Global retail market overview: processed meat, 2018

MEAT TRENDS

Russia has the highest consumption of processed meat. Low consumption markets are expected to struggle for growth.

Food Mega Trends Driving Indonesia is forecast to have the strongest value CAGR.

the MEAT Industry

Asst.Prof.Dr. Kanithaporn Vangnai

Department of Food Science and Technology,

Faculty of Agro-Industry
Kasetsart University

Email: kanithaporn.v@ku.th

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Read on mintel.com

Processed meat products – launched onto the market 2017-2018 Processed meat products launched during October 2017-2018

Europe 52% 8,400 6,279 4,305

Middle East & Africa 4%
(551 Products)
(6,662 Products) Meat Fish Poultry
Asia Pacific 21%
(2,679 Products)
North America 13%
(1,597 Products) Europe
735 447 333

Asia-Pacific
339 309 141
Latin America 10%
(1,262 Products)
123 157 118

Source: www.mintel.com Source: www.mintel.com 4

Our pick of the most innovative launches in this review Meat, poultry and fish meets Mintel Trends

Free from nitrites and e numbers
Artisan Finnebrogue Unsmoked Streaky
Bacon Rashers only contains natural
ingredients and is made from British pork
(UK).
Slow grown chicken
Gårdsand Lerstang Chicken Breast comes
from a natural and slow-grown chicken, fed
with local feed in Vestfold, Norway, and has
lived for 60-70 days (Norway).
Thai-inspired fish in steam bag
Hand Cut Fish Fillets with Thai Red Curry
Sauce are made with real ingredients and do
not contain artificial colours, flavours or
preservatives (Australia).
The Real Thing
Consumers are craving products that come
with a stamp of authenticity. Daylesford
Organic Rosemary & Thyme Roast Ham has
been prepared in a traditional way (eg the
pigs were fed on a wild-foraged diet) in very
small batches (UK).
Moral Brands
Consumers don't need to be ethical when the
moral brand can do it. Coles Free Range
RSPCA Approved Australian Chicken is made
from chickens that have room to access
outdoors and freedom to express their natural
behaviours (Australia).
Help Me Help Myself
Consumers are learning new ways to nudge
themselves towards better habits. Puresea
Sardines in Tomato Sauce is claimed to be a
good source of protein, a natural source of
omega-3 and lycopene (US).

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Transparent Labeling

Source: www.mintel.com Source: https://www.ccn.com/farmers-cooperative-uses-blockchain-to-trace-meat-through-supply-chain/

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 Back to basics

9 Source: www.mintel.com 10

Processed meat, poultry and fish under threat

Processed meat, poultry and fish has an established Europe: processed meat, poultry & fish NPD by ethical and environmental claims,
position on the menu in most households. However, the December 2013-November 2018
category continues to be under threat from shifting Dec 2013-Nov 2014 Dec 2014-Nov 2015 Dec 2015-Nov 2016 Dec 2016-Nov 2017 Dec 2017-Nov 2018
consumer eating habits. 20%

Health and environmental concerns have prompted

many people to cut back on processed meat. 15% 14%
Consequently, this has put significant pressure on 13%

suppliers to create – and increase – consumer trust and 12% 12% 12%
% of launches

11% 11% 11% 11% 11%

continued engagement with the category. 10% 9%
8%

These efforts from producers to boost their moral image 6%

7%

are reflected in NPD activity with ethical and 5% 4%

environmental claims continuously growing in the
category. 1%
0% 0% 0% 0%
0%
Ethical – env friendly Ethical – env friendly product Ethical – animal Ethical – charity
package

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 Europe Asia-Pacific

Australia (175)
New Zealand (26)

Thailand (6)

2013 2014 2015 2016 2017 2018 2013 2014 2015 2016 2017 2018

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Natural claims continue to grow steadily in processed meat, poultry and fish Australia (44)
Hong Kong (36)
Japan (35)
Korea (25)

Thailand (2)

2013 2014 2015 2016 2017 2018 2013 2014 2015 2016 2017 2018

Base:* no additives or preservatives Read on mintel.com 16

Source: www.mintel.com
Processed meat, poultry and fish promote natural attributes
"All-natural, minimally processed"
Stop & Shop Meatloaf Mix is a blend or
ground beef, pork and veal. This all natural
US Department of Agriculture inspected
product contains no artificial ingredients (US).
Grass-fed meat taps into naturalness
Florida Raised Local Grass-Fed Beef (US)
Base:1,910 internet users aged 18+ who personally ate red meat in past six months (December 2016)
"Made with real, simple ingredients" "Organic with no chemicals or antibiotics"
Maple Leaf Prime Chicken Strips are made Wegmans Organic Large Raw Shrimp is farm-
with natural chicken breast fillets from raised and sourced from sustainable fishery
chickens raised without antibiotics (Canada). (US).
Read on mintel.com 18
Free-from positioned meat, poultry and fish
Over the past 12 months, 3% of total processed meat, poultry and fish
products launched in North America featured a 'grass-fed' claim. This
indicates an untapped opportunity, considering 26% of US red meat eaters
think grass-fed is an important purchasing factor, besides price.
Although grass-fed claims for beef are not entirely new, the claim aligns with
the trend for naturalness, which is permeating across food and drink
innovation at the moment. The image of cattle grazing on lush grassland is
well-placed to appeal to consumers who are seeking less obviously
processed meats.
Florida Raised Local Grass-Fed Beef is made from cows that are raised by
Florida farmers, in a free roaming environment and are never confined to
feedlots. The USDA-inspected sustainable beef product is also free from Free from gluten, GMOs, artificials Free from antibiotics and nitrates Free from gluten, dairy and antibiotics
artificial ingredients, animal by-products, antibiotics, added hormones and Belmont Meats Organic Pure Beef Patties Columbus Craft Meats Oven Roasted Turkey Foppen Hot Smoked Norwegian Salmon with
preservatives. claim to be "the patty with nothing to hide". Breast is made with turkey raised without Black Pepper is sourced from the cold waters
This product is free from gluten, GMOs, antibiotics and added hormones, and is free of well-established fish farms, and smoked on
artificial colours, flavours, allergens and from nitrites (US).
animal by-product (Canada). oak and beechwood according to an authentic
family recipe (US).
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 Good animal welfare is associated with better quality meat

Promoting animal welfare on-pack can convey an image of better quality

meat. Applegate Organics Organic Turkey Burgers has been launched in
Puerto Rico. This USDA-inspected, organic certified product is sourced from
family farms, where the animals are humanely and responsibly raised,
allowed to exhibit their natural behaviors, and fed an exclusively organic-
certified vegetarian grain diet, without the use of antibiotics.

The turkey burger is free from casein, GMOs and gluten, can be thawed in
the microwave oven, and retails in a 16oz recyclable pack containing four
units and featuring serving suggestions.

http://recipegeek.com/food-talk/foodie-files/pros-and-cons-organic-meat Applegate Organics Organic Turkey Burgers

(Puerto Rico)
Free hormone
Free growth promotants
Free antibiotics
Free GMO
21 Read on mintel.com

Nitrate/Nitrite-free products
Uncured

Substitution of nitrate/nitrite by
Organic
Natural curing

natural products
October 2017 – 2018
** Uncured meat products = 141
** Celery powder = 78 samples
** sea salt = 63 samples

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Using sea salt in uncured meat products !!
Pink color defect
• Occurrence of a pink color on
the interior portions of
cooked, uncured poultry
products
• Give the appearance of
undercooked or unsafe
product
• Leads to consumer rejection
and thus financial loss to the
meat industry
• Sea salt: nitrate Æ nitrite

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Exogenous factors affecting

WHC of muscle protein
Salt (Sodium Chloride)
ƒ Improve WHC by swelling myofibrillar proteins
ƒ Cl- tends to bind to the protein filaments and
increase the electrostatic repulsion force
Phosphate-free
(clean label) products

Phosphate alternatives
Used in processed meat ??

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 Exogenous factors affecting Exogenous factors affecting
WHC of muscle protein WHC of muscle protein
Phosphate Salt + Phosphate :: strong synergistic effect
ƒ Alkaline pH, pH >> pI, Increase negative charge
ƒ Specifically bound with Mg2+ and Ca2+ in protein
ƒ Pyrophosphate, tripolyphosphate,
hexametaphosphate, sodium tripolyphosphate

• Chloride ions bond to the actin filaments and expand the filament matrix
Æ more water could retain in the meat matrix
• Negative charge of phosphate strong bound with Ca2+ and Mg2+ in actin and
myosin molecules

29 Tan et al. (2018) 30

Being precise
Meat Enhancement

Water Water
Salt
Salt
Phosphate Source: www.mintel.com

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Healthy processed meat (2018-2019)
Reduced fat
Reduced Trans-fat Low fat meat products
Reduced sodium launched in the market
Reduced calorie during 6 months
(May-Oct, 2018)
Reduced fat GLOBAL
Reduced Trans-fat
Reduced sodium
Reduced calorie

Reduced fat
Reduced Trans-fat
Reduced sodium
Reduced calorie

Source: www.mintel.com
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Protein (21.9 g/100 g)

Protein (22.2 g/100 g)

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Source: www.mintel.com Source: www.mintel.com
 Sugar-free
Meat products Reduction of sodium content
• Important of salt in meat products
- Preservation and extension of shelf life
- Increased retention of water
- Solubilized of muscle proteins
• Salt replacers
- KCl (salting out effect similar to NaCl)

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Processed meat fortified with vitamin/mineral during 2013-2018

Low sodium meat products

launched in the market
during 3 years (2015-2017)
[Asia-Pacific]

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 Addition of functional ingredients
• Dietary fibers (oat, sugar beet, soy, apple, pea
and inulin)
• Protein derivatives of vegetable origin (soy protein,
sunflower protein, wheat and maize protein)
• Vegetable oils and fish oils
• Vitamins and Minerals
• Antioxidative compounds

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Using dietary fibers in fat-reduced meat model system

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New sensations

Source: www.mintel.com 49 50
Source: www.mintel.com

Sliced turkey breast with whole black rice

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Source: www.mintel.com Source: www.mintel.com
 Internet of Things

https://thetakeout.com/tyson-hopes-you-want-to-eat-protein-chips-made-with-up-
1826538611
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Source: www.mintel.com

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Source: www.mintel.com Source: www.mintel.com

Opportunity

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http://thekatynews.com/2018/03/15/kroger-brings-chef-designed-prepparedo-meal-kits-to-37-select-houston-area-stores/
 White striping and wooden breast abnormalities
affected the meat quality

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Bailey et al (2015) 63 64
THANK YOU
Asst.Prof.Dr. Kanithaporn Vangnai

Department of Food Science and Technology,

Faculty of Agro-Industry
Kasetsart University

Email: kanithaporn.v@ku.th

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