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Growth Strategies in Meat, Fish And Poultry: Emerging consumer trends, NPD strategies and future opportunities
Market Report, December 2007, 20  €


Description

New product development in the meat, fish and poultry markets has stalled; the overall rate is low, as is the proportion of innovative products.
Many of the trends that are proving important in the wider food industry - health, convenience and premiumization, for example - are at best static and at worst in decline.
‘Growth Strategies in Meat, Fish and Poultry’ is a new management report published by Business Insights that identifies key growth opportunities in the meat, fish and poultry markets across Europe and the United States.
This report analyzes innovation and NPD in terms of category, region, flavor and product tag.
Further analysis is undertaken by shelving type and company.
It also assesses the impact of key trends in the market including health, convenience, premium, ethical and demographic targeting.

Sommaire
 
Table of Contents
Growth Strategies in Meat, Fish and Poultry
Executive Summary 10
Market drivers and issues 10
Growth opportunities 11
Innovation and NPD 12
Future trends 13
Chapter 1 Introduction 16
Research methodology 16
What is this report about? 16
The meat, fish and poultry market defined 17
Report structure 17
Chapter 2 Market drivers and issues 20
Summary 20
Introduction 20
Increasing health concerns 21
Dieting 22
Vegetarianism and meat reduction 24
Organic consumers 25
Conclusions 26
Chapter 3 Growth opportunities 30
Summary 30
Introduction 30
Category market analysis 31
Shelving analysis 32
Country analysis 35
Company analysis 36
Conclusions 38
Chapter 4 Innovation and NPD 40
Summary 40
Introduction 41
Regional analysis 41
Company analysis 42
Category analysis 44
Flavor analysis 47
Category flavors 47
Meat 47
Poultry 48
Fish and seafood 48
Cuisine flavors 50
Innovation analysis 51
By category 53
Claim analysis 54
Conclusions 56
Chapter 5 Future trends 60
Summary 60
Introduction 61
Healthier products 61
More natural products 65
Natural products 65
Fewer additives 67
Organic products 68
The emerging freshness trend 69
Low or light products 71
Nutraceutical products 72
New directions in healthier products 77
Mediterranean products 77
Healthy pork products 78
Targeting meat reducers 78
Convenient products 79
Quick products 80
Microwaveable products 81
Single serve products 82
Hand-held products 84
Healthy convenient products 84
Premium products 85
Using third parties 86
Creating gourmet products 87
Developing specialty products 89
Ethical products 89
Targeted products 91
Kids’ products 92
Seniors’ products 94
Conclusions 96
Chapter 6 Appendix 98
Market data 98
Canned meat & poultry product sales by country 98
Canned fish & seafood sales by country 99
Chilled meat & poultry product sales by country 100
Chilled deli food sales by country 101
Chilled fish & seafood sales by country 102
Frozen meat & poultry product sales by country 103
Frozen fish & seafood sales by country 104
Index 106
List of Figures
Figure 4.1: Share of all meat, fish & poultry new product launches by region, 2004-07 41
Figure 4.2: Innovative product launches from Trader Joe’s (Aldi) 44
Figure 4.3: Shelf-stable packaging: pouches, Solap cans and Tetra Paks 46
Figure 4.4: Share of all meat, fish & poultry new product launches by product category, 2004-07 46
Figure 4.5: Innovative packaging and positioning: Mrs Paul’s and Toyo Suisin 52
Figure 4.6: Innovative merchandising: Hormel’s Custom Kitchen 53
Figure 4.7: Share of innovative launches by product category, 2004-07 54
Figure 4.8: Relative growth of health, convenience, premium and crossover claims, 2004-07 55
Figure 5.9: Relative growth of more natural, low/light, nutraceutical and crossover claims, 2004- 07 64
Figure 5.10: Wellness products: Wiesenhof Wellness 64
Figure 5.11: Natural products: Smart Natural, Naked Chicken, Natural Choice, Oscar Meyer, Simply Natural and Super Naturals 66
Figure 5.12: Fewer additive products: Birds Eye and Iglo-Ola 68
Figure 5.13: Organic products: Nature’s Snack and Blue Horizon 69
Figure 5.14: Fresh products: Autentico Italiano, Waitrose, NutritionWise and Eat Local 70
Figure 5.15: Low/light product: Sabrosanos 72
Figure 5.16: High protein products: Spiro Sport, Oberto and Jack Link’s 73
Figure 5.17: Omega-3 products: Findus 74
Figure 5.18: Omega-3 products: FrialVida 74
Figure 5.19: High fiber products: Wellness, Alpha-Mate, Metten and Wellfresh 75
Figure 5.20: Nutraceutical products: Tanggula, Fitness, Maruha and Redline 76
Figure 5.21: Mediterranean products: Compliments Balance and Sainsbury’s Just Cook 77
Figure 5.22: Healthy pork product: NutrionWise 78
Figure 5.23: Reduced meat products: Better Foods and Kibun Foods 79
Figure 5.24: Quick products: Seapak, Bumble Bee Foods and Earlybird Farm 81
Figure 5.25: Microwaveable products: Steam Fresh, Steamers in 5 and Cuisson Vapeur 81
Figure 5.26: Microwaveable products: Halberstaedter Wuerstchen & Konservenvertriebs and Stegeman 82
Figure 5.27: Single serve products: Clover Leaf, Sea Choice and La Preferida 83
Figure 5.28: Single serve snack products: Star-Kist and Zimbo 83
Figure 5.29: Hand-held products: Hans To Go!, Maverick and Nippon Meat 84
Figure 5.30: Healthy convenient products: Nippon Meat and Olli 85
Figure 5.31: Licensed and character products: Harley Davidson and John Wayne 86
Figure 5.32: Gourmet products: Trump Steaks, Chez Karine and Market Bay 88
Figure 5.33: Gourmet products: Sara Lee Gourmet Selections 88
Figure 5.34: Specialty products: TASTE Group, WorldCatch Foods and Sealord 89
Figure 5.35: Reusable packaging: Smithfield sandwich keepers 90
Figure 5.36: Ethical products: Woolworths and Applegate Farms 91
Figure 5.37: Kids’ products: Iglo, Compliments Balance and President’s Choice 93
Figure 5.38: Kids’ products: Nippon Meat Packers, Disney Magic Selections and Sadia 94
Figure 5.39: Seniors’ products: Glico, Itoham Foods and Wolf Wolvita 95
List of Tables
Table 2.1: Main ways of eating more healthily, Europe & the US, 2005/06 21
Table 2.2: Prevalence of obesity in the six major markets by weight level, 000s, 2005 22
Table 2.3: Prevalence of overweight in the six major markets by age, 000s, 2005 23
Table 2.4: Prevalence of obesity in the six major markets by age, 000s, 2005 24
Table 2.5: Vegetarian consumers, Europe & the US, 2000-05 24
Table 2.6: Meat reducers, Europe & the US, 2006 25
Table 2.7: Organic consumers, Europe & the US, 2000-05 26
Table 3.8: Meat, poultry, fish & seafood products market value by type, Europe & the US, $m, 2006-2010 31
Table 3.9: Meat, poultry, fish & seafood products market volume by type, Europe & the US, Kg m, 2006-2010 31
Table 3.10: Share of meat, poultry, fish & seafood products market by type, Europe & the US, 2006-2010 32
Table 3.11: Meat, poultry, fish & seafood products market value by shelf type, Europe & the US, $m, 2006-2010 33
Table 3.12: Meat, poultry, fish & seafood products market volume by shelf type, Europe & the US, Kg m, 2006-2010 34
Table 3.13: Share of meat, poultry, fish & seafood products market by shelf type, Europe & the US, 2006-2010 34
Table 3.14: Meat, fish & poultry market value by country, Europe & the US, $m, 2006-2010 35
Table 3.15: Meat, fish & poultry products market volume by country, Europe & the US, Kg m, 2006-2010 36
Table 3.16: Top five meat, fish & poultry companies by region, 2005 37
Table 4.17: Ranking of companies in descending order of new meat, fish & poultry product launches, 2004-07 42
Table 4.18: Share of all meat, fish & poultry new product launches by shelving type, 2004-07 45
Table 4.19: Share of new product launches by major meat flavor, 2004-07 47
Table 4.20: Share of new product launches by major poultry flavor, 2004-07 48
Table 4.21: Share of new product launches by major fish flavor, 2004-07 49
Table 4.22: Share of new product launches by major seafood flavor, 2004-07 49
Table 4.23: Share of new product launches by major ethnic flavor, 2004-07 50
Table 4.24: Share of new product launches by major cooking flavor, 2004-07 51
Table 4.25: Innovative meat, fish & poultry new product launches, by type of innovation, 2004-07 51
Table 4.26: Share of all meat, fish & poultry new product launches by broad claim, 2004-07 55
Table 4.27: Share of all meat, fish & poultry new product launches for top 15 specific claims, 2005-07 56
Table 5.28: Share of all healthier meat, fish & poultry new product launches, by health claim, 2004-07 62
Table 5.29: Share of all healthier meat, fish & poultry new product launches by detailed health positioning, 2004-07 63
Table 5.30: Share of more natural meat, fish & poultry new product launches by specific health claim, 2004-07 65
Table 5.31: Share of meat, fish & poultry new product launches with fewer additives by type, 2005-07 67
Table 5.32: Share of organic meat, fish & poultry new product launches by product category, 2004-07 68
Table 5.33: Share of meat, fish & poultry new product launches with low or light claims by type, 2005-07 71
Table 5.34: Share of meat, fish & poultry new product launches with nutraceutical claims, by type, 2005-07 73
Table 5.35: Share of meat, fish & poultry new product launches with convenience claims by type, 2005-07 79
Table 5.36: Share of meat, fish & poultry new product launches with reduced packaging by type, 2005-07 90
Table 5.37: Share of meat, fish & poultry new product launches, by target consumer, 2005-07 92
Table 5.38: Share of new product launches for kids by broad claim, 2004-07 92
Table 6.39: Canned meat & poultry products market value, Europe & the US, 2006-2010 98
Table 6.40: Canned meat & poultry products market volume, Europe & the US, 2006-2010 99
Table 6.41: Canned fish & seafood market value, Europe & the US, 2006-2010 99
Table 6.42: Canned fish & seafood market volume, Europe & the US, 2006-2010 100
Table 6.43: Chilled meat & poultry products market value, Europe & the US, 2006-2010 100
Table 6.44: Chilled meat & poultry products market volume, Europe & the US, 2006-2010 101
Table 6.45: Chilled deli food market value, Europe & the US, 2006-2010 101
Table 6.46: Chilled deli food market volume, Europe & the US, 2006-2010 102
Table 6.47: Chilled fish & seafood market value, Europe & the US, 2006-2010 102
Table 6.48: Chilled fish & seafood market volume, Europe & the US, 2006-2010 103
Table 6.49: Frozen meat & poultry products market value, Europe & the US, 2006-2010 103
Table 6.50: Frozen meat & poultry products market volume, Europe & the US, 2006-2010 104
Table 6.51: Frozen fish & seafood market value, Europe & the US, 2006-2010 104
Table 6.52: Frozen fish & seafood market volume, Europe & the US, 2006-2010 105
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