Global Processed Meat (Part 1): Category Dynamics and Market Trends

Majority of market growth comes from chilled processed meat

Chilled meat is the single largest contributor to global processed meat market growth. Between 2009 and 2014, the category contributed 74% of absolute market value growth. It is no coincidence that chilled meat also carries the highest price point.

China, Russia and the US account for more than half of processed meat growth

China, Russia and the US together accounted for over half of the global value growth in processed meat in 2014. China alone accounted for 34% of growth in the category came from, driven by strong performance in chilled processed meat and canned/preserved meat.

Provenance, convenience and affordability are key to adding value

Provenance, locality and traceability are key trends that characterise the demand for chilled processed meat, in particular in Western Europe and North America. In the EU, mandatory origin labelling of meat is becoming part of food information legislation by December 2014.

In the emerging world, affordability and convenience remain key concerns, particularly in the purchase of frozen processed and canned/preserved meat.

Frozen processed poultry sales are strongest in North America and Middle East and Africa

Frozen meat, once considered junk food, has made a comeback in North America, with frozen poultry recording over 3% volume CAGR between 2009-2014. While in North America concerns over wastage and red meat scandals contributed to this rise, in the Middle East and Africa convenience, the modernisation of retail and flavour innovation were the main drivers.

Europe and Asia Pacific are key markets  for chilled processed meat

In both Western and Eastern Europe as well as in some of the key markets in Asia Pacific, notably in China, Malaysia and Taiwan, chilled meat is the single largest contributor to growth and presents significant growth opportunities.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment