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About this report
 
The Spanish poultry market has on the whole weathered the turbulent years of meat health crisis (2001-03) well and continues to growth at a modest rate. It is driven by increased attention to poultry certification which has helped to maintain consumer confidence. As in other European markets, manufacturers are focusing on the development of value-added further processed poultry as a way of increasing market share.
 

 
This report analyses the current and future market trends, and suggests that the route to further value growth in this mature market is via convenience, value-added products which will also need to be backed by improved and more transparent production systems and processes. Comprehensive analysis offers the user a unique insight into:
 

 
Market sizes
 
Market trends
 
Leading manufacturers
 
Consumer trends
 
Sales forecasts
 
Please note that this report is part of the Poultry, Consumer Goods in Europe title. Should you wish to order more than one market report, please call our Information Team to discuss potential multiple-purchase discounts.
 

 

Contents
 

 
Introduction
 

 
Definitions
 
Abbreviations
 
Executive Summary
 
Growth continues
 
Fluctuations in a mature market
 
Safety first
 
Demand for convenience
 
Added-value yet to pay off
 
Chicken firmly in the lead
 
Low appeal of frozen meat
 
Growth strategies change
 
Two multinationals among the top five
 
Retailing is fragmented
 
Future trends
 
Market Drivers
 
Growing popularity of snacks and ready meals
 
Consumers are increasingly health conscious
 
Convenience for busy lifestyles
 
Figure 1: Trends in Spanish employment, by gender, 1998-2003
 
Shrinking households
 
Figure 2: Trends in number of Spanish households, by size, 1998-2001
 
An ageing population
 
Figure 3: Trends in Spanish population, by age, 1999-2003
 
Economic prosperity boosts consumption
 
Figure 4: Trends in personal disposable income and consumer expenditure, at current prices, 1998-2003
 
Concerns over food safety
 
Figure 5: Attitudes towards food scares, by country, 2002
 
Market Size and Trends
 
Figure 6: Spanish retail value sales of poultry, at current and constant prices, 1999-2004
 
Figure 7: Indexed retail value sales of poultry at current prices, by country, 1999-2004
 
Figure 8: Spanish retail value sales of poultry by type, 2002 and 2004
 
Figure 9: Retail sales of poultry, by type of bird and by country, 2004
 
Figure 10: Spanish retail sales of primary and further processed poultry, 2002-04
 
Market Segmentation
 
Chicken
 
Figure 11: Spanish retail value sales of chicken, at current and constant prices, 1999-2004
 
Figure 12: Spanish retail value sales of chicken, by type, 2002-04
 
Chicken – whole birds
 
Figure 13: Spanish retail value sales of chicken, whole birds, by type, 2002-04
 
Chicken – portions/cuts
 
Figure 14: Spanish retail value sales of chicken portions, by type, 2002-04
 
Chicken – further processed
 
Figure 15: Spanish retail value sales of further processed chicken, 2002-04
 
Turkey
 
Figure 16: Spanish retail value sales of turkey, at current and constant prices, 1999-2004
 
Figure 17: Spanish retail value sales of turkey, by type, 2002-04
 
Turkey – portions/cuts
 
Figure 18: Spanish retail value sales of turkey portions, by type, 2002-04
 
Turkey – further processed
 
Figure 19: Spanish retail value sales of further processed turkey, 2002-04
 
Other poultry
 
Figure 20: Spanish retail value sales of other poultry, 1999-04
 
Figure 21: Spanish retail value sales of other poultry, by type, 2002-04
 
Distribution
 
Retail shares
 
Figure 22: Spanish retail value sales of primary chicken, by outlet, 2002-04
 
Figure 23: Spanish retail value sales of primary turkey, by outlet, 2002-04
 
Figure 24: Spanish retail value sales of further processed poultry, by outlet, 2002-04
 
Trading base
 
Figure 25: Number of food retail outlets in Spain, 1999-2001
 
Figure 26: Leading grocery retailers in Spain, 2002/03
 
Own-label
 
The price controversy
 
Online selling
 
Leading retailers
 
Carrefour
 
Mercadona
 
Eroski
 
Auchan (Alcampo)
 
El Corte Inglés
 
Ahold
 
The Supply Structure
 
Production and trade
 
Figure 27: Apparent consumption of poultry meat, per capita, by country, 1998-2002
 
Manufacturers’ shares
 
Figure 28: Brands’ retail value shares of poultry, 2002-04
 
Figure 29: Manufacturers’ retail value shares of poultry, 2002-04
 
Companies and brands
 
Nutreco España
 
Doux Ibérica
 
Espinosa Coren
 
CAG (Corporació Alimentaria Guissona)
 
UVESA
 
Turkey producers – overview
 
Advertising and promotion
 
New Product Development
 

 
Controlled quality and added value
 
Added convenience
 
Fun factor
 
The lean appeal
 
Packaging innovations
 
Always in season
 
New product launches
 
The Consumer
 

 
Figure 30: Purchase of frozen and fresh poultry, by country, 2003
 
Figure 31: Purchase of fresh and frozen poultry in last week by country, 2003
 
Purchase of poultry and other meats
 
Figure 32: Trends in purchase of meat and fish, 2002 and 2003
 
Figure 33: Purchase of frozen and fresh poultry in last week, by gender and age, 2003
 
Figure 34: Purchase of frozen and fresh poultry in last week, by income and working status, 2003
 
Figure 35: Purchase of frozen and fresh poultry in last week, by region, 2003
 
Figure 36: Purchase of frozen and fresh poultry in last week, by presence of children and household size, 2003
 
Frozen poultry
 
Figure 37: Expenditure on frozen poultry in last week, by country, 2003
 
Figure 38: Spend on frozen poultry in last week, by country, 2003
 
Figure 39: Expenditure on frozen poultry in last week, by gender and age, 2003
 
Figure 40: Expenditure on frozen poultry in last week, by income and working status, 2003
 
Figure 41: Expenditure on frozen poultry in last week, by region, 2003
 
Figure 42: Expenditure on frozen poultry in last week, by presence of children and household size, 2003
 
Fresh poultry
 
Figure 43: Expenditure on fresh poultry in last week, by country, 2003
 
Figure 44: Spend on fresh poultry in last week, by country, 2003
 
Figure 45: Expenditure on fresh poultry in last week, by gender and age, 2003
 
Figure 46: Expenditure on fresh poultry in last week, by income and working status, 2003
 
Figure 47: Expenditure on fresh poultry in last week, by region, 2003
 
Figure 48: Expenditure on fresh poultry in last week, by presence of children and household size, 2003
 
Eating habits of poultry buyers
 
Attitudes towards meals and cooking
 
Figure 49: Attitudes towards meals and cooking, by expenditure on fresh poultry in last week, 2003
 
Figure 50: Attitudes towards meals and cooking, by expenditure on frozen poultry in last week, 2003
 
Attitudes towards frozen food
 
Figure 51: Attitudes towards frozen food, by main shoppers who spent €11 or more on frozen poultry, by country, 2003
 
Figure 52: Attitudes towards frozen food, by expenditure on fresh poultry in last week, 2003
 
Figure 53: Attitudes towards frozen food, by expenditure on frozen poultry in last week, 2003
 
Attitudes towards GM, free-range and organic food
 
Figure 54: Attitudes towards food contents, by shoppers who spent €11 or more on fresh poultry, by country, 2003
 
Figure 55: Expenditure on fresh poultry in last week, by attitudes towards food contents and food scares, 2003
 
Figure 56: Expenditure on frozen poultry in last week, by attitudes towards food contents and food scares, 2003
 
Purchasing fresh and frozen poultry
 
Figure 57: Purchase of frozen and fresh poultry products, by outlet type, 2003
 
Mintel European Target Groups
 
Figure 58: Expenditure on fresh and frozen poultry, by Mintel’s target groups, 2003
 
Prospects
 
Good prospects for the next five years
 
Figure 59: Average per capita retail spend on poultry, by country, 1999-2004
 
More sophisticated segmentation
 
Chicken, turkey and duck all set to benefit from innovation
 
Health and safety concerns
 
Competitive threats
 
Organic poultry to make inroads
 
Consolidation in industry
 
Forecast
 
A good growth area
 
Figure 60: Forecast for retail value sales of poultry in Spain, at current and constant prices, 2004-09
 
Sales set to grow by another 30%
 
Lower food inflation will help sales
 
Chicken and turkey growth neck and neck
 
Convenience wanted – but not necessarily frozen products
 
Other poultry less adaptable
 
Sector to gain from demographic changes