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Growth Strategies in Meat, Fish And Poultry: Emerging Consumer Trends, NPD Strategies and Future Opportunities
Business Insights, Dec 2007, Pages: 107
New product development in the meat, fish and poultry markets has stalled; the overall rate is low, as is the proportion of innovative products. Many of the trends that are proving important in the wider food industry - health, convenience and premiumization, for example - are at best static and at worst in decline. ‘Growth Strategies in Meat, Fish and Poultry’ is a new management report that identifies key growth opportunities in the meat, fish and poultry markets across Europe and the United States. This report analyzes innovation and NPD in terms of category, region, flavour and product tag. Further analysis is undertaken by shelving type and company. It also assesses the impact of key trends in the market including health, convenience, premium, ethical and demographic targeting.
Key issues examined in this report...
-Consumers’ health concerns. In both the US and Europe around 80% of consumers state that they are concerned about food and health issues. The move towards health has meant a decline in launches containing beef and a rise in launches containing pork, fish and seafood.
-Low innovation levels. Less than 3% of new product launches between 2004 and 2007 were classed as innovative. There is scope for suppliers to reverse the trend by creating exciting new products and hence improve the market’s low sales growth.
-Private label. In the Americas the market share held by private label is low compared to Europe, offering opportunities for retailers to develop their own branded offerings.
-Competition. In Europe the market is much less consolidated compared to the Americas, indicating that market entry is easier, particularly for companies with innovative new products.
This new report will enable you to...
-Predict future growth areas in meat, fish and poultry across Europe and the US based on this report's market value and volume forecasts by category, country and shelving type to 2010.
-Assess and quantify the competitive landscape using this report’s meat, fish and poultry market shares for private label and the top five companies in Europe, the Americas, Asia, Africa and the Middle East.
-Understand the impact of key food and drinks trends on the marketing and NPD of meat, fish and poultry in terms of healthy, convenient, premium, ethical and demographically targeted products.
-Improve the targeting and effectiveness of your NPD strategies with this report’s analysis of innovation by category, region, flavour and product tag using global Productscan data of over 5,000 meat, poultry, fish and seafood product launches between 2004 and 2007.
-Benchmark your product portfolio and NPD pipeline against the forecast sales volumes and values, new product development rates, product claims and flavour usage detailed in the report.
Some key findings from this report...
-A single health claim of either natural, low/light or nutraceutical was stated for 75% of healthy products launched in 2007. There has been a small rise in this figure since 200 4 (from 72%), as onpack messages are becoming more focused.
-The proportion of new meat and fish products accounted for by North America has fallen from 38% in 2004 to 24% in 2007. This reflects the increases in consumption of Western-style diets in the Asia-Pacific and Latin American regions.
-The proportion of products sold in recycled/recyclable packaging has significantly increased to 6.5% in 2007 from 1.5% in 2005. Other emerging ethical concepts include free range, animal welfare, eco-farmed, eco-processed and Fairtrade.
-Kids remain a sizeable market, although the proportion of products targeted at kids has fallen. Seniors and singles are also increasingly being targeted by suppliers.
Your questions answered...
-Which meat, fish and poultry categories are the most innovative?
-How do different product categories compare in terms of NPD?
-Which country has the most significant growth opportunities?
-What are the most common flavours in new product launches?
-Which companies are launching the most products?
-What are the most important health trends within meat, fish and
poultry?
-Which market issues are impacting most on meat, fish and poultry?
-How are manufacturers developing more convenient meat
products?
-Which types of fish have grown the fastest in terms of NPD
over the last four years?
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