Despite the fact that many consumers in the United Kingdom have been at home much more than usual since the beginning of the coronavirus pandemic, over 54% of meals have been driven by convenience, according to Kantar, the London-based data analytics and brand consulting company. Added value was a growth driver for the meat, fish and poultry market pre-pandemic, with spend reaching £874 million in 2019, rising by 20% over five years.
The Covid Effect
The pandemic had a positive effect on poultry sales in the retail sector, with the category experiencing a 10% growth rate in comparison to pre-Covid levels. This increase can be attributed to the fact that more people were eating at home and that poultry is favorably viewed by consumers as a healthy, nutritious, and affordable protein.
“While the pandemic has caused disruptions in various areas of the supply chain, we saw sales of frozen poultry products outperform chilled due to their longer shelf life,” said Jose Neto, sales director at Cargill. “This was less likely to be impacted by disruptions related to supply chain shortages.”
The pandemic has also had a positive impact on takeaway and delivery sales, which have increased as government-imposed lockdowns closed traditional out of home eating venues like restaurants and bars. This trend continued even after the reopening of the hospitality sector as consumers got used to the convenience of being able to order from and eat at home, and outlets continued to offer this service.
“Traditionally, chicken has been a strong seller in the fast food and takeaway sector, but the pandemic has forced operators in other parts of the foodservice sector to reevaluate their offering. Caterers are realizing how well it works across other types of menus, dishes and day parts, too. And, of course, chicken travels well so it’s a great product to use in takeout options or hot box meals,” said Gordon Lauder, managing director of Central Foods, a Northamptonshire, England-based frozen food distributor,
Eating Ethically
Animal welfare and sustainability issues remain high priorities for many consumers. They want to know the provenance of their food, how it is manufactured and prepared, as this plays an important role in purchasing decisions.
“We are seeing increasing focus on animal welfare of broiler rearing in North America and Western Europe,” said Hugo Jansen, business development and sustainability director at Cargill. “Our company takes pride in being an industry leader in animal welfare, and we maintain high standards for our suppliers and ourselves. A zero-tolerance policy is employed on animal abuse, and are pleased that for several years the Business Benchmark on Farm Animal Welfare (BBFAW) ranks Cargill among the 23 best companies in animal welfare globally.
“We support and accompany our customers as they pursue their responsible supply chain strategies for broilers. This includes analyzing supply chain impacts on sustainability, production costs, and animal welfare using science based objective measurement of impacts.”
Healthy Option
Consumers have been increasingly focussed on health, and the Covid-19 outbreak has amplified their interest in “good for you” options. Poultry is generally viewed by consumers as healthier than red meat, which is one reason why it has proved to continue to be so popular. However, concerns remain around the rearing of birds and the quality of the products they produce.
“Consumers have become increasingly concerned about antibiotics in food, likely in view of concerns about antibiotic resistance,” said Jansen. “However, knowledge about the different types of antibiotics, their risk profile, and their importance for human medicine is limited.
“We advocate the responsible use of antibiotics: eliminating the types that are judged by the WHO as most critical for human medicine, whilst progressively reducing usage of other antibiotic types without compromising the welfare of animals. We consider that sick animals should not suffer and deserve to be treated with proper medication.”
Top Choice
Chicken is the number one protein choice for many consumers for a number of reasons. The fact that is it a healthy option means that marketers are taking full advantage of the trend for flexitarianism, as more people reduce red meat consumption and increase consumption of white meat and plant-based foods.
“One of the reasons that chicken remains the most popular meat eaten in the UK is that it has a mild taste and readily takes on flavor from any seasonings or marinades,” said Lauder. “It’s also available in a range of different formats and is suitable for religious diets that exclude red meat or pork, which gives it the widest acceptability amongst consumers.”
Breaded or battered chicken products are big sellers both in the supermarket aisles and throughout the foodservice sector.
“In our Sun Valley range the American-style Chicken Fillets, Southern Fried Chicken Fillets and Battered Chicken Nuggets would be the three most popular products,” said Anna Lalaeva, marketing director at Cargill.
The Golden Valley Foods assortment of poultry products supplied by Central Foods is also a big seller. The range includes goujons, nuggets, wings, fillets and Kievs. It also features breaded gluten-free options to help foodservice operators cater to customers with dietary requirements.
“Made from prime breast meat, these are proving popular across the foodservice sector due to their consistent high quality,” said Lauder. “Golden Valley Foods gluten-free products are so tasty they can be served to all customers, not just those looking for free-from options. This is something for caterers to bear in mind currently when they may be operating with fewer staff and possibly a reduced menu.”
Chicken’s continuing rise in popularity looks set to stay, with fast food outlets, full service restaurants and consumers continuing to purchase vast quantities of value added frozen products.
“We know people across all demographics are increasingly seeking out healthy and sustainable meal choices,” said Richard Harrrow, chief executive of the British Frozen Food Federation. “So options on offer in the frozen aisle will continue to generate new business.”
Value added poultry products remain at the top of the shopping list for many consumers. Offering value, versatility and variety, it’s clear why Brits love these birds.
