Report: Poultry and Game Meat - UK

Issues in the Market
Key themes
Definitions
Market in Brief
Value growth across poultry and game categories
Regulations hamper poultry sector, free up game trade
NPD adds value and excitement
Adspend targets young consumers
Supermarkets lose poultry but gain game retail share
Consumer research highlights opportunities
The future
Internal Market Environment
Key points
TV chefs shine spotlight on welfare
- Figure 1: Agreement with selected lifestyle statements, 2003-07
Consumer conversion to free-range underway
Assurance schemes continue to multiply
- Figure 2: Assurance schemes, 2008
Organic poultry in growth but hampered by contention
Provenance plays a key role in the premium proposition
- Figure 3: Agreement with selected lifestyle statements, 2003-07
Food scares
Bird flu puts a short-lived dent in sales
Progress made on combating salmonella
Rising input costs challenge producers' profitability
Cooking and convenience compete as market drivers
- Figure 4: Agreement with selected lifestyle statements, 2003-07
Games on as the nation becomes health conscious
- Figure 5: Agreement with selected lifestyle statements, 2003-07
Broader Market Environment
Key points
Availability an issue for some game sub-categories
Poultry imports fill supply gap but rile British farmers
More third age and ABs support premium growth
- Figure 6: Implications of projected demographic changes of the UK population for the poultry and game market, 2008
Poultry regulations
IPPC proves costly and prohibitive to growth
New broiler welfare directive sets its sights too low?
EU may drop ban on animal protein in poultry feed
New licences apply to Thai and Brazilian poultry trade
Game regulations
Antiquated game laws are revised
Better training, hygiene in place as result of 2006
regulations
Competitive Context
Key points
Versatile poultry leads British protein consumption
- Figure 7: Competitive context for poultry, 2007-08
Game vs poultry
Poultry for barbecue
Christmas occasion
Strengths and Weaknesses in the Market
Poultry
Strengths
Weaknesses
Game
Strengths
Weaknesses
Poultry -- Market and Segment Performance
Key points
Total poultry
- Figure 10: UK retail sales of poultry, by value and volume, 2003-08
Bird flu and feed costs bite into volume sales
Welfare focus, NPD, and rising input costs boost valueChicken
- Figure 11: UK retail sales of chicken, by value and volume, 2003-08
Chicken value grows, despite falling volume
Further processed takes the value lead
- Figure 12: UK retail sales of chicken, by type, by value, 2003-07
Whole birds
- Figure 13: UK retail sales of chicken: Whole birds, by type, by value, 2003-07
A fresh approach to whole bird...
Chicken portions
- Figure 14: UK retail sales of chicken portions*, by type, by value, 2003-07
...and also chicken portion sales
Further processed
- Figure 15: UK retail sales of further-processed chicken, by value, 2003-07
Processed chicken cleans up its act
Turkey
- Figure 16: UK retail sales of turkey, by value and volume, 2003-08
Year-round turkey sales struggle
Premiumisation boosts value of whole-bird sales
- igure 17: UK retail sales of turkey, by value, 2003-07
Consumers turn to crowns for Christmas
Other poultry -- duck and goose
- Figure 18: UK retail sales of duck and geese, by value and volume, 2003-07
Steady, high-value markets for duck and goose
The future
Forecast -- Poultry
Higher prices drive growth
- Figure 19: Forecast of total UK retail sales of poultry, at current prices, 2003-13
- Figure 20: Forecast of total UK retail sales of poultry, at 2008 prices, 2003-13
Free-range future
Future to remain tough for turkey
Game -- Market and Segment Performance
Key points
Consumers are fair game as sales continue to climb
- Figure 21: UK retail sales of game meat, 2003-08
Demand outstrips supply for versatile venison
- Figure 22: Retail sales of game meat, by type, 2006-08
Game birds spread their wings
Wild boar drives sales of other game
The future
Forecast -- game meat
Healthy growth to continue
- Figure 23: Forecast of UK retail sales of game meat, 2003-13
Demographic changes to promote growth
Product Positioning
Key points
- Figure 24: Supermarket prices for poultry and out-of-season game, June 2008
Turkey: a budget choice for the credit crunch
Steaks are high for venison
Free range: not necessarily out of price range
Companies and Products
Poultry companies
Bernard Matthews
Cherry Valley
Cranberry Foods
Faccenda Group
Grampian Country Food Group
Gressingham Foods
Iglo Birds Eye
Kerry Foods
Lloyd Maunder
Moy Park
Cargill Meats Europe
2 Sisters Food Group
Game companies
Braehead Foods
Highland Game
Holme Farmed Venison
Rick Bestwick
Yorkshire Game
Willo Game
UK Game Company
Trade Bodies
Poultry
British Chicken Marketing
British Turkey
Game
Game' s On
Game-to-Eat
National Gamekeepers Organisation
National Game Dealers Association
Game Farmers' Association
Brand Communication and Promotion
Key points
Poultry spend
- Figure 25: Main monitored media advertising expenditure on poultry, 2004-07
Above- and below-the-line activity increases
Youth-targeted convenience products lead spending
- Figure 26: Main monitored media advertising expenditure on poultry, 2005 and 2007
Mattessons raids the top spot
Birds Eye brings Madness to the dinner table
Bernard Matthews seeks to restore consumer confidence
Fast-food chains spend big on poultry
Trade bodies
British Chicken Marketing
British Turkey
Game spend
- Figure 27: Main monitored media advertising expenditure on game, 2004-07
High demand erodes need for ad spend
Trade bodies
Game-to-Eat
Game' s On
Channels to Market
Key points
Chicken
- Figure 28: UK retail sales of primary chicken, by type of outlet, by value, 2003-07
Supermarkets suffer from bird flu/welfare focus
Turkey
- Figure 29: UK retail sales of primary turkey, by type of outlet, by value, 2003-07
Premium festive turkeys add value for specialist traders
Further processed
- Figure 30: UK retail sales of further-processed poultry (chicken and turkey), by type of outlet, by value, 2003-07
Growth across most outlets for processed poultry
Game meat
- Figure 31: UK retail sales of game, by outlet type, 2003-07
Game trade-up across the board
Consumer -- Poultry: Usage and Frequency?
Key points
Frequency of poultry consumption
- Figure 32: Frequency of eating poultry (chicken and turkey) at home, April 2008
Families fuel frequent usage of poultry
- Figure 33: Heavy consumers* of poultry at home, by lifestage, household size, April 2008
Elderly, a key target to increase frequency of consumption
- Figure 34: Average numbers of days between eating poultry and between eating red meat at home, by age group, April 2008
- Figure 35: Frequency of buying free-range poultry, April 2008
Majority buy free range, at least occasionally
- Figure 36: Non-buyers of free-range poultry and any poultry according to ACORN group, April 2008
- Figure 37: Correlation analysis bewteen free-range buyers groups and supermarkets where they shop, July 2008
Appendix
Abbreviations
Appendix : Internal Market Environment
- Figure 42: Agreement with selected lifestyle statements, by demographic sub-group, 2007
- Figure 43: Agreement with selected lifestyle statements, by demographic sub-group, 2007
- Figure 44: Agreement with selected lifestyle statements, by demographic sub-group, 2007
- Figure 45: Agreement with selected lifestyle statements, by demographic sub-group, 2007
- Figure 46: Agreement with selected lifestyle statements, by demographic sub-group, 2007
Appendix : Broader Market Environment
- Figure 49: Trends and projections in UK population, by socio-economic group, 2003-13
- Figure 50: Trends and projections in UK population, by age, 2003-13
- Figure 51: Trends and projections in UK population, by lifestage, 2003-13
- Figure 52: Trends and projections in UK household size, 2003-13
Appendix: Consumer -- Poultry: Usage and Frequency?
- Figure 53: Frequency of eating poultry (chicken and turkey) at home, April 2008
- Figure 54: Average number of days between eating red meat, poultry and fish/seafood at home, by demographic sub-group, 2008
- Figure 55: Frequency of buying free-range poultry, by demographic sub-group, April 2008
- Figure 56: Frequency of eating poultry at home by frequency of buying free-range poultry, 2008

Poultry and Game Meat - UK - July 2008

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