Continental meats take bigger slice of UK cooked meat market

Continental meats accounted for 15% of value of sliced cooked meat sales
calendar icon 16 November 2021
clock icon 5 minute read

Meals with continental meat are most likely to be had in the evening, with 31% of continental meat meals being eaten for dinner. Only 4% of continental meats are eaten as snacks, much lower than AHDB experts expected. Snacking accounts for 20% of all meals and is currently the fastest growing occasion, so capitalising on this growth could be a big opportunity for continental meats.

Cheese is most likely to be eaten alongside continental meats, with 50% of continental meat meals also containing cheese. Other accompaniments are vegetables (47%), bread (31%) and morning goods such as croissants (24%).

Continental meats are eaten for enjoyment. When asked why they eat continental meats, 77% of consumers say it is because they enjoy the taste, compared to 64% of total food eaten for this reason. They are much less likely to be viewed as healthy, with only 17% of continental meats eaten for health reasons.

Eight per cent of continental meats are eaten because they need using up, compared to only 1% for total food. Therefore, it is worth considering a change to pack sizing to reduce food waste or having packaging which is resealable so that the product will last longer in the fridge, concluded the report.

Meals with continental meat are most likely to be had in the evening, with 31% of continental meat meals being eaten for dinner. Only 4% of continental meats are eaten as snacks, much lower than AHDB experts expected. Snacking accounts for 20% of all meals and is currently the fastest growing occasion, so capitalising on this growth could be a big opportunity for continental meats.

Cheese is most likely to be eaten alongside continental meats, with 50% of continental meat meals also containing cheese. Other accompaniments are vegetables (47%), bread (31%) and morning goods such as croissants (24%).

Continental meats are eaten for enjoyment. When asked why they eat continental meats, 77% of consumers say it is because they enjoy the taste, compared to 64% of total food eaten for this reason. They are much less likely to be viewed as healthy, with only 17% of continental meats eaten for health reasons.

Eight per cent of continental meats are eaten because they need using up, compared to only 1% for total food. Therefore, it is worth considering a change to pack sizing to reduce food waste or having packaging which is resealable so that the product will last longer in the fridge, concluded the report.

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