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© Kantar Worldpanel PORK CONSUMPTION REVIEW September 2010.

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Presentation on theme: "© Kantar Worldpanel PORK CONSUMPTION REVIEW September 2010."— Presentation transcript:

1 © Kantar Worldpanel PORK CONSUMPTION REVIEW September 2010

2 © Kantar Worldpanel 5 established truths you should know about Pork….. 42% of Pork occasions feature Carrots 43 is the average age of the Pork consumer of Pork takes 47 minutes to cook/prepare 41% of people eat Pork 1.7 times in a 2 week period 61% of Pork is eaten at the Evening meal and is growing +5% vs. 2009

3 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 Pork consumption has grown steadily over the latest year by +2.8%, and is the only red meat to grown in terms of consumption % vs. ‘ % vs. ‘07 Millions of Occasions WorldpanelUsage Total Protein Cuts +5.8% vs % vs. 09 Total Beef Cuts -6.9% vs % vs. 09 Total Lamb Cuts +2.0% vs % vs. 09 Total Chicken Cuts +7.6% vs % vs. 09 How are other proteins performing?

4 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May Millions of Occasions WorldpanelUsage +0.8 vs vs vs vs vs vs. 07 Bacon continues to grow in the latest period whilst sausages have now reached a plateau.

5 © Kantar Worldpanel FOCUS ON THE PORK CONSUMERS

6 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 The over 45s are the core Pork consumers. Sausages and Ham have a younger profile and are popular with children. % Individual meal Occasions

7 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 Average age (years) The average age of Pork consumers is 43 whilst other meats such as Beef and Chicken have a younger average consumer due to their popularity amongst children. Pork Chops 43 Bacon (Cuts) 43 Pork Joints 42 Bacon Rashers (exc Sandw) 42 Total Ham 41 Pork Sausages 38 Which Pork Cuts have the oldest consumers? Average age (years)

8 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 In the latest year the key consumers of pork, the over 45’s, have increased their consumption. Actual change in millions of occasions vs 09 (Total Pork Cuts) Attract younger consumers to Pork through Ham and Sausages

9 © Kantar Worldpanel FOCUS ON THE PORK MEAL OCCASION

10 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 Pork is eaten less frequently and by less people than other meats. Ham and Bacon is eaten by over 50% of the population and more than twice in two weeks. In an average 2 week period 41% of individuals eat Pork 1.7 times Bacon (Cuts)512.1 Total Ham Bacon Rashers (exc Sandw) Pork Sausages321.6 Pork Chops191.2 Pork Joints161.3 Ham/Bacon Joints161.4 Pen%Frequency Which Pork Cuts are most popular? In average 2 week period

11 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 The evening meal occasion is important for Pork consumption. The lunch occasion drives Ham, whilst breakfast is important to Bacon and Sausages. % Individual meal Occasions

12 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 ….And Pork consumption is growing at its core occasion the evening meal. It is also growing at lunch which is driven by roast occasions. % Change in millions of occasions vs 09 (Total Pork Cuts)

13 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 Bacon and Sausages are growing at their key occasions breakfast and the evening meal, whilst ham is showing positive growth at the in home lunch occasion. % Change in millions of occasions vs 09 (Total Bacon, Ham and Sausages)

14 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 Evening meals in the home continue to grow but are now reaching a plateau – remains positive for pork as 61% of pork occasions occur at the evening meal. Millions of Meal occasions Kantar WorldpanelUsage, 52 w/e end February 2010, Evening meal

15 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 Sausages, Bacon, Pork Chops and Ham/Bacon/Pork Joints all feature as top meats at the evening meal….. What are the top meat cuts eaten at the evening meal? Millions of meal occasions Total Sausages834 Whole Chicken822 Beef Mince497 Chicken Breasts/Thighs/Legs457 Bacon Rashers (exc Sandw)342 Total Steak257 Pork Chops248 Ham/Bacon Joints198 Beef Joints173 Pork Joints163 Lamb Joints115

16 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 There is opportunity for Pork to be used in these top dishes at the evening meal to drive consumption of Pork at this occasion – particularly through Roast Pork. What are the top dishes eaten at the evening meal? Pasta exc RMs Manufactured Ready Meals Roasts Toast Meals Pies and Pasties exc RM All day Breakfast Pizza Curry exc RM Jacket Potatoes Soup Fish and Chips Stews and Casseroles exc RM Burgers/Grillsteaks Stir Fry

17 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 Carrots are the most popular food eaten with pork featuring at 42% of Pork occasions. There is an opportunity for recipes to be developed using these top foods eaten with Pork. What are the most popular carbohydrates and vegetables consumed with Pork? % of pork occasions featuring… Carrots Boiled/Mashed Potatoes Roast Potatoes Peas Broccolli Cabbage Cauliflower Onions Green Beans Bread8-0.2 Baked Potatoes7+0.2 Rice7+0.5 Sprouts7+0.0 Chips6+0.1 Tomatoes6+0.0 % change vs. ‘09

18 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 Take advantage of key host foods eaten with Pork Cuts. Can cross promotions be used to drive consumption of Pork? Bread features at Bread features at 53% of Bacon rasher occasions And Baked Beans feature at 21% Bread features at 68% of Ham occasions And Tomatoes feature at 27% Mashed Potatoes feature at 30% of Sausage occasions And Baked Beans feature at 25%

19 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 Sundays are particularly important to Pork due to it’s popularity at Sunday Roast occasions. Cooked breakfast occasions drive higher consumption of Bacon and Sausages at the weekend. % Individual meal Occasions

20 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 Pork Sunday roast occasions are growing in the latest year! But there is competition from other meat types at the roast occasion. What are the most popular Sunday Roasts? Millions of meal occasions Total Sunday Roasts Poultry Sunday Roasts Beef Sunday Roasts Pork Sunday Roasts Lamb Sunday Roasts % change vs. 09

21 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 Roasting is the most popular preparation method for pork, due to pork joint occasions. Grilling and frying is important at bacon and sausage occasions. Roast39 Grilled19 Baked13 Fried9 Stir Fried4 What are the top preparation methods of Pork? % of occasions Pork Joints 85% are Roasted Sausages 42% are Grilled 23% are Fried Bacon 46% are Grilled 36% are Fried Ham 91% is eaten Cold

22 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 The cooking method used has an impact on the time to cook. All meat cuts occasions take a similar amount of time to prepare. They all take much longer to prepare than the average for total foods due to the roast occasion. Which Pork Cuts take the longest to prepare / cook? Preparation time (minutes) Pork Joints 54 Pork Chops 47 Pork Sausages 34 Bacon (Cuts) 28 Bacon Rashers (exc Sandw) 26 Total Ham 14 Preparation time (minutes)

23 © Kantar Worldpanel FOCUS ON HAM AND BACON SANDWICHES

24 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 Sandwich consumption has declined at all key occasions in the latest year after seeing growth during the peak of the recession. Millions of Occasions -2.8% -164m -2.3% -77m -3.0% -90m % and actual change in occasions vs. 2009

25 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 Cheese, Ham, Tomato and Bacon are the top fillings in sandwiches. Ham and Bacon Sandwiches are growing. % of savoury sandwich occasions Yoy % Change

26 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 The weekends are key for Sausage and Bacon Sandwich consumption in the home. Ham does not experience this peak as much. % Meal Occasions WorldpanelUsage Target the weekday Sandwich occasion with HAM Target the weekend Sandwich occasion with Sausage and Bacon

27 © Kantar Worldpanel OPPORTUNITIES FOR PORK

28 © Kantar Worldpanel WorldpanelUsage Kantar WorldpanelUsage In Home Consumption 12 m/e May 2010 Pork consumption Summary –Pork cuts consumption has grown steadily over the latest year +2.8% vs driven by growth at the evening meal +5%. –Bacon and Sausages are growing at their core occasions the in home breakfast and evening meal occasions. –Ham is growing at the in home lunch driven by sandwiches –Core Pork consumers are the over 45s and they are driving the overall growth of Pork in the latest year. –Opportunities to drive growth –Target the growing evening meal occasion through Pork chops as they are a top meat cut at the evening meal to appeal to older consumers. Bacon and Sausages can be used as ingredients in top evening meals such as pasta dishes or sausage and mash targeted at all the family. Promoting their quick to prepare nature makes them ideal cuts for mid week meals and this can help increase the frequency of Pork consumption. –Maintain/encourage growth from younger consumers by using celebrity chef’s to target this group with modern pork recipes. –Maintain growth of the Roast Pork occasion on Sunday, by promoting Pork as a delicious alternative to Poultry through recipe ideas. –Target sandwiches as an avenue of growth for Ham. Target the core ham sandwich consumers; males and kids. –Promote Bacon and Sausage sandwiches as a indulgent weekend breakfast targeting males in the home to continue the growth of Bacon and Sausages at breakfast.


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