Cooked Meats and Deli Meats - UK - December 2007

Table of Contents

• Issues in the Market
• Definitions
• Segmentation 1
• Segmentation 2
• Price Positioning
• Four key themes
• Market in Brief
• Market growth slows
• Cooked meats extend usage
• NPD underplays organic and children' s products
• Brands struggling in cooked meat market
• Cooked meats deserve more advertising
• Positive future outlook
• Internal Market Environment
• Key points
• Consumers seek fresh and natural
  • Figure 1: Agreement with selected lifestyle statements, 2003-07
• More experimentation
  • Figure 2: Agreement with selected lifestyle statements, 2003-07
• A convenient ingredient for many dishes
  • Figure 3: Agreement with selected lifestyle statements, 2003-07
• Bread
  • Figure 4: Consumption of bread in the last 12 months, 2002-06
• Salads
  • Figure 5: Expenditure on prepacked salads in the last week, 2004-06
• Children' s lunchbox
  • Figure 6: 7-10-year-olds who eat school dinners and packed lunch during the week, 2003-06
• Broader Market Environment
• Key points
• AB socio-economic group growing
  • Figure 7: Changes in socio-economic status, 2002-07 and 2007-12
• Rising price of commodities
• Avian flu
• Cancer research
• Consumer confidence
• Weather on the turn
  • Figure 8: Average summer temperature and total number of sunshine hours in the UK, 2002-07
• Competitive Context
• Key points
• Sandwiches dominate
  • Figure 9: Top ten sandwich fillings, pre-prepared sandwiches, 2006
• Prepacks drive innovation
• Competing with cheese
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Value and Forecast
• Key points
  • Figure 11: UK retail value sales of delicatessen meats, 2002-07
• Market volume rises slowly
• Premiumisation helps market value
• Loose cooked meats are declining
  • Figure 12: UK retail value sales of delicatessen meats, by packaging, by value, 2003-07
• The future
• Diversifying usage will be key
• Market will continue to grow
  • Figure 13: Forecast of UK volume and retail sales of delicattessen meats, at current and 2007 prices, 2002-12
• Segment Performance and Forecast
• Key points
• Two ways of segmentation
• Segmentation 1
• Ham
  • Figure 14: UK retail value sales of ham, 2002-07
• Other delicatessen meats
  • Figure 15: UK retail value sales of other delicatessen meats, 2002-07
• Continental meats
  • Figure 16: UK retail value sales of continental meats, 2002-07
• Forecast
• Forecast -- Ham
  • Figure 17: Forecast of UK retail value sales of ham, at current and 2007 prices, 2002-12
• Forecast -- Other delicatessen meats
  • Figure 18: Forecast of other delicatessen meats, at current and 2007 prices, 2002-12
• Forecast -- continental meat
  • Figure 19: Forecast of UK retail value sales of continental meat, at current and 2007 prices, 2002-12
• Factors used in the forecast
• Ham
• Other delicatessen meats
• Continental meat
• Segmentation 2
• Sandwich use leads but needs development
  • Figure 20: Meal occasion segments in the prepacked cooked meat market, 2005-07
• Meal ingredients will grow more
• Snack market has unfulfilled potential
• Market Share
• Key points
• Own-label dominates and continues to grow
  • Figure 21: Manufacturer and brand shares in the prepacked delicatessen meats market, by value, 2003-07
• Bernard Matthews in a recovery phase
• Mattessons well positioned in meals and snacks
• Brands in at the wrong end of the market
• Product Positioning
  • Figure 22: Sales of prepacked cooked meats, by positioning, 2006 and 2007
• Premium products are air-dried or dry cure
• Retailer premium ranges dominate standard-plus
• Continental meats show broadest price range
  • Figure 23: Prices of selected ham products, 2007
  • Figure 24: Prices of selected poultry products, 2007
• Continental meat price premiums driving up market values
  • Figure 25: Prices of selected continental meats, 2007
• Companies and Products
• Company profiles
• Bernard Matthews Ltd
  • Figure 26: Bernard Matthews Cooked Meat Range
• Grampian Country Food Group Ltd
• Kerry Foods
  • Figure 27: Kerry Mattessons Cooked Meat Range, 2007
• Cranswick Plc
• Other suppliers
• Galbani
• Geo Adams & Sons Ltd
• Fiorucci UK Ltd
• Sara Lee
• Unilever
• Westaways
• ANM Charcuterie
• Niche suppliers
• Duchy Originals
• Graig Farm Organics
• Premier Foods
• Trade associations
• British Pig Executive (BPEX)
• British Poultry Council (BPC)
• Brand Communication and Promotion
• Key points
• Few brands means low adspend
  • Figure 28: Main monitored media spend for sliced meat, meat/fish spread, p&arirc;té 2003-06
• Bernard Matthews' strategy shifts
• Seasonality
  • Figure 29: Main monitored media spend for sliced meat, meat/fish spread, p&arirc;té 2005-07
• Channels to Market
• Key points
• Multiple grocer share edging up
  • Figure 30: UK retail distribution of delicatessen meats, by value, by type of outlet, 2003-07
• Consumer 1 -- Purchasing
• Key points
• Varied buying patterns
  • Figure 31: Cooked meats including deli meats purchased in the last six months, September 2007
  • Figure 32: Propensity to purchase cooked meats, by gender, lifestage and presence of children, September 2007
• The old buy sliced-to-order
  • Figure 33: Consumers who buy only sliced-to-order meat, by age, presence of children and household size, September 2007
• Prepacks appeal to the young and families
• Buying both
• Opportunities to raise sales through the deli counter
• Continentals to take share from ham
  • Figure 34: Consumers who buy continental cooked meats, by socio-economic group, September 2007
• Poultry preferred in pieces
• Segmenting and snacking
• Consumer 2 -- Usage
• Key points
• Cooked meat usage
  • Figure 35: Usage of cooked meats, September 2007
• Sandwiches and salads dominate
• The opportunities for sandwiches
  • Figure 36: Usage of cooked meats for sandwiches, by age, socio-economic group and presence of children, September 2007
• ABs have greater cooking skills
  • Figure 37: Usage of cooked meats for four or more meal occasions, by age, socio-economic group and lifestage, September 2007
• Appendix
• Abbreviations
• Internal market environment
  • Figure 40: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car usage, 2007
  • Figure 41: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car usage, 2007
  • Figure 42: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, household size and car usage, 2007
• Market segmentation
  • Figure 43: UK retail sales of delicatessen meats, by type and value, 2003-07
• Brand communication and promotion
  • Figure 44: Main monitored media spend, 2006
  • Figure 45: Main monitored media advertsising spend, 2003-07
• Consumer 1 -- purchasing behaviour
  • Figure 46: Purchasing of cooked meat inc deli meats in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
  • Figure 47: Purchasing of cooked meat inc deli meats in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage and terminal education age, September 2007
  • Figure 48: Purchasing of cooked meat inc deli meats in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
  • Figure 49: Purchasing of cooked meats inc deli meats in the last six months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
• Consumer 2 -- Usage
  • Figure 50: Usage of cooked meats inc deli meats, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
  • Figure 51: Usage of cooked meats inc deli meats, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
  • Figure 52: Number of different occasions where deli meats are used, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage and household size, September 2007
  • Figure 53: Number of different occasions where deli meats are used, by types of deli meats bought in the last six months (col %), September 2007
  • Figure 54: Number of different occasions where deli meats are used, by different occasions where deli meats are used (col %), September 2007
• Consumer 3 -- attitudes towards cooked meats
  • Figure 55: Reasons for purchasing cooked meat, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007
  • Figure 56: Further reasons for purchasing cooked meat, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, September 2007 Figure 57: Number of different occasions where deli meats are used, by attitudes towards deli meats (col %), September 2007