November 13, 2024 – In the UK, meat and poultry are preferred for their versatility, nutritional value, and familiarity. They offer satisfying and protein-rich options that fit a wide range of meals and lifestyles. Innova’s 360-degree research into meat industry trends highlights the latest product launches, top brands, flavors, and what may develop in the future.
Meat Product Launch Trends
The meat products subcategory leads the meat and poultry market in the United Kingdom. The meat and poultry cluster displays an average 76% launches over the past two years in the region. UK meat industry reveals that premium quality, like luxury/high quality/gourmet ingredients-related claims, strongly influences consumer purchasing decisions. This is evident in the 10% of launches featuring indulgent and premium claims. Premium ranges like Napoli, Milano, kebabs, sausage, wagyu, and gourmet meat versions with different cuts such as sirloin, prosciutto, short ribs, and mortadella have sustained the new product development in the United Kingdom. These premium offerings appeal to consumers seeking high-quality, indulgent meat experiences.
Top Brands and Companies in the Meat Industry
The meat and poultry industry in the UK is penetrated by both branded and private label companies. Private labels are leading with 82% launches over the past year. These private labels focus on offering hand-trimmed, prime cuts of cured meat crafted by local butchers, free from artificial colors and flavors, and made with minimally processed ingredients. UK meat industry displays that these companies offer high-quality meat and poultry that prioritizes freshness and authenticity.
Aldi is the top company in meat and poultry launches, driven by its brands Ashfields, Specially Selected, and Natures Glen. Aldi is committed to animal welfare and does not conduct animal testing on its products. It is sourcing 100% British meat from RSPCA and Red Tractor-assured farms and ensuring transparency throughout its supply chain. This approach reflects the growing consumer demand for ethical practices and aligns with Innova’s annual top trend of 2024. ‘Nurturing Nature,’ where brands are embracing animal welfare practices and ethical certifications are promoting the responsible treatment of animals to protect the environment.
Meat industry trends display that Morrisons, Asda, Sainsbury’s, and Iceland are other notable companies. These top 5 companies account for 65% of launches over the past year.
Claims and Positionings Trends in the Meat Industry
Health is a key driver of meat industry trends in the UK meat industry, with companies focusing on claims that promote healthy consumption. The top 5 claims are no additives or preservatives, gluten-free, indulgent and premium, high/source of protein, and no trans fats.
Nearly half of UK consumers maintain meat consumption primarily for its protein content. Responding to this demand, high-protein claims in meat and poultry have experienced a 9% increase in launches over the past year. UK meat industry reveals that products offering varied protein servings, such as 16 g, 19 g, 22 g, and 23 g, help consumers manage their meat and poultry intake in their diet to meet specific nutritional needs.
Meat Flavor Trends
The top 5 flavors are barbecue, chili, smoked, garlic, and herbs in the meat industry trends. In the UK, taste and flavor is the most important attributes for consumers when choosing meat and poultry products. This is reflected in the 12% CAGR growth of flavored meat and poultry offerings over the past four years. Products feature a blend of flavors, such as spices with fruits, to cater to diverse palates and culinary preferences. This aligns with Innova’s ‘Savor the Contrast’ flavor trend, which enhances adventurous combinations and innovative taste experiences that elevate the culinary appeal of meat and poultry.
Apart from the top 5 flavors, sweet chili, peri peri chili, salt & pepper, onion, and honey flavors are growing strongly in the UK meat industry space.
What’s Next in the UK Meat Industry Trends?
In the UK, 22% of consumers seek authentic and traditional products when purchasing meat and poultry. This is reflected in the 9% CAGR growth of products with traditional claims over the past four years. Traditional offerings, especially authentic ranges inspired by global cuisines such as American Southern Fried, Indian tikka masala, Japanese teriyaki, and Italian charcuterie, are increasingly popular, showcasing international flavors and craftsmanship. This aligns with Innova’s 2024 trend, ‘Local Goes Global,’ as consumers are progressively pursuing familiar and authentic products, even if they come from beyond their local region.
With nearly 1 in 3 consumers in the UK increasing their meat consumption due to variety. Brands can expand their offerings by incorporating diverse preparation techniques, such as smoked, roasted, or air-dried, and appealing textures that can satisfy a variety of culinary preferences in the UK meat industry. Continuous innovation in flavor and preparation is likely to keep consumers engaged and elevate the eating experience.
This article is based on Innova’s Overview of Meat & Poultry in the UK report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
