英国における加工肉とデリミートの市場

Abstract

Cooked meats are in danger of being taken for granted. With a market value of £2.1 billion and six-monthly penetration at 85%, almost all consumers use and are familiar with them. Their main use continues to be as a sandwich filler - convenient and nutritious although lacking excitement.

The market for cooked meat has shown good growth but maintaining those growth rates will be challenging. Repositioning cooked meats will be the major theme of the future - the extent to which this repositioning is successful will determine the fortunes of the category.

The notable developments of 2007 were an outbreak of Avian flu and, despite official reassurance, consumer worries over the impact of cooked meat consumption on their health. Recent media reports also linked consumption of cooked meats with cancer.

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