Category Insight: Meat, Poultry and Fish

© 2017 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Category Insight: Meat, Poultry

and Fish December 2017

2

Fish Products

Includes fresh, frozen, dried, preserved, smoked, or canned fish, shellfish (shrimp/prawns, oysters,

mussels, clams, crab, oysters), squid, octopus and lobster. Includes breaded seafood products that are

NOT positioned as hors d’oeuvres and also seafood and vegetable mixes. Random weight/variable

measure products are not covered.

Meat Products

Mainly includes processed mammal-derived meat (beef, pork, venison, lamb, etc.). Includes packaged cuts

of meat, bacon, sausages, ham, charcuterie, meat-based spreads (sandwich fillers), canned meat, corned

beef hash, black pudding/blood sausage/morcilla, meat-based pâté, and escargot/snails. Includes prepared

or marinated meat for heating that are not positioned as Prepared Meals in that they don’t have sides.

Random weight/variable measure products are not covered.

Poultry Products

Defined as processed poultry-derived meat products (chicken, turkey, duck, goose, etc.). Includes fresh,

frozen, or canned products such as sliced turkey, turkey bacon, chicken patties/burgers, ostrich meat,

chicken wings, chicken nuggets (not positioned as an hors d’oeuvres or snack).Random weight/variable

measure products are not covered.

Abbreviations: CAGR: Compound Annual Growth Rate; NPD: new product development; EMEA: Europe,

Middle East & Africa

Period covered: December 2016-November 2017

Title definition

3

Global Overview • Market Overview

• Key issue: Ethical and environmental concerns shape NPD in

meat, poultry and fish

• What does it mean?

4

Global Overview Key issue What does it mean?

• The world’s top 20 retail

processed meat and poultry

markets accounted for an

estimated 28.3m tonnes of

volume in 2017, led by the

US, Russia and China.

• The world’s top 20 retail

processed fish and seafood

markets accounted for an

estimated 9.875m tonnes of

volume in 2017, led by China,

Indonesia and Japan.

• Consumers are becoming

increasingly concerned about

the ethics and supply chain

transparency surrounding

meat, poultry and fish

sourcing following several

food scandals. This has put

an incredible pressure on

suppliers to create trust and

continued engagement with

the category.

• Providing transparency on

sourcing and production

processes will help to build

trust and convey a high quality

image.

Executive Summary: Global

5

Market Overview: Processed Meat (retail)

The world’s top 20 retail processed meat and poultry markets accounted for an estimated 28.3m tonnes of

volume in 2017, led by the US, Russia and China. Value growth is expected to come from developing markets

in Asia, especially Indonesia with a value CAGR of 26.7% over the last five years, followed by India (22%).

Many European markets including the UK, Spain and Italy have been struggling for value growth.

Note: Market size and per capita consumption are based on estimates for 2017; Bubble size is based on market volume

(000 tonnes). CAGR is based on retail market value in local currency for the last 5 years

Source: Mintel Market Sizes

Brazil

Canada

Chile

China

France

Germany

India Indonesia

Italy

Japan

Malaysia

Mexico

Poland

Russia

South Africa

Spain

Thailand

Turkey

UK

US

Vietnam

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Compound Annual Growth Rate (Average Value Growth Over Last 5 Years, %)

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Market Overview: Processed Fish (retail)

The world’s top 20 retail processed fish and seafood markets accounted for an estimated 9.875m tonnes of

volume in 2017, led by China, Indonesia and Japan. Per capita volume consumption was led by Spain

10.6kg/year. France, Italy and the UK have been struggling for value growth over the last five years.




Brazil

Canada

Chile China

France

Germany

India

Indonesia Italy

Japan

Mexico

Poland Russia

South Africa

Spain

Thailand

Turkey

UK

US

Vietnam

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Market Overview: Europe leads innovation in meat, poultry and fish

Source: Mintel GNPD

54% 54% 55% 53% 54%

21% 24% 23% 24% 22%

14% 13% 10% 10% 12%

7% 7% 8% 9% 8%

5% 3% 4% 4% 4%

Dec 2012 -Nov 2013

Dec 2013 -Nov 2014

Dec 2014 -Nov 2015

Dec 2015 -Nov 2016

Dec 2016 -Nov 2017

Europe Asia Pacific

North America Latin America

Middle East & Africa

% of Global NPD of Meat, Poultry & Fish by

Region, December 2012 – November 2017

2%

3%

3%

3%

4%

4%

7%

7%

7%

8%

Thailand

Spain

Canada

Russia

China

Italy

France

UK

Germany

USA

% of Global NPD of Meat, Poultry & Fish by

Country, December 2012 – November 2017

8

Market Overview: Top 5 claims per region

Source: Mintel GNPD

Latin America

L/N/R Allergen

Gluten Free

Ease of Use

Convenient Packaging

Microwaveable

North America

L/N/R Allergen

Microwaveable

Gluten Free

No additives/preservatives

Ease of Use

Europe

L/N/R Allergen

Gluten Free

Ease of Use


Eco Friendly Package

Asia


Ease of Use

Microwaveable

Halal

Premium

9

Consumers are becoming increasingly concerned about the ethics and supply chain transparency

surrounding meat, poultry and fish sourcing following several food scandals. This has put an incredible

pressure on suppliers to create trust and continued engagement with the category. In order to achieve this,

transparency has been placed at the centre of new product development through ethical & environmental

and natural claims.

Ethical and environmental concerns shape NPD in meat, poultry and fish

Source: Mintel GNPD

18%

20%

22% 22% 22%

22% 21% 21% 21%

22%

Dec 2012 - Nov 2013 Dec 2013 - Nov 2014 Dec 2014 - Nov 2015 Dec 2015 - Nov 2016 Dec 2016 - Nov 2017

Ethical & environmental Natural

Global innovations of meat, poultry and fish (% of launches), featuring

ethical & environmental and natural claim, December 2012 – November 2017

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What consumers think…

Base: 1,481 UK internet users aged 16+ who eat and buy processed meat/poultry/game; 1,910 US internet users aged 18+

who personally ate red meat in the past six months; 1,413 Brazilian adults aged 16+ who are eating the same or less meat

compared to 12 months ago

Source: Lightspeed/Mintel (UK), Lightspeed/Mintel (US), Ipsos Observer Brazil/Mintel

68% of UK processed meat/poultry/game eaters/buyers

believe that products should give more

information on-pack about where the meat comes

from (e.g the farm).

34% of US meat users cite ‘all-natural’ as an important

purchase factor when buying red meat.

20% of Brazilian meat consumers are worried about

health and safety issues in the production process

(e.g cleanliness of facilities that process meat.

http://reports.mintel.com/display/804477/?highlight#hit1




http://reports.mintel.com/display/765565/



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Demand for ethical sourcing alters market practices

Niman Ranch Uncured Prosciutto has

no nitrates or nitrites added except for

those naturally occurring in sea salt. It

is made from pork raised with no

antibiotics and added hormones, all

vegetarian feeds and raised by US

family farmers committed to sustainable

and humane practices (US)

Woolworths Food Free Range

Chicken Breast Fillets have not

been fed routine antibiotics or

growth promoters, are free to enjoy

the outdoors during the day, and eat

a vegetarian diet of grains and

pulses only (South Africa)

Chatka Selection Wild Patagonian

Peeled Red Shrimp is trawled in the

Southwest Atlantic Ocean and

retails in a 300g partly recyclable

pack (France)

Environmental and ethical and concerns surrounding food production are continuing to drive change in the meat, poultry and

fish category. A number of brands are seeking to separate themselves from their competition by leveraging product integrity

as well as animal and environmental welfare attributes. In the 12 months to November 2017, 22% of all global meat, poultry

and fish innovations featured some kind of ethical or environmental claim.

“Pork raised by US family

farmers committed to

sustainable and humane

practices”

“Chickens free to enjoy

the outdoors during the

day, and eat a vegetarian

diet of grains and pulses”

“Sustainability of the

Argentine shrimp is

guaranteed through a

strict control of the fishing

seasons, by Argentinian

fishing authorities”

Source: Mintel GNPD

12

Meat producer Smithfield Foods is actively focusing on product safety and transparency. The company’s online ingredient

glossary lists and describes ingredients used in products across the company’s brands, promising “greater assurance of

Smithfield’s commitment to transparency and producing safe, high-quality foods”.

In addition, the company's new Food Safety & Quality section details investments in “pioneering research, technology and

projects that advance food safety practices across the company and throughout the industry”. Smithfield has also

expanded its MBGro program designed to “advance on-farm conservation practices and food supply chain

sustainability”. It is part of the company's efforts to reduce fertilizer runoff and greenhouse gas emissions.

Smithfield Foods promises product safety and transparency

Source: Mintel reports; Smithfield Foods Inc.

13

Brands respond to concerns around the use of antibiotics and growth

hormones

Strauss All Natural Ground Veal is

minimally processed, contains no

growth hormones and is made from

animals that are never tethered,

are raised in groups and were

born, raised and harvested in the

USA (US)

Pilgrim's Fresh Natural Chicken

Drumsticks have been made from

chicken raised in Mexico, fed with

natural ingredients and without

hormones, and are said to be of

incomparable freshness (Mexico)

Clear Steak Cut Coho Salmon is

described as wild Coho salmon

which is caught from the Alaskan

ocean and Columbia river in USA

(Thailand)

Brands are providing a greater degree of transparency to their products, while at the same time attempting

to assuage any potential concerns about the use of antibiotics and growth hormones in production. Efforts

have even included measures noting how animals were raised on "stress-free" farms and minimally

processed.

“Contains no growth

hormones” “Fed with natural

ingredients and without

hormones”

“Free from all chemicals,

hormones, antibiotics,

formalin and colours”

Source: Mintel GNPD

14

Referencing animal breeds and sourcing conveys high quality and assurance

Zarechnoye New York Beef Steak is

described as high quality beef from

grass fed cows, grown in

ecologically clean areas in Voronezh

and Kaluga regions, Russia. The

natural product is free from GMO

and retails in a 0.377kg pack,

certified by HACCP (Russia)

Kronfågel Bosarp Kyckling Organic

Chicken Thigh Fillet is sourced from

Rowan Ranger chickens, which are

free-range, live in small groups, can

move a lot, roam freely and stay

outside, and are allowed to grow

slowly with a growth period of at

least 70 days. The 100% Swedish

chicken retails in a recyclable 330g

pack (Sweden)

La Saumonerie de Choisy Scottish

Highlands Smoked Salmon has

been raised from the large wild and

very windy coasts of Scotland where

the currents are strong, giving

the salmon its unctuous structure

and taste. This evenly

sliced salmon has a light colour and

delicate flavour (France)

“Grass fed cows grown in

ecologically clean areas in

Voronezh and Kaluga

regions, Russia”

“Sourced from Rowan

Ranger Chickens” “Salmon raised in

Scotland”

Source: Mintel GNPD

15

‘All-natural’ could offer greater opportunity

Brooklyn Town Large Premium

Pyrenean Veal Burgers are all-

natural and artisanal. The product is

homemade in a traditional way with

pieces of veal grown in Pyrenees

(Spain)

Homebird Traditional Irish Roast

Chicken Breast Slices are 100%

natural Irish raised, cooked chicken

breast slices which have been hand

seasoned with a homestyle roast

glaze (Ireland)

B.C. Fine Food Wild Canadian

Sockeye Salmon Fillet is an all

natural, sustainable seafood, and

said to be of the highest quality

(Hong Kong)

In the 12 months to November 2017, 3% of all meat, poultry and fish launches were positioned as ‘all-

natural’, but this claim remains well shy of the number of innovations bearing a ‘no additives/preservatives’

claim (16%) likely because of a significant expense involved in such efforts. Nevertheless, such measures

could appear to be meeting a consumer in the near future.

Large Premium Pyrenean

Veal Burgers

Traditional Irish Roast

Chicken

Wild Canadian Sockeye

Salmon Fillet

Source: Mintel GNPD

16

Daylesford Organic Gloucestershire

Ham is made by hand in small

batches from pigs that are bred to

be hardy and outdoor loving. The

firm, tender and succulent product is

made from a whole leg of organic

outdoor-reared Gloucestershire

pork cured the traditional way (UK)

La Belle de France Organic Farm

Chicken is free from GMO and

antibiotics, and made from free

range outdoor chickens of slow

growing races. This product retails

in a 402g pack, featuring the EU

Green Leaf and Agriculture

Biologique logos and a QR code

(Sweden)

Delpeyrat Organic Smoked Salmon is a

superior quality naturally oak wood

smoked and dry salted product made

with 100% fillet from selected quality

salmon of controlled raising,

respecting the lifecycle and well-

being of the fish. This traceability

controlled fish is prepared using

traditional know-how, delicately hand-

trimmed, and smoked with oak from

sustainably managed forests (France)

Organic Gloucestershire

Ham

Organic Farm Chicken Organic Smoked Salmon

Source: Mintel GN{D

Organic is often combined with provenance and animal welfare claims

17

Consumer demand for a “better” alternative between organic and conventional beef has inspired Cargill

Fresh Meat to launch its new range “Pasture Crafted Beef” in the US. The new line is something of a bridge

for consumers who may not be able to afford more-expensive organic meats. Pasture Crafted Beef is

grass-fed, grain-finished, and traceable to birth on sustainably operated ranches, the company notes.

Traceability appears key to the initiative, affording the consumer an awareness of the source of the

meat.

Cargill introduces Pasture Crafted Beef in the US

Source: Cargill Fresh Meat http://www.cargillfreshmeat.com

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What does it mean?

Source: Mintel GNPD

The desire for more information on farms, product origins and production

processes for meat, poultry and fish forms part of wider consumer

concern about food provenance and processes. This comes in the wake

of various food scares.

Providing transparency on sourcing and production processes will help

to build trust and convey a high quality image.

Given that consumers are willing to pay more for specific animal welfare

information on meat, poultry and fish products underlines how placing

ethical policies front and centre of innovation can pay dividends to

companies.

19

Key issues impacting innovation on a regional level

• ‘Snackified’ lifestyles drive NPD in meat and poultry

• A focus on fish

EMEA

• Premium meat and poultry gains traction in Australasia

• Asia’s fish market continues to develop

Asia Pacific

• Time-pressed lifestyles open doors for meat and poultry innovation

• Naturalness, convenience and reduction claims drive innovation in

shelf-stable fish

North America

• Meat and poultry brands invest in premium to drive value growth

• Functionality becomes key to fish brands

Latin America

20

EMEA

• Key issue: ‘Snackified’ lifestyles drive NPD in meat and poultry

• Key issue: A focus on fish


21

Market Overview Key issues What does it mean?

• Russia maintains the highest

per capita consumption of

processed meat in Europe

and is also the largest market

by volume.

• Norway holds the highest per

capita consumption of fish in

the region

(11.3kg/person/year) though

the market has remained

stagnant over the last five

years.

• Casualization of meal times

continues to drive

development of snack-

focused processed meat and

poultry products.

• Innovation in chilled fish

centres around convenient

formats and budget friendly

premium ranges. .

• Innovating around exciting

flavours and formats can also

revive meat and poultry

snacks.

• Consumers are interested in

seeing more convenient, easy-

to-cook, healthy but high

quality fish options. This

suggests continued growth

opportunities for fish products

that provide tasty meal

solutions, but are more

budget-friendly.

Executive Summary: EMEA

22


Russia maintains the highest per capita consumption of processed meat in Europe with an estimated per

capita consumption of 31kg/person/year. The country is also the largest market by volume and maintains the

strongest average value growth over last five years. Spain has been struggling for value growth whilst other

European markets have been developing at a steady pace.




Denmark

Finland

France

Germany

Italy

Norway

Poland

Russia

Spain

Sweden

Turkey

UK

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Norway holds the highest per capita consumption of fish in the region (11.3kg/person/year) though the market

has remained stagnant over the last five years. Other established markets such as Spain, France and the UK

have been struggling for growth.




Denmark

Finland

France

Germany

Norway

Poland Russia

Spain

Turkey

UK

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Snacking has become a lifestyle for many consumers. In the UK, 63% of snackers do so once a day or

more. This is higher among younger adults, with 76% of 16-34s snacking once a day or more. This

casualization of meal times continues to drive development of snack-focused processed meat and poultry

products.

‘Snackified’ lifestyles drive NPD in meat and poultry

Base: 1,852 internet users aged 16+ who have eaten snacks in the last 2 weeks

Source: Lightspeed/Mintel; Mintel GNPD



25

Convenience drives innovation in snack-targeted proteins

Konspol Chicken Chips + Garlic-

Herb Sauce is described as golden

and crunchy and only needs to be

heated to be ready. The tasty snack

retails in an easy to open 210g

pack (Poland)

Maître CoQ CoQ'Ailes Three

Peppers Chicken Drumsticks is ideal

as a quick snack and can be

heated in eight minutes or quickly

microwaved in two minutes (France)

Rügenwalder Mühle Classic

Meatball Snack is suitable for on-

the-go. This product features a high

protein content and retails in a 165g

resealable pack (Germany)

Convenience drives innovation in snack-targeted proteins with 32% of NPD launches in the 12 months to

November 2017 having convenience-related claims such as ‘ease of use’ (15%), ‘time/speed’ (6.5%) and

‘on-the-go’ (11%). This reflects Mintel’s Trend FSTR HYPR, which outlines how a faster pace of life is the

key driving force behind growing demand for convenient on-the-go products.

Chicken Chips + Garlic-

Herb Sauce

Three Peppers Chicken

Drumsticks

Classic Meatball Snack

Source: Mintel GNPD

26

Meat producers launch healthy snacks through ‘hidden vegetables’

Tulip Snack Snack Frikadeller with

30% Vegetables are said to contain

invisible vegetables. The lunch

box favourites are ready to eat and

contain no e-numbers. The

microwavable product is produced in

Denmark, it is suitable for freezing,

and retails in a 200g pack

(Denmark)

Tind #12 Cured Sausage with

Forest Mushrooms is an artisanal

product said to have a balanced

taste, to contain less salt and more

spices and herbs, and to be a new

take on the old traditional sausages

from the Sunnmørsalpane region in

Norway. It is recommended as a

snack, for tapas, or as a sandwich

topping (Norway)

Bernard Matthews Alsace Style

Poultry Tasters are described as

roasted hearty meatballs with onion

and sour cream filling, and can be

enjoyed cold or hot as a snack

(Germany)

Frikadeller with 30%

Vegetables

#12 Cured Sausage with

Forest Mushrooms

Alsace Style Poultry

Tasters

Source: Mintel GNPD

27

Meat snacks capitalise on the high protein trend

Zimbo Classic Beef Jerky (Romania)

Consumer demand for high protein snacks, coupled

with a preference for natural protein sources, places

meat-based snacks in a very favourable growth

position. Many brands have been active in

highlighting high protein content of their products

explicitly on-pack.

Zimbo Classic Beef Jerky is an air-dried, hearty beef

snack that contains a high level of protein. The

product retails in a resealable 25g pack featuring the

BIO and EU Green Leaf logos.

Source: Mintel GNPD

28

Sausages retail in convenient snack packs

Snack Sausages Viennese Sausages with Mustard

Dulano Snack Sausages is a microwaveable product

that contains 22 snack sausages. The product retails in

a 220g T-shirt shaped pack featuring a ‘Celebrate

Football’ design (Germany)

Snack Time Viennese Sausages with Mustard are

crisp, tender and ready to eat. This product retails in a

110g pack consisting of 100g sausages and 10g Kühne

mustard (Germany)

Source: Mintel GNPD

29

Poultry snacks turn flavourful and premium

Maître CoQ CoQ'Ailes Mexican

Chicken Drumsticks have been

roasted and marinated. It is ideal as

a quick snack or an apéritif, can be

enjoyed with children and is suitable

for on-the-go. These drumsticks can

be oven heated in eight minutes or

quickly microwaved in two minutes

(France)

Thiriet Thai Style Marinated Chicken

Bites are made with boneless

French chicken thighs marinated in

a lemon cocktail with ginger, curry

and coriander notes. The easy-to-

prepare precooked product is said to

be ideal as a snack or served with

vegetables, and can be prepared in

a microwave (France)

Sadia Premium Chicken Mix are

oven snacks that are free from

preservatives, artificial colourings

and flavourings. The product

contains three types of snacks:

Chicken tortilla, chicken sticks and

chicken BBQ strips (Netherlands)

Mexican Chicken

Drumsticks

Thai Style Marinated

Chicken Bites Premium Chicken Mix

Source: Mintel GNPD

30

Casa Modena Teneroni snack pack bridges gaps between meals

Casa Modena Teneroni Snack Pack (Italy)

With snacks taking on a larger role in consumers’

diets, people recognise that snack choices matter. No

longer is snacking considered to be just an unhealthy

indulgence by consumers, rather snacking can be a

part of healthier and more balanced lifestyles. Many

consumers recognise that high protein snacks

provide a high level of satiety, making meat snacks

an excellent option to bridge gaps between meals.

Casa Modena Teneroni Snack Pack is a snack which

has been developed with the nutritionist Giorgio

Donegani. The snack pack provides a good balance

of protein, carbohydrate and fat. It is comprised of:

Source: Mintel GNPD

2 ready to eat Ham discs

125ml Valfrutta Peach Flavoured Fruit

Mix Drink

15 Morato breadsticks with 9% extra

virgin olive oil.

31

Many consumers are still not eating the

recommended portions of fish. In the UK, the

average Brit consumes just 107g rather than the

recommended two 140g portions of fish every week

for a healthy diet. This infrequent consumption of

fish poses major constraints to category growth.

Cost is the primary reason for not eating fish more

often. According to Mintel research, 31% of UK

consumers who eat at least one type of fish

once a week or less find it is too expensive to

eat fish more often. Overcoming this obstacle

through development of economy-positioned

products and recommending value-for-money recipe

suggestions can be a key element of boosting sales

in the coming years.

Innovation in economy positioned fish products has

remained stable over the last five years, at around

3% of all fish launches. More focus has, however,

been placed on encouraging consumers to trade-up

to derive greater value sales. A trade-up strategy

will remain important, particularly as interest in

restaurant-quality fish ready meals is high, but

overcoming price objections is also essential.

A focus on fish

Base: 1,710 internet users aged 16+ who eat at least one type of fish once a week or less


3%

4%

2%

3% 3%

Dec 2012 - Nov2013

Dec 2013 - Nov2014

Dec 2014 - Nov2015

Dec 2015 - Nov2016

Dec 2016 - Nov2017

Fish innovations in Europe (% of launches) featuring

economy claim, December 2012 – November 2017





32

Brands deliver affordable fish solutions for low-income consumers

K Classic Italian Gourmet Fish Fillet

has been reformulated with a new

recipe. This economy product is

made with Alaskan pollock topped

with tomatoes, bell pepper and

mozzarella, and retails in a 400g

pack (Germany)

Clever Alaska Pollock Fillet with

Fine Broccoli-Cheese Crust is MSC

certified, cut in blocks and coated

with seasoned broccoli and Edam

cheese. This quality product retails

at a discount price in a 400g pack

(Austria)

M Savers Salmon Pieces are farmed,

Atlantic, skin-on salmon pieces that are

ready to cook. The product is made

with fish responsibly farmed in Scotland

and Norway. It is suitable for home

freezing, and retails in a 250g pack

(UK)

Mintel’s 2017 food and drink trend Balancing the Scales: Health for Everyone describes how the cost of

healthy foods can often impede lower-income consumers from purchase. As cost is a barrier to eating more

fish, there are opportunities to deliver affordable fish solutions for those with stressed budgets who want to

improve their diets and lifestyles. Fish brands should look to include low-cost entry-level basics to premium,

gourmet lines within their portfolios.

Italian Gourmet Fish Fillet

Alaska Pollock Fillet with

Fine Broccoli-Cheese

Crust

Salmon Pieces

Source: Mintel GNPD

33

Price concerns may remain a constraint to

consumers, something fish brands cannot ignore,

but the areas seeing the strongest NPD growth

are at the premium end, especially in the chilled

fish segment.

This shift towards chilled fish has been facilitated

by significant product development which has

helped increase the visibility and convenience of

chilled products.

In the year ending November 2017, 43% of all

fish launches in Europe where in chilled formats,

up from 32% five years earlier. Chilled fish

products are typically offered in convenient

formats that justify their added-value through

enticing toppings, crumbs or sauces.

Innovation in chilled fish continues to grow

Source: Mintel GNPD

32% 37% 38% 41% 43%

36% 35% 36%

37% 32%

32% 28% 26% 22% 25%

Dec 2012 - Nov2013

Dec 2013 - Nov2014

Dec 2014 - Nov2015

Dec 2015 - Nov2016

Dec 2016 - Nov2017

Chilled Frozen Shelf stable

Fish innovations (% of launches) in Europe by

storage type, December 2012 – November 2017

34

Ready-to-cook chilled fish in convenient formats for consumers seeking

cooking inspiration

Nordsee Quinoa-Curry Pre-Breaded

Baked Fish contains two 85g units

with two 40ml packs of sweet onion

sauce (Germany)

Merkur Grill Gut Salmon Fillet with

Thai Lemon Marinade can be

prepared on the grill or in the oven

(Austria)

Bell Royal Cod Fillet with

Vegetables and Herbal Butter

features preparation instructions

(Switzerland)

H. Forman & Son Restaurant

Collection Lobster & Salmon

Gourmet Fishcake is described as a

restaurant quality dish that is hand

prepared by professional chefs (UK)

New England Seafood Defrosted

Hake Fillets with Slow Roasted

Tomatoes, Anchovy and Olive

Tapenade Butter and a Parsley

Garnish (UK)

Source: Mintel GNPD

35

The Saucy Fish Co. has recently launched a range of chilled fish in foil oven-baked bags in the UK. The

new range includes two varieties: Cheddar & Chive Sauce with Smoked Haddock, and Chorizo, Sherry &

Herb Sauce with a Fusion of Squid & King Prawn. Both products are said to be simple and easy to cook.

The Saucy Fish Co. launches chilled fish in oven-baked bags

Source: Mintel GNPD

The Saucy Fish Co. Chilled Fish in Oven-Baked Bags (UK)

36

Retailers and discounters offer budget friendly, premium fish ranges

Morrisons The Best Silverskin

Anchovy Fillets are traditionally

caught off the Moroccan Atlantic

coastline and then filleted by hand.

The salted anchovy fillets in

sunflower oil and extra virgin olive

oil retail in a 180g jar (UK)

Gourmet Prawn Ring with Sweet

Chilli Sauce comprises premium

prawns with tails. The ready to

serve product retails in a 270g pack

containing 200g prawns and 70g

sweet chilli sauce (Germany)

Coop Smak Forskjellen

Grandmother's Fish Cakes contain

80% fish, and are seasoned with

leek and peppers. The product is

made from a recipe of grandmother

Næss in Nordmøre, Norway

(Norway)

Retailers and discounters are expanding their ranges in the chilled fish segment. In the 12 months to

November 2017, 42% of all chilled fish innovations in Europe were launched by private labels, compared to

37% five years ago (December 2012 – November 2013). Many of the recent innovations comprise budget

friendly, premium fish ranges.

Silverskin Anchovy Fillets Prawn Ring with Sweet

Chilli Sauce Grandmother's Fish Cakes

Source: Mintel GNPD

37

What does it mean?

Source: Mintel GNPD

The snacking occasion opens up new growth opportunities for the meat,

and poultry category. Thanks to the health attributes and convenience of

meat snacks, such products should appeal to health-conscious, time-

pressured consumers.

Innovating around exciting flavours and formats can also revive meat and

poultry snacks.

Consumers are interested in seeing more convenient, easy-to-cook,

healthy but high quality fish options. This suggests continued growth

opportunities for fish products that provide tasty meal solutions, though

producers should also consider ways of translating such interest into

more budget-friendly options.

38

Asia Pacific

• Key issue: Premium meat and poultry gains traction in

Australasia

• Key issue: Asia’s fish market continues to develop


39


• Indonesia is the standout

performer in the processed

meat category in Asia. China

is the largest market by

volume and has been

performing strongly in terms

of value growth over the last

five years.

• Value growth in the

processed fish category is

expected to come from

developing markets such as

India and Indonesia. Japan is

the only market in the region

that has recorded a negative

value performance over the

last five years.

• Premium meat and poultry is

gaining a wider traction in

Asia.

• Asia’s fish market continues

to develop with a focus on

added-value products.

• Premium products are likely to

bring increased emphasis to

artisanal and ethical attributes.

• Western-style fish products

could drive value sales in Asia,

especially as consumers have

high quality perceptions of

Western-style ready meals.

Executive Summary: Asia Pacific

40


Indonesia is the standout performer in the processed meat category in terms of value growth, despite the low

consumption rate. China is the largest market by volume and has been performing strongly in terms of value

growth over the last five years. More established markets such as Australia and Japan have remained static

over the last five years.




Australia

China

India

Indonesia

Japan

Malaysia

South Korea

Thailand

Vietnam

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Many of the Asian markets such as Malaysia, Thailand and China have performed well over the last five year

thanks to a high per capita consumption and strong value growth. Value growth is expected to come from

developing markets such as India and Indonesia. Japan is the only market in the region that has recorded a

negative value performance over the last five years.




Australia

China

India

Indonesia

Japan

Malaysia South Korea Thailand

Vietnam

-1.0

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42

Premium meat and poultry gains traction: Convenience with clean labelling

Bruemar Vietnamese Style Slow

Cooked Boneless Pork is made with

premium Australian pork. It is

ready in 20 minutes and is suitable

for freezing (Australia)

Harim Natural Record Chuncheon

Style Spicy Stir-Fried Chicken

comprises premium environment-

friendly Korean chicken, Korean

vegetables including cabbage,

carrot and spring onion, a marinade

sauce and a fried rice sauce (South

Korea)

Pampanga's Best The Original

Tocino comprises 100% premium

meat and the finest ingredients from

a unique secret recipe. It contains

no MSG or saltpeter (Philippines)

Asia’s meat and poultry market has recently been influenced by value-added, premium launches, especially in

countries such as Australia which is driving premium product development. In fact, the ‘premium’ claim has grown

steadily since 2011, accounting for 13% of all meat launches in the 12 months to November 2017. This

premiumization trend in meat and poultry is expected to continue in Australasia as retailers and manufacturers

promote convenient products with ‘clean’ labelling.

Vietnamese Style Slow

Cooked Boneless Pork

Pieces

Chuncheon Style Spicy

Stir-Fried Chicken The Original Tocino

Source: Mintel GNPD

43

Eight Mile Meats 100% Grass Fed

Diced Angus Beef is Australian

owned and produced, and comes

from local NSW farmers. The

tender, succulent and premium

product is sustainably reared,

hormone-free (Australia)

Youmuyupin Premium Beef Marrow

Bone is made using beef bone from

grassland. The product features the

China Environmental Labelling

(China)

100% Grass Fed Diced

Angus Beef

Premium Beef Marrow

Bone

• Premium products also have an

increased emphasis on their ethical

attributes as consumers are

becoming more concerned around

the ethical impact of the meat they

purchase (e.g the presence of

added hormones) and

environmental impact.

• In the 12 months to November

2017, ethical & environmental

claims appeared on nearly 10% of

all premium meat and poultry

launches, compared to just 4% in

the previous year.

Premium products emphasise ethical attributes

Source: Mintel GNPD

4%

10%

Dec 2015 - Nov 2016 Dec 2016 - Nov 2017

Ethical & environmental claim

Ethical & environmental meat &

poultry innovations in Asia,

December 2015 – November 2017

44

26% of premium meat/poultry launches promote no additives or preservatives

Pams Sliced Champagne Leg Ham

is described as a premium ham for

premier sandwiches, and

contains no MSG, artificial

flavours or colours. It features a

health star rating of two out of five,

and retails in a 225g pack (New

Zealand)

Chungjungone Smart Wooripam

Premium Canned Ham for Well-

Being is made with antibiotic-free

Korean pork and free from food

additive, sodium nitrite. It retails in

a 330g pack bearing the HACCP

logo (South Korea)

Aguila Texas Links are said to be

robust and perfect for grilling. This

premium product is proudly local, is

said to always be fresh, and is

made with 100% pure meat with

no extenders, artificial flavouring

or colouring. It can be simply

grilled, fried or steamed (Philippines)

Sliced Champagne Leg

Ham

Premium Canned Ham for

Well-Being Texas Links

Source: Mintel GNPD

45

Just 3% of premium meat/poultry launches carry a hormone-free claim

Harvey Beef Porterhouse Steak

consists of the finest quality beef

sustainably raised in the pristine

natural environment of Western

Australia. This premium product

contains no added hormones and

retails in a 0.460kg easy-open pack

(Australia)

So Good Chicken Thighs and

Breasts are free from hormones.

The halal and premium certified

product is ready to cook and

produced through IQF process with

four keys of quality control: fresh,

nutrition, flavour, and clean

(Indonesia)

Bounty Fresh Premium Whole

Chicken has been added to the

range. The product is processed

with award-winning and state-of-

the-art technology. The product is

100% all natural with no added

hormones and steroids. Each

chicken is triple-washed and then

vacuum packed for sealed-in

freshness (Philippines)

Porterhouse Steak Chicken Thighs and

Breasts Premium Whole Chicken

Source: Mintel GNPD

46

Artisan attributes offer premium positioning for meat/poultry

Bon Appetit Premium Chicken

Breast with Chilli is claimed to be

hand crafted and freshly made to

ensure the best quality, taste and

hygiene, contains no added MSG

or artificial colours (India)

Wicks Manor Dry Cured Unsmoked

Back Bacon comprises premium

pork loin prepared from pigs that

live in open, fresh-strawed barns

in a stress-free environment

(Singapore)

FamilyMart Collection Platinum Line

Smoked Salad Chicken features

Japanese chicken breast smoked

with cherry blossom chips and

seasoned with Moshio seaweed

salt from Awaji Island (Japan)

A number of meat and poultry products have also appeared in the market that emphasise ‘artisan’

processing techniques, heritage ingredients and ‘old world’ attributes to indicate their premium status and

handmade appeal in a market that can often appear mass-produced.

“Hand crafted and freshly

made”

“Dry cured by hand for a

truly delicious, succulent

flavour”

“Japanese chicken breast

smoked with cherry

blossom chips”

Source: Mintel GNPD

47

China is the largest fish and seafood

market globally, with volume of 4.0 billion

tonnes in 2017, according to Mintel Market

Sizes. The market is also one of the

world’s most rapidly expanding, enjoying

value growth of 8.2% (CAGR) over 2011-

15, especially due to increasing incomes.

China is just one of the rapidly growing fish

and seafood markets in the Asia-Pacific

region. Indonesia, Thailand, Malaysia,

Vietnam and India are also enjoying very

high compound annual value growth, albeit

on very small bases for some. This growth

has also had a positive impact on NPD

activity with brands focusing innovation on

value-added products.

Asia’s fish market continues to develop

Source: Mintel Market Sizes; Mintel GNPD

19% 18%

10% 9%

7%

6% 5% 5%

4% 4%

Processed fish and seafood product

introductions (% of launches) by country,

Asia-Pacific, December 2016 – November 2017

48

Convenience and natural drives processed fish innovation in Asia with a special focus on products that are

free from ‘additives/preservatives’ and claim ‘ease of use’. This reflects consumers’ strong desire for

naturalness and healthfulness that should be catered to when developing retail processed fish products.

According to Mintel consumer attitudes, 53% of Chinese consumers pay attention to whether or

not food and drink products contain additives/preservatives.

Convenience and natural drives fish innovation in Asia

Base: 3,000 internet users aged 20-49

Source: KuRunData/Mintel; Mintel GNPD

Claim

Category

Dec 2012 - Nov

2013

Dec 2013 - Nov

2014

Dec 2014 - Nov

2015

Dec 2015 - Nov

2016

Dec 2016 - Nov

2017

Convenience 27% 31% 30% 27% 29%

Natural 25% 28% 27% 23% 24%

Suitable for 20% 21% 23% 21% 18%

Positioning 17% 15% 15% 18% 19%

Ethical 13% 17% 18% 16% 17%

Top 5 claim categories in processed fish innovation in Asia (% of launches),




49

Convenient fish products for traditional dishes

Rich Mama Veggie Fish Balls (Hong

Kong)

Damiwon Ready-to-Cook Flat Fish

(South Korea)

Topvalu Miso Simmered Mackerel

(Japan)

Convenient Restaurant Boiled

Shrimp (Taiwan)

Rich Mama Egg Fish Balls

(Singapore)

Source: Mintel GNPD

50

Meal kits make dinner easy to prepare

Ttukttak Jipbanchan Stir-Fried Shredded and

Dried Squid Kit (South Korea)

Ttukttak Jipbanchan Stir-Fried Shredded and Dried

Squid Kit contains Korean shredded chewy squid and

a sauce sachet of red chilli oil and red chilli paste

sauce.

This product is said to be easy and convenient to

prepare a delicious side dish and retails in a 150g

pack

Source: Mintel GNPD

51

Microwaveable products are conveniently ‘made in no time’

Wonil Food Braised Mackerel with

Ripen Kimchi is made with rich

flavour ripen kimchi and fresh

mackerel and provides a savoury

taste. This microwaveable product is

conveniently ready in three minutes,

and retails in a 250g pack (South

Korea)

Dry & Fish 90 Second Microwave

Steam Cook Squid is said to

provide a soft texture similar to a

steamed squid thanks to the valve in

the packaging that helps to aerate.

This product is ready in 90 seconds

and retails in a 330g pack containing

three units (South Korea)

TableMark Imadoki Wa Zen Deep

Fried Fish Cakes with Daikon

Radish Ponzu Sauce is made by

steam oven heating to enable short

time microwave cooking, is ideal for

lunchboxes and for quick

preparation (Japan)

“Conveniently ready in 3

minutes” “Ready in 90 seconds”

“Made by steam oven

heating to enable short

time microwave cooking”

Source: Mintel GNPD

52

Fish brands are aiming for naturalness and health

Kibun Uogashiage Tomato Flavour

Fried Fish & Tofu is preservative

free and has the umami, sweetness

and smooth texture of white fish and

tofu (Japan)

Ocean Princess Processed Seaweed

Prawn is processed in a modern

factory with state of art equipments

combined with the latest German

technology (Myanmar)

Kibun Kamaboko Iki Red Fishcake

with Sea Bream features sea bream

broth and Moshio sea salt from the

Awaji Island (Japan)

Blue Snow New Zealand Half Shell

Mussels are grown in pristine and

clean oceans. They are not

dredged, 100% natural and free

from additives, artificial feeding

and chemicals (China)

Consumer demand for natural

products has pushed brands to

eliminate unwanted additives to

build their natural credentials. This

explains why no additives/

preservatives is the most used

claim in the processed fish

category.

Apart from highlighting the

exclusion of undesirable

ingredients, brands have also

been highlighting processing

techniques and ingredient

provenance to communicate

health appeal and safety

assurance.

Source: Mintel GNPD

53

Western-style fish products could drive further value growth in Asia

Sealord Tuna Sensations Indian

Masala Tuna is said to be a good

source of Omega 3 and retails in a

90g can (New Zealand)

Gold Seas Tuna Chunks in Mild

Indian Curry includes responsibly

fished tuna seasoned with an

authentic taste of mild Indian curry

sauce. It is said to make a great

topping for rice or as a sandwich

filling (Philippines)

SureBuy Mild Hot Portuguese Style

Sardines in Corn Oil is free from

preservatives. The ready-to-eat

product retails in a 220g pack,

featuring a recipe suggestion

(Philippines)

Chinese consumers’ premium perception of Western-style ready meals serves as a key point of

differentiation, suggesting that Western-style processed fish NPD may also be able to leverage a premium

perception through flavour and format innovation. High interest in world cuisines such as Italian, French and

Thai, as well as American flavours, could further provide inspiration for fish NPD, especially as such

products are currently niche in the market.

Indian Masala Tuna Tuna Chunks in Mild

Indian Curry

Mild Hot Portuguese Style

Sardines in Corn Oil

Source: Ready Meals – China – June 2016








54

What does it mean?

Source: Mintel GNPD

Economic prosperity is driving premium meat and poultry in Australasia

with ‘clean labels’ and artisan attributes gaining traction as premium

indicators. Looking ahead, premium products will bring increased

emphasis to artisanal and ethical attributes.

Brands may want to consider exploring old world heritage in breeds,

processing techniques and product ingredients to appeal to consumers

who are seeking greater emotional involvement with food products.

Fish brands can grow volume sales in developing markets by bolstering

a natural and healthy image of their launches. This can be done by

eliminating undesirable additives, emphasising detailed ingredient

provenance and processing information.

Western-style fish products could further drive value sales in Asia,

especially as consumers have high quality perceptions of Western-style

ready meals. High interest in world cuisines such as Italian, French and

Thai, as well as American flavours, could further provide inspiration for

fish NPD, especially as such products are currently niche in the market.

55

North America

• Key issue: Time-pressed lifestyles open doors for meat and

poultry innovation

• Key issue: Naturalness, convenience and reduction claims drive

innovation in shelf-stable fish


56


• The US maintains the highest

per capita consumption of

processed meat

(24.8kg/person/year) though

the country has recorded a

slow average value growth

over the last five years.

• Canada is the standout

performer in the processed

fish market with the highest

per capita consumption

4.2kg/person/year.

• Time-pressed lifestyles have

opened up the door for meat

and poultry innovation.

• Naturalness, convenience

and minus claims drive

innovation in shelf-stable fish.

• Opportunity exists for meat

and poultry products that

provide short-cuts or 'hacks'

that deliver 'scratch' attributes,

such as slow-cooked, ethnic-

inspired flavours, without the

time commitment.

• Portable packaging and

flavour variation increases the

suitability of shelf-stable fish

as a snack and could

potentially drive further volume

sales in the segment.

Executive Summary: North America

57


The US maintains the highest per capita consumption of processed meat (24.8kg/person/year) though the

country has recorded a slow average value growth over the last five years. Neighbouring country Canada is

the standout performer in the region.




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Canada is the standout performer in the processed fish market with the highest per capita consumption

4.2kg/person/year. The US is, however, the largest market by volume.




Canada

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59

Mintel Food & Drink trend Time is of the Essence notes that time is an increasingly precious resource. This

is especially true for Millennials. Busy multitasking lifestyles heighten the need for short-cut products

or ’hacks’ that enable consumers to prepare fresh, nutritious meals quickly.

This underscores the opportunity for meat and poultry manufacturers to develop convenient products that

deliver scratch-like attributes while facilitating easy meal preparation and the ability to customise meals to

consumers' personal tastes and preferences.

Time-pressed lifestyles open doors for meat and poultry innovation

Base: 1,881 internet users aged 18+ who cook

Source: Lightspeed/Mintel

75% of US Millennials who cook prefer recipes with shorter

preparation and cook times.

Did you know…




60

Millennials are re-defining ‘scratch’ cooking

Michael Angelo's Italian Style

Meatballs and Sauce is high in

protein. This product contains all-

beef meatballs, vine-ripened

tomatoes, and imported romano

cheese (US)

Janes Ultimates Buffalo Style Dry

Rub Seasoned Wings with Tangy

Ranch Sauce comprise fully cooked

seasoned chicken wings including a

tangy ranch sauce with preparation

instructions (Canada)

Lunch Mate Ham & Turkey Sub Kit

comprises smoked ham and water

product and cured oven roasted

white turkey that will make 10 x 6-in.

sub sandwiches (US)

Home cooking has been in long term decline in the US, with fewer households regularly cooking from

scratch at home. However, there appears to be a resurgence of interest in cooking, especially from

Millennials. Millennials are re-defining 'scratch' cooking to include meals that mostly involve the assembly of

prepared components. This shift in at-home meal preparation – from scratch-cooking to the assembly of

pre-made meal components – opens an entry point for ready-to-use meats and poultry.

Italian Style Meatballs and

Sauce

Buffalo Style Dry Rub

Seasoned Wings with

Tangy Ranch Sauce

Ham & Turkey Sub Kit

Source: Mintel GNPD

61

Time saving and ‘ease of use’ products will appeal to Millennials

Maple Leaf Prime Naturally Chicken

Breast are hand-trimmed and

sized for fast, easy meal

preparation (Canada)

Flamingo Quisine General Tao

Chicken can be cooked in 18 min

and is said to provide a restaurant

experience at home (Canada)

Fast Fresh Fabulous Montreal Style

Spice Crusted Beef Sirloin Tip Roast

with Garlic & Cracked Pepper retails

in an oven proof roasting tray that

pops when the meat is ready

(Canada)

Gilbert's Craft Sausage Gluten-Free

Beer Bratwurst retains in 'perf pack'

of four individually wrapped and

quick peel links (US)

Ball Park Steakhouse All Natural

Flame Grilled Beef Burgers is a fully

cooked product that can simply be

heated in minutes (US)

Source: Mintel GNPD

17% 19%

6% 5%

Dec 2012 - Nov 2013 Dec 2016 - Nov 2017

Ease of Use Time/Speed

Time saving and ‘ease of use’ claims

on meat and poultry innovations (% of

launches), North America, 2012 vs 2017

62

‘Slow cooked’ meals for time-saving Millennials

Brookwood Farms Real Pit Cooked

Pork Barbeque with Barbeque

Sauce Added is made with original

tomato sauce, and the best lean

pork shoulders and hams cooked 12

hours over an open pit hickory

charcoal. It is suitable for

microwave, is ready to serve (US)

Lou's Quick-n-Easy Dry Rub Pork

Back Ribs are described as fully

cooked, tender and slow roasted in

an authentic dry rub seasoning that

contains 50% less sugar than the

original pork back ribs. This special

seasoning blend with a smokey

marinade is hand rubbed and the

succulent flavour brings out the

most from these quality ribs. The

microwavable product is ready in

five minutes (Canada)

Lou's Famous Sun Dried Tomato

Chicken Sausage is said to be

hand-crafted with care using only

the finest ingredients and then slow

oven roasted and packed

immediately to lock in flavour. These

all-natural sausages simply needs

to be heated and served (US)

“Best lean pork shoulders

and hams cooked 12 hours

over an open pit hickory

charcoal”

“Slow roasted in an

authentic dry rub

seasoning”

“Hand crafted with care

and oven roasted to lock

in flavour”

Source: Mintel GNPD

63

Opportunity for more ethnic-inspired meat and poultry innovation

President's Choice Harissa Chicken

Breast Kabobs are seasoned with

aromatic chili, cumin and coriander.

The fully cooked and medium spiced

product is ready to eat (Canada)

365 by Whole Foods Market

Jamaican Jerk Boneless Skinless

Chicken Breasts comprise ready to

cook marinaded chicken that

contains 20% marinade (US)

Hometown Cuisine Gourmet

Hawaiian Style Charbroiled Chicken

is said to be fully cooked chicken

thigh with teriyaki sauce and

pineapple. It is described as quick

and easy to be heated (US)

43% of US Millennials cook a dish from another culture at least once a week, compared to 31% of all consumers

who cook. This is because Millennials are more likely to be exposed to international cuisines due to a lifestage that

has them eating out more often than other consumers. However, at-home preparation of international cuisines can

often be complicated by exotic ingredients and time-intensive cooking techniques, especially for meats. This

suggests scope for development of component-style products that would facilitate easy ethnic meal preparation for

time-pressed adventurous cooks.

Harissa Chicken Breast

Kabobs

Jamaican Jerk Boneless

Skinless Chicken Breasts

Hawaiian Style Charbroiled

Chicken

Base: 815 internet users aged 18+ who are Cooking Enthusiasts

Source: Lightspeed/Mintel



64

Tribali Foods recently launched a range of Eastern inspired meat patties in the US. The new range retails in

the flavours: Mediterranean-style Beef; Chipotle Chicken; and Umami Beef. All products are made with

100% organic grass fed & finished beef (or organic 100% free range chicken). The global inspired range

can be cooked from frozen and is ready in minutes.

Tribali Foods launches globally inspired meats

Source: Mintel GNPD; Tribalifoods.com

“Make clean protein the centrepiece of your plate. Our globally

inspired, home-cooked classics will change the way you eat –

one real meal at a time”

65

Social media could act as a bridge for Millennials who seek recipes online

John Soules Food Chicken Fajitas

comprises fully cooked chicken

breast strips with rib meat. The

product retails in a 8-oz pack

featuring social media logos and a

recipe suggestion (US)

Papa Charlie's Italian Style Beef is

a premium, slow and fully cooked

product contains thin sliced roast

beef and seasoned broth, and is

USDA certified. It is suitable for

microwave, and can be prepared

just by heating and serving in two

minutes (US)

Spam Teriyaki Meat is fully cooked,

ready to eat, microwaveable meat

that can be enjoyed hot or cold (US)

Millennials' renewed interest in cooking has been boosted by the huge increase in food blogs, videos, and

websites. Meat and poultry manufacturers seeking to increase uptake of meat and poultry 'hacks' should look to

connect online with popular food and media sites to provide resources to Millennials who are looking for reliable

sources for time-saving products and easy-to-understand recipes. However, only 12% of all meat and poultry

launches featured a social media claim in the 12 months to November 2017, suggesting a clear opportunity for

brands.

Features Facebook, Twitter,

YouTube, Pinterest, Instagram

and Google+ logos and a

recipe suggestion

Features the Facebook

logo, cooking instructions

and serving suggestions

Features Twitter and

Facebook logos and recipe

suggestions

Source: Mintel GNPD

66

Shelf-stable fish is mostly seen as an

inexpensive alternative to fresh fish,

though the overall category tends to suffer

from an overtly processed image.

For consumers, premium quality, a good

source of omega-3 fatty acids, and wild-

caught options are strong selling points

when purchasing fish.

Shelf-stable fish faces notable challenges

with each of those attributes. As such,

shelf-stable fish brands are innovating

around naturalness, convenience and

minus (e.g low fat, low sodium) claims to

respond to those challenges.

Naturalness, convenience and minus claims drive innovation in shelf-stable

fish

Base: 1,463 internet users aged 18+ who buy fresh, frozen or packaged fish or shellfish


16%

21%

32%

25% 23%

25%

13%

16% 14%

0%

5%

10%

15%

20%

25%

30%

35%

Dec 2014 - Nov 2015 Dec 2015 - Nov 2016 Dec 2016 - Nov 2017

Natural Convenience Minus

Selected claims, Shelf-stable fish innovations (% of

launches), North America, December 2014 – November

2017



67

Matiz Gallego Sardines with Lemon

are caught using artisan fishing

methods and is 100% natural, free

from artificial colours or

preservatives (US)

Safe Catch Elite Wild Tuna is free

from gluten, BPA, GMO and

additives. It is said to have an

amazing taste (US)

Sardines with Lemon Wild Tuna

Concerns around freshness of

shelf-stable fish means brands are

boosting their quality credentials

through the adoption of cleaner

labels.

‘Clean’ label claims such as no

additives/ preservatives and free-

from are being used by brands to

assuage consumer fears regarding

product sourcing, production,

formulation and manufacturing.

In the 12 months to November

2017, 12% of all shelf-stable fish

launches were free from

additives/preservatives (up from

just 8% in the previous year).

Brands combat freshness concerns through ‘cleaner labels’

Source: Mintel GNPD

68

Reduction claims add a ‘better-for-you image’ to products

Clover Leaf Low Sodium Solid White

Albacore Tuna in Water is a wild and

traceable product that is made with

all natural ingredients and contains

no GMOs (Canada)

Blue Harbor Fish Co. Wild Albacore

Solid White Tuna in Water contains

no added salt and is said to be

100% line caught. This kosher

certified product is free from gluten,

GMO and soy, contains 180mg

omega-3 per serving (US)

Chicken of the Sea Chunk Light

Premium Tuna in Water is naturally

99% fat fee, high in protein and has

been wild caught. It contains heart-

healthy omega-3 that may reduce

the risk of coronary heart disease

(US)

“Low sodium, no GMOs” “Free from gluten, GMO

and soy”

“Naturally 99% fat free”

Source: Mintel GNPD

69

Transparent communication on-pack

Pole & Line Maldives Indian Ocean

Skipjack Tuna with no Salt Added is

pole and line caught by certified

sustainable Maldivian vessels, hand

filleted, cooked and packed in water

and said to be a premium finished

product traceable from harvest

vessel to retail shelf. The kosher

certified product is free from gluten,

and contains 30g protein per can

(US)

Wild Planet Albacore Wild Tuna with

No Salt Added is hand packed,

comprising of 100% pure tuna with

nothing else. It is free from salt,

GMOs, water, oil and filler with all

omega-3s retained, and averages

600mg EPA and DHA omega 3 per

serving (US)

Pacific Alaska Smoked Salmon is

caught wild in the icy cold waters of

Alaska, hand filleted and smoked

over slow burning native alder wood,

resulting in a moist, flaky, fully

cooked smoked salmon. It is kosher

certified, ready to serve (US)

“Traceable from harvest

vessel to retail shelf”

“Caught without the use of

long lines or nets, 100%

pure tuna with nothing

else”

“Caught wild in the icy cold

waters of Alaska, hand filleted

and smoked over slow burning

native alder wood”

Source: Mintel GNPD

70

Brands position shelf-stable fish as a convenient snack to drive consumption

Ocean's Flaked Light Tuna with

Teriyaki Sauce is new to the range.

This FAD free and dolphin friendly

product retails in an 85g pack (US)

Bumble Bee Spicy Thai Chili

Seasoned Tuna is ready-to-

enjoy and is said to be a perfect

portable lean protein. The pack

contains a convenient spoon

included (US)

Northern Catch Tomato & Capers

Skipjack Tuna with Crackers is new

to the range. This pole and line

sustainably caught tuna is ready to

eat, has been naturally flavored, and

MSC certified (US)

A number of brands are increasingly tailoring product formats to better position shelf-stable fish as a

convenient snack to drive volume sales. Flavour variation, for example, naturally increases suitability for

usage as a snack or quick convenient meal with pasta, salad, and sandwiches.

Flaked Light Tuna with

Teriyaki Sauce

Spicy Thai Chili Seasoned

Tuna

Tomato & Capers Skipjack

Tuna with Crackers

Source: Mintel GNPD

71

What does it mean?

Source: Mintel GNPD

Millennials are re-defining what it means to cook from ‘scratch’ through

the adoption of ‘component-style’ cooking which utilises partially

prepared ingredients. This offers an opportunity for meat and poultry

brands to provide short-cuts or 'hacks' that deliver 'scratch' attributes,

such as slow-cooked, ethnic-inspired flavours, without the time

commitment.

Given that Millennials also tend to look online for time-saving and easy-

to-understand recipe ideas, meat and poultry producers can cater to this

need by partnering with popular online media resources, such as social

media sites.

Reduction claims in shelf-stable fish not only assure consumers that they

are avoiding certain ingredients, but preservative-free and artificial-free

assurance also convey a sense of natural, which consumers appear to

largely equate with health and ‘better-for-you’.

Portable packaging and flavour variation increases the suitability of

shelf-stable fish as a snack and could potentially drive further volume

sales in the segment.

72

Latin America

• Key issue: Meat and poultry brands invest in premium attributes to

drive value growth

• Key issue: Functionality becomes key to fish brands


73


• Mexico is the growth

opportunity market in the

processed meat category in

Latin America with a per

capita consumption of

7.6kg/person/year and a

volume size of 985.1 (000)

tonnes. However, Brazil and

Colombia also offer potential

despite the low consumption

rate of processed meat.

• Brazil, Colombia and Chile

are all standout performers in

the processed fish category

with a high average value

growth. Mexico also offer

potential.

• Meat and poultry brands

invest in premium attributes to

drive value growth.

• Functionality becomes key to

fish brands in Latin America.

• One way of investing in

premium attributes is to

emphasise naturalness,

especially as consumers tend

to worry about ingredients (e.g

added preservatives) in meat

products.

• Brands looking to promote

functional claims on fish

products could benefit from

conveying beneficial attributes

more clearly in order to

educate consumers about

functional ingredients and their

role as part of a healthy and

balanced diet.

Executive Summary: Latin America

74


Mexico is the growth opportunity market in the processed meat category in Latin America with a per capita

consumption of 7.6kg/person/year and a volume size of 985.1 (000) tonnes. However, Brazil and Colombia

also offer potential despite the low consumption rate of processed meat. Although Chile maintains the highest

per capita consumption of meat, the market has recorded a negative growth over the last five years.




Brazil

Chile

Colombia

Mexico

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

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75


Brazil, Colombia and Chile are all standout performers in the processed fish category with a high average

value growth. Mexico also offer potential.




Brazil

Chile

Colombia Mexico

0.0

0.5

1.0

1.5

2.0

2.5

0.0 2.0 4.0 6.0 8.0 10.0 12.0

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76

Meat and poultry brands invest in premium attributes to drive value growth

Although some markets in Latin America

are facing challenging economic

conditions, the processed meat and

poultry category continues to grow with a

special focus on premium varieties.

In the 12 months to November 2017,

11% of all processed meat and poultry

launches in Latin America were explicitly

positioned as premium, compared to just

6% in the previous year.

Source: Mintel GNPD

8%

7%

8%

6%

11%

0%

2%

4%

6%

8%

10%

12%

Dec 2012 -Nov 2013

Dec 2013 -Nov 2014

Dec 2014 -Nov 2015

Dec 2015 -Nov 2016

Dec 2016 -Nov 2017

Premium Meat and Poultry Innovations (% of

launches), in Latin America, December 2012 –

November 2017

77

Premium meat promoted as natural and clean

Green Farmers Premium Beef is

made with natural free-range grass

fed beef raised in total harmony with

the environment. It is free from

hormones, antibiotics and artificial

additions (Mexico)

Member's Choice Natural Chicken

Breast Tenders are made with 100%

natural chicken (Mexico)

La Oveja Negra Pork Hot Dogs with

Basil and Provolone is free

from gluten, artificial flavours,

colours and fillers (Ecuador)

Current ranges of premium meat and poultry in Latin America are being promoted as natural and clean to

convey a high quality image. This is particularly relevant given that 23% of meat eaters in Brazil are worried

about ingredients (e.g preservatives) in ready-to-cook red meat and poultry.

Premium Beef Natural Chicken Breast

Tenders

Pork Hot Dogs with Basil

and Provolone

Base: 1,448 adults aged 16+ who eat meat

Source: Ipsos Observer Brazil/Mintel; Mintel GNPD




78

Brands take on an artisan and traditional product positioning

1901 Spanish Artisan Ham is a

ready to eat gluten-free pork leg

ham. This product retails in a 200g

pack (Chile)

Seara Gourmet Sliced Parma Ham

is matured for at least 14 months.

This gluten-free and artisanal

product is made with the Italian

region of Parma (Brazil)

La Carniceria de Tito Artisan

Butcher's Hamburgers have been

made using premium pure

Argentinean beef (Peru)

In the greater Latin American region, artisan and handcrafted positioning (along with the stories supporting

this) has been a growing trend. For example, in Chile, meat and poultry manufacturers are leveraging

artisan and traditional attributes that link back to Spain, catering to Chilean cultural traditions as well as to

the value consumers place on old world ingredients and processes.

Spanish Artisan Ham Sliced Parma Ham Artisan Butcher's

Hamburgers

Source: Mintel GNPD

79

Provenance conveys premium cues

Gingi Cocktail Chorizo is a premium

product that is freezable. This

product is made in Santa Rosa de

Cabal in the Risaralda region of

Colombia and retails in a 500g pack.

(Colombia)

Vito Balducci Spianata Romana

Salami Thin Slices are 100% Italian.

The product is gluten free, has been

inspected by the Brazilian Ministry of

Agriculture, and retails in a 100g

pack (Brazil)

Wong Gourmet Beef Burgers are

developed in Peru with Fleckvieh

European bovines, and are certified

by Baltic Control, guaranteeing good

animal welfare practices and a

product complemented with Sel-

Plex, a natural antioxidant. They

feature an intense taste, and retail in

a 800g pack (Peru)

“Made in Santa Rosa de

Cabal in the Risaralda

region of Colombia”

“100% Italian” “Developed in Peru with

Fleckvieh European

bovines”

Source: Mintel GNPD

80

Good animal welfare means better quality meat

Wong Gourmet Calf Burger (Peru)

Promoting animal welfare on-pack can convey an

image of better quality meat.

Wong Gourmet Calf Burger is described as an

exquisite product from Peru that is prepared with the

best selected meat from calves that have been fed

with milk, proteins and vitamins during their first

eight months of life to promote antioxidant action,

resulting in a healthier meat with excellent

nutritional value.

This product can be prepared in a pan, on grill or

conventional oven and retails in a 600g pack

containing four units and bearing a QR code.

Source: Mintel GNPD

81

Functionality becomes key to fish brands

According to Mintel’s 2016 trend, From

the inside out, consumers increasingly

recognize that their diets can be

connected to the way they look and feel

– creating a new market for products that

are beneficial to both physical

appearance and inner well-being.

Functional claims in the processed fish

category in Latin America are tapping

into this trend, accounting for 6% of all

processed fish launches in the region in

the 12 months to November 2017.

Source: Mintel GNPD

6%

5%

6%

4%

6%

0%

1%

2%

3%

4%

5%

6%

7%

Dec 2012 -Nov 2013

Dec 2013 -Nov 2014

Dec 2014 -Nov 2015

Dec 2015 -Nov 2016

Dec 2016 -Nov 2017

Processed fish innovations (% of launches) in

Latin America featuring a functional claim,

December 2012 - November 2017

82

Cardiovascular claim drives functional fish innovation (45% of functional fish

launches)

Aleman Fish Marlin Fillet is free

from colorants and preservatives,

and naturally contains omega-3. The

fillets are free from cholesterol,

might decrease triglycerides levels

in the blood and the arterial

pressure, and therefore support the

cardiovascular system. This product

retails in a 454g pack featuring a

recipe suggestion (Ecuador)

Gloria Tuna Fillets in Vegetable Oil

& Salt contains omega 3 EPA + DHA

that help to maintain a healthy heart

and retails in a pack with 3 x 80g

easy to open cans (Peru)

Buona Pesca Frozen Salmon

Pieces are said to provide the

following benefits: improved blood

circulation; a reduction in the risk of

heart disease; and the support of

fetal neurological development when

consumed during pregnancy (Brazil)

“Naturally contains

omega-3, supports the

cardiovascular system”

“Contains omega 3 EPA +

DHA that help to maintain

a healthy heart”

“Reduces the risk of heart

disease”

Source: Mintel GNPD

83

Beira-Mar Light Solid Tuna in Brine

contains 46% fewer calories than

solid tuna in oil, is rich in omegas-

3 (Brazil)

Sardimar Light Low Sodium Tuna

Chunks in Water contains 63% less

calories, 87% less fat and 70% less

sodium than regular tuna loin

chunks (Costa Rica)

Light Solid Tuna in Brine Low Sodium Tuna Chunks

in Water

The last 12 months has also seen

a notable increase in fish products

offering slimming benefits. The

slimming claim appeared on 35%

of all functional fish launches in

the region, with most of such

products being ‘light’ (i.e. low in fat

or calories).

Functional fish providing slimming benefits

Source: Mintel GNPD

18%

35%

Dec 2015 - Nov 2016 Dec 2016 - Nov 2017

Functional fish launches featuring a

‘slimming’ claim, Latin America,


84

Functional fish benefitting brain and nervous system

Grated Peruvian Sardines in

Vegetable Oil

Frozen Southern Ray's Bream

Fillets

Precio Uno Grated Peruvian Sardines in Vegetable Oil

contain omega 3, a powerful antioxidant that cares for

the heart and arteries, is an anti-inflammatory, and

very important to the nervous system. This product

retails in a 170g can (Peru)

El Golfo Frozen Southern Ray's Bream Fillets are low

in sodium, high in protein and are a good source of

omega 3. According to the manufacturer, fish contains

essential nutrients that help brain development and

prevent heart diseases. The 100% natural product is

HACCP certified and retails in a 500g pack (Chile)

Source: Mintel GNPD

85

Mexican brand Atun Dolores focuses on promoting muscle maintenance and

high defence

Source: Mintel GNPD

Extra Protein Yellowfin

Tuna Loin in Water

Enriched with

vitamins A, E, C,

D, zinc and

selenium to help

maintain high

defences.

Practical and

nutritious way to

improve defences

Preservative-free

Retails in easy to

open pack

More Defenses Yellowfin

Tuna Flakes in Water

30% more protein

for muscle

development

Fortified with

vitamins B3, B5, B6

and B12 which help

to convert nutrition

into energy

Preservative-free

Retails in easy to

open pack

Launched in Mexico

86

Brand promoting the benefits of chia seeds

Rivera Group Tilapia Fillet with Chia (Mexico)

Rivera Group Tilapia Fillet with Chia is made with

national mojarra fish that is said to be a natural

antioxidant and is rich in omega-3.

This product is marinated with chia seeds which are a

natural moisturizer, regulate the intestinal flora, and

feature depurative and antioxidant properties. The

product is free from glaze and phosphates, and

retails in a 600g pack.

Source: Mintel GNPD

87

What does it mean?

Source: Mintel GNPD

Meat and poultry brands in Latin America could look to innovate around

premium or added-value products to drive further value growth in the

market. One way of achieving this is to emphasise naturalness,

especially as consumers tend to worry about ingredients (e.g added

preservatives) in meat products.

Promoting animal welfare explicitly on-pack can also add quality cues to

the product.

Fish products promoting functional benefits will continue to be well

received due to the strong demand for functional food and drink.

However, brands looking to promote functional claims on fish products

could benefit from conveying beneficial attributes more clearly in order to

educate consumers about functional ingredients and their role as part of

a healthy and balanced diet.

© 2017 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. mintel.com

Amrin I.A Walji

Senior Innovation Analyst

Tel: +44 (0) 7606 4533

Email: [email protected]

Twitter: @mintelnews

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Category Insight: Meat, Poultry and Fish