Variety spices up processed meats
the Eastern European market at the present time bears witness to
the increasingly ambitious recipes that the region's food producers
are now trying to entice consumers with in an effort to boost
sales.
Currently processed meats include a wide range of products in a different number of formats and packages in the Central and Eastern Europe. Market analysts Euromonitor estimates that total retail sales of its main categories, canned/preserved meat, frozen processed red meat and chilled processed meat will total $19.5 billion (€16bn) in the regopm at the end of 2004. That means a growth of almost 16 per cent up on the previous year. Consumption per-capita of these products that year, however, will stand at $58 versus the US95$ expected in Western Europe for 2004.
According to Euromonitor's Francisco Redruello, Russia and the Czech Republic are currently the largest markets in canned/preserved meat with combined sales expected to reach around $810 million in 2004. "Canned/preserved beef and pork, sausages and pates are the products driving the growth of the sector in the Czech Republic, where we expects an increase of 17 per cent in value sales for 2004," he said. "By contrast, sales of chilled processed meat in Russia will decline by almost 15 per cent in value in the same year. We believe this is the result of a shift of consumption among middle classes into premium lines of chilled processed meat, perceived as tastier and healthier.
"The Russian market, on the other hand, accounts for almost 80 per cent of total retail sales of frozen processed red meat in Eastern Europe, which are expected to reach around $762 million in this region at the end of 2004, according to Euromonitor's estimates. The consumption if these products is growing rapidly as a result of the increasing popularity of burgers and minced meat among younger Russians, who are coming closer to Western consumer lifestyles."
Chilled processed meat is one of the most important categories within processed meat. Euromonitor estimates that sales of these products will reach $17.5 billion at the end of 2004. Russia is again the largest market, accounting for over 60 per cent of total sales in Eastern Europe. Higher income among middle classes has made these products, perceived as healthy and convenient, more affordable among Russian consumers. As a result, chilled processed meat in Russia is expected to grow by 22 per cent in value at the end of 2004, according to Euromonitor's estimates. The strong performance of these products will be driven by salami (kolbasa) and boiled sausages, which is the major source of processed meat for Russians.
Starting off the launches we turn to Poland where Argos Fortuna is launching Flaki Zamojskie Wolwe, or ox's tripe in canned form. This is a brand new product retailing at €1.62 for a 920 gram can and will be marketed on the strength that it contains no additives or preservatives. A traditional dish in this part of the world, it contains broth, ox tripe, vegetables, flour and natural spices.
Staying in Poland, leading meat company Sokolów is launching Parówka Fitness Breakfast. Packaged in a flexibly wrapped plastic tray, it contains 230 grams of low fat pork sausages that will retail at €0.88. The sausages contain only 3 per cent fat, which is why the company is marketing the product on the strength of its value to sports and fitness junkies. The sausages contain pork meat, potato starch, soya protein, blood protein and natural spices, together with monosodium glutamate, antioxidants and preservatives.
Russia sees the launch of Kolomna's Pork Golubets, sold under the Levushka brand. Packaged in boarded cartons containing 500 grams, the golubets are expected to retail for around €1.28. The product is made from cabbage, pork, onion, soy, rice, salt and pepper, with no preservatives or additives listed on the ingredients.
Also in Russia Mickoyan is launching Meat Cutlets in a number of different varieties. A completely new product line, it is packaged in boarded cartons containing 335 grams of this popular meat-based dish that will retail at €1.18. Ready to eat in five minutes, the line consists of three varieties, including Cheese and Mushroom, Mushroom and Vegetable and Potato and Mushroom. Each comes with pork and beef and has a fine breadcrumbs coating.
In Hungary Kométa is launching Finom Grillek Négyüszer KolbászCooked Sausages. This pack of four smoke-cooked spicey sausages comes in a flexible plastic bag and sells for around €1.18 for a 270 grams. An extension to an existing product line, it conatins pork, bacon, salt, soya protein and a number of spices, together with stabilizer, antioxidant and prerservative.
This range of processed meat dishes is part of a selection from Mintel's Global New Product Database.
