Despite the drop in frozen meat and poultry product sales in the United Kingdom last year, poultry products remain popular. The decline in sales was likely the result of significant inflation in food prices during 2024. “The frozen meat and poultry market was valued at £485.3 million, slightly down 0.2% from the previous year, with volume sales declining 7%,” said Rupert Ashby, chief executive of the British Frozen Food Federation (BFFF).
According to the United Nations Food and Agriculture Organization, poultry is the is among the most widely eaten animal proteins in the world (33%),second only to pork (36%).
“Poultry is always a key product on foodservice menus, whether in fast food outlets, restaurants, pubs, schools or some other venue,” said Oli Sampson, managing director of frozen food distributor Central Foods. “Chicken is available in so many different formats – from breast, thigh and wing to burgers and nuggets. It fits with so many different dishes – sit-down, street food, bento boxes, takeaway and others – and with so many different cuisines too. Whatever the latest food trend, there’s a chicken product that fits. There’s also a format to suit most price points, which helps chicken to retain its place as a favorite dish.”
Frozen poultry products remain popular in the retail sector too, as the ongoing cost of living crisis in Britain has reduced restaurant visits among many consumers. As a result, retail-oriented producers have capitalized on this trend, introducing a range of products that help to create at home meal occasions.
“There is considerable interest in meal kits among processed meat eaters who want to see more products that help them replicate restaurant or takeaway experiences at home,” said Alice Pilkington, food and drink research analyst at Mintel. “Birds Eye is the leading brand in the UK frozen processed meat market with an estimated £204 million in retail sales value.”
The frozen poultry market in the UK is significant, with 66.1% of the population purchasing frozen poultry products, and it is the fastest-growing segment in Savoury Frozen at +13%. In total, frozen poultry has over 867 million meal occasions annually. Birds Eye holds a 23.3% share of the total frozen chicken, which is valued at £232 million in retail sales, with more than one-third (36.8%) of shoppers in Britain buying Birds Eye chicken products.
As shoppers continue to look for cost-effective meal solutions and cut down on food waste by buying longer-life products, Birds Eye’s innovation plans for 2025 hope to further this growth by launching incremental SKUs that expand on the “fakeaway” occasion while attracting a new, younger shopper to the category.
Popular Choice
According to the British Frozen Food Federation, chicken remains the most popular frozen poultry choice. This is particularly so in versatile formats like fillets, nuggets, and breaded options, which cater to convenience and family meals. There is also consistent demand for turkey products, especially seasonally.
“We are seeing rapid growth in the desire for top quality added value frozen poultry in both the foodservice and retail sectors,” said Lewis Wantling, head of marketing at Meadow Vale. “With the popularity of poultry continuing to rise, the frozen poultry market in the UK continues to go from strength to strength, with more and more foodservice professionals turning to frozen to combat rising labor and running costs that have plagued the industry in the post-Covid era. ”
Meadow Vale Foods has a wide range of added value frozen poultry products that provide great variety and versatility for menus, which includes its best-selling chicken fillets, strips and chicken burgers. The brand’s shredded chicken is also extremely popular, as it cooks from frozen in just 60 seconds and is suitable for a wide variety of menu ideas, such as a topping for pizza, loaded fries and nachos, as well as a filling in pasta dishes, hot sandwiches and wraps.
Latest Trends
Tapping into the trend for restaurant style eat-at-home options, pre-marinated and pre-cooked chicken options are proving popular among consumers. This includes total meal solutions and an increased focus on high-protein products, as well as sustainable and ethically sourced poultry.
“The broader trend towards greater choice of luxury products is also reflected in poultry-based products,” said Ashby. “For example, COOK won the award for best new meat main at our 2024 Frozen Food Awards with its roasted chicken breast in a port and red wine jus (pictured below), which one judge described as the best sauce he’d tasted in 20 years.”
Sharing platters continues to be a hit on menus, according to Meadow Vale. Eating out in large groups is common practice, and with friends and families looking at ways to save money while still eating well one finds more people turning to sharing platters and side dishes.
“People are on the hunt for bargains in all walks of life, and when eating out splitting the bill of a chicken platter featuring everything from wings and strips to shredded chicken and chicken bites is a great way to enjoy great tasting poultry products without breaking the bank,” said Wantling.
Helen Oxley, marketing manager for frozen chicken products at Birds Eye UK & Ireland, detailed the four major trends in the segment as follows:
Convenience
There’s a focus on easy, nutritious meal options for various occasions and an emphasis on providing quality products at great value. Over the last five years, convenience cooking has become more and more important to consumers – almost as important as scratch cooking to our diets; 71% of households cook from scratch at least 3 times a week (no change vs. 2021) and 46% of households eat ready meals at least once a fortnight (an increase of two points vs. 2021). All the while, over a quarter (27%) of households state that “the time factor is crucial for me – it should be fast to make and cook” (an increase of five points vs. 2021).
Healthier Foods
Health remains a key purchase driver, with consumers seeking nutritious meals that don’t compromise on value, convenience or taste. All Birds Eye poultry products are non-HFSS, and the brand’s uncoated, chargrilled Grills are as low in calories.
Sustainability
“As a leading frozen food business, we’re aware that shoppers are looking at ways to reduce their food waste in line with trying to lead more sustainable lifestyles,” said Oxley.
Cost of Living
The Birds Eye team believes there will be continued growth of premium-tier food and drink in the coming months as those who feel more financially stable feel comfortable trading up, but value will remain a critical to the purchasing decision. In addition to on pack promotions, meal solutions remain an opportunity for retailers to help drive larger basket size and a great way to deliver value for shoppers.
Poultry Innovations
The most recent launch from Meadow Vale is the Sizzling Chicken Range. Featuring six lines of succulent hand-cut, deboned and flattened chargrilled fillets, thighs and skewers, it’s an uncoated chicken option for menus.
“Testament to its quality are the recent award wins for our Sizzling Shawarma Chargrilled Chicken Boneless Thigh and Sizzling Piri Piri Chargrilled Chicken Boneless Thigh, which both struck gold at the annual Quality Food Awards,” said Wantling. “We have also recently launched Crunchy Chicken Wings, which are a range extension to our popular Chicken Wings category that is seeing soaring growth in 2024/25 with sales up almost 50% year-over-year.”
The Crunchy Chicken Wings feature a mix of fully cooked and IQF mid and prime cuts. The wings are presented in bright vibrant packaging that feature on average around 22 wings per bag, making them ideal for chefs looking for quality alongside consistency.
Recent launches from Central Foods includes the Golden Valley Foods gluten-free breaded chicken schnitzel (pictured below) and, due to consumer demand, the re-launched Golden Valley Foods gluten-free Chicken Kiev. Featuring 100% pure breast meat and coated in gluten-free bread crumbs, the schnitzel is perfect to serve plated with vegetables, salad or fries, or in a bun as a fast food option.
“Made from succulent, whole breast meat with a creamy garlic and parsley filling, the Golden Valley Foods gluten-free Chicken Kiev is a classic dish loved by many and taps into the retro and nostalgia trend that is currently influencing menus,” said Sampson. “They are packed in small case sizes of 10 Kievs, providing lower up-front costs and requiring less storage space.
“With the continued growth in demand for gluten-free options, these types of products are proving really useful for foodservice operators, as they taste so good they can be served to all customers, not just those with dietary requirements, and help to avoid menu proliferation.”
Poultry in the Golden Valley Foods range, distributed exclusively by Central Foods, is supplied in a consistent quality and consistent size – and boxes are supplied in small sizes to help free up frozen storage space and to help with cash flow.
Plenty of NPD from Birds Eye
In September 2024, Birds Eye expanded its Chicken Shop range with the introduction of seven new products, including new loaded burgers, wings, chicken chunks and tenders as well as crispy potato ridges, inspired by Quick Service Restaurants (QSRa) to recreate at home. The range is designed to provide a complete meal solution for a ‘big night in’, and this latest launch marks a significant shift for the brand in terms of focus, aiming to deliver the perfect “fakeaway.”
A ‘fakeaway’ peovides a bridge between takeaway and elevating a home-cooked meal, offering the convenience of no more waiting for cold deliveries. It offers the perfect opportunity to come together and indulge in that Friday night feeling. It’s also a more intimate experience, with 74% of occasions involving three or fewer people around the table, typically with friends, partners or flatmates.
All products, except the loaded burgers, can also be cooked in the air fryer for added convenience.
“We’re expanding our offering to cater to the ‘meal deal occasion’, as research has shown that this audience prefers to share 3-4 food choices among 2-3 people.,” said Oxley. “As a result, variety has been key to our NPD, from oozing Loaded Burgers available in Tennessee Style BBQ and American Style Gravy, to succulent Buttermilk Chicken Tenders and Hickory BBQ Chicken Wings, Hot & Fiery Chicken Chunks, Honey Sriracha Chicken Wings and Crispy Potato Ridges.”
The Chicken Shop range’s new vibrant packaging is specifically designed to attract a younger shopper, with cues that play to the bricks and mortar Chicken Shops. Data shows that young adults with no children use frozen food in more main meal occasions than empty nesters or retirees (32.3% occasions vs. 28.4%) which plays perfectly into the Chicken Shop range and the brand is confident the packaging re-design will encourage even larger basket sizes for retailers as a result.
There’s something for everyone to enjoy, whether it’s crowd-favorite flavors or options for heat-seekers. To support the NPD launch, Chicken Shop also underwent a brand revamp, featuring distinctive, vibrant packaging designed to stand out on shelf and online, with a refreshed sub-brand design and identity.