Processed Meat, Seafood and Alternatives to Meat in Western Europe

Delivery

This report comes in PPT.

Key findings

Stagnation in 2021 after the strong growth in 2020

After the spike in sales seen in 2020, when consumers were cooking and eating more at home due to lockdowns and foodservice closures, a stagnating performance was recorded in 2021. Nevertheless, sales remained at higher levels in 2021 than they had been prior to the pandemic.

Health concerns hit shelf stable processed red meat

Consumption of shelf stable processed red meat is in decline in Italy, as the traditional perception of these products as being high in salt and various artificial additives and preservatives puts the category at odds with the trend towards healthier eating habits. Although positive growth was recorded in 2020, given these products’ long storage lives and comparatively low prices, their convenience will not be sufficient to overcome concerns about their impact on health for most consumers going forward. The category, with its highly concentrated competitive landscape, has also long suffered from a lack of innovation.

Provenance growing in importance in France

Local products are becoming increasingly important for French consumers, with “Made in France” or “French grown” labelling being seen on many brands. French brands are seen as reliable and trustworthy, and consumers are choosing to buy local in order to support local and regional businesses. In order to help make it easier for consumers to buy locally produced food products, Intermarché, one of the leading French supermarkets, has even launched “FrancoScore”, designed to indicate to consumers just how “French” its products are.

Modest growth expected

Sales are expected to record positive growth in the coming years, albeit at relatively modest annual rates in real value terms. The most dynamic product areas will be tofu and derivatives as well as meat and seafood substitutes, albeit growing from relatively small bases.