米国における家禽類の市場

Abstract

With record levels of consolidation among the largest players in the poultry market, it has become more difficult to compete and maintain share. This report details market transformations in the wake of recent mergers, and strategies for competing in the new market.

Although the largest players have clear advantages, Mintel' s consumer research suggests that smaller players have a unique opportunity to differentiate with claims such as "fed an all-vegetable diet" and "free of animal by-products." More than a third of respondents to Mintel' s consumer survey reported interest in poultry products that are organic, hormone free, produced without preservatives, and all natural.

Despite nearly universal consumption, potential exists for large brand-to-brand shifts within the category. Breaking away from poultry product commoditization with standout product development, marketing, and retail strategies will be the most important driver in the next few years.

This report focuses primarily on uncooked poultry (both fresh and frozen) sold through retail channels.

This report contains US IRI InfoScan data.

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Sales data methodology
• Resources used for The Consumer sections
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Stagnating sales and increased input costs
• Back to the farm: consistent interest in all-natural offerings
• Concern over poultry safety
• Market consolidation
• Supermarket sales strong, but channel migration continues
• Many different approaches to marketing and advertising
• Certain demographics display preference towards poultry
• Turkey needs more marketing outside of traditional holiday periods
• Few breakthrough product releases, packaging innovations prized
• Market Drivers
• Poultry consumption is flat although turkey could be the salvation
  • Figure 1: Poultry consumption, 2005-07
• "All natural" still a relevant claim, brands play a role
• Tyson champions its quality in the mass market
• Premium brands offer an alternative and have added benefit of easing fears
• Targeting the right consumer is key
• Unadulterated products of high interest
  • Figure 2: Poultry attributes that lead to purchase, September 2007
• Cost of feeding chickens continues to rise...
• ...but the cost of chicken at retail has not shown a corresponding increase (yet)
  • Figure 3: Protein sources retail and wholesale prices 2003 to 2008 (est.)
• Consolidation among market leaders is likely to drive increased competition
• Retail channel migration may be bad for the poultry market
• The poultry confidence index
  • Figure 4: Poultry Confidence Index, 2000-05
• Lower supply of poultry, but also lower export demand
• Lack of successful innovation (so far) in the poultry market
• Side item and private label influence
• Market Size and Trends
• Market size
  • Figure 5: Total U.S. retail sales of poultry, at current and constant prices, 2002-07
• Wal-Mart sales
• Market trends
• New product launches by type of storage
  • Figure 6: Number of new poultry products, by type of storage, 2002-07
• New product launches: by claim
  • Figure 7: Top claims for new poultry products, 2002-07
• Market Segmentation
• Introduction
  • Figure 8: Sales of poultry, segmented by type, 2005 and 2007
• Chicken parts
  • Figure 9: Sales of chicken parts, at current and constant prices, 2002-07
• Whole chicken
  • Figure 10: Sales of whole chicken, at current and constant prices, 2002-07
• Other poultry
  • Figure 11: Sales of other poultry, at current and constant prices, 2002-07
• FDM packaged poultry sales: an IRI snapshot
• Overview
  • Figure 12: FDM sales of poultry, segmented by type, 2005 and 2007
• IQF Poultry
  • Figure 13: Sales of IQF poultry, segmented by type, 2005 and 2007
• Supply Structure
• Manufacturer sales
  • Figure 14: Manufacturer sales of poultry in the U.S., 2004 and 2006
• Ready-to-cook (RTC) chicken sales
  • Figure 15: Graph: Share of largest poultry players, based on RTC chicken sales, by production, 2007
• Smaller, independent players have a competitive edge on freshness, but could lose out on economies of scale
• Advertising and Promotion
• Focus on all natural, fresh, healthful and convenience have been key drivers
• Tyson
  • Figure 16: Tyson 100% all natural antibiotic-free chickens
  • Figure 17: Tyson chicken nuggets
  • Figure 18: Tyson trimmed-and-ready chicken
• Perdue
  • Figure 19: Fresh Perdue chicken
  • Figure 20: Perdue perfect portions
• Pilgrim' s Pride
• Jennie-O
  • Figure 21: Jennie-O oven-ready turkey
• In-restaurant promotion could lead to increased retail channel sales
• Packaging is an important differentiator
• Taglines are prominent amongst the major players
• Local producers promote their natural strengths
• Industry associations
• Retail Distribution
• Introduction
  • Figure 22: U.S. retail sales of red meat, fish, and poultry, by retail channel, 2005 and 2007
• Supermarkets
  • Figure 23: U.S. supermarket sales of red meat, fish, and poultry, at current and constant prices, 2002-07
• Mass merchandisers and warehouse clubs
  • Figure 24: U.S. mass merchandiser and warehouse club sales of red meat, fish, and poultry, at current and constant prices, 2002-07
• Other channels
  • Figure 25: U.S. other channels sales of red meat, fish, and poultry, at current and constant prices, 2002-07
• The Consumer
• Summary
• Consumption of poultry products
• Types of meat eaten regularly
  • Figure 26: Types of meat eaten regularly, September 2007
  • Figure 27: How chicken is usually prepared, September 2007
• Consumption of poultry
  • Figure 28: Incidence of different types of poultry consumption, by gender, September 2007
• Household usage of chicken and turkey
  • Figure 29: Household usage of different types of cut/part of chicken and turkey, by type and cut/part, 2001-06
  • Figure 30: Household usage of different types of cut/part of chicken and turkey, by race/ethnicity, January-September 2006
• Household usage of fish and other meat by chicken and turkey users
  • Figure 31: Usage of fish and other meat, by fresh and frozen chicken and turkey users, January-October 2006
• How often poultry eaters eat poultry
  • Figure 32: Purchase of poultry in the past week, September 2007
  • Figure 33: Purchase of poultry in the past week, September 2007, by gender and age, September 2007
  • Figure 34: Purchase of poultry in the past week, by income and race/ethnicity, September 2007
  • Figure 35: Purchase of poultry in the past week, September 2007, by region and presence of children in the household, September 2007
• Where respondents purchased poultry
  • Figure 36: Where poultry was purchased in the past week, September 2007
• Poultry consumption away from home
  • Figure 37: Eating poultry away from home in the past week, September 2007
  • Figure 38: Places where poultry was eaten away from home in the past week, September 2007
• Attitudes towards packaging and safety
  • Figure 39: Attitudes towards poultry packaging and safety, September 2007
• Respondents' perception of issues related to poultry, other types of meat and seafood
  • Figure 40: Perception of specific issues related to poultry, other types of meat and seafood, September 2007
• Age plays an important role
• Types of product attributes that induce purchases
  • Figure 41: Poultry attributes that lead to purchase, September 2007
  • Figure 42: Poultry attributes that lead to purchase, September 2007
• Future and Forecast
• Market forecast
• Poultry market
  • Figure 43: Forecast of total U.S. retail sales of poultry, at current and constant prices, 2007-12
• Chicken parts
  • Figure 44: Forecast of U.S. retail sales of chicken parts, at current and constant prices, 2007-12
• Whole chicken
  • Figure 45: Forecast of U.S. retail sales of whole chicken, at current and constant prices, 2007-12
• Other poultry
  • Figure 46: Forecast of U.S. retail sales of other poultry, at current and constant prices, 2007-12
• Forecast factors
• Increasing production costs will adversely affect manufacturers
• More concentrated brand focus and continued channel migration away from supermarkets is expected to continue
• Increased innovation and improved marketing efforts are needed to drive future sales
• Appendix: Trade Associations