Abstract
Attitudes towards burgers are changing. For so long pilloried as the archetypal junk food, burgers are undergoing a renaissance. Consumers are increasingly seeing burgers as a positive meal choice rather than a food to be avoided. However, there remains some way to go.
A significant proportion of consumers still hold negative attitudes to burgers but fewer now consider that burgers are too high in fat. As a consequence, consumption is stretching far beyond the stereotypical young, male consumer.
Changing attitudes provide opportunities for burger suppliers to present their products as both a premium meal centre or as an acceptable quick snack or meal. Microwaveable burgers have taken the traditional convenience of burgers to a new "snack-on-the-go" audience.
This report considers the potential for further growth in the market for burgers based on these changing attitudes and the extent to which new consumers can be attracted to this market.
Key report themes:
- To what extent are attitudes towards burgers changing and what impact does this have on the market?
- Has premiumisation run its course or is there scope for further development?
- What impact has the gastropub and upmarket burger restaurants had on the market?
- Is the shift from frozen to chilled burgers to continue, or are frozen burgers about to reverse their declining fortunes?
- Who are the non-core consumers, and how might they be attracted to burgers?
Table of Contents
- Issues in the Market
- Key themes
- Definitions
- Market in Brief
- Positive market growth
- Burgers fulfilling a broader role
- BBQ market increases burgers' weather dependency
- Competition intensifies
- NPD shifts to positive attributes
- Attitudes towards burgers improving
- The missing consumers
- Future
- Internal Market Environment
- Key points
- Health -- a main consumer issue
- Figure 1: Agreement with selected lifestyle statements, 2003-07
- Value in food provenance
- Figure 2: Agreement with selected lifestyle statements, 2003-07
- Premiumisation
- Increasing number of ' foodies'
- Figure 3: Agreement with selected lifestyle statements, 2003-07
- Grab-and-go
- Avoiding meat
- Figure 4: Agreement with selected lifestyle statements, 2003-07
- Frozen -- the natural preservative
- Figure 5: Agreement with selected lifestyle statements, 2003-07
- Broader Market Environment
- Key points
- Barbecues increase seasonality
- Figure 6: Household ownership of barbecues, 2003-07
- Decline in visits to burger bars
- Figure 7: Adults who get takeaway from or eat in at burger bars, 2003-07
- Figure 8: Usage of burger bars among youths, 2003-07
- School dinners
- Competitive Context
- Key points
- Competition depends on end use
- Sausages -- the closest competitor
- Figure 9: Retail value sales of sausages and burgers market, 2003-07
- Unprocessed meat
- Figure 10: Retail value sales of burgers, poultry, ready-to-cook foods
and ready meals markets, 2003-07
- Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- Modest growth 2007
- Figure 12: UK retail sales of burgers, by value and volume, 2003-08
- Figure 13: Year-on-year percentage change by value and volume, 2004-08
- Chilled continues to grow
- Figure 14: UK retail sales of burgers, by format, 2003-07
- Premiumisation continues
- Figure 15: UK retail sales of burgers, by price positioning, 2003-07
- Forecast
- Modest growth as market matures
- Figure 16: Forecast of uk retail sales of burgers, by value and volume,
2003-13
- Growth to continue for meat-free burgers
- Figure 17: Forecast of uk retail sales of meat burgers, by value, 2003-13
- Figure 18: Forecast of uk retail sales of meat-free burgers, by value,
2003-13
- Segment Performance
- Key points
- Meat burgers
- Figure 19: UK retail sales of meat burgers, by value, 2003-08
- Figure 20: UK retail sales of meat burgers, by primary meat type, by
value, 2003-07
- Meat-free burgers extend consumers' repertoire
- Figure 21: UK retail sales of meat-free burgers, by value, 2003-08
- Market Share
- Key points
- Birds Eye steady in frozen
- Figure 22: Brand shares of frozen meat burgers and grills, by value,
2003-07
- Rustlers makes progress in chilled
- Figure 23: Brand shares of chilled meat burgers and grills, by value,
2006 and 2007
- Quorn extends meat-free share
- Figure 24: Brand shares of meat-free burgers and grills, by value,
2003-07
- Companies and Products
- Major companies
- Birds Eye Iglo Group Ltd
- Northern Foods
- Irish Food Processors (IFP)
- Wessex Foods
- Eatwell UK
- Scotbeef
- Kepak
- Grampian Country Food Group
- Premier Foods
- Quorn
- Cauldron Foods
- Other suppliers
- Celtic Pride Ltd
- Dawn Meats
- Goodlife Foods
- Linda McCartney
- Malcolm Allan
- Tivall
- Brand Communication and Promotion
- Key points
- Adspend reduces to minimal levels
- Figure 25: Advertising and promotional spend on burgers, 2005-08
- Shift to retailer promotions
- Figure 26: Advertising and promotional spend on burgers, by brand,
2005-08
- Channels to Market
- Key points
- Multiples dominate distribution
- Figure 27: UK retail value sales of burgers, by type of outlet, 2003-07
- The Consumer -- Places to Eat Burgers
- Key points
- In home on a par with fast food outlets
- Figure 28: Places where burgers have been eaten in the last 12 months,
May 2008
- Burgers hit the BBQ with younger consumers
- Figure 29: Consumers who BBQ burgers, by specific demographics, May 2008
- Figure 30: Household ownership of barbeques, by socio-economic group,
2008
- Out-of-home consumption high
- Variety is important
- Figure 31: Number of places where adults have eaten burgers in the last
12 months, 2008
- Appendix
- Abbreviations
- Appendix: The Consumer -- Places to Eat Burgers
- Figure 41: Places where burgers have been eaten in the last 12 months,
by detailed demograhics, May 2008
- Figure 42: Places where burgers have been eaten in the last 12 months,
by detailed demograhics, May 2008
- Repertoire analysis
- Figure 43: Number of places where adults have eaten burgers in the last
12 months, 2008
- Figure 44: Number of places where adults have eaten burgers in the last
12 months, by where eaten, 2008
- Figure 45: Number of places where adults have eaten burgers in the last
12 months, by detailed demographics, 2008
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