2003-07
Micro-rice revolution
- Figure 23: UK manufacturers' sales of microwaveable rice, by value, 2005 and 2007
Companies and Products
Key Points
Mars UK Limited -- Uncle Ben' s
- Figure 24: Main monitored advertising expenditure on rice, by Mars UK, 2003-07
Tilda
- Figure 25: Main monitored advertising expenditure rice, by Tilda UK, 2003-07
Gallo UK
Others
Associated British Foods
Kerry Foods
Premier Foods
Symingtons
Veetee
Brand Communication and Promotion
Key Points
Modest but adequate
- Figure 26: Main monitored advertising expenditure rice, by advertiser, 2002-06
- Figure 27: Main monitored advertising expenditure rice, by leading advertisers, 2002-06
Below the line builds weight of purchase
Channels to Market
Key Points
Cashing in on microwave rate of sale
- Figure 28: UK retail sales of rice, by type of outlet, 2003-07
Category management focus
Promotions
Moving in on ethnic retailers
The Consumer -- Consumption Frequency
Key Points
Consumption levels
- Figure 29: Frequency of eating or cooking rice in the home, July 2007
Who are the rice lovers?
Family appeal
Who to target
Opportunities
Hot spice a cold target
Monthly usage
Non-eaters
The Consumer -- Type Bought
Key Points
What' s cooking
- Figure 30: Type of rice bought in last six months, July 2007
Pukka Basmati
Family favourice
Long delay for long-grain?
- Figure 31: Propensity to eat Rice, by type of rice by lifestage, % point +/- average, July 2007
Health making inroads
The convenience dynamic
- Figure 32: Propensity to eat rice, by type, lifestage, % point +/- average, July 2007
Foolproof
Fragmented families?
Culinary barriers
- Figure 33: Cross tabulation of frequency of eating rice by type of rice purchased, July 2007
Number of types bought
- Figure 34: Number of different types of rice bought in the last six months, July 2007
Heavy trade up
- Figure 35: Number of different types of rice bough in the last six months, by different types of rice bought in the last six months, July 2007
Appendix
Advertising data
Abbreviations
Internal market environment -- Detail
- Figure 39: Agreement with selected lifestyle statements, 2003-07
- Figure 40: Agreement with selected lifestyle statements, 2003-07
- Figure 41: Agreement with selected lifestyle statements, 2003-07
Broader market environment -- detail
- Figure 42: Structure of the UK population, by age and gender, 2002-12
- Figure 43: Forecast adult population trends, by socio-economic group, 2002-12
Competitive context
Take outs
- Figure 44: Consumption of takeaway foods in the last 12 months, 2003-07
- Figure 45: Types of takeaway outlets visited, 2003-07
Restaurants
- Figure 46: Frequency of eating out at restaurants in the last 12 months, 2003-07
- Figure 47: Types of restaurants visited in the last three months, 2003-07
Ready meals
- Figure 48: Usage of ready meals (chilled or frozen) in the last 12 months, 2003-07
- Figure 49: Types of ready meals used, 2007
Brand communication and promotion -- detail
- Figure 50: Main monitored advertising expenditure rice, by advertiser, 2002-06
Consumption frequency -- Detailed consumer demographics
- Figure 51: Frequency of eating/cooking rice at home, by age, gender, socio-economic group, marital status, lifestage, age of children, Mintel' s Special Groups, working status, region, ACORN category, media usage, ACORN categories, commercial TV viewing, supermarket used and household size, July 2007
Type bought -- Detailed consumer demographics
- Figure 52: Type of rice bought in the last six months, by age, gender, socio-economic group, marital status, lifestage, age of children, Mintel' s Special Groups, working status, region, ACORN category, media usage, ACORN categories, commercial TV viewing, supermarket used and household size, July 2007
- Figure 53: Type of rice bought in the last six months, by age, gender, socio-economic group, marital status, lifestage, age of children, Mintel' s Special Groups, working status, region, ACORN category, media usage, ACORN categories, commercial TV viewing, supermarket used and household size, July 2007
- Figure 54: Type of rice bought in the last six months, by age, gender, socio-economic group, marital status, lifestage, age of children, Mintel' s Special Groups, working status, region, ACORN category, media usage, ACORN categories, commercial TV viewing, supermarket used and household size, July 2007
Consumer attitudes -- Detailed consumer demographics
- Figure 55: Consumer attitudes towards rice by, by age, gender, socio-economic group, marital status, lifestage, age of children, Mintel' s Special Groups, working status, region, ACORN category, media usage, ACORN categories, commercial TV viewing, supermarket used and household size, July 2007
- Figure 56: Consumer attitudes towards rice by, by age, gender, socio-economic group, marital status, lifestage, age of children, Mintel' s Special groups, working status, region, ACORN category, media usage, ACORN categories, commercial TV viewing, supermarket used and household size, July 2007
- Figure 57: Number of different types of rice bought in the last six months, by age, gender, socio-economic group, marital status, lifestage, age of children, Mintel' s Special Groups, working status, region, ACORN category, media usage, ACORN categories, commercial TV viewing, supermarket used and household size, July 2007
- Figure 58: Number of different types of rice bought in the last six months, by frequency of rice usge, July 2007
- Figure 59: Number of different types of rice bought in the last six months, by different types of rice bought in the last six months, July 2007
Further analysis -- Detailed consumer demographics
- Figure 60: Rice typology groups by age, gender, socio-economic group, marital status, lifestage, age of children, Mintel' s Special Groups, working status, region, ACORN category, media usage, ACORN categories, commercial TV viewing, supermarket used and household size, July 2007
- Figure 61: Rice typology groups by frequency of rice usage, July 2007
- Figure 62: Rice type groups by number and types of rice bought or eaten in the lastsix months, July 2007

Rice - UK - November 2007

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