Consumer Trends in the Meat Market in the UK

Synopsis

This report provides the results for the Meat market in the UK from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as organized retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Why was the report written?
Marketers in the Meat market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Meat market they account for and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the organized retail market has been characterized by an increased amount of discount and own-brand products. The weak UK economy has forced consumers to evaluate their consumption patterns across most CPG categories, including Meat. This makes it essential to understand what pockets of growth might exist and whether these represent value or volume opportunities.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Scope

Consumer survey data for the following specific categories: Ambient Meat, Chilled Raw Packaged Meat - processed, Chilled Raw Packaged Meat - whole cuts, Cooked Meats – Packaged, Cooked Meats - Counter, Fresh Meat (counter) and Frozen Meat.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.

Key Highlights

Private label penetration is very high in the Cooked Meats – Counter, Fresh Meat (counter), and Raw Packaged Meats – whole cuts product categories, accounting for approximately 80% of the volume of products distributed. However private label penetration is only 30% in Ambient Meat and 40% in Frozen meat, highlighting markets where retailers may next attempt to grow their market share.

Market valuation reveals that Fresh Meat (counter) has the largest market share, followed by Raw Packaged Meat – whole cuts and Cooked Meats – Counter. Ambient Meat has the smallest market share.

A significant “attitude-behavior” gap exists between the share of consumers citing that a trend affects their consumption and the actual share of the market value these trends influence. This is because consumers don’t always act on these trends – the result is that overall trend influence is limited, but has the potential to grow. The Busy Lives trend is indicative of this – while almost 30% of consumers say it affects their consumption choices, it only affects approximately 10% of the market value in most product categories.