Meaty sales results

Denny is the number one brand within the cooked meats, rasher and sausage categories

Offering a selection of tasty and fuss-free options for breakfast, lunch and dinner, the cooked meats category provides the potential to drive sales all year around. Gillian Hamill outlines the leading players in this lucrative market

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Brand Central

AT A GLANCE: COOKED MEATS

• Denny is the number one branded player within the cooked meats, rasher and sausage categories* and a Denny product is purchased every second** in Ireland
• Shaws is currently worth €8 million*
• Galtee is worth €32 million and is the largest brand in the rashers category***
• Within the cooked meats category, Galtee is worth €14 million, growing 30% in the last year*
• Brady Family is the number one premium ham brand on the market****
• Brady Family’s market share is currently at 5.6%, up from 4.1%**** last year. The most recent figures from the last quarter show its market share at 7.6%, up from 2.9%**** from the same period last year 

*(Source: Nielsen MAT Value November 2013)
**(Source: Kantar 2012)
***(Source: Nielsen, MAT Volume November 2013)
****(Source: Kantar Worldpanel October 2013)

The cooked meats category, worth an impressive €236 million, is growing +1% year-on-year*. Last year 10% of shoppers purchased cooked meats to compliment a family dinner**, highlighting an incremental sales opportunity for retailers as shoppers look to extend the usage occasions of cooked meats, according to Stephanie Wynne, brand manager, Kerry Foods. In convenience, the top up mission is the most important reason for visiting a store***.

Market-leading portfolio

Kerry Foods is the market leader in the cooked meats category and its portfolio represents taste, quality and heritage and includes some of Ireland’s best loved brands such as Denny, Shaws and Galtee.

Denny is the number one branded player within the cooked meats, rasher and sausage categories* and a Denny product is purchased every second**** in Ireland. Its origins can be traced back to 1820, meaning consumers know Denny is a brand they can trust.

As part of the continued investment and focus on driving growth, Denny Deli Style 100% Natural Ingredients Ham, the only ham with no artificial additives or preservatives, was launched in 2012.

A recent extension to the Denny Deli Style range is the new White Meat range which consists of Denny Deli Style Roast Chicken Slices, Denny Deli Style Roast Turkey Slices along with Denny Deli Style Roast Chicken Pieces and Denny Deli Style Chicken Tikka Pieces. They have 100% no artificial preservatives and contain no artificial colours or flavours.

Importance of excellence

When William J Shaw opened his first shop in 1831, he realised the importance of excellence and sourced only the finest ingredients. It is from these origins that the Shaws range of sliced and deli meats is produced, with the same care, craft and attention to quality.

Over 180 years later Shaws, worth €8 million*, continues to strive for excellence by differentiation. This will be achieved through significant innovation which will be coming to the market over the summer months.

Quality at a competitive price

The Galtee range includes a variety of tasty products, made to the highest standards. The Galtee portfolio includes sliced cooked meats, rashers, sausage and pudding.

This Galtee range has a clear proposition for the consumer – branded quality at a very competitive price. The launch of a ‘Galtee Value’ range is a testimony to the continuing power of the brand which has seen an increase in both volume and revenue sales.

As a result, Galtee remains a firm favourite in Irish fridges. The brand is worth €32 million and is the largest brand in the rashers category*****. Within the cooked meats category the brand is worth €14 million, growing 30% in the last year*.

*(Source: Nielsen MAT Value November 2013)
**(Source: Millward Brown May 13)
***(Source: Him! 2013)
****( Source: Kantar 2012)
*****(Source: Nielsen, MAT Volume November 2013)

Going from strength to strength

With the successful relaunch of Brady Family in 2012, that saw a fresh new packaging design and memorable ‘I Ham’ ad campaign, the brand has grown from strength to strength, becoming the number one premium ham brand on the market*. Brady Family aims to see this trend continue in 2014, with market share at 5.6%, up from 4.1%* last year. Most recent figures from the last quarter are very encouraging going into 2014, with market share at 7.6%, up from 2.9%* from the same period last year.

November 2013 saw Brady Family relaunch its Brady Family Torn Ham product, aptly renamed Brady Family Cook & Create. The aim of this relaunch was to solidify the positioning of the product as a meal ingredient and mealtime solution. The Brady Family Cook & Create Traditional Ham Pieces are ideal in pasta dishes such as Spaghetti Carbonara, whilst the Cook & Create Torn Ham that comes in both Traditional and Smokey Bacon flavour are an ideal size for soups and toppings. The ham is held within its own resealable, airtight bag, keeping it fresher for longer.

*(Source: Kantar Worldpanel October 2013)

Flavour filled ham

Carroll’s states it uses a less hurried process to ensure a more flavour filled ham. The Irish company also sources locally, using 100% pork. Carroll’s offers three ranges to suit every taste; the Hand Crafted range, Best Quality range and Value range.

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