Trends in Meat, Fish, and Poultry

1
Consumer and Innovation

Trends in Meat, Fish, and
Poultry
Canned, chilled and frozen meat, fish, poultry, and meat
substitutes
// CONSUMER INSIGHT / CATEGORY BRIEFS
2
Executive Summary
About this research

DATAMONITOR'S CONSUMER INSIGHT RESEARCH IDENTIFIES THE GUIDING MEGA-TRENDS AND APPLIES THEM TO CATEGORIES

Marketplace success is heavily contingent upon delivering what the consumer wants, when the consumer wants it, where and
how the consumer wants it. In recognition of this, Datamonitor's TrendSights research identifies and interprets the eight
consumer mega-trends and 40 sub-trends shaping the future consumer and innovation landscape. These encapsulate the issues
that will most affect all facets of corporate strategic planning in the years ahead, ranging from new product development (NPD) to
organizational structuring.
TrendSights
Category Briefs
Hot Topics
Interpreting how trends and
events will shape the future
consumer and innovation
landscape.
Applying Datamonitor's
TrendSights framework to
determine category-specific
issues and implications.
Exploring consumer
trends in specific regions
and markets. Also covers
strategy issues.
THIS RESEARCH BRIEF APPLIES DATAMONITOR'S
MEGA-TREND FRAMEWORK TO THE MEAT, FISH, AND
POULTRY CATEGORY

The analysis explores the key issues and implications
associated with each of the eight mega-trends in the
TrendSights framework. In doing so, it uncovers
consumer and innovation insight to outline the key
opportunities and threats for the meat, fish, and
poultry category.
3
Executive Summary
Datamonitor has identified the following opportunities in meat, fish, and poultry
innovation
Issue Opportunities
Ingredients and
flavors
Keep consumers interested and excited by offering more unusual products such as exotic meats and
products with unique flavors, such as vanilla-infused bacon.
Enhance the overall sensory experience for consumers by encouraging food pairings such as meat with
alcohol.
Emphasize and promote product attributes such as "natural" and fresh," and make use of available
active and intelligent packaging technologies to improve product freshness and extend shelf life
naturally, such as High Pressure Processing (HPP).
Invest in rare breeds to present a more premium offering to consumers, who will be willing to pay
more for breeds such as Gloucester Old Spot pork and Angus beef.
Benefits and
positioning
Meat, fish, and poultry are commodity sectors with little brand value. It is therefore very important to
generate a point of differentiation to get the products to stand out and appeal to consumers, and
move it away from being price-led and a "commodity." Private label is at the forefront of successful
innovation, creating its own values for meat.
Offer products that meet the growing consumer demand for ethically and sustainably sourced
products, such as free range pork, higher welfare indoor reared poultry, and responsibly farmed fish.
As the global Islamic population increases there are significant opportunities for halal meat and
poultry, particularly as Muslim consumers demand the same innovations (e.g. convenience) as seen
for non-halal products.
Develop products aimed at specific consumer needs, such as gluten-free sausages.
Launch snacking products that appeal to younger demographics.
Take advantage of the dine-at-home trend by developing more premium options and convenient
products that make scratch cooking using meat, fish, and poultry easier.
4
Executive Summary
innovation
Issue Opportunities
Packaging
Premiumize the look of packaging to make products stand out, particularly within fresh meat, fish, and
poultry where private label dominates and products often look very generic.
Harness smartphone technology to turn product packaging into an information gateway, offering
consumers a narrative "from farm to fork" and complete transparency as to where and how the
product was farmed.
Produce smaller, single servings and individually portioned packs that help to retain product freshness,
in order to take advantage of the growth in single-person households.
Invest in sustainable packaging initiatives to reinforce environmental credentials.
Merchandising
and marketing
Use certification logos on-pack to help improve consumer trust in products and market them as
ethical, sustainable, or eco-friendly.
Provide recipes, cooking advice, and tips to consumers to help those who lack confidence to cook with
fresh meat, fish, and poultry at home.
Tap into the potential offered by social media in relation to customer engagement, product feedback,
and brand narrative.

5
Index
Please click on the section of interest

1. INTRODUCTION 06
Definition and scope 07
Datamonitor's mega-trends 10
Applying mega-trends to meat, fish, and poultry 12
2. HEALTH & WELLNESS 16
SWOT analysis 17
Shifting focus on fat 19
Moderating meat intake 21
Brands emphasizing positive health attributes 22
Organics 24
3. SENSORY & INDULGENCE 26
SWOT analysis 27
Fresh and natural 29
Willingness to experiment 31
Alcohol and meat pairing 36
Premiumization 37
Active and intelligent packaging 43
4. INDIVIDUALISM & EXPRESSION 46
SWOT analysis 47
Vegetarianization 49
Customization 53
Make it for me 55

5. SUSTAINABILITY & ETHICS 59
SWOT analysis 60
Ethical production 62
Sustainability 66
6. SMART & CONNECTED 71
SWOT analysis 72
Online engagement 74
7. EVOLVING LANDSCAPES 78
SWOT analysis 79
Migrating influences 81
The rise in single-person households 83
Emerging markets 84
8. EASY & AFFORDABLE 85
SWOT analysis 86
Private label momentum continues 88
Responding to price-conscious consumers 90
Building on strong convenience credentials 93
9. COMFORT & UNCERTAINTY 99
SWOT analysis 100
Back to basics and naturalness 102
Trust and transparency 104
10. CONCLUSIONS 109

6
1. INTRODUCTION
BACK TO INDEX NEXT SECTION
7
Meat, fish, and poultry as categorized in Datamonitor's
Product Launch Analytics
Introduction
Shifting consumer priorities present a range of opportunities for innovation

CHANGING CONSUMER PREFERENCES SHAPE AN EVOLVING
INNOVATION LANDSCAPE FOR MEAT, FISH, AND POULTRY
The meat, fish, and poultry category is evolving in line with
consumers' complex and dynamic needs, and product innovation is
reflecting this. Producers and manufacturers are seeking to meet
growing demand for ethically and sustainably sourced products,
while at the same time meeting changing needs in terms of
convenience, taste, and health. All of these trends continue to
evolve against the backdrop of enduring value consciousness among
recession-weary consumers.

VARIOUS MEAT, FISH, AND POULTRY SUB-CATEGORIES ARE
COVERED IN THIS ANALYSIS
This brief outlines the most important consumer and product trends
impacting the meat, fish, and poultry category globally, using
Datamonitor's new TrendSights mega-trend framework as a basis to
organize the key themes covered. The category, for the purpose of
the analysis, comprises meat and meat products, fish and fish
products, poultry and poultry products, and meat substitutes. This
includes fresh, frozen, canned, and processed products, but
excludes ready meals.
Source: Datamoni tor's Product Launch Anal yti cs
8
Source: Datamoni tor's Market Data Anal yti cs; *Canned fi sh/seafood, canned meat products, chi l l ed fi sh/seafood, chi lled meat products,
del i food, frozen fi sh/seafood, frozen meat products
Meat, fish, and poultry*
represented $533bn in
global spending in 2011 Top 10 markets by value ($bn),
2011
Top 10 markets by per capita
expenditure ($), 2011
Market value by category, global, 2011
Fastest growing categories by value, global, 201115f
Deli food +5.2%
Chilled meat products +3.5%
Canned meat products +3.3%
Frozen fish/seafood +3.0%
Frozen meat products +2.9%
China
79.9
Italy
29.1
Japan
54.2
Mexico
26.4
US
43.4
Brazil
26.2
Germany
39.4
Russia
23.2
France
32.8
Spain
21.0
Norway 336 Portugal 182
Switzerland 322 Germany 180
France 280 New Zealand 170
Italy 214 Austria 168
Denmark 190 Belgium 154
Introduction
Per capita expenditure is still generally the highest among Europeans, while China,
Japan, and the US dominate in terms of market value
9
Introduction
New product development is mainly driven by Europe and Asia Pacific

MEAT, FISH, AND POULTRY INNOVATION INCREASED BETWEEN 200910, BUT THERE WAS A MARKED DECLINE IN 2011
Datamonitors Product Launch Analytics captured 5,300 new products launched in 2011. The biggest single proportion of these
came in Europe, which represented 51% of all new products. NPD increased in Europe and South and Central America during
200711, signifying an attempt to increase differentiation in the marketplace through innovation. In contrast, NPD has declined
markedly in North America, with 12% of new products coming from this region in 2011, compared to 24% in 2007. NPD has
remained low in the Middle East and Africa, with just 2% of new products coming from this region in 2011.
New meat, fish, and poultry products launched globally, by region, 200711
10
Introduction
The dynamics giving shape to the global consumer marketplace can be found in the
eight mega-trends
THE DYNAMICS GIVING SHAPE TO THE GLOBAL CONSUMER AND INNOVATION LANDSCAPE, INCLUDING THE MEAT, FISH, AND
POULTRY CATEGORY, CAN BE FOUND AMONG THE EIGHT MEGA-TRENDS

Datamonitor's TrendSights framework recognizes that consumer behavior is best interpreted via an organized "trend hierarchy,"
whereby each overarching mega-trend comprises a number of trends and sub-trends as conveyed by the visualization presented
on the following slide. Understanding the full range of sub-trends, including how they interact to impact multiple sectors and
categories, is the most important starting point in guiding trend analysis.
HEALTH & WELLNESS
People of all ages are more proactively
addressing their health in a more holistic and
personalized manner.
SENSORY & INDULGENCE
The driving force behind continually higher
expectations of quality, variety, and
immersive "consumption experiences."
COMFORT & UNCERTAINTY
Consumers value safety, tradition, simplicity,
and reassurance due to rising stress and
uncertainty in their lives and the world
around them.
SUSTAINABILITY & ETHICS
Mounting awareness and concern surround
the scale, complexity, and interdependence
of shared social and environmental
challenges globally.
INDIVIDUALISM & EXPRESSION
Values that emphasize individuality and self-
expression guide confident and empowered
modern consumers.
EASY & AFFORDABLE
Time and money are perceived to be the
great scarcities of modern life, and
consumers are searching for ways to
maximize these limited personal resources.
SMART & CONNECTED
In a hyper-connected, technology-enabled
society, consumers seamlessly integrate the
use of multiple technologies in their lives and
buying behavior.
EVOLVING LANDSCAPES
The underlying and mostly dependable socio-
demographic and -economic trends
impacting consumer societies.
11
12
Health &
Wellness
Sensory &
Indulgence
Individualism &
Expression
Sustainability &
Ethics
Smart &
Connected
Evolving
Landscapes
Easy &
Affordable
Comfort &
Uncertainty
THE CATEGORY CONTINUES TO BUILD ON ITS STRENGTHS
IN SENSORY & INDULGENCE
As consumers express willingness to experiment and try new
things, the meat category is responding with an array of
more exotic meats such as camel and kangaroo. Freshness is
of high importance in the category and as manufacturers
seek ways to extend the shelf life of meat products, active
and intelligent packaging is being developed and
implemented to keep meat fresher for longer.

EVOLVING LANDSCAPES IS OF GROWING IMPORTANCE
Evolving Landscapes also holds importance as beef and lamb
producers must seek to respond to the growing demand for
halal meats as the global Islamic population rapidly expands.
While Sustainability & Ethics is a growing issue as many
consumers become more concerned about animal welfare
and the environment, price still remains a barrier to growth
in this mega-trend.

Introduction
Red meat: while Datamonitor's TrendSights framework is applicable globally and
across sectors, the degree to which each mega-trend impacts the category varies
Mega-trend relevance in red meat
13

HEALTH AND WELLNESS HOLDS KEY IMPORTANCE IN THE FISH
CATEGORY
Health continues to be a driving force in the fish category as it
is generally leaner than red meat and poultry, and many
species are naturally rich in key nutrients for health such as
omega fatty acids. Manufacturers need to find ways to build
upon the natural health credentials of the category to
encourage more frequent consumption. Sensory & Indulgence
is also a key driving force in the fish category, as the wide
variety of different species contribute to a multitude of
different flavors, smells, and textures that can be cooked in
numerous ways to suit consumers own preferences.

THE CATEGORY IS FINDING WAYS TO MAKE FISH EASIER AND
MORE CONVENIENT FOR CONSUMERS
Many consumers struggle with fresh fish, lacking the skills and
confidence to cook with it from scratch. Manufacturers need to
respond to this by introducing more convenient products that
enable consumers to easily cook fresh fish dishes at home.
While Sustainability & Ethics is a growing issue as many
consumers become more concerned about the sustainability of
fishing, price remains a barrier to growth in this mega-trend.

Introduction
Fish: while Datamonitor's TrendSights framework is applicable globally and across
sectors, the degree to which each mega-trend impacts the category varies
Health & Wel lness
Sensory &
Indulgence
Indivi dualism &
Expression
Sustainability &
Ethics
Smart &
Connected
Evolving
Landscapes
Easy & Affordable
Comfort &
Uncertainty
Mega-trend relevance in fish
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Health & Wel lness
Sensory & Indulgence
Indivi dualism &
Expression
Sustainability & Ethi cs
Smart & Connected
Evolving Landscapes
Easy & Affordable
Comfort & Uncertai nty

HEALTH AND WELLNESS IS A KEY TREND FOR POULTRY
As consumers are increasingly concerned about their health,
including their intake of fat and calories, many are turning
away from red meat towards poultry as it is perceived as
leaner, particularly white meat such as chicken breast. This
trend presents opportunities for manufacturers to focus on
educating consumers and offering poultry as a healthier
alternative to red meat, through providing recipes or products
that include poultry in place of red meat.

EVOLVING LANDSCAPES AND COMFORT & UNCERTAINTY
HOLD SIGNIFICANCE FOR POULTRY
Within the poultry category, the Evolving Landscapes, Sensory
& Indulgence, and Comfort & Uncertainty mega-trends hold
particular importance. As seen in the rise of gourmet junk food
outlets, consumers are seeking premium, ethically reared
comfort foods such as Southern fried chicken that offer a sense
of familiarity and indulgence. Trust & Transparency is also
important, as consumers are increasingly seeking better
information on the origin and production methods of the
products they are eating.

Introduction
Poultry: while Datamonitor's TrendSights framework is applicable globally and across
sectors, the degree to which each mega-trend impacts the category varies
Mega-trend relevance in poultry
15
Introduction
The industry needs to understand differences in the shopper decision-making process
for meat, fish, and poultry to better inform innovation and marketing strategies
Source: adapted from the Meat and Li vestock Commi ssi on, "The Shoppi ng Deci si on Tree," 2002
CORE PROTEINS
Bacon
Sausages
Sliced meats
Ground/minced meat
Poultry pieces
Canned products
KEY OCCASION PROTEINS
Joints
Chops
Steaks
Whole poultry
Fish and seafood
Ready meals

Used in everyday family meals.
Purchase highly planned/habitual but
the meal occasion may not be planned.
Common standby products to keep in
the freezer.
Price and promotions will be highly
influential.
Purchased with specific meal occasion
in mind.
The meal occasion will be highly
planned but the protein chosen is not.
Products are easy to substitute.
Product appearance/packaging is
highly influential.
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2. HEALTH & WELLNESS TRENDS IN MEAT, FISH, AND POULTRY
PREVIOUS SECTION BACK TO INDEX NEXT SECTION
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OPPORTUNITIES
Educating consumers about healthy cuts of meat,
preparation, and cooking techniques (such as
steaming).
Making consumers more aware of the positive
health benefits from consumption of certain meats
and fish.
Ranges of prepared meat, fish, and poultry that are
tailored towards the nutritional needs of different
demographics.
Health & Wellness
SWOT analysis

STRENGTHS

Meat, fish, and poultry contain naturally occurring
healthful properties (e.g. high protein, omega-3).
Lean choices are readily available for those trying to
reduce fat intake.
WEAKNESSES

There is a general negative perception among
consumers that red meat such as beef and pork is
fatty and unhealthy.
Processed meats such as bacon and sausages can
be high in fat and salt.
Lack of cooking skills can lead to fish and meats
being prepared and consumed in less healthy ways.
THREATS

Rising prices and a difficult economic climate result
in consumers choosing cheaper quality, less
healthy, and fattier meat products.
Growing trend towards meat substitutes and
vegetarian foods as consumers try to moderate
their intake of meat, fish, and poultry products.

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Health &
Wellness
Sensory &
Indulgence
Individualism &
Expression
Sustainability &
Ethics
Smart &
Connected
Evolving
Landscapes
Easy &
Affordable
Comfort &
Uncertainty
Meat Fish Poultry
Health & Wellness
Health consciousness is a fundamental driver for new product development

KEY THEMES IN HEALTH & WELLNESS

BRANDS EMPHASIZING POSITIVE HEALTH ATTRIBUTES
Consumers are demonstrating a shift in their approach to
healthy eating, whereby they are more focused on what to
include in their diet as opposed to what to eliminate. As a
result, more manufacturers are emphasizing the added
nutritional benefits of their products.

MEAT AVOIDANCE
Amid health concerns and a difficult economic climate, more
consumers are limiting their intake of meat or avoiding it
altogether. While this presents significant opportunities for
innovation in meat substitute products, it is also an
opportunity for meat, poultry, and fish manufacturers to better
promote the health benefits associated with consumption of
their products.

OPPORTUNITIES IN ORGANICS
Concerns over chemicals in food are evident among most
consumers, prompting manufacturers to develop purer and
more natural varieties of beverages. Organic varieties have
benefited significantly because of this.

Mega-trend relevance in meat, fish, and poultry
19
Health & Wellness
Consumers are highly influenced by fat content when making food choices

CONSUMERS SEEK NUTRITIONAL SPECIFICS
As knowledge increases, a rising proporti on of consumers are
becoming more aware of what constitutes a balanced diet. While
fat content remains highly influential when it comes to food and
beverage choices for over half of consumers, other nutritional
components are also influential. Whether a product is
low/reduced saturated fat is more influential than the level of
trans fats. Consumers are also influenced by the level of salt,
carbohydrates, and protein. Despite growing concerns over
obesity globally, only a fifth of consumers find a low/reduced
calorie claim to be highly influential on their choice. Meat, fish,
and poultry can use nutritional claims to inform and attract
consumers, particularly in relation to such claims as high protein
and low carbohydrate, which are naturally inherent in such
products.

FAT-RELATED CLAIMS ARE MORE INFLUENTIAL FOR WOMEN
Female consumers are more likely to be influenced by "low fat"
or "reduced fat" claims compared to their male counterparts. This
was also evident for claims relating to saturated fat and trans fat.
This has implications for products specifically targeting women,
but also has broader relevance to point-of-sale communication
and packaging, given that women are generally the main grocery
buyer in the majority of households.

Source: Datamoni tor Consumer Survey, May/June 2011
Consumers who are highly influenced by the following claims
when making food and beverage choices, global
20
30% less fat and salt

Argeta Delight Kokosji Namaz
Croatia
A chicken spread marketed
under the brand name Argeta
Delight. The product claims to
have 30% less fat and salt than
the regular version.
Extra lean

Fresh & Easy Eat Well
Boneless Beef Strips
US
This private label product is
marketed under Fresh & Easys
"Eat Well" banner, which stands
out to the consumer as a
healthier option. It is claimed to
be extra lean, 98% fat free, and
a good source of iron.
"97% fat free"

Ashfield 97% Fat Free Bacon
Short Cut Rindless
Australia
This is a lean back bacon
product that is marketed as
being 97% fat free. The product
is rindless, enabling a lower fat
content than regular back
bacon.
"90 calorie"

Van De Kamp's 100% Whole
Fillets 90 Calorie Crunchy Fish
Fillets
US
Marketed as a 90-calorie
version of the regular product.
They are claimed to have 25%
less fat and to be a good source
of protein , as well as being free
from trans fat.
Health & Wellness
Manufacturers are meeting demand for lighter and leaner products

21
Source: Datamoni tor Consumer Surveys *Apri l /May 2009; **Jul y/August 2010; Datamoni tors Product Launch Anal yti cs
Sainsbury's Lovesoya Quarter
Pounders
UK
Low fat and meat free
Pietran Jamon de Cerdo
Individual
Colombia
Goodlife Meat Free Ready Meal
Nut Cutlets, Glamorgan
Sausage, Root Vegetable Roast
UK
"Meat free ready meal"
Tanka Dogs Buffalo Hot Dogs
Heart Healthy
US
"Heart healthy" buffalo hot dogs
Individually portioned packs of
ham
Health & Wellness
Health-conscious consumers are seeking to cut back on the amount of food they
consume, including moderating their intake of meat
MORE IMPORTANCE IS BEING PLACED ON THE AMOUNT OF FOOD
CONSUMERS EAT
As an extension of higher attentiveness to the nutritional contents of
their food opti ons, consumers are also placing greater importance on
meal size, calorie counts, and the amount of meat in their diet.
Almost a third of consumers claim that they are trying to limit the
amount of meat they consume, particularly as health experts
recommend reducing the amount of red meat and processed meats
in the diet. Manufacturers are becoming responsive to this with
innovative meat free products, smaller portioned meat products, and
offering lower fat alternatives to traditional meats. For example,
buffalo and bison meats are lower in fat than lean beef, offering good
alternatives for consumers who are more conscious about what they
are eating and how much.

22
Health & Wellness
Consumers are seeking more positive health messages, and product claims that
address this are becoming more influential
CONSUMERS FOCUS ON THE POSITIVE
Messages of healthy eating have traditionally focused on
limiting consumption of certain "food villains," for example
fat, sugar, and carbohydrates. Not only can such an approach
detract from food enjoyment, but the effectiveness of such
messages is debatable given the rising rates of lifestyle-
related diseases such as obesity and heart disease.
Accordingly, consumers express a desire to know what they
should be eating in order to live a healthy lifestyle.
GROWING INFLUENCE OF "POSITIVE" CLAIMS
Food and drink claims relating to the presence of healthful
ingredients are becoming increasingly influential. In 2009,
for example, just 23% of global consumers said that
"added/high omega-3" had either a high or very high
amount of influence on their food and drink choices, which
rose to 39% in 2011. This illustrates the growing appeal of
product claims that focus on the inclusion of certain
ingredients, rather than the absence of others. With certain
meat, fish, and poultry products being high in naturally
occurring nutrients including omega-3 and iron, promoting
such claims may help to attract consumers.

Source: Datamoni tor Consumer Surveys, Apri l /May 2009, Jul y/August 2010, and May/June 2011
I am more
interested in
hearing about
what TO eat,
rather than what
NOT to eat
Male
Female
Consumers who are highly influenced by the following claims when
making food and beverage choices, global
23
Source: Datamoni tors Product Launch Anal yti cs
EVOLUTION OF PRODUCT CLAIMS
Off the back of functional foods and beverages gaining
traction among consumers (and the consumer packaged
goods industry investing heavily in these types of products in
response), the category has experienced a surge of more
advanced health claims, going beyond traditional "free from"
claims to specific "high in" or "rich in" ingredients.

Within the fish and seafood category, for example, there
exists much potential to take advantage of the positive
nutriti on trend. For example, packaging for Youngs Fish
Cakes includes the claim that the product is "a natural source
of omega-3," which is an ingredient that has been
scientifically proven to boast a variety of health benefits.
Within the meat and poultry categories there are fewer
examples of brands using positive health claims on packs to
help market food; however, there is plenty of opportunity to
expand in this area using claims such as "high in iron" or
"high protein."
Youngs Fish Cakes
UK
"Rich in omega-3"
Wild West Beef Jerky Honey
BBQ
UK
Tesco Fish Fingers Omega 3
Ireland
"Omega-3" in brand name
Sofia Patitas de Pollo
Bolivia
"Good source of protein and five
vitamins"
"High protein beef snack"
Health & Wellness
Consumer health expectations continue to rise

24
75% of
global consumers
are concerned
about the impact
of chemicals used
in everyday
consumer products
on their health.

Health & Wellness
Organic products exhibit potential as consumers express concern about chemicals in
food and drinks
CHEMICALS IN FOOD ARE A MAJOR CONCERN
Precisely three quarters (75%) of global consumers across 20
countries are either somewhat or extremely concerned about
chemicals in everyday products. Such concern enhances the
profile and appeal of organic products around the world, as
they are produced without the use of synthetic fertilizers,
pesticides, or chemicals. In relation to meat, fish, and poultry
this includes ensuring that only organic animal feed is used,
and that animals are kept free from antibiotics and growth-
promoting hormones. In addition, there are also strict
requirements about the amount of space that animals and
birds have access to in order to be certified as organic.
LESS THAN HALF ARE HIGHLY INFLUENCED BY ORGANICS
While the stated concern over chemicals in food is high, only a
minority of global consumers (40%) say that a claim of "certified
organic" would have a high or very high amount of influence on
their food and drink choices (albeit with pronounced country
variations). This disconnect can be explained by a lack of
understanding about organic certification, skepticism
surrounding organic marketing, and the higher prices associated
with buying organic products. For fish there is an ongoing
debate as to whether organically farmed fish is any different to
wild caught fish, which is also essentially an organic product: the
living conditions of wild fish cannot be controlled and therefore
they cannot be labeled as organic.
CHINA
67%
SOUTH
KOREA
58%
BRAZIL
53%
UK
22%
GLOBAL
41%
AUSTRALIA
27%
Consumers who are highly influenced by "certified organic" claims
when making food and beverage choices
25
ORGANIC PRODUCTS STRUGGLE TO GAIN MOMENTUM
The proporti on of meat, fish, and poultry product launches that are
"organic" remains comparatively low. There was a particular decline in
organic product launches in 2010, with just 3.0% of new launches
tagged as organic. This rose slightly in 2011, with organic accounting
for 3.4% of new launches. However, the proportion of organic
launches remains lower than 2007 when almost 5% of new launches
were organic. While a high proportion of consumers are displaying
concern regarding chemicals in foods and beverages, this decline can
be attributed to a reluctance by consumers to pay premiums for
organic products, particularly in a difficult economic environment.
However, there exists significant potential as consumer awareness of
the perceived health benefits of organics improves, but producers are
as yet reluctant to make the investment.

Daylesford Organic Aberdeen
Angus Beef Burgers
UK
Wegmans Foods You Feel Good
About Organic Farmed Salmon
from Ireland
US
Nikas Viologico Allantika
Organic Salami
Greece
Taza Organic Chicken
Drumsticks
Egypt
New meat, fish, and poultry products tagged "organic" as a
proportion of all category launches, global, 200711
Health & Wellness
Organic products struggle to make significant inroads in meat, fish, and poultry

26
3. SENSORY & INDULGENCE TRENDS IN MEAT, FISH, AND POULTRY
27
Opportunities

Flavor innovation for processed meats, such as
sausages.
Rare breeds and exotic meats present opportunities
to premiumize.
Growing consumer awareness and acceptance of
the sensory benefits of scratch cooking.

SWOT analysis

Strengths

Numerous different varieties of meat, fish, and
poultry offer consumers a wide choice of flavors
and tastes.
The versatility of meat, fish, and poultry in terms of
preparation and cooking.
Advances in packaging technology enable meat,
fish, and poultry to be kept fresher for longer.

Weaknesses

Consumers can lack knowledge about different
products and cuts, so are unsure what is best for
what purpose, resulting in a poor sensory
experience.
A perception that frozen and canned products offer
inferior quality and taste compared to fresh
products.

Threats

Improvements in the quality and choice of meat
substitute products.
Poorly cooked or prepared meats can negatively
affect the texture and taste, putting consumers off.
A significant proportion of consumers do not notice
new product innovation.

28
Health &
Wellness
Sensory &
Indulgence
Individualism &
Expression
Sustainability &
Ethics
Smart &
Connected
Evolving
Landscapes
Easy &
Affordable
Comfort &
Uncertainty
Meat Fish Poultry
Consumers are open to sensory experimentation in meat, fish, and poultry

KEY THEMES IN SENSORY & INDULGENCE

EMPHASIS ON FRESHNESS
In considering taste, consumers look favorably on fresh, pure,
and natural attributes. While canning and freezing can help to
preserve shelf life, active and intelligent packaging techniques
are being employed to preserve freshness and shelf life in fresh
chilled meat, fish, and poultry products.

WILLINGNESS TO EXPERIMENT
Consumers are receptive to new and interesting sensory
experiences, while meat, fish, and poultry manufacturers are
responding with unique recipes and flavors.

PREMIUMIZATION
In the pursuit of a more special consumpti on experience,
consumers are gravitating towards products that have been
produced using more exclusive, sophisticated production
processes or that are from a special breed. Uniqueness and
novelty can be i mportant product di mensions in encouraging
consumer spend within the category and differentiating from
standard product offerings.

29
Chi l l ed
42%
Frozen
26%
Canned
32%
In relation to taste, consumers look favorably on fresh, pure, and natural attributes
TASTE ATTRIBUTES REMAIN A KEY DRIVER OF DEMAND
Despite generally rising consumer attentiveness towards value
and health, taste inevitably continues to be the predominant
driver of demand. The contrast between consumer perceptions
of chilled vs frozen meat, fish, and poultry products is
significant. Consumers generally perceive that the nutritional
quality, freshness, and taste of frozen food are inferior to
chilled. Such views have been reinforced by the frozen sectors
overwhelming focus on basic products and value-for-money
propositions, rather than premium products.

Source: Datamoni tor Consumer Survey, May/June 2011; Datamoni tors Product Launch Anal yti cs
Meat, fish, and poultry product launches, by positioning, global,
201011

CHILLED PRODUCTS DOMINATE LAUNCHES IN THE MEAT,
FISH, AND POULTRY CATEGORY
Just over 40% of product launches in the meat, fish, and
poultry category were chilled during 201011. Canned
products made up almost a third, with the remaining
quarter being frozen products. This indicates a relative lack
of innovation in the frozen category, perhaps driven by
general negative perceptions over the quality of frozen
products quashing consumer demand and stemming
product innovation.

Consumers who agree with the following statements about
freezing foods, global
30
CONSUMERS PERCEIVE FROZEN FOOD TO BE LESS FRESH
A high proportion of consumers are highly influenced by "fresh"
claims when purchasing food and drinks; they are demanding
the shortest possible time between products being sourced
and hitting the shelves. However, 40% of consumers globally
believe that freezing food compromises freshness. While
consumers have become accustomed to purchasing fish from
the freezer aisles, frozen meat and poultry products are still
generally perceived as inferior products. It is important that the
industry seeks to alter this perception through marketing
communication.
Source: Datamoni tor Consumer Survey, May/June 2011; Datamoni tor's Product Launch Anal yti cs
Shurfresh Frozen Boneless
Skinless Chicken Breast
US
Cumbres Chorizos Frescos
Butifarra
Chile
Consumers are highly influenced by freshness, and frozen foods are trying to capture
this
Consumers who
are highly
influenced by
"fresh" claims
when buying food
and drinks
Male
Female
Bounty Fresh Frozen Chicken
Nuggets
Philippines
"Golden bites of freshness"
Publix Fresh Frozen Pink
Shrimp
US
"Fresh frozen"
The "Shurfresh" brand name
evokes freshness
"Chorizos frescos (fresh
sausages)"
31
New product opportunities are spurred by consumers willingness to try new things as
well as their exposure to other cultures and tastes
MOST CONSUMERS ENJOY EXPERIMENTING WITH FOOD
The majority of global consumers state that they like making
new things to eat and trying different foods. Females are
more likely to express an interest in trying and making new
things. The positive message for innovators is that this
means that consumers are more receptive to the idea of new
flavors and food concepts. This has implications for meat,
fish, and poultry in terms of innovation in processed meats,
flavored products, exotic species and breeds, and less
common cuts of meat and offal.
OTHER CULTURES INSPIRE EXPERIMENTATION
Willingness to try new things can be driven by various
sources, including family and friends, the media, personal
fulfillment, and ethnic diversity. Australians are among the
most likely to agree (56%) that other cultures have
influenced their taste in food, suggesting that new
international sources of inspiration for product
development are important for directing future innovation
direction.
Source: Datamoni tor Consumer Survey, May/June 2011; Apri l /May 2009
AUSTRALIA
56%
UK
53%
US
46%
JAPAN
22%
GLOBAL
43%
FRANCE
34%
Consumers who agree with the statement: "My taste in food
has changed as a result of exposure to foods from other
cultures"
Consumers
who
experiment by
trying new
food all of the
time, most of
the time, or
occasionally
Male
Female
32
Manufacturers are being innovative with new and unusual flavors

Muddy Boots Handmade
Aberdeen Angus Beef Burgers
Cranberry & Camembert
UK
Launched as a limited edition for
the Christmas season from the
Muddy Boots brand, this
handmade burger product comes
in a seasonal Cranberry &
Camembert flavor.

Fresh & Easy Let's Grill! Ready-
to-Cook Chicken Tequila &
Orange
US
This private-label, refrigerated
chicken product is described in
package text as boneless, skinless
chicken breast slices in a light and
fresh tequila and orange marinade.
Heston From Waitrose 6 Back Bacon
Rashers Vanilla, Tomato Ketchup,
Stout & Golden Syrup
UK
This bacon product is offered in three
innovative flavors. The vanilla pack
reads: "Because as kids we encounter
it in desserts, we think of vanilla as
sweet but it's not. It has a delicate,
fruity, spicy, and sometimes earthy
character, depending on where it's
grown."
Paquito Jamon Banana, Mint,
Pistacho, and Chocolate
Spain
This range of ham in Spain comprises
various different flavor varieties,
many of which are innovative in the
ham sector. These include
traditionally sweet flavors such as
bananas, mint, and chocolate.
33
Case Study: new steak range offers consumers a choice of different flavor profiles to
mix and match
NEW RANGE ENABLES CONSUMERS TO CHOOSE HOW THEY WANT
THEIR STEAK FLAVORED
Golden West Food Group launched a new range of marinated steaks
in the US under the Certified Angus Beef brand, with a choice of cuts
and flavors to mix and match. The concept offers convenience to the
consumer as the steaks are pre-marinated, but also offers the chance
to experiment with different flavors and less familiar steak cuts.

The choice of cuts available includes flat iron steaks, tri tip, skirt
steaks, ball tips, ranch roasts, and sirloin. Each cut is then fused with
one of an array of flavors including Classic Steakhouse, Carne Asada,
Barbacoa, Four Chilli, Porcini Rosemary with Port Wine Sauce, Honey
Bourbon, Jalapeno Lime and Beer, Chimichurri, and Kansas City BBQ.
The consumer is able to mix and match between the cuts and the
flavors, enabling them to experi ment with different opti ons and have
a new sensory experience each time they purchase a product from
the Certified Angus Beef marinated range.

Source: Progressi ve Grocer
34
Case Study: Tuckers Exotic Meats offers consumers a way to experience new and
different meats
OFFERING A RANGE OF EXOTIC MEATS FROM AROUND THE
GLOBE
Tuckers Exotic Meats are tapping into consumers willingness to
experiment and try new foods by offering a range of exotic meats
from around the world to consumers in the UK through street
markets and an online shop. While more than half (53%) of UK
consumers claim that their taste in food has changed as a result
of exposure to foods from other cultures, exotic meats are not
widely available in supermarkets. Tuckers therefore identified a
niche gap in the market to be filled: the company offers a range
of ethically sourced meats including reindeer, llama, wagyu beef,
blesbok, impala, zebra, camel, and crocodile. In street markets
around London, the company serves hot snacks such as exotic
burgers, alongside raw meat, such as steaks, for the consumer to
take home and cook.

EMPHASIZING HEALTH BENEFITS AS WELL AS TASTE
Tuckers is selling its exotic meats using a health message as well
as the sensory experience from trying unusual and interesting
meat varieties. Through its website, Tuckers highlights that red
meats such as ostrich and springbok contain less fat, calories, and
cholesterol than chicken. The company makes the claim that
"introducing these meats to your diet can benefit not just your
taste buds, but also your waistline."

Source: tuckers-exoti cs.co.uk; Datamoni tors Consumer Survey, May/June 2011
35
Manufacturers are tapping into the trend for exotic meat products with new product
launches
Lidl Deluxe Reindeer Leg Steaks
UK
Lidl introduced reindeer meat to
the UK in the run-up to Christmas
under its premium "Deluxe" label,
to tie into the festive theme.

Gold Ostrich Loukaniko
Frankfourtis Wild boar, Deer,
Ostrich
Greece
Frankfurter-style sausages in three
different exotic varieties: ostrich,
wild boar, and deer.
Fondue Exotique Meat
Assortment Bison, Kangaroo,
Ostrich
Belgium
A mixed fresh exotic meat
assortment pack, designed to be
used with fondues. The meat
includes bison, ostrich, and
kangaroo with a mix of paprika,
curry, and juliena seasoning.

Gary West Smoked Meat Elk
Strips
US
Strips of smoked elk meat. Elk
comes from the deer family, and
the meat is leaner and higher in
protein than beef or chicken.

36
Pairing meat, fish, and poultry with alcohol to create an enhanced sensory experience

PAIRING MEAT, FISH, AND POULTRY WITH ALCOHOL
The pairing of meat, fish, and poultry with alcohol is not a new
concept. Consumers traditionally associate certain wines with
different meats, for example red wine for red meat and game, or
white wine for chicken and fish. Research by the American Meat
Institute found, however, that 39% of consumers would like more
help in how to pair the right wine with meat and poultry, indicating
a general lack of expertise among consumers.
1
There are also many
opportunities for the industry to take the pairing of meat and
alcohol further by pairing meats with other alcohol products such as
beer, to complement the meal occasion and excite consumers taste
buds.

ROBINSONS PRIME RESERVE CRAFT BEER AND STEAK MATCH
In the US, Robinsons Prime Reserve, an online meat vendor,
created a signature cut of beef, Boston Lager Cut, as the ultimate
pairing for Samuel Adams Boston Lager. The lager cut was designed
by renowned New York-based butcher Jake Dickson as the ultimate
beef pairing for Samuel Adams Boston Lager. It was noted that "the
spicy hop flavors and sweet caramel notes in beer actually pair
better with bold, flavorful meats than wine does." The lager is said
to be ideal to finish the "rich meaty flavor of the cut." The beer and
the food work in tandem to create an enhanced sensory experience
for the consumer.

Source: robi nsonsprimereserve.com; [1] Ameri can Meat Insti tute, "The Power of Meat," 2012
37
Differentiation through rare breeds or specialized farming methods is a route to
premiumization in fresh meat, fish, and poultry
AS CONSUMERS DINE AT HOME MORE, THEY ARE SEEKING
INDULGENCE IN PREMIUM PRODUCT OFFERINGS
A tightening of discretionary income has driven a rising
propensity to dine at home at the expense of eating out. While
there has been a rise in demand for budget private label
brands, there has also been a surge in demand for products
with a premium positioning at higher price points. Fresh meat,
poultry, and fish can take advantage of this trend by offering
products that differentiate themselves from standard offerings.
Brands are responding to demand with more premium
offerings alongside products that are positioned to replicate
the takeaway and eating out experience.
Source: Datamoni tor Consumer Survey, Jul y/August 2011; Datamoni tors Product Launch Anal yti cs
Coles Finest Free Range Pork
Fillet Steak
Australia
Waitrose Love Life Line Caught Cod
Fillets with Roasted Tomato Marinade
UK
Male
Female
RARE ANIMAL BREEDS AND SPECIALIZED PRODUCTION
TECHNIQUES CAN BE A ROUTE TO PREMIUMIZATION
In a category dominated by private labels, producers must
seek to differentiate their products in order to meet
consumer demand for indulgence in-home. Products THAT
offer the consumer something over and above the standard
category offerings can command a premium price point and
appear more indulgent to the consumer. This includes
higher welfare production (e.g. free range), rare animal
breeds (e.g. Gloucester Old Spot pork), provenance, and
special farming and fishing methods (e.g. organic, corn-fed
poultry, or line-caught fish).
Consumers
who said
that they
dine at
home more
than they
used to
38
Case study: The Rare Breed Meat Company specializes in offering consumers rare and
traditional breed meats and poultry
SUCCESSFULLY OFFERING RARE AND TRADITIONAL BREEDS AS A POINT
OF DIFFERENTIATION
In 1995 The Rare Breed Meat Company was founded by Howard Blackwell
in Essex, the UK. The company specializes in rare and traditional breed
meats, which began with the rearing of Gloucestershire Old Spots pigs and
extended into supplying over 15 different breeds of beef, pork, and lamb,
as well as specialty poultry, duck, venison, and game products. All meat
and poultry is butchered and prepared on-site and sold through specialty
retailers including Harrods and Selfridges in London, restaurants, and
bistros, and through the companys own farm shop in Essex.

Breeds offered include:
Beef Angus, British White, Old Gloucester, Sussex Red, English
Longhorn, Red Poll, Shorthorn, Dexter, Belted Galloway, and White
Park.
Pork Gloucester Old Spot and Blythburgh Free Range.
Lamb Local Colne Valley Lamb, Salt marsh Lambs, and Dorset
Lambs.

The Rare Breed Meat Company spotted a niche in the market for offering
specialty and rare breed meat and poultry, and has built up a successful
business around it. This case demonstrates the opportunities there are for
premiumization through producing and supplying rare breed meats.

Source: therarebreedmeatcompany.co.uk
39
Meat plays a vital role in the growing trend for "gourmet junk food"

DEMAND FOR GOURMET JUNK FOOD IS GROWING
There is a growing trend towards upmarket, gourmet fast food made from high quality
meat and poultry and sold at premium prices. The concept of gourmet junk food is to
offer consumers traditi onal favorites like hot dogs, burgers, and fried chicken in a more
ethical and sophisticated way. Speaking to The Independent, Simon Anderson, co-
founder of London chicken outlet Roost, said that he believes the growing demand for
gourmet junk food comes from people wanting to "eat childhood favorites, but, cooked
really well, using amazing cuts of meat." Examples include:
Bubbledogs An outlet in London offering champagne and hotdogs, to add a
level of sophistication to the hotdog eating experience. The menu offers a choice
of 10 different hotdogs including the BLT dog, wrapped in bacon and served with
truffle mayonnaise and caramelized lettuce.
Wishbone Also in London, this restaurant offers free-range fried chicken for
ethically minded consumers.
Dach and Sons A fast food restaurant in Hampstead offering burgers, hot dogs,
and sliders (mini burgers) served alongside craft beer and whiskey, with such
innovative sides as bone marrow popcorn.

There are opportunities for packaged goods manufacturers to tap into this trend,
offering premium meat and poultry fast food items for in-home consumption, such as
gourmet burgers and hotdogs to be cooked at home. Serving suggestions on-pack
could recommend wine or beer to be paired with the products to add to the gourmet
experience.

Source: The Independent, Jul y 2012
40
NOVEL PRODUCTS APPEAL TO CONSUMERS
Trying and experiencing new products is considered important by
the majority of consumers. Considering the food category in
general, including meat, fish, and poultry, well over two thirds of
consumers are keeping their eye out for new products and/or
actively monitoring new launches. In addition, over 50% of
consumers cite trying new products as being important in
creating a feeling of wellbeing. Innovative packaging can be used
to enhance the experience for the consumer, for example by
using special packaging to give a more premium feel to products.
Source: Datamoni tor Consumer Survey, May/June 2011; Datamoni tor's Product Launch Anal yti cs
Sausage tablet

Casa Noguera Pecatum
Butifarra en Tableta
Spain
The product is a type of
Catalan pork sausage in a
tablet form. The bar-like
formulation is a new idea
for pork sausages and
offers a novel consumption
experience.
Novelty and unique product innovations can enhance the consumer experience and
convey a more premium positioning
Jelly seafood shots

Big Prawn Company Shellfish
Jelly Shots
UK
This product is designed along
the theme of alcoholic shots,
but instead of alcohol they
contain cocktail-flavored jellies
with shellfish. There are three
flavors: Crayfish Margarita,
Mussels Bloody Mary, and
Prawn Mojito. This offers an
innovative way to consume
shellfish.
Female
Male
Consumers who
keep an eye out
for or actively
monitor new
products in
food, global
41
The BBQ occasion goes hand-in-hand with meat, fish, and poultry and offers
opportunities for products that are tailored to this occasion
BARBECUING ADDS AN EXTRA DIMENSION TO THE SENSORY
EXPERIENCE OF CONSUMING MEAT, FISH, AND POULTRY
The barbecue occasion is synonymous with meat, fish, and
poultry. The experience of cooking al fresco over hot coals is
enjoyed around the globe during the summer months, and adds
an additional element to the consumption occasion. The smells,
sunshine, and atmosphere associated with barbecues add to the
enjoyment of the occasion.

MANUFACTURERS ARE LAUNCHING PRODUCTS SPECIFICALLY
AIMED AT THE BBQ OCCASION
Grilled meats, fish, and poultry are barbecue staples and
manufacturers are producing products that are specifically
tailored to this occasion. Marinated meats, gourmet burgers,
bumper meat selection packs, and ready-prepared skewered
meats are among recent product launches. For example, Almare
Seafood in Switzerland launched a new Fisch-Grillpfanne (Fish for
Barbecue) product containing an assortment of barbecue-ready
fish products including fish skewers and tuna steaks. Tillmans
BBQ Me range includes products such as Texas Twisters, which
are tender, seasoned minced pork belly spirals on skewers ready
for the barbecue.

Almare Seafood Fisch-
Grillpfanne (Fish for Barbecue)
Switzerland
Coles Grill Barbecue Chicken
Skewers
Australia
Tillman's BBQ Me! Texas
Twisters
UK
Fresh & Easy F&E Let's Grill!
Beef Patties
US
42
Case study: premium "boutique" butchers are adding an experiential element to the
meat purchasing process for consumers
BOUTIQUE BUTCHERS CAN TURN THE MEAT BUYING PROCESS INTO
A LUXURY EXPERIENCE
A boutique butcher is a term used for a butcher where meat is cut,
prepared, and packaged on-site using the whole animal. Boutique
butchers may also offer specialty foods made on-site such as
homemade sausages and smoked meats. There is significant
opportunity for boutique butchers to sit at the premium end of the
market, offering specialty meats, cuts from the whole animal (which
might not be available in supermarkets and other retailers), expert
knowledge, and premium packaging to give a more luxury feel.

BARBECOA IN LONDON IS AN EXAMPLE OF A SUCCESSFUL BOUTIQUE
BUTCHERY CONCEPT
With windows filled with meat hanging from floor to ceiling, Barbecoa
Butchery in London is a prime example of an outlet providing the
consumer with an exciting and novel meat purchasing experience.
Barbecoa was set up by renowned chefs Jamie Oliver and Adam Perry
Lang as a meat-focused restaurant combined with a butchery shop
underneath. The butchery ages and dries its own meat, sources all
produce from specially selected farms, and also tries to make use of as
much of the animals as possible, selling forgotten cuts such as cheeks
and trotters alongside more traditional cuts. They even endeavor to
prepare products such as sausages to a customers own recipe if
requested.

Source: Barbecoa.com/butchers
43
Modified
Atmosphere
Packaging
(MAP)
Control s gases i nsi de the
packagi ng.
A mi x of carbon di oxi de,
ni trogen, and/or oxygen i s
used, dependi ng on the
product.
Taint
removal
Removes i n-pack odours
caused by bl ood and
moi sture, parti cul arly i n raw
products.
Hel ps to keep products
smel l i ng fresh.
Oxygen
scavenging
Hel ps remove resi dual
oxygen from seal ed
packagi ng, often used i n
conjuncti on wi th MAP.
Commonl y used for poul try
and processed meat
products.
ACTIVE
PACKAGING
Leakage
indicators
Gas-sensi ng dyes are used
i n MAP to moni tor gas
l evel s i n packs and detect
"sl ow-l eakers."
Loss of gas can
compromi se product shel f
l i fe .
Temperature
indicators

Used wi thi n the suppl y
chai n to control and
moni tor the temperature.
Hel ps ensure the safety of
products reachi ng the
consumer.
Microbial
growth
indicators

Used to detect the
presence of mi crobi al
growth i nsi de packagi ng,
whi ch can cause food
spoi l age.
INTELLIGENT
PACKAGING
Active and intelligent packaging methods are being used to preserve the freshness of
chilled meat, poultry, and fish products, fitting in with the Fresh & Natural trend
Source: Datamoni tor anal ysis; Meat & Li vestock Austral i a, 2000
44
Case study: active packaging can help to reduce food wastage through retaining
product freshness in raw meats
ODOR-REMOVING ABSORBENT PAD HELPS TO KEEP MEAT SMELLING
FRESH
Packaging company Sirane has developed a special absorbent pad for
packaged raw meat that removes unpleasant odors that the consumer
often perceives as being unfresh. The pads are designed to be used in
conjunction with MAP or vacuum-packaged meats. According to the
company the odor-absorbent pads absorb vapors and odors from the
pack, even when saturated in blood and juices, making the product
much more attractive to the consumer. Even where meat is fresh, an
unpleasant odor caused by blood and juices can make it appear "off" to
the consumer.

CONSUMER RETURNS FELL FOR PRODUCTS USING THE ODOR-
ABSORBENT PAD
According to Sirane returns are a major issue for vacuum-packed
meats, with customers wrongly thinking that the food is off due to
unpleasant odors. Initial trials of the pad saw a 9% drop in packaged
meat being returned by customers at a supermarket chain in the UK.
Such packaging also has positive implications for the environment as it
can help to reduce the amount of food wastage.

Source: si rane.com; packagi ngnews.co.uk
45
HPP technology can help to extend the freshness of cooked meats without the need
for additives
NOVEL TECHNOLOGY IS BEING USED TO KEEP MEAT PRODUCTS
FRESHER FOR LONGER
HPP technol ogy involves submerging a packaged product into
water inside an enclosed vessel, within which high pressure is
exerted. This process, which lasts just a few minutes, kills
microorganisms without altering the flavor, texture, or
appearance of pre-cooked products. The technology is more
suited to cooked meat products such as packaged sliced meats
than raw meats because of potential color and texture changes
that can affect uncooked products. HPP gives cooked meats a
much longer shelf life than traditional preservation methods that
often involve chemical preservatives being added to the food.

Source: [1] Datamoni tor Consumer Survey, May/June 2011; Avure.com; Datamoni tors Product Launch Anal yti cs
Hormel Natural Choice Deli Meats
US
REDUCES THE NEED FOR ADDITIVES AND PRESERVATIVES,
KEEPING PRODUCTS MORE NATURAL
HPP technol ogy not only helps to preserve the freshness of
meat, it also reduces the need for added preservatives including
salt and lactose. Using HPP there is an opportunity for the
manufacture of more natural, minimally processed, ready-to-eat
meat products that are additive-free. With 62% of consumers
globally concerned about additives in food and drink,
1
such
products are likely to be highly appealing. The food industry is
also under increasing pressure from government health
organizations to reduce the salt/sodium content of foods, and
HPP technol ogy can definitely help with this. Some
manufacturers have already implemented the technology, such
as Hormels Natural Choice deli meats range in the US, which is
described on-pack as "100% natural" and "minimally
processed."
Safer Fresher
More
natural
46
4. INDIVIDUALISM & EXPRESSION TRENDS IN MEAT, FISH, AND POULTRY
47
Opportunities

Emphasizing the positive nutritional benefits of
meat, poultry, and fish.
The growing trend towards vegetarianization
creates opportunities for meat substitutes and
reduced-meat content products.

Individualism & Expression
SWOT analysis

Strengths

Meat, poultry, and fish are very versatile and can be
prepared and cooked the way the consumer wants
it.
Butchers, deli counters, and fishmongers enable the
consumer to buy products that are customized to
their personal needs and lifestyles.

Weaknesses

Interfering with meat, fish, and poultry products too
much (e.g. by adding functional health ingredients)
may be viewed as an unnecessary interference by
those who value the innate naturalness of these
products.

Threats

The rise in consumers choosing to lead a meat-free
lifestyle.
A potential shift away from generic/conventional
meat, fish, and poultry product offerings as
consumers seek personalized products.

48
Health &
Wellness
Sensory &
Indulgence
Individualism &
Expression
Sustainability &
Ethics
Smart &
Connected
Evolving
Landscapes
Easy &
Affordable
Comfort &
Uncertainty
Meat Fish Poultry
Brands are addressing the increasingly specific dietary demands of consumers

KEY THEMES IN INDIVIDUALISM & EXPRESSION
VEGETARIANIZATION
There is a growing trend towards vegetarianization as
consumers cut out or reduce thei r meat intake. There has
been a rise in meat-free substitute products to appeal to the
modern consumer. This is reflective of consumers becoming
more aware of the positive impact on the health benefits of
reducing meat intake, the growing importance of emerging
markets where factors such as religion and traditional eating
habits make these products more relevant, and growing
ethical considerations in relation to the consumption of meat.

RIGHT FOR ME
Meat, fish, and poultry are very versatile products that are
easily substitutable and can be cooked specifically the way the
consumer prefers it. The way a consumer likes their steak
cooked, for example, is a highly personal choice that can
significantly affect enjoyment of a meal if not right.

MAKE IT FOR ME
Nutriti onal needs also vary significantly depending on gender
and lifestyle. Demanding consumers want products that
address these needs.

49
Consumers are choosing meat-free alternatives for a widening array of reasons, as the
vegetarianization trend grows stronger
VEGAN AND VEGETARIAN OPTIONS ARE BECOMING MORE
RELEVANT
While globally less than a third of consumers claim to be influenced
by vegetarian or vegan claims, in some countries as much as 70%
(India) are highly influenced by such claims. In the case of India this
is due to Hinduism being the primary religion, meaning that much
of the population eats little to no meat. In the absence of meat,
meat replacement products play an important role in adding
necessary protein to consumers diet. McDonalds, famous for its
hamburgers, has announced plans to open meat-free restaurants in
India to cater to the large vegetarian population.
1
Meat
replacement products can take the form of meat alternatives
(usually vegetable-dense and minimally processed) or meat analogs
(faux meat products that are often highly processed to be similar in
texture and taste to meat).
2

Source: [1] BBC News, September 2012; [2] Busi ness Insights "Vegetari ani zation Strategi es i n Food and Dri nks," 2012; [3] Data moni tor
Consumer Survey May/June 2011; [4] Datamoni tor Consumer Survey, Apri l /May 2009
India
71%
China
50%
Germany
15%
Global
28%
US
19%
Brazil
40%
Consumers who are highly influenced by products that are
vegetarian or vegan, 2011
3

"FLEXITARIANISM" IS BECOMING INCREASINGLY POPULAR
AS CONSUMERS SEEK TO REDUCE MEAT INTAKE
While many consumers may not classify themselves as
vegetarian, many are cutting back on meat consumption. This
is reflective of growing consumer health awareness, financial
constraints due to the economic climate, and ethical
considerations in relation to meat consumption. "Flexitarian"
is a term for someone who actively chooses to restrain the
intake of meat in their diet. Over 30% of consumers globally
claim that they are trying to li mit the amount of meat they
consume, and so could be classed as flexitarian.
4
There are
opportunities for meat, fish, and poultry producers to
capitalize on this trend, for example by offering products with
a reduced meat content.

Key drivers of vegetarianization
2
Health and wellness
Ethical concerns (e.g. animal welfare)
Food safety concerns
International and national food policy, and public
campaigns (e.g. Meat Free Mondays)
The cost of meat
50
Categorization of meat-free, restrained meat-eating, and meat-eating consumers

Source: Busi ness Insights "Vegetari ani zation Strategi es i n Food and Dri nks," 2012
Meat-free

Onl y eat food and drink
from pl ant sources..
Do not eat meat, poultry,
fi sh and seafood, eggs, or
dai ry.
Do not consume meat,
fi sh, or poultry but may
eat eggs or dairy products.
deri ved from animal
sources.
Consume fish and
seafood, but not meat or
poul try products.
Vegan
Vegetarian
Pescatarian
Restrained meat-eating

Meat eaters who have
consciously chosen to
permanently reduce the
amount of meat in their
di et.
Passionate about havi ng a
di et mainly wi th foods
deri ved from plant origin.
Occasionally will eat meat,
but not routinely.

Short-term followers of a
meat-free diet for
targeted health reasons.
Flexitarian
Vegivore
Temporary
vegetarians
Meat-eating

Meat-eaters who eat a
mi xture of foods from
both animal and plant
ori gi n.
Meat-eaters whose diet
pri marily consists of
meat, fish, and seafood.
Omnivore
Carnivore
51
A widening array of meat substitutes are becoming available to meat-free and
restrained meat-eating consumers
The Redwood Co Vegi
Deli Meat Free Duck
Style Pieces
UK
MEAT
ANALOGS
MEAT
ALTERNATIVES
Sophie's Kitchen
Vegan Calamari
US
Veggie Land Veg
Mutton Meat
Substitute
Mal aysia
Manna Soya
Nuggets
Indi a
Asda Chosen By
You Meat Free
Nut Roasts
UK
Tesco Meat Free
Chickpea And Barley
Gumbo 350g
UK
Innocent Veg Pot
Caribbean Jerk Curry
UK
Hilary's Eat Well
Veggie Adzuki
Bean Burger
US
52
Public campaigns urging consumers to have a meat-free day each week are gaining
traction among consumers
MEAT-FREE MONDAYS ARE ENCOURAGING MORE CONSUMERS TO THINK ABOUT THEIR MEAT INTAKE
Both the Meatless Monday (US) and the Meat Free Monday (UK) public campaigns have gained traction in recent years,
encouraging consumers to refrain from consuming meat for at least one day per week. This could have significant implications
on demand for meat, fish, and poultry producers as more consumers seek meat-free alternatives. In July 2012 the US
Department of Agriculture (USDA) came under fire from livestock producers for endorsing the Meatless Monday idea, and had to
retract their support.
1

Source: [1] New York Ti mes; [2] meatl essmonday.com; [3] meatfreemondays.com
MEATLESS MONDAY
Meatless Mondays is a public health campaign that started
in the US in 2003 to encourage people not to eat meat on
Mondays so as to improve their health and help the
environment. As well as encouraging individuals to
participate, the campaign also asks restaurants, cafeterias,
and schools to go meat-free on Mondays. In 2011 50% of
consumers in the US claimed to be aware of the Meatless
Monday campaign, with around 27% of consumers stating
that it has encouraged them to cut back on meat.
2

MEAT FREE MONDAYS
Similarly to Meatless Monday in the US, the Meat Free
Monday campaign encourages consumers to refrain from
eating meat on Mondays. The Meat Free Monday
campaign was launched in the UK in 2009 by musician and
celebrity Paul McCartney. Rather than health, the
campaign puts particular emphasis on going meat-free to
help save the planet, improve the welfare of ani mals, and
help alleviate world hunger.
3

53
Customization enables consumers to tailor their own product just how they like it

CUSTOMIZATION IS IMPORTANT TO CONSUMERS AND CAN BE
USED TO CREATE A PERCEPTION OF LUXURY
Over half of consumers globally find customization benefits to be
important, particularly in a luxury brand. Customization benefits in
products may therefore help to establish a more premium
positioning in the marketplace. Within meat, fish, and poultry,
customization can come in the form of cooking methods and
preparation techniques. When a consumer buys a beef steak (either
in a restaurant or to take home) they can customize this to their
liking depending on whether they prefer it to be cooked rare,
medium, or well done. Meat, fish, and poultry are also very versatile
and can be prepared to endless different recipes that are
customized to the consumers personal tastes.

BUTCHERS, FISHMONGERS, AND DELIS ARE ABLE TO OFFER
CONSUMERS PRODUCTS THAT ARE CUSTOMIZED TO THEIR NEEDS
Purchasing meat, fish, and poultry over the counter has significant
customization advantages over purchasing ready packaged
products. Using delis, butchers, and fish mongers, the consumer is
able to specify a particular weight and are usually able to ask for it
to be prepared a specific way. For example, if a consumer is buying
a chicken, they can ask for it to be deboned or portioned if that
suits them, while fish can be filleted.

Consumers who find the following important or very
important in a luxury brand, global
54
Case study: US companies are offering consumers their own customizable beef jerky
snacks over the Internet
SLANTSHACK JERKY ALLOWS CONSUMERS TO CUSTOMIZE THEIR OWN
BEEF JERKY SNACKS
SlantShack Jerky is a small artisan beef jerky producer that offers
consumers the opportunity to buy their own customized version of the
dried beef snack. The company was formed by a group of
entrepreneurial college students in New York and operates via its
website, offering "build-your-own" jerky, or consumers can purchase
from a selection of readymade varieties.

60 DIFFERENT COMBINATIONS OF JERKY ARE AVAILABLE
On the website consumers have several options to choose from, with
around 60 possible different combinations possible, providing an array of
choices to suit all taste buds. Once the consumer has chosen the pack
size they require they are presented with a choice of either traditional
beef or a premium organic grass-fed beef. The consumer then chooses a
marinade from a choice of three flavors including original, hot and
smoky, or a gluten-free option. Following this the consumer can add a
rub or glaze from a range of options such as maple syrup glaze if desired.
The products are then shipped direct to the consumer. The offer of a
customized product fits in with the Made-For-Me trend as consumers
seek products made especially for them. SlantShack Jerky is a novel
product within the meat, fish, and poultry sector, and showcases how
customization can be applied within the category.

Source: sl antshackjerky.com
55
Personalization is attractive, particularly if it enhances the nutritional benefit of meat,
fish, and poultry products
42% of
global consumers say
that a claim of
customized or
personalized would
improve their
perception of a
grocery product.
Source: Datamoni tor Consumer Survey, Jul y/August 2010
Consumers who found the following food and beverage
concepts and ideas highly appealing, global
PERSONALIZED NUTRITION IS HIGHLY APPEALING
The idea that a product is customized or personalized is appealing
for almost half of consumers, who said that such a claim would
improve their perception of a grocery product. However, when
applied to a healthy product personalized features are significantly
more desirable, with 64% of consumers stating that a food product
that is formulated with their specific nutritional needs in mind is
either somewhat or very appealing. This captures the manner in
which health benefits/considerations can elevate the importance
of any given purchase scenario. Offering meat, fish, and poultry
products that are packaged so as to offer personalized health
benefits to specific consumer groups is an opportunity to be taken
advantage of.

56
There has been a rise in the volume of new product launches that are tailored towards the
nutritional needs of children
THE NUTRITIONAL INTAKE OF CHILDREN IS A PERTINENT
GLOBAL ISSUE
Prevalent worries regarding the nutritional intake of children
driven by rising child obesity in the West, and the impact of
mass industrialization in developing countries are providing
opportunities for industry players. The success of such
products is reliant on emphasizing strong health credentials
while achieving the right tone with marketing. Over half of
parents expressed concern over the nutritional value of the
foods they buy for their children.

BRANDS HAVE RESPONDED TO RISING CONCERNS ABOUT
NUTRITIONAL SUITABILITY FOR CHILDREN
Reflecting these prevalent concerns, brands have sought to
bring meat, fish, and poultry products to the market aimed
specifically at the nutritional needs of kids. For example,
the Eating Right Kids brand has looked to combine
nutriti onally healthy product formulations to appeal to
parents, while at the same time using cartoon characters on
packaging to drive "pester power." The Caviar Kid lunch kit
is specially designed to introduce childrens palates to
nutrient-rich caviar.

34%
54%
25%
2010 & 2011
Consumers who find food and beverages aimed at children
trustworthy (2010)
Consumers who are concerned over the nutritional value of the
food they buy for their children (2011)
Consumers who are concerned over the impact of chemicals used
in everyday consumer products on their children's health (2011)
"Introduce younger palates to
the delicious, nutritional
powerhouse: caviar"
Source: Datamoni tor Consumer Surveys, Jul y/August 2010 and May/June 2011; Datamoni tors Product Launch Anal yti cs
"High in protein"
Eating Right Kids Chicken
Nuggets
Saudi Arabia
Caviar Kid Caviar Lunch Kit
US
57
Food and drink choices are being increasingly influenced by the changing dietary
needs of consumers
THE INFLUENCE OF ALLERGEN-FREE CLAIMS IS GROWING
The proportion of consumers who are highly influenced by
"allergen-free" claims has significantly increased, from 21% in
2009 to 41% in 2011. Consumers, even those who do not
suffer from food allergies or intolerances, are increasingly
aware of the presence of common allergens in food, which in
turn is influencing their food and drink choices. While raw
unprocessed meat and poultry in themselves are generally
free from allergens (with the exception of fish or seafood,
which is a common food allergen), processed products such
as marinated meats and sausages can often contain allergens
such as gluten.
ALLERGENS SIGNIFICANTLY AFFECT FOOD CHOICES
While around one third of global consumers state that they
routinely avoid certain foods or drinks due to allergies or
intolerances, this varies markedly by country. Yet, even
where such behavior is comparatively infrequent, it is
significant that still over a quarter (in Australia, for example)
regularly make choices based on their allergies/intolerances.
Offering processed meat products that are marketed as free
from certain allergens is an opportunity for meat, fish, and
poultry manufacturers to cater for the significant proportion
of consumers who are influenced by such claims.
Source: Datamoni tor Consumer Surveys, May/June 2011 and Jul y/August 2010
India
64%
United
Arab
Emirates
54%
UK
22%
Global
34%
Australia
27%
Singapore
45%
Consumers who avoid certain food or drinks for allergy or
intolerance reasons either most of the time or all the time
Consumers who
are highly
influenced by
"allergen-free"
claims, global
Female
Male
58
Industry players are being innovative with gluten-free meat, fish, and poultry options

GLUTEN-FREE WILL CONTINUE TO REPRESENT HIGH
GROWTH POTENTIAL
Gluten-free meat, fish, and poultry products are experiencing
healthy growth as brands better service the individual
nutriti onal needs of consumers. In marketing, brands face a
balancing act between emphasizing this important attribute
while at the same time communicating to the consumer that
such products are not compromising elsewhere. "Free-from"
foods must therefore credibly communicate broader
benefits/virtues, rather than simply relying on the ingredients
they exclude.
Georgia's Choice Gluten Free
Chicken Grills, Bites
UK
Gourmet Tiefkuehlspezialitaeten
Gluten free Fisch-Nuggets
Germany
New products tagged as "gluten free," as a proportion of all new
meat, fish, and poultry launches, global, 200711
Flava-Stix Gluten free
Australia
Handy Gluten Free Crab
Cakes
US
59
5. SUSTAINABILITY & ETHICS TRENDS IN MEAT, FISH, AND POULTRY
60
Opportunities
Sustainable packaging formats that do not
compromise product freshness or protection.
Educating and informing consumers about the
standards of animal welfare involved in production
to help alleviate concerns.
Encouraging consumers to switch to lesser known,
more sustainable fish species such as tilapia and
coley.
Sustainability & Ethics
SWOT analysis

Strengths

Stricter regulations on animal welfare are improving
the ethical credentials of the category.
Advances in active and intelligent packaging
technology reduce wastage levels.

Weaknesses

The energy needed to keep products fresh
(refrigeration or freezing).
The carbon footprint involved in meat production is
under increasing scrutiny.
Negative consumer perceptions of animal welfare
standards, particularly for frozen, canned, and
highly processed meat products.

Threats

The higher costs often associated with ethically
aligned products.
Depletion of fish stocks through the prevalent use
of unsustainable and unethical farming methods.

61
Health &
Wellness
Sensory &
Indulgence
Individualism &
Expression
Sustainability &
Ethics
Smart &
Connected
Evolving
Landscapes
Easy &
Affordable
Comfort &
Uncertainty
Meat Fish Poultry
Grocery product choices are increasingly subject to environmental and ethical scrutiny

KEY THEMES IN SUSTAINABILITY & ETHICS

ETHICAL FACTORS ARE OF GROWING IMPORTANCE
Consumers are concerned about ethical issues, with animal
welfare featuring highly in the case of meat, fish, and
poultry. There is increasing demand for higher welfare
products, and accredited schemes such as RSPCA Freedom
Food are making it easier for consumers to identify and
make ethical choices.

SUSTAINABLE FISHING
As a result of increased awareness around the sustainability
of fishing, consumers are becoming more attuned to the
issue and are seeking responsibly and sustainably farmed
fish. Consumers are actively switching away from the "big
five" fish (salmon, cod, prawns, haddock, and tuna) to lesser
known, but more sustainable species.

SUSTAINABLE PACKAGING IS AN IMPORTANT TREND
The issue of excess packaging in grocery products continues
to gain momentum. Consumers are taking more
responsibility for the waste that they accumulate by paying
more attention to the amount of packaging that their
product choices use.
62
32%
of global consumers
regularly have to throw
food away because it
has gone past its sell-
by/use-by date.
Ethically minded consumers express concern about the production processes involved
in food and drink production
ETHICAL CONSIDERATIONS ARE VERY IMPORTANT
The majority of global consumers claim that environmental or
ethical considerations are either important or very important
when deciding which products to purchase. As such, there are
significant opportunities for meat, fish, and poultry producers
to take advantage of these concerns by offering a wider choice
of ethically and/or environmentally sound products. Among
these concerns are animal welfare standards, carbon emissions
involved in livestock farming, the sustainability of fishing, eco-
friendly packaging, and food wastage.
Source: Datamoni tor Consumer Survey, Apri l /May 2009, May/June 2011
63% of
global consumers say
that environmental/
ethical considerations
are important when
deciding which
products or services
to purchase.
FOOD WASTE IS BECOMING AN ETHICAL ISSUE
Food waste is becoming a more important issue for
consumers as a result of both ethical and financial
considerations. Within the category meat, fish, and poultry
manufacturers are addressing this issue by developing
packaging methods (e.g. modified atmosphere packaging
and oxygen scavenging) to help keep foods fresher for
longer to extend shelf life and minimize the amount of
wastage. Split meat packs such as Marks & Spencers Diced
Chorizo (UK) help to minimize food wastage as the
consumer only has to open half the pack at a time, keeping
the rest fresh for later use.

Marks & Spencer Diced
Chorizo split pack
UK
63
Consumers who
are concerned
about the
welfare of
farmed animals
in making food
and drinks
Female
Male
Ethical considerations about the welfare standard of meat and poultry are important
to consumers
Source: Datamoni tor Consumer Survey, May/June 2011; Datamoni tors Product Launch Anal yti cs
Primo Free Range Middle
Bacon
Australia
Ekuzeni Free Range Beef
Biltong Sticks
South Africa
Waitrose Cook's
Ingredients Shredded
Free Range Duck
UK
Eberly's Free Range
Young Organic Boneless
Chicken Breast
Singapore
THE WELFARE STANDARDS OF MEAT AND POULTRY ARE UNDER
INCREASING SCRUTINY
Around half of male and almost two thirds of female consumers
expressed concern about the welfare of farmed animals in the
production of food and drinks. In response to growing consumer
concerns about animal welfare, producers are offering a wider choice
of higher welfare products to consumers. This includes not only free
range, organic, and outdoor-reared products, but also higher welfare
indoor-reared products (e.g. Tesco Willow Farm Freedom Foods
Chicken). Manufacturers are also offering a greater choice of free
range options to consumers, with processed products such as Ekuzeni
free range beef biltong sticks appearing alongside fresh free range
meat and poultry.
64
THE RSPCA FREEDOM FOOD STANDARD MEETS WITH GROWING
DEMAND FOR HIGHER WELFARE PRODUCTS
The Royal Society for the Prevention of Cruelty to Ani mals (RSPCA)
developed the Freedom Food scheme in 1994 to improve animal welfare
standards and offer consumers a welfare choice. The charity says that
consumer demand is driving better welfare standards, with chief
executive Leigh Grant recently commenting that "consistent consumer
demand for Freedom Food products has helped many millions more farm
animals have a better life than they did just five years ago."
1
In order for
meat, fish, and poultry products to earn the Freedom Food mark they
must meet certain standards for animal welfare, which are above
standard (lower welfare) farming techniques. With chicken, for example,
indoor-reared birds must be given more natural light, space, and
enrichment in accordance with RSPCA requirements.

RSPCA FREEDOM FOOD-APPROVED PRODUCTS MAKE IT EASIER FOR
CONSUMERS TO CHOOSE BETTER WELFARE WITHOUT THE PREMIUM
PRICE TAG
One of the major barriers to purchasing higher welfare meat, fish, and
poultry is the higher price tag. Free range products, for example,
command a premium price tag due to the higher costs involved in
production, making them difficult to afford. To meet Freedom Food
welfare standards, production costs are not as prohibitive, making the
cost to consumers lower than, for example, free range.
The RSPCA Freedom Food scheme in the UK promotes higher animal welfare

Source: [1] RSPCA Freedom Food Impact Report, 2011; rspca.org.uk/freedomfood; Datamoni tors Product Launch Anal yti cs
Tesco Willow Farm
Chicken Breast Fillets
UK
Sainsburys Freedom
Food Chicken Breast
Fillets UK
Jamie Oliver
Keep It Simple
Sausages UK
Morrisons Organic
Boned Scottish Salmon
UK
65
Case Study: Serious Pig produces premium free-range meat snacks for more ethically
minded consumers
SERIOUS PIG IS MEETING CONSUMER DEMAND FOR ETHICALLY
PRODUCED PRODUCTS
Serious Pig is a UK company set up in 2008 with a mission to produce
premium quality ethically sourced meat snacks. Products in the range
include air-dried snacking salami sticks and snacking ham. The
companys ethos focuses on quality and a commitment to animal
welfare, with all meat sourced from RSPCA Freedom Food-monitored
pigs. The pork used is all free range, farmed in an environment that
meets the animals needs in terms of space, food, and water, and, in
addition, offers a stimulating environment where the animals are able
to exhibit their natural behavior.

Currently available to consumers through specialist and gourmet food
retailers and online, the products meet with growing consumer
demand for high-welfare ethically sourced meat products. In particular
the company is offering a meat snacking product, which is an area
where animal welfare has not typically been a focus in the past.
According to Datamonitors Product Launch Analytics tool, fewer than
1% of new snacking meat product launches globally during 201011
claimed to be produced from higher-welfare animals.

Source: seri ouspig.co.uk; Datamoni tors Product Launch Anal yti cs

"Today's consumers care about the quality and
provenance of their food and are looking for brands
that offer them that assurance which is exactly
what we deliver with the Serious Pig Snacking
Salami range, which is made to an authentic recipe
using only the very best free range British Pork."

George Rice, Serious Pig founder
66
The sustainability of fishing is of growing concern among consumers, as they try to live
sustainable and ethical lifestyles
THE ISSUE OF SUSTAINABILITY IS HIGHLY IMPORTANT TO THE
MAJORITY OF CONSUMERS
Three quarters of consumers globally consider living an ethical
or sustainable lifestyle to be important. Sustainability is a big
issue in the meat, fish, and poultry category as consumers are
becoming more aware of the problems. In particular, the
depletion of fish stocks as a result of unregulated and
unsustainable farming methods is a global problem that the fish
industry is under pressure to address. Manufacturers and
producers are responding with products made from sustainably
sourced fish and are emphasizing this on packaging in response
to consumer demand.
Source: Datamoni tor Consumer Survey, May/June 2011; [1] Sai nsburys "Our Future Wi th Fi sh," 2012
75% of global
consumers say that living an ethical
or sustainable lifestyle is important
or very important.
HUGHS FISH FIGHT CAMPAIGN BROUGHT GLOBAL
ATTENTION TO THE PROBLEM
Hugh Fearnley-Whittingstall raised global awareness about
the issue of sustainable fishing in his widely publicized
Hughs Fish Fight campaign, launched in 2011. In particular
the campaign raised awareness about the vast amount of
wasted fish as dead fish are returned to the sea to
overcome fishing quotas. The campaign, including a
television series, led to a huge response from retailers and
manufacturers, many of which have taken steps to ensure
that the fish they sell or manufacture are sustainably
sourced to meet with consumer demand. According to a
recent study by UK retailer Sainsburys, consumers are
switching from the "big five" fish to lesser known but
more sustainable fish varieties such as pollack, coley, and
tilapia, with sales up by as much as 117% year-on-year.
1

67
New fish product launches are focusing on sustainability

Sainsbury's Taste The Difference
Responsibly Sourced Salmon
Fillets
UK
These fresh salmon fillets claim to
be "responsibly sourced" and
"RSPCA monitored."
Bahia Calma Filetes de Merluza
de Cola Azul
Brazil
The packaging for these Blue Tail
Hake Fillets states that the product
is sustainably fished and features
the Marine Stewardship Councils
certified sustainable seafood logo.
Fish 4 Ever Wild Alaskan Pink
Salmon
Norway
This canned salmon product is
claimed to be sustainably fished.
The brand name "Fish 4 Ever" is
also reflective of the brands
commitment to sustainable fishing.

Blue Horizon Wild Surf Burger
Pacific Tuna with Teriyaki
US
These tuna fish burgers are
claimed to be made with seafood
from sustainably managed fisheries
according to on-pack labeling.

68
The carbon footprint of meat production is under increasing scrutiny

CONSUMERS ARE CONCERNED ABOUT THE ENVIRONMENT
Globally, half of consumers claim to be highly influenced by
environmentally friendly claims when making food and beverage
choices. When looking at specific countries, it is evident that
environmentally friendly claims are generally much more
influential on consumers in emerging economies such as India,
China, and Brazil, compared to consumers in the devel oped
world.
MEAT PRODUCTION IS ONE OF THE WORST OFFENDERS
FOR GREENHOUSE GAS EMISSIONS
Intensive livestock production methods, particularly of red
meat, are a significant burden on the environment. Much of
the environmental impact comes from the harvesting of
cereal crops for animal feed, as well as the greenhouse gas
emissions excreted from livestock including methane and
nitrous oxide. Alternative farming methods such as organic
and grass-fed may reduce the environmental impact,
making products more appealing to eco-minded consumers.
Ecologica de Los Pirineos in Spain is an example of a
company that specializes in the production of eco-friendly
beef and lamb products, sold under the Roia Ecocarn brand.
Source: Datamoni tor Consumer Surveys, May/June 2011
Consumers who state that environmentally friendly claims have
a high or very high influence on their food and beverage choices
India
76%
UK
34%
Global
50%
US
38%
Brazil
66%
China
71%
Verde Farms Organic
Grass Fed Beef Patties
US
Roia Ecocarn Kids Mini
Burguers
Spain
69
Most consumers attest to the need for more environmentally friendly packaging

MOST CONSUMERS ARE MINDFUL OF EXCESS PACKAGING
The majority of global consumers (60%) agree that grocery
products have too much packaging. Packaging is essential for
meat, fish, and poultry products to ensure freshness and food
safety and to prevent cross-contamination. The challenge is to
develop more eco-friendly packaging that is still able to protect
and preserve product freshness.
CONSUMERS EQUATE "SUSTAINABLE" TO "RECYCLABLE"
OR "MINIMAL"
The reduction of unnecessary packaging and recyclability
are cited as the most important attributes of
"environmentally friendly packaging." However, the
capabilities for packaging to be reused or to biodegrade
were also highly important, while many cited the type and
source of the material as being important.
Source: Datamoni tor Consumer Surveys, Jul y/August 2010 and May/June 2011
Consumers
who agree
that grocery
products
today have
too much
packaging,
globally
How important is the following factor in environmentally
friendly packaging?, global
70
Case study: Waitrose repackaged its fresh meat in a more eco-friendly way

WAITROSE WAS ABLE TO REDUCE PACKAGING BY SWITCHING
FROM PLASTIC TRAYS TO BAGS
UK-based supermarket chain Waitrose repackaged its fresh meat
and poultry offering in an environmental initiative that started in
2010. Traditionally the chain sold fresh meat in a plastic tray format
that involved four packaging components: plastic tray, plastic film lid,
paper label, and an absorbent paper sheet. The company was able
to reduce packaging by over 50% by introducing a more eco-friendly
printed flow-wrap format that features just two packaging
components: film wrap and an absorbent paper sheet inner sheet.
The packaging is puffy with air to help protect the meat along the
supply chain.

POSITIVE RESPONSE FROM CONSUMERS
The pack format is already used for foods such as bagged salads and
crisps, but Waitrose was innovative in being the first major retailer
to apply it to fresh meat. According to Andy Boulton, meat buyer for
Waitrose, feedback from customers towards the new packs has been
"really positive," adding that "they can still buy the same quality
meat products but will be mini mizing waste." It is claimed that the
format swap saves 9,000 tonnes of packaging waste annually.
Initially the new packaging started with ground and diced beef
products, but has since extended to other cuts instore, including
chicken breasts.

Source: Pack Track; Wai trose.com
71
6. SMART & CONNECTED TRENDS IN MEAT, FISH, AND POULTRY
72
Opportunities
Using smartphone technologies to give consumers
the opportunity to obtain realtime information at
the point of purchase, such as how and where the
animal was reared.
Social media can be used as a conversational tool
whereby consumers and brands can interact,
providing a narrative "from farm to fork" and a
forum for brand communication. Meat, fish, and
poultry are falling behind the crowd in this regard.
Smart & Connected
SWOT analysis

Strengths

Consumer concerns over ethical issues such as
animal welfare are growing, making them become
more involved in the purchase process and hence
more open to engagement with producers.
Weaknesses

Many consumers still view meat, fish, and poultry
purchases as value-driven, leading to lower
involvement compared to more premium
purchases.
The high presence of private label in fresh meat,
fish, and poultry makes it harder for consumers to
connect to a brand or story.
Threats

A comparative lack of scale among meat, fish, and
poultry producers to invest in wide-ranging social
media campaigns, particularly where generic
private label brands are prevalent.

73
Health &
Wellness
Sensory &
Indulgence
Individualism &
Expression
Sustainability &
Ethics
Smart &
Connected
Evolving
Landscapes
Easy &
Affordable
Comfort &
Uncertainty
Meat Fish Poultry
Smart & Connected
Online engagement with consumers can significantly influence their product choices

KEY THEME IN SMART & CONNECTED

CONSUMERS DEMAND ONLINE ENGAGEMENT BUT FEW
IN THE CATEGORY ARE PROVIDING IT EFFECTIVELY
The Internet is now a lifestyle facilitator, as many
consumers rely on online platforms to facilitate a growing
number of tasks, including making product choices. Not
only are they using the Internet to find the best deals, but
they are also sharing their own product experiences and
seeking other consumers experiences as well. National
marketing boards for meat, fish, and poultry are finding
ways to engage consumers and encourage consumption
such as recipe tools and smartphone apps. However, few
brands have themselves been creative in utilizing the
online platform and associated technologies to more
effectively connect with consumers, leaving considerable
room for improvement.
74
55%
49%
49%
46%
34%
30%
25%
Researching or comparing prices
of products
Looking for promotional deals
Looking for information about
health topics
Reading product reviews
Buying groceries/shopping
Posting positive reviews about
products
Posting negative reviews about
products
BRANDS HAVE SEVERAL OPPORTUNITIES TO ENGAGE
Global consumers are using the Internet for a range of activities,
and the pace of uptake is still rapid. They are primarily increasing
the frequency with which they research prices and look for
promotional deals online, illustrating the value that they place on
the online platform in helping them to attain greater value for
money. Many of the activities that consumers conduct online relate
to their experiences with products, brands, and services. In addition
to looking for promotional deals or lower prices, almost half (46%)
now read product reviews more often than they did one year ago,
while many also share their experiences (both positive and
negative). Producers and manufacturers should not only be aware
of the prevalence of brand conversations online, they should also
be proactive in ensuring that such conversations shed a positive
light on their brand.

The challenge for meat, fish, and poultry is the high presence of
generic private label brands, making it harder to forge a connection
with consumers. There are, however, opportunities for national and
international meat and fish development agencies such as Meat &
Livestock Australia, the National Pork Board (US), EBLEX (UK), and
the Marine Stewardship Council to actively engage with consumers,
promote products, suggest recipes, and ultimately increase
consumption levels.

Smart & Connected
The Internet is being used to facilitate an increasing number of tasks, presenting
several opportunities for producers and brands to connect with consumers
Consumers who have increased the amount of time they
spend doing the following ONLINE over the past year,
global
75
Smart & Connected
Case study: a UK retailer is using smartphone technology to engage with ethically
minded pork consumers
WAITROSE IS USING QUICK RESPONSE CODES TO HIGHLIGHT HIGHER PORK WELFARE STANDARDS
In a bid to highlight its commitment to higher pig welfare standards across its pork range, Waitrose launched a marketing
campaign in 2012 that enabled consumers to learn more about the products through their smartphones. Packs of private label
pork, sausages, bacon, and gammon instore feature a Quick Response (QR) code on the front of the pack and on the shelf
edge, which the consumer can scan with thei r smartphone to find information about the product that they are buying. This
includes information about the farm where the pig was reared and the welfare conditions, alongside recipes and cooking tips.
The QR codes are part of a nationwide campaign to highlight the fact that all the private label fresh pork sold through
Waitrose is from pigs that are reared in higher welfare conditions that are spacious, light, and airy. This is an example of how
the meat, fish, and poultry sector can connect with customers to raise awareness about the origins of the product and
connect with customers emotionally through telling the backstory of the animal they are about to purchase or consume.
Source: meati nfo.co.uk; wai trose.com
76
Smart & Connected
Case Study: Meat & Livestock Australia is using online media to connect with meat
consumers and encourage consumption
CONSUMER-FOCUSED WEBSITE OFFERS RECIPES, TIPS,
AND INSPIRATION
Meat and Livestock Australia is an example of a national
development board that delivers services, including
marketing, for national cattle, sheep, and goat producers.
One of the organizations priorities is to promote meat
products to consumers and increase usage levels. Meat and
Livestock Australia launched a dedicated consumer website
theMainMeal.com.au to provide information on beef,
veal, lamb, and goat meat including tips, cooking
techniques, nutritional information, and recipes. The
purpose of the site is to engage with consumers and actively
encourage them to buy and cook dishes using Australian
meat.

FACEBOOK AND SMARTPHONE APPS
Meat and Livestock Australia is using Facebook to further
engage with consumers on a more personal level, such as
the recent "Beef-giving" promotion whereby consumers
were asked to create their own beef recipes to keep warm
during Australias winter season. In keeping with the
technology and in a bid to reach a wider audience, Meat
and Livestock Australia also created a free smartphone app,
Beef Essentials, to offer hundreds of cooking tips for beef at
consumers fingertips.

Source: ml a.com.au; themai nmeal .com.au
77
Smart & Connected
Case Study: Proper Sausages is an example of a niche artisanal brand that is
successfully connecting with consumers using social media
Source: propersausages.com; twi tter.com; facebook.com
AN ARTISANAL SAUSAGE-MAKER IS USING FACEBOOK AND TWITTER TO
ENGAGE
Proper Sausages is a Florida-based niche artisanal sausage producer that
claims to be Miamis only artisan sausage maker. The company makes
sausages in unusual and innovative flavors such as venison and whiskey,
orange and fennel, lamb and harissa, and fig and blue cheese. As a small
start-up company, Proper Sausages is using Facebook and Twitter to drive
awareness of the brand and to help build a loyal relationship with existing
customers. Through social media the company updates customers about
what new varieties are available, what is sold out, and where to buy the
sausages, as well as obtaining direct feedback from customers on thei r
products. Customers are also encouraged to share recommendations,
recipe ideas, and photos with each other for inspiration.

78
7. EVOLVING LANDSCAPES TRENDS IN MEAT, FISH, AND POULTRY
79
Opportunities

As Western society becomes increasingly multi-
cultural, there are growing opportunities for
products that cater to the needs of different
religious consumer groups, such as halal or kosher
foods.
Creating smaller product formats to cater to the
growing number of single-person households.

Evolving Landscapes
SWOT analysis

Strengths

Meat, fish, and poultry has appeal among older and
younger consumers alike.

Weaknesses

Younger consumers are less familiar with and less
willing to try lesser known cuts of meat such as
offal.
Threats

Global shortage in animal proteins resulting, in part,
from increased consumption in emerging
economies.
Rising levels of people leading vegetarian or
restricted meat diets as a result of increasing
migration from other cultures.
80
Health &
Wellness
Sensory &
Indulgence
Individualism &
Expression
Sustainability &
Ethics
Smart &
Connected
Evolving
Landscapes
Easy &
Affordable
Comfort &
Uncertainty
Meat Fish Poultry
Evolving Landscapes
Migrating influences present new opportunities for product development

KEY THEMES IN EVOLVING LANDSCAPES

MIGRATING INFLUENCES
As immigration increases, it has significant implications for
mainstream society and presents significant opportunities
for meat producers. In particular the rapid growth in the
global Muslim population brings with it opportunities for
product development in halal products to meet consumer
demand.

THE RISE IN SINGLE-PERSON HOUSEHOLDS
The continued increase in single-person households
necessitates smaller product formats, with consumers
looking for convenient, single-serving options. Pack
formats that promote freshness are a necessity as single-
person households struggle to consume perishable meat,
fish, and poultry products in time once opened.

GROWING DEMAND IN EMERGING MARKETS
As income levels rise in emerging markets so does demand
for meat, fish, and poultry products. This presents
opportunities for producers to develop products for such
markets.

81
Evolving Landscapes
The influence of migration has led to growing demand for halal -certified products

MIGRATION INFLUENCES DEMAND IN MAINSTREAM SOCIETY
Migration and its influence on mainstream society can fuel
opportunities for product development. The development of
ranges to incorporate elements that appeal to migration
populations/ethnic minorities can be an important strategy for
brand building and sales generation among those communities.
For example, globally there is a Muslim population of 1.6 billion
who follow a halal diet as part of their religion.
1
The Muslim
population is rapidly growing at an estimated rate of 1.8% per
year,
2
presenting huge opportunities for meat producers in the
development and production of certified halal products to
meet growing demand.
Source: [1] and [2] Agri cul ture and Agri -Food Canada, 2011; Datamoni tors Product Launch Anal yti cs
GROWING DEMAND IS FUELING HALAL PRODUCT
INNOVATION
To be certified as halal, products must meet particular
standards in terms of the way the animals are reared and
slaughtered. While globally, new halal products make up a
small proportion of total meat, fish, and poultry product
launches, they are growing steadily. In 2008, just 0.2% of new
product launches were halal, compared to 1.2% in 2011.
Outside of the key Muslim countries in Asia and the Middle
East, France is the largest halal market due to its significant
Muslim population. There are opportunities to broaden the
range of halal products available to Muslim consumers,
particularly within processed and prepared meat products, as
Muslim consumers seek the same types of innovations as
other consumers.
Meat, fish, and poultry products tagged "halal" as a proportion
of total meat, fish, and poultry launches, global, 200711
Isla Delice Halal Burgers
l'Oignon
France
Mr. Goudas Halal Corn
Beef
Canada
82
Evolving Landscapes
Case Study: Saffron Road is meeting the needs of a growing Muslim population in the
US
THE HALAL MARKET IN THE US IS EXPERIENCING STRONG GROWTH
The Islamic Food & Nutrition Council of America has estimated that
the market for halal food is growing at a rate of 15% annually in the
US.
1
As the Muslim population expands the average age is decreasing,
with younger Muslims seeking the same level of convenience as young
non-Muslim consumers. Rather than just purchasing raw halal meat,
these consumers are demanding halal products that meet their
lifestyle needs, and there is huge potential for manufacturers to meet
their demands.

SAFFRON ROAD OFFERS A RANGE OF HALAL MEAT PRODUCTS TO
CATER FOR THE NEEDS OF MUSLIM CONSUMERS
Saffron Road launched in 2010 and produces frozen halal convenience
foods to cater to the demands of Muslim consumers in the US.
Products such as halal chicken tenders and chicken nuggets feature
alongside ready meals such as lamb vindaloo and chicken tikka
masala. When founder Adnan Durrani set up the brand he was aiming
for a halal food brand that also "embodied ethical consumerism." All
products are sustainably farmed, all-natural, antibiotic free, and 100%
vegetarian-fed, harvested on family-owned farms. Saffron Road claims
to be the worlds first all-natural, ethically produced, halal-certified
frozen food range.

Source: [1] IFANCA.org; saffronroadfood.com
83
MEAT, FISH, AND POULTRY BRANDS ARE NOT TAPPING INTO THE
GROWING NEED FOR SINGLE-SERVE PRODUCTS
Single-person households are steadily on the rise. In the US, for
example, the percentage of single-person households rose from 25% in
1991 to 28% in 2011.
1
In contrast, there has been a decline in the
proportion of meat, fish, and poultry products launched as single
servings. This presents a clear opportunity for manufacturers to launch
packaged products aimed at single households. Within the category
products are perishable once opened, which can result in higher food
wastage among people who prepare dinner only for themselves and
who therefore cannot consume larger packs in time. Packaged
products that are pre-portioned into a smaller size to retain freshness
are ideal for these consumers.
Source: [1] Datamoni tors Country Stati sti cs; Datamoni tor Consumer Survey, May/June 2011; Datamoni tor's Product Launch Anal yt i cs
Lloyd's Barbeque Company
Snack Rack St. Louis Style Pork
Spareribs
US
Oekoland Puten-Lyoner
Germany
"Single-serving" products as a proportion of total meat, fish,
and poultry launches, global, 200711
Evolving Landscapes
Single-serving products are important if brands are to tap into the rise in single-person
households
Prima Ham Shinsen! Tsukai
Kiri White Rosu Ham 4 Pack
Japan
Multi-pack of single-serve
ham portions
American Beef Carne Para
Hamburguesa
Mexico
Single-serve frozen
hamburger
Single-serve pork ribs snack
50g single-serve German
sausage product
84
Evolving Landscapes
Increased meat demand in emerging markets is leading to global shortages

MEAT CONSUMPTION IS INCREASING IN EMERGING MARKETS AS
INCOME RISES
As income continues to rise in emerging economies, so does demand for
animal proteins, including meat, fish, and poultry. With improved living
standards in developing countries such as India, Brazil, and China,
consumers diets are shifting away from staples such as rice and wheat
to include more animal proteins, fruit, and vegetables. This increased
demand has led to a wave of new meat, fish, and poultry launches in
emerging markets. Particularly strong for new innovation is the South
and Central America region, with the number of new meat, fish, and
poultry launches increasing by over 200% during 200711, according to
Datamonitors Product Launch Analytics.

GLOBAL IMPLICATIONS
Increased consumption in emerging economies has global implications,
with producti on struggling to keep up with demand. Global meat
consumption, per capita, was estimated to grow from 46.9kg in 2010 to
52.0kg by 2014, as a result of increased consumpti on in emerging
countries.
1
Per capita consumption in China is expected to be as high as
83.0kg by 2014, a rise of 20% on 2010.
1
In India, where vegetarianism
prevails, meat consumption is relatively low but is rising rapidly. This
increased demand has led to significant price rises. In addition, increased
production globally will have environmental implications as meat
production is among the worst for carbon emissions.
Source: [1] The Economi st, 2010; Datamoni tors Product Launch Anal yti cs
Dia Jerked Beef Dianteiro
Brazil
Jinzi Liuxiang Sliced Ham
China
Polyvienas Salchichas
Argentina
Gahez Spicy Chicken Panne
Egypt
85
8. EASY & AFFORDABLE TRENDS IN MEAT, FISH, AND POULTRY
86
Opportunities
Convenient meat-based snacks and ready prepared
meals.
Meal kits that include fresh meat, fish, or poultry,
alongside other meal ingredients to help consumers
cook from scratch.
Educating and advising consumers on how to cook
meat, fish, and poultry products properly including
cheaper "forgotten" cuts, fish, and duck.
Easy & Affordable
SWOT analysis

Strengths

A strong presence of private label products in the
category promotes affordability.
The variety of meat and poultry cuts available offers
something to suit all budgets.

Weaknesses
Low price points and aggressive price discounting
by supermarkets negatively impacts quality
perceptions and thus perceived value.
Higher animal welfare products are more costly to
farm.
The scratch cooking element associated with fresh
meat, fish, and poultry goes against the trend for
convenience, especially as many consumers lack
the necessary cooking skills.

Threats

Rising meat, fish, and poultry prices globally due to
increasing production costs and supply shortages.
Lack of consumer confidence in cooking with
certain less-familiar products such as fresh fish,
duck, game, and exotic meats.

87
Health &
Wellness
Sensory &
Indulgence
Individualism &
Expression
Sustainability &
Ethics
Smart &
Connected
Evolving
Landscapes
Easy &
Affordable
Comfort &
Uncertainty
Meat Fish Poultry
Easy & Affordable
Value consciousness and convenience are highly relevant for consumers

KEY THEMES IN EASY & AFFORDABLE

PRIVATE LABEL MOMENTUM CONTINUES
The quality of private label products continues to i mprove,
which is proving highly appealing to value-conscious
consumers. Indeed, private labels are increasingly excelling
on more than just price, bringing products to the market
that are satisfying, indulgent, ethical, and healthy, while
also effectively replicating branded innovation.
A RISE IN LOW PRICE LAUNCHES
Despite prevalent and intensifying inflationary pressures,
meat, fish, and poultry brands have looked to introduce
more economy options and multi-buys. Indeed, while
consumers consider factors such as healthiness and
convenience as being important value-adding attributes,
price remains an important driver of demand.
CONVENIENCE
Brands have looked to find ways to make meat, fish, and
poultry products more convenient to consumers, with
meat snacks, meal kits, pre-diced/chopped meat, and
microwaveable products among the innovations.
88
Easy & Affordable
Private label products are appealing as they effectively deliver on both price and
quality
PERCEPTIONS OF PRIVATE LABELS ARE IMPROVING
Between 2010 and 2011 there was a slight increase in the
proportion of consumers agreeing that private label food and
beverages are good alternatives to name brands (from 49% to
52%). The continually improving quality of private label
offerings has challenged brand loyalty among consumers, as
they question the need to pay more for products of identical
(or even inferior) quality. For fresh meat, fish, and poultry
private labels dominate the category; however, brands are
more visible for frozen and processed products.

PRIVATE LABELS INCREASE THEIR SHARE OF WALLET
As perceptions of private labels improve, so too does
willingness to purchase them. Indeed, almost half of all
consumers agree that they are buying more private labels
to save money. However, for most consumers it is not
merely the lower prices that encourage private label
purchase, but also their consistently improving standards. In
meat, fish, and poultry private labels are widening their
product range, offering basic products through to higher
welfare, free range, sustainably farmed, and organic
products, giving the consumer a similar choice as to
choosing between different brands.
"Private label food and beverage brands are good
alternatives to name brands"
48% of
global consumers
agree that they are
buying more private
labels when grocery
shopping in order to
save money.
89
Easy & Affordable
Private labels are increasing their range of offerings to offer a wider choice to
consumers
PRIVATE LABEL RANGES ARE EVOLVING
Private labelers in meat, fish, and poultry have evolved their
ranges markedly, delivering significant improvements in the
range, quality, and packaging of their offerings. The proportion
of private label products being launched is increasing
significantly and so is the level of innovation. In 2011, 30% of
new product launches in meat and poultry were private label,
with slightly fewer (27%) in the fish category. Private labels are
extending their ranges to mirror consumer demand for ethics,
sustainability, and convenience.
Carrefour Agir Eco Planete
Darnes de Saumon Keta
Greece
New products tagged "private label," as a proportion of all new
meat, fish, and poultry launches, global, 200711
Macro Whole Food Markets
Free Range Chicken Breast
Mince
Australia
Monoprix Bio! Paves de
Truite
France
Sainsbury's Taste the Difference
Roast Topside Scotch Beef Slices
UK
Eco-friendly
Organic Free range
Premium private label
90
Easy & Affordable
The category has proactively responded to more price-consciousness consumers
through offering cheaper cuts
THE CATEGORY HAS HAD TO RESPOND TO FINANCIALLY PRESSED
CONSUMERS
Globally, half of consumers claim that they are switching to
cheaper food because of price rises. Developed economies such
as France and the US are being hardest hit by rising prices as
consumers switch to cheaper alternatives. In contrast consumers
in emerging economies are less affected, with just 38% of Russian
consumers claiming to buy cheaper food due to rising prices for
example. Retailers have been responding to demand for cheaper
meat, fish, and poultry by encouraging consumers to try cheaper,
cuts of meat such as beef cheeks and chicken thighs, or coley
instead of cod. Offering recipes for using up leftovers can also
help families to save money while reducing wastage.
Consumers who agree that they are buying cheaper food and
beverage products because of rising prices, 2011
Source: Datamoni tor Consumer Survey, May/June 2011; Datamoni tors Product Launch Anal yti cs; wai trose.com; [1] Ameri can Meat I nsti tute
"The Power of Meat," 2012
France
58%
Russia
38%
China
46%
India
44%
Global
49%
US
55%
WAITROSE FORGOTTEN CUTS CAMPAIGN ENCOURAGED
CONSUMERS TO TRY CHEAPER CUTS OF MEAT
In the UK, Waitrose launched a successful campaign to offer
cheaper, less well known cuts of meat to consumers. It
labeled the campaign "Forgotten Cuts" because the cuts will
be familiar to older consumers but have fallen out of
common use and were not passed on to the younger
generations. The cuts on offer include offal (lamb heart, veal
tail, and sweetbreads), pigs trotters, beef skirt, and beef
cheeks. The aim of the campaign was to offer consumers
cooking tips and recipes to enable them to make tasty home
cooked meals for less. Evidence suggests that consumers are
switching from the frying pan to the oven or slow cookers to
cook meat, driven by the growth in popularity of cheaper
cuts that often require slow cooking methods.
1

91
Easy & Affordable
The versatility of meat and poultry means that consumers can save money by feeding
their family on leftovers during the week
Source: [1] Food.gov.uk, 2012
Sunday

Roast dinner
Monday

Cold meat
sandwiches
Tuesday

Curry
Wednesday

Soup
THE VERSATILITY OF MEAT AND POULTRY MEANS THAT
LEFTOVERS CAN BE STRETCHED TO LAST FOR SEVERAL MEALS
During financially challenging times, consumers are making an
effort to use up leftovers in order to spend less money and
make meals stretch further. A survey by the Food Standards
Agency in the UK found that al most half (47%) of consumers
are trying to make better use of leftovers as the cost of the
typical grocery shopping basket increases.
1
The versatility of
meat and poultry present the consumer with the opportunity
to stretch a large bird or joint of meat out to feed a family over
several meals.
USING UP LEFTOVERS CAN COMPROMISE FOOD SAFETY
Many consumers lack basic food hygiene skills, meaning that
they lack the necessary knowledge about how to properly
handle and store leftovers to ensure that they are safe for
consumption. As consumers are making greater use of
leftover meat and poultry the risk of food poisoning
increases, particularly where it is not stored at the correct
temperature or reheated properly. Manufacturers can help by
providing clear instructions as to how to store and reheat
food, as well as advising how long it will stay safe for.
92
Easy & Affordable
Price discounting and economy packs have been implemented to target price-sensitive
consumers
Source: [1] Kantar Worl dpanel , 2012; [2] Fel gate et al , 2012; [3] Mysupermarket.co.uk, August 2012; Datamoni tors Product Launch Anal yti cs
ECONOMY OPTIONS AND MULTI-BUYS HAVE BEEN KEY TO PRICE-
FOCUSED ACTIVITY
In responding to the mounting financial constraints that consumers
have found themselves under, manufacturers and retailers in the
category have sought aggressive discounting in relation to price
discounts and multi-buy promotions and the launch of economy
brands. For example, according to Kantar almost a third of all fresh red
meat sold in the UK in 2011 was on promotion.
1
Research at the
University of Kent found that the most effective type of promotion for
red meat significantly varies depending on the specific cut and tier,
and that heavy reliance on promoti ons by retailers is devaluing the
meat category and ultimately stemming new innovation.
2

Examples of meat and poultry price promotions in the UK
3

Kroger Value Tilapia Fillets
Family Pack
US
Eroski Basic Salami
Spain
Coles Smart Buy Hotdogs
Australia
Carrefour Discount Paves de
Saumon
France
93
Easy & Affordable
Consumers are time-scarce, and value convenient food

CONSUMERS SAVE TIME IN SEVERAL DIFFERENT WAYS
Whether perception or reality, consumers are time-poor and
seek solutions to counter this. Indeed, around half of all
consumers agree that they rely heavily on products and services
that help them to save time. Such products can include those
that facilitate multi-tasking (e.g. eating while commuting),
products that require little preparation, or even products bought
in bulk so that fewer shopping trips are required. In meat, fish,
and poultry products convenience comes in forms such as
canned, pre-cooked, pre-sliced, pre-diced, and prepared ready
meals.
CONSUMERS VALUE FOODS THAT ARE CONVENIENT
A significant proportion of consumers hold a more favorable
perception of grocery products boasting strong convenience
attributes. Convenience is particularly important in China,
with 75% of consumers viewing convenient products more
favorably. In contrast, convenience holds less prominence in
the US (45%) and the UK (33%) in creating favorable
perceptions towards grocery products. For meat, fish, and
poultry, convenient products need to save the consumer
time in terms of preparation (e.g. pre-diced chicken breast),
in terms of cooking (e.g. pre-cooked ham), or be ready to eat
on the go (e.g. snacking salami sticks).
Source: Datamoni tor Consumer Surveys, Apri l /May 2009 and Jul y/August 2010
Consumers who hold more favorable perceptions of grocery
products that are "convenient"
China
75%
UK
33%
Global
53%
US
45%
Spain
58%
Brazil
69%
"I rely heavily
on time-
saving
products and
services"
Male
Female
94
Easy & Affordable
Snacking products are driving interest among younger meat, fish, and poultry
consumers
SNACKING PRODUCTS ARE BECOMING MORE RELEVANT
With consumers becoming less disposed towards eating only
at set mealtimes, there has been a marked rise in interest and
innovation in snack products. Meat snacks provide the
category with an opportunity to drive interest among younger
consumers, where penetration is comparatively low. However,
while such products are becoming more relevant to time-
pressured consumers, expectations are rising in regard to both
health and taste.

Joycome Jiaozhener
Xiuxianroudian (Meat Snack
Assortment)
China
The Bath Pig Mini Chorizo
Snack
UK
Ocean's SnacKit Tuna Snack
with Mini Crackers, Spoon &
Napkin Mild Curry, Onion, &
Celery Tuna
Canada
Ingham Chicken Twirls
Chicken Breast Bites
Australia
"I am choosing
healthy snacks
when eating
between
meals"
Male
Female
Source: Datamoni tor Consumer Surveys, Jul y/August 2010
95
Easy & Affordable
Packaging innovation is opening up opportunities for products delivering on
convenience and quality
COOKING INNOVATIONS ARE DELIVERING GREATER
CONVENIENCE, HEIGHTENING CONSUMER PERCEPTIONS
The convenience credentials of the meat, fish, and poultry
category are also being elevated by continued innovation in
meal preparation. With financially constrained consumers
looking to dine at home but not necessarily having the time
to scratch cook using fresh raw ingredients, these cooking
innovations have been major growth drivers for the
category. As consumers eat out less, they seek tasty
indulgent fuss-free meals in the home, of which meat, fish,
and poultry usually form a key component.

For example, Perdigao Chester Frango Temperado
Congelado (Seasoned Frozen Chicken) launched in the
Brazilian market comes with a roasting bag that is claimed
to start opening when the chicken is cooked, and can be
used straight from the freezer without the need to defrost
first. In the US Kroger has introduced to its "Meals Made
Simple" range a turkey bacon product that is microwavable
in just six seconds. A Moroccan lamb shank product in
South Africa by Seemanns is stated as being a "succulent,
slow cooked lamb shank in an exotic North African spice
blend" that is ready in minutes in the microwave.
Schnucks Select Country Style
Boneless Pork Rib in BBQ Sauce
US
Seemann's Moroccan Lamb
Shank
South Africa
Perdigao Chester Frango
Temperado Congelado
Brazil
Kroger Meals Made Simple Fully
Cooked Turkey Bacon Smoke Flavor
Added
US
Microwaveable "Simply heat and serve"
Innovative roasting bag cooks
chicken straight from frozen
"Ready in six seconds"
96
Easy & Affordable
Many consumers lack confidence to prepare meals with fish at home, creating
opportunities for suppliers
MANUFACTURERS ARE MAKING IT EASY FOR CONSUMERS TO
COOK FISH AT HOME
Many consumers lack confidence in cooking raw fish from scratch.
They may not like the smell or the slippery texture and are
generally unsure about how to cook it properly.
1
According to a
recent UK survey, a quarter of consumers would serve a wider
variety of fish but hold back because they are unsure about how to
prepare it.
2
In addition a survey by the American Meat Institute
found only 33% of consumers to be very knowledgeable about
how to prepare fish and seafood, compared to 42% for red meat
and 45% for poultry.
3
Manufacturers have been innovative in
creating prepared products that make fish easy to cook for the
consumer.
Source: [1] Packagi ng News; [2] fry-onl i ne.co.uk; Datamoni tors Product Launch Anal yti cs; Ameri can Meat Insti tute, 2012
StarKist SeaSations Frozen Fish
Fillets Mediterranean Tomato &
Basil
Argentina
Described as "restaurant delicious
seafood in minutes," the product
includes two flash-frozen fish fillets
packed in a marinate sauce in
individual pouches for "steam
locked cooking" in a microwave
oven.
Wholey Boil in the Bag Seafood
Entres
US
A range of frozen boil-in-the-bag fish
in sauce in varieties such as Fiery
Tomato Cilantro Pepper Salmon and
Garlic Lemon Parsley Tilapia. The
individually packed portions are said
to cook in nine to 15 minutes,
depending upon species. Each variety
includes a generous amount of sauce
for a side dish accompaniment.
The Saucy Fish Co. Fish and
Sauce UK
This range of fresh fish in sauce
products comes ready-to-cook in
its own foil bake bag. The
packaging states "no touch, no
smell, no fuss," to appeal to
consumers who like eating fish but
do not like handling or preparing it.
97
Easy & Affordable
Manufacturers are finding ways to make scratch cooking easier for consumers

THE SCRATCH COOKING TREND PROVIDES OPPORTUNITIES
When surveyed in 2009, a majority of consumers across the globe
said that they were cooking their evening meal entirely from
scratch once a week or more. This trend is indicative both of
rising nutritional attentiveness and a prevailing dine-at-home
trend among more financially constrained consumers. Within
fresh meat, fish, and poultry, consumers seek products that make
it easier and quicker to cook at home, but, unlike ready meals,
still provide the satisfaction achieved from cooking a meal. This
includes conveniences such as pre-cut/diced raw meat and meal
kits including all the raw ingredients necessary to make the meal
at home.
Source: Datamoni tor Consumer Surveys, Apri l /May 2009 and Jul y/August 2010
Perfect For Eating In Chicken
Fillets
UK
Woolworths Stir Fry Kit Soy,
Honey & Garlic Chicken
Australia
Charal Cube de boeuf
France
Cora Cocktail Fructe de Mare
Romania
"Thinner for a quicker dinner"
85% of
global consumers
cook a meal from
scratch at home at
least once per
week.
Stir fry kit with pre-sliced raw
chicken
Pre-cubed steak pieces Prepared seafood assortment
98
Easy & Affordable
Case study: the Gressingham Duck brand is trying to change consumer perceptions
around the difficulty of cooking duck
LACK OF CONSUMER KNOWLEDGE IS A BARRIER TO
COOKING DUCK AT HOME
A recent study of UK consumers found that more people eat
duck out of the home in restaurants (40%) than in the home
(7%).
1
This indicates that while consumers enjoy eating duck,
they lack the skills or confidence to cook it themselves.
Specifically there is a barrier that needs to be overcome in
terms of a lack of knowledge and a general perception that
cooking duck is difficult.

Source: creati vematch.com, Apri l 2012; Gressi nghamduck.co.uk
GRESSINGHAM DUCK LAUNCHED A CAMPAIGN TO
ENCOURAGE CONSUMERS TO COOK WITH DUCK
Gressingham Duck is the largest supplier of duck to retail in
the UK. The brand recently launched a new marketing
strategy to encourage more consumers to cook with duck at
home. The strategy involved the inclusion of a simple "one,
two, three" step-by-step system on-pack to show how easy it
is to cook duck. The company also provides recipes online
and through promotional recipe books to inspire consumers
and show that it can be easy to cook meals with duck in
under one hour. Although the campaign is in its early stages,
Gressingham Duck hopes to increase the household
penetration of duck in the UK from the current 7% to 10%.

"
"We are passionate about duck and have ambitious
plans to champion the category and drive sustained
value growth by repositioning duck as a "regular
treat" duck is remarkably simple to cook and we
want more people to have a go."

William Buchanan, joint managing
director at Gressingham
99
9. COMFORT & UNCERTAINTY TRENDS IN MEAT, FISH, AND POULTRY
100
Opportunities
Certification logos to guarantee product quality,
origin, or farming methods can build consumer
trust.
Providing a narrative about how and where
products are farmed to enable product traceability
right back to the farm level.
Emphasizing the credentials of locally produced
meat, fish, and poultry products.

Comfort & Uncertainty
SWOT analysis

Strengths

Meat, fish, and poultry traditionally form the center
point of festive occasions and family meals at
home.
There is a comfort food element associated with
meat, fish, and poultry products e.g. fried chicken,
chicken pie, and fish and chips.

Weaknesses

The unhealthy credentials associated with most
meat, fish, and poultry-based comfort foods goes
against the growing health and wellness mega-
trend.

Threats

Food scares associated with livestock can harm
consumer trust (e.g. avian flu, swine flu, and foot
and mouth disease).
The threat of cheaper imports threatens the
availability of local products as farmers find it
difficult to compete.

101
Health &
Wellness
Sensory &
Indulgence
Individualism &
Expression
Sustainability &
Ethics
Smart &
Connected
Evolving
Landscapes
Easy &
Affordable
Comfort &
Uncertainty
Meat Fish Poultry
Meat, fish, and poultry brands are seeking ways to increase consumer trust through
transparency
KEY THEMES IN COMFORT & UNCERTAINTY

TRUST AND TRANSPARENCY
The meat, fish, and poultry category is affected by many
ethical issues regarding animal welfare and sustainability, as
well as being susceptible to food safety scares. Certification
logos are being used to help build trust and provide a level
of transparency for consumers as to the product origin.
ASSOCIATION WITH COMFORT
Meat, fish, and poultry are closely associated with
occasions and foods that bring comfort to consumers.
There are many traditional meals and festivities for which
meat, fish, or poultry products form the centerpiece, such
as Christmas and Thanksgiving.
LOCALISM IS A GROWING TREND
Authenticity is very important to consumers. Consumers
believe that purchasing local supports local farmers, is
better for the environment, and can be healthier. The
notion that products are made "close to home" can instill a
sense of comfort and security, which is particularly valuable
in times of uncertainty. Some manufacturers are using
brand names to imply authenticity (e.g. Marks & Spencer
Oakham Chicken), which can be misleading for consumers.

102
CONSUMERS SEEK A SIMPLER LIFE
As aspects of life become more complex, from global economic
instability to merely an overabundance of product choice at the
supermarket, consumers demonstrate a desire to return to a
time when life was simpler. More than two thirds (68%) of
global consumers say that living a less complicated life is either
important or very i mportant to them. Meat, fish, and poultry in
their raw, unprocessed form are simple ingredients that do not
require chemical additives or preservatives. Focusing on the
natural element has the potential to resonate well with those
seeking comfort and simplicity. Farming methods such as
antibiotic free, organic, and grass-fed can help to reinforce the
simple and natural message.
Many consumers will sacrifice product benefits in the pursuit of simplicity

THE DESIRE FOR SIMPLICITY INFLUENCES PRODUCT CHOICE
Around half of consumers agree that they prefer product
simplicity over having multiple benefits, with little variance
between males and females. It is thus critical that producers
and manufacturers achieve a balance between effectively
communicating the various benefits of a product, but
without bombarding consumers with too much information.
68% of
global consumers
agree that living a
less complicated
lifestyle is important
to them.
"I prefer
product
simplicity over
having
multiple
benefits"
Male
Female
103
Meat, fish, and poultry are central to celebratory and family occasions

MEAT, FISH, AND POULTRY CAN BRING COMFORT TO
CONSUMERS AS PART OF FAMILY TRADITIONS AND RITUALS
There are many traditional meals and festivities for which meat,
fish, or poultry products form the center piece. From traditi onal
rituals such as fish on a Friday and a roast dinner on a Sunday,
many find comfort in these foods and they fit with the "cocooning"
trend as consumers are dining at home more.

Traditional festivities and religious celebrations also have a strong
association with meat, fish, and poultry. For example, in many
countries turkey is traditionally eaten at Christmas along with
sausage and bacon garnishes. Other traditions include having fish
on Good Friday, lamb on Easter Sunday, haggis for Burns Night in
Scotland, and in the US turkey again forms the center piece of the
annual Thanksgiving dinner. These occasions bring family and
friends together at home to celebrate and enjoy traditional home-
cooked meat, fish, and poultry dishes. Manufacturers are
responding to these traditional occasions, developing products
targeted specifically at these occasions.
Source: Datamoni tor anal ysis
Debbie & Andrew's Christmas
Sausage Meat
UK
Christmas sausage-meat
Albert Heijn Excellent
Lamsboutrollade met
Pestokruiden
Netherlands
Picard Pintade Farcie
Italy
Ugglarps Christmas Ham
Greece
Lamb slices for Easter
(Feestdagen)
Ready cooked Christmas ham
Stuffed guinea fowl for
Christmas
104
Food safety scares can damage consumer trust in the category

CONSUMERS ARE CONCERNED ABOUT FOOD SAFETY, ESPECIALLY
FOREIGN-SOURCED FOOD
Food safety is of concern to consumers, particularly when it comes
to foreign-sourced foods. The degree of concern varies by country;
in Russia, concern is high, with three quarters of consumers worried
about the safety of imported foods. China is a heavily populated
country and Singapore a city state, which may have contributed to
consumers being highly concerned about food safety in these areas,
especially as diseases such as swine flu and avian flu could
potentially spread so easily. A survey of American consumers found
that consumers put more trust in locally produced foods than
foreign imports, citing food safety as one of the main reasons.
1

THE MEAT, FISH, AND POULTRY CATEGORY HAS SUFFERED
MANY FOOD SAFETY SCARES IN RECENT DECADES
The meat, fish, and poultry category has been rocked by
numerous food safety scares in recent decades, which will
undoubtedly have dampened consumer trust. Safety scares
include diseases affecting livestock such as foot and mouth
disease in cattle and pigs, BSE in cattle, swine flu in pigs, and
avian flu in birds. These do not usually pose a direct threat to
humans when consuming infected meat but can create a
sense of panic and loss of trust. Other safety scares come in
the form of contaminated meat, which can pose a significant
health risk to consumers including food poisoning bacteria
such as salmonella, e-coli, listeria, and other pathogens.
Source: Datamoni tor Consumer Survey, May/June 2011; [1] Envi ronmental News Network
RUSSIA
80%
SINGAPORE
75%
CHINA
67%
GLOBAL
63%
UK
63%
NETH.
35%
Consumers who are concerned about the safety of
imported/foreign-sourced food
105
Certification logos in meat, fish, and poultry can be used to help increase consumer
trust
CONSUMER TRUST IN CONSUMER PACKAGED GOODS IS LOW
Trust in consumer packaged goods is relatively low, with just 37%
of consumers agreeing that they trust consumer packaged goods
companies to tell the truth.
1
National and international
certification logos on packaging can help to improve consumer
trust by affirming that the product meets certain production
standards, for example in terms of animal welfare, product origin,
food safety, or sustainable production. For example, the Certified
Angus Beef Brand logo in the US is used to assure consumers that
the beef in the pack is quality Angus beef and meets with a strict
criteria. The Red Tractor logo is used in the UK to assure
consumers that meat and poultry has been produced, processed,
and packaged in the UK.
Source: [1] Datamoni tor Consumer Survey, May/June 2011
US
UK
The Netherl ands
Icel and
Canada UK
Austral i a/global
Gl obal
US
106
Certified organic

Fresh & Easy Organic Ground
Beef Chuck
US
Packaging features the USDA
organic certification label on the
front to assure the consumer
that the meat is organic.
Manufacturers are using on-pack certification labels to improve trust and create
transparency for the consumer
Assured British beef

Appleby's British Beef Topside
UK
The on-pack Red Tractor logo
assures the consumer that the
product has been produced,
processed, and packed in the UK
to rigorous standards right across
the food chain.
Sustainably farmed fish

Pacific West Sustainable Harvest
Beer Battered Fish Cocktails
Australia
Packaging features the Marine
Stewardship Councils logo
certifying that the product
contains sustainably farmed
seafood.
Label Rouge certified

Peyac Poulet Jaune Fermier
France
The Label Rouge certification
guarantees that poultry is
farmed using free range
production techniques that
protect animal welfare and the
environment.
107
The perceived benefits of local products make them highly appealing and comforting

CONSUMERS ATTACH IMPORTANCE TO LOCAL PRODUCTS
The majority of global consumers (58%) attest to the importance
of choosing grocery products made locally (i.e. in their country of
origin or within a certain distance from their home).
1
The noti on
that products are made "close to home" can instill a sense of
comfort and security, which is particularly valuable in times of
uncertainty.

SUPPORTING LOCAL FARMERS IS THE MAIN DRIVER BEHIND
BUYING LOCAL MEAT
A recent study by Bernard (2012) of Kansas State University
explored US consumers motivations behind purchasing local
beef. The key motivation behind buying local was found to be to
support local farmers, with 90% of consumers agreeing that this
is one of the drivers behind them buying locally. Environmental
motivations were also important, as consumers seek to reduce
their carbon footprint and to be more environmentally
responsible. Taste was less important, as only 37% of consumers
considered locally produced beef to taste better. The study also
considered potential barriers to purchasing local beef, of which
price, unfamiliarity, quality concerns, and availability were the key
factors. The implications of this for meat producers is that they
need to find ways to emphasize taste and quality credentials to
help further drive purchases, as this is deterring some consumers
from buying locally.
Source: [1] Datamoni tor Consumer Survey, May/June 2011; [2] Bernard, S (2012) "Consumer Moti vati ons and Barri ers Towards Purc hase of
Local Beef," Kansas State Uni versi ty
56%
90%
53%
37%
46%
47%
53%
Healthier
Supporting local farmers
Reducing carbon footprint
Tastes better
Better animal welfare
Better for me (free from anti -
biotics/hormones)
Environmentall y responsible
Consumers who agree with the following motivations behind
purchasing local beef, US, 2012
2

108
Retailers are using brand names that imply product origin to give a perceived sense
of authenticity
BRAND NAMES ARE BEING USED TO INFER A LOCAL AND AUTHENTIC IMAGE
UK retailers have been accused of misleading customers by creating brand names for meat products that falsely imply
product origin and infer a sense of localism. Consumers have a greater level of trust towards local offerings and desire
products that offer authenticity. Marks & Spencer has developed a chicken brand called Oakham Chicken, which to the
average consumer sounds as though it originates from a place called Oakham. In fact, Oakham is a real place in England, but
the Oakham branded chicken by Marks & Spencer does not originate there; it in fact originates from several different farms
across the UK. Similarly Marks & Spencers Lochmuir salmon comes from several different farms in Scotland, not a place
called Lochmuir as implied in the name.

The same story is true for products from other retailers such as the Mey Selections beef and lamb range in Sainsburys, which
it is suggested comes from the Castle of Mey in Scotland, and Willow Farm chicken in Tesco, which comes from over 40
different UK farms. Branding products in this way can dent consumer trust, as they become confused by labeling and begin to
question the true authenticity and origin of the products they are buying.
Source: The Tel egraph, 2010; Datamoni tors Product Launch Anal yti cs
Male
Marks & Spencer Oakham
Chicken Breast Fillet Chunks
UK
Tesco Willow Farm Sliced
Roast Chicken Breast
UK
Marks & Spencer Scottish Lochmuir
Soy & Ginger Salmon Flakes
UK
Sainsbury's Taste the Difference
Beef Bourguignon with Mey
Selections Scottish Beef
UK
109
10. CONCLUSIONS
PREVIOUS SECTION BACK TO INDEX
110
Conclusions
Red meat: the applicability of certain mega-trends (and more specific sub-trends) is
likely to evolve as manufacturers more effectively address the needs of consumers
Health &
Wellness
Sensory &
Indulgence
Individualism &
Expression
Sustainability &
Ethics
Smart &
Connected
Evolving
Landscapes
Easy &
Affordable
Comfort &
Uncertainty
Now
Growth opportunity over next 3 yrs
Mega-trend relevance in the RED MEAT category,
current and prospective
This brief provides an overview of current trends in meat, fish,
and poultry in the context of Datamonitor's mega-trend
framework. In doing so, a comparative weighting is given to
each mega-trend based on its relevance to the category. This is
determined by an overall assessment of consumer demand and
the degree to which product innovation is responding to such
demand or anticipating future demand.

It should be noted, however, that the weighting assigned to
each mega-trend is not static. Particular sub-trends associated
with the mega-trends are likely to emerge as areas of
opportunity, as manufacturers develop new ways of meeting
changing consumer lifestyles and product preferences.

EVOLVING LANDSCAPES AND INDIVIDUALISM & EXPRESSION
MEGA-TRENDS OFFER KEY GROWTH OPPORTUNITIES FOR
THE MEAT CATEGORY
There are significant growth opportunities for halal meat
products to meet the demands of a rapidly growing Islamic
population. The influence of the vegetarianization trend will
also present challenges and opportunities for the meat
category in the coming years, as many consumers seek to
reduce their intake of meat.
111
Conclusions
Fish: the applicability of certain mega-trends (and more specific sub-trends) is likely to
evolve as manufacturers more effectively address the needs of consumers
Health &
Wellness
Sensory &
Indulgence
Individualism &
Expression
Sustainability &
Ethics
Smart &
Connected
Evolving
Landscapes
Easy &
Affordable
Comfort &
Uncertainty
Now
Mega-trend relevance in the FISH category,

IN FISH, SUSTAINABILITY & ETHICS PRESENTS GROWTH
OPPORTUNITIES
As consumers become more aware of the issues surrounding
the sustainability of fishing, there will be significant
opportunities to introduce consumers to more sustainable
species such as coley and tilapia.

EASY AND AFFORDABLE ALSO HOLDS OPPORTUNITIES
One of the barriers to consumers cooking fish at home is a
lack of confidence and knowledge as to how to cook with it
properly. Products that make it easier for the consumer to
cook fresh fish at home will be in increasing demand,
especially as consumers experiment with lesser known,
more sustainable species. The Smart & Connected mega-
trend will also be a key area of growth, as consumers seek to
be better informed about the production methods and origin
of the products they purchase.
112
Conclusions
Poultry: the applicability of certain mega-trends (and more specific sub-trends) is likely
to evolve as manufacturers more effectively address the needs of consumers
Health &
Wellness
Sensory &
Indulgence
Individualism &
Expression
Sustainability &
Ethics
Smart &
Connected
Evolving
Landscapes
Easy &
Affordable
Comfort &
Uncertainty
Now
Mega-trend relevance in the POULTRY category,

SUSTAINABILITY & ETHICS PRESENTS OPPORTUNITIES FOR
GROWTH IN POULTRY
As consumers hold increasing importance about animal
welfare issues, there will be growth in demand for higher
welfare poultry. There has been a move towards poultry that
is not at free range standards but which is higher welfare
than standard broiler farmed poultry, and this is a trend that
is likely to grow in the coming years as it offers better
welfare poultry for a more affordable price than free range.

EVOLVING LANDSCAPES ALSO OFFERS GROWTH
OPPORTUNITIES
Similarly to meat, there are opportunities for halal poultry
products to meet the demands of a rapidly growing Islamic
population. Vegetarianization will also present challenges
and opportunities to the poultry category over the coming
years as more consumers reduce their intake of meat and
poultry. Smart & Connected will be important as consumers
seek more transparency about where the meat has come
from and how it was reared.
113
Conclusions
innovation

Issue Opportunities
Ingredients and
flavors
Keep consumers interested and excited by offering more unusual products such as exotic meats and
products with unique flavors, such as vanilla-infused bacon.
Enhance the overall sensory experience for consumers by encouraging food pairings such as meat with
alcohol.
Emphasize and promote product attributes such as "natural" and fresh," and make use of available
active and intelligent packaging technologies to improve product freshness and extend shelf life
naturally, such as HPP.
Invest in rare breeds to present a more premium offering to consumers, who will be willing to pay
more for breeds such as Gloucester Old Spot pork and Angus beef.
Benefits and
positioning
Meat, fish, and poultry are commodity sectors with little brand value. It is therefore very important to
generate a point of differentiation to get the products to stand out and appeal to consumers, and
move it away from being price-led and a "commodity." Private label is at the forefront of successful
innovation, creating its own values for meat.
Offer products that meet the growing consumer demand for ethically and sustainably sourced
products, such as free range pork, higher welfare indoor reared poultry, and responsibly farmed fish.
As the global Islamic population increases there are significant opportunities for halal meat and
poultry, particularly as Muslim consumers demand the same innovations (e.g. convenience) as seen
for non-halal products.
Develop products aimed at specific consumer needs, such as gluten-free sausages.
Launch snacking products that appeal to younger demographics.
Take advantage of the dine-at-home trend by developing more premium options and convenient
products that make scratch cooking using meat, fish, and poultry easier.
114
Conclusions
innovation

Issue Opportunities
Packaging
Premiumize the look of packaging to make products stand out, particularly within fresh meat, fish, and
poultry where private label dominates and products often look very generic.
Harness smartphone technology to turn product packaging into an information gateway, offering
consumers a narrative "from farm to fork" and complete transparency as to where and how the
product was farmed.
Produce smaller, single servings and individually portioned packs that help to retain product freshness,
in order to take advantage of the growth in single-person households.
Invest in sustainable packaging initiatives to reinforce environmental credentials.
Merchandising
and marketing
Use certification logos on-pack to help improve consumer trust in products and market them as
ethical, sustainable, or eco-friendly.
Provide recipes, cooking advice, and tips to consumers to help those who lack confidence to cook with
fresh meat, fish, and poultry at home.
Tap into the potential offered by social media in relation to customer engagement, product feedback,
and brand narrative.
115
Appendix
References and further reading

The Meat and Livestock Commission, "The Shopping Decision Tree," A Meat Market Insights Publication, 2012
Meat & Livestock Australia, "Processing & Product Innovation: Active and Other Novel Packaging," Meating Change Processing, 2000
Packaging News, "Consumers back Siranes absorbent pad," http://www.packagingnews.co.uk/news/consumers-back-siranes-absorbent-
pad/, May 2012
Business Insights, "Vegetarianization Strategies in Food and Drinks," July 2012
Meatless Monday, "This just in! Were at 50% National Awareness!" http://www.meatlessmonday.com/we%E2%80%99ve-reached-50-
national-awareness/, May 2011
New York Times, "No Meatless Mondays at the USDA," http://opinionator.blogs.nytimes.com/2012/07/31/no-meatless-mondays-at-the-
usda/, July 2012
Sainsburys, "Our Future With Fish: Investigating Consumer Attitudes, Behaviors, and Motivations," August 2012
Meat Info, "Waitrose stresses high-welfare pork in new campaign,"
http://www.meatinfo.co.uk/news/fullstory.php/aid/14159/Waitrose_stresses_high-welfare_pork_in_new_campaign.html, June 2012
Agriculture and Agri-Food Canada, "Global Pathfinder Report: Halal Food Trends," April 2011
The Economist, "Industry Briefing: World food: A meaty problem,"
http://viewswire.eiu.com/index.asp?layout=ib3PrintArticle&article_id=597409844&printer=printer, September 2010
Packaging News, "Seafood packaging: Taking the fuss out of fish suppers," http://www.packagingnews.co.uk/news/seafood-packaging-
taking-the-fuss-out-of-fish-suppers/, August 2009
Fry Online, "Fish Consumption Held Back By Prep Fears," http://www.fry-online.co.uk/news/item/fish-consumption-held-back-by-prep-
fears, July 2012
Felgate M, Fearne A, DiFalco S, and Garcia-Martinez M, "Using supermarket loyalty card data to analyze the impact of promotions, "
International Journal of Market Research, Vol. 54, No. 2, 2012

116
Appendix
References and further reading

American Meat Institute and the Food Marketing Institute, "The Power of Meat," 2012
Creative Match, "Gressingham Launches New Marketing Strategy," http://www.creativematch.com/news/gressingham-launches-new-
marketing-strategy/101341/, April 2012
Environmental News Network, "Survey: Consumers Trust Food Grown Locally, But Not Foreign Grown,"
http://www.enn.com/top_stories/article/22962, September 2007
Bernard, Sarah, "Consumer Motivations and Barriers Towards Purchase of Local Beef," Kansas State University, 2012
Progressive Grocer, "Golden West Adds CAB Marinated Line," http://www.progressivegrocer.com/top-stories/special-features/meat-
seafood/id35803/golden-west-adds-cab-marinated-line/, July 2012
The Independent, "Hotdogs and champagne...it's the rise of gourmet junk food," http://www.independent.co.uk/life-style/food-and-
drink/news/hotdogs-and-champagne-its-the-rise-of-gourmet-junk-food-7922525.html, July 2012
The Telegraph, "The mystery of the Oakham chicken,"
http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/8029291/The-mystery-of-the-Oakham-chicken.html, September
2010

117
Appendix

Ask the analyst
The Consumer Knowledge Center Writing team can be contacted at askcm@datamonitor.com.

Disclaimer
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Datamonitor. The facts of this report are believed to be correct at the time of publication but cannot be guaranteed. Please
note that the findings, conclusions and recommendations that Datamonitor delivers will be based on information gathered in
good faith from both primary and secondary sources, whose accuracy we are not always in a position to guarantee. As such
Datamonitor can accept no liability whatever for actions taken based on any information that may subsequently prove to be
incorrect.

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