Introduction The chilled foods market C. Dennis and m. Stringer, Campden and chorleywood Food Research association Chilled food technology has had a very significant impact on the types of food eaten by consumers during the 1980s and 1990s. This method of food preservation has satisfied the desires of people for safe, reliable, fresh products providing convenience despite the limited shelf-life. This introduction reviews the definition, range and market size of chilled food and indicates trends for the L1 Definition Foods distributed under refrigeration and sold from refrigerator cabinets have been available for many years. Although there were many new chilled product introductions made during the 1970s, it was not until the 1980s that significant numerous and major technological developments for chilled foods occurred ( Bond 1992). This trend continued throughout the 1990s with the major emphasis on value added, convenience and increasing consumer choice. This unprecedented activity during the 1980s and 1990s stimulated the production of good practice guides related to refrigerated or chilled foods. In 1990, the Institute of Food Science and Technology (IFST) defined chilled foods as perishable foods which, to extend the time during which they remain wholesome, are kept within specified ranges of temperature above -1oC (IFST 1990). More recently the UK Chilled Foods Association(CFA)restricted the term to prepared foods with the following definition prepared foods that, for reasons of safety and/or quality, are designed to be stored at refrigerated temperatures(at or below 8C but not frozen)throughout their entire life'( CFA 1997). Whereas the IfST definition emphasises perishability, the CFA
Chilled food technology has had a very significant impact on the types of food eaten by consumers during the 1980s and 1990s. This method of food preservation has satisfied the desires of people for safe, reliable, ‘fresh’ products providing convenience despite the limited shelf-life. This introduction reviews the definition, range and market size of chilled food and indicates trends for the future. I.1 Definition Foods distributed under refrigeration and sold from refrigerator cabinets have been available for many years. Although there were many new chilled product introductions made during the 1970s, it was not until the 1980s that significant numerous and major technological developments for chilled foods occurred (Bond 1992). This trend continued throughout the 1990s with the major emphasis on value added, convenience and increasing consumer choice. This unprecedented activity during the 1980s and 1990s stimulated the production of good practice guides related to refrigerated or chilled foods. In 1990, the Institute of Food Science and Technology (IFST) defined chilled foods as ‘perishable foods which, to extend the time during which they remain wholesome, are kept within specified ranges of temperature above 1ºC’ (IFST 1990). More recently the UK Chilled Foods Association (CFA) restricted the term to ‘prepared foods’ with the following definition ‘prepared foods that, for reasons of safety and/or quality, are designed to be stored at refrigerated temperatures (at or below 8C but not frozen) throughout their entire life’ (CFA 1997). Whereas the IFST definition emphasises ‘perishability’, the CFA Introduction The chilled foods market C. Dennis and M. Stringer, Campden and Chorleywood Food Research Association
2 Chilled foods Table L1 Number of chilled product introductions in the UK market-place 9999999999 1578 3616 99 3365 definition excludes non-prepared materials such as raw meat, poultry and fish and commodity dairy products such as butter and cheese which are also not considered'prepared. The more general and broader definition of chilled food has been used in compiling the content of this book, although some sections more appropriately only deal with prepared chilled foods as defined by the CFA Food Products Intelligence (FPD at Campden and Chorleywood Food Research Association( CCFRA) has been monitoring new UK food and drink product introductions since 1969. Its records of new products for the 1980s and 1990s illustrates the dramatic increase in the number of chilled products identified as new (Table I 1)with almost fourfold increases in the 1980s and again in the 1990s. The definition of 'new'used by FPI is one that appears in a major food retail outlet and is previously unknown to FPl or has been recorded by FPI but has been packaged in a different size/format which creates a new eating occasion or new consumer purchase. Frequent updates on new chilled foods entering the UK market-place are available from FPI together with full details of each product on the New Foods CD-ROM or via the internet (www.newfoods.com) Unlike other major technology sectors(e.g. frozen foods, ambient foods) the development of the chilled foods market in the UK has been dominated by own label brands for example Marks Spencer, Tesco and Sainsbury. Approxi- mately 80% of new chilled foods introduced during the 1980s and 1990s were own label. In particular, Marks Spencer with the St Michael brand is recognised by both the trade and the consumer as having pioneered the early development of chilled foods and for initiating many innovative product concepts which have since been built on and expanded by other brands Chilled foods can be designed to be ready to eat, to be reheated(minimal heating before serving for organoleptic purposes)or to be cooked(thorough and I NewFoods: The UK new product database and visual guide on CD-ROM published by Blackwell Science. ISSN 1359-297
definition excludes non-prepared materials such as raw meat, poultry and fish and commodity dairy products such as butter and cheese which are also not considered ‘prepared’. The more general and broader definition of chilled foods has been used in compiling the content of this book, although some sections more appropriately only deal with prepared chilled foods as defined by the CFA. Food Products Intelligence (FPI) at Campden and Chorleywood Food Research Association (CCFRA) has been monitoring new UK food and drink product introductions since 1969. Its records of new products for the 1980s and 1990s illustrates the dramatic increase in the number of chilled products identified as new (Table I.1) with almost fourfold increases in the 1980s and again in the 1990s. The definition of ‘new’ used by FPI is one that appears in a major food retail outlet and is previously unknown to FPI or has been recorded by FPI but has been packaged in a different size/format which creates a new eating occasion or new consumer purchase. Frequent updates on new chilled foods entering the UK market-place are available from FPI together with full details of each product on the NewFoods CD-ROM1 or via the internet (www.newfoods.com). Unlike other major technology sectors (e.g. frozen foods, ambient foods) the development of the chilled foods market in the UK has been dominated by own label brands for example Marks & Spencer, Tesco and Sainsbury. Approximately 80% of new chilled foods introduced during the 1980s and 1990s were own label. In particular, Marks & Spencer with the St Michael brand is recognised by both the trade and the consumer as having pioneered the early development of chilled foods and for initiating many innovative product concepts which have since been built on and expanded by other brands. Chilled foods can be designed to be ready to eat, to be reheated (minimal heating before serving for organoleptic purposes) or to be cooked (thorough and Table I.1 Number of chilled product introductions in the UK market-place 1972 35 1975 86 1980 249 1983 535 1985 605 1988 774 1990 945 1992 1578 1994 2385 1997 2920 1998 3616 1999 3365 1 NewFoods: The UK new product database and visual guide on CD-ROM published by Blackwell Science, ISSN 1359–2971. 2 Chilled foods
Introduction 3 prolonged heating before serving for both safety and quality ). Cooked chilled foods are sometimes wrongly referred to as cook-chill. This specific category of foods has been defined as a catering system based on the full cooking of food followed by fast chilling and storage in controlled temperature conditions(0- 3C)and subsequent thorough reheating before consumption(Department of Health(UK)1989). Cook-chill foods have a maximum recommended shelf-life of five days, inclusive of the day of cooking L2 Drivers in the chilled food sector The background to the market in the UK is provided by demographic trends shown in Table 1. 2. This shows the biggest areas of growth to be the 10-14, 35- 4 and 55-64-year-old age ranges. Against this background, there are a number of forces driving the market healthy eating variety and choice the origins of food It is reported that for 40% of eating occasions, convenience is the most important factor. The average home-cooked meal is estimated to take about 30 minutes to prepare. This has halved over the last decade(Anon. 1999a) Table 1. 2 Demographic trends in the UK 1992-2002(Source: Office for National Statist 2002(estimate) Age group Nu Number Number ercentage 19972002 04 3.8 10-14 5-24 11.7 45-54 55-64 9.2 9.2 0.2
prolonged heating before serving for both safety and quality). Cooked chilled foods are sometimes wrongly referred to as ‘cook-chill’. This specific category of foods has been defined as a catering system based on the full cooking of food followed by fast chilling and storage in controlled temperature conditions (0– 3ºC) and subsequent thorough reheating before consumption (Department of Health (UK) 1989). Cook-chill foods have a maximum recommended shelf-life of five days, inclusive of the day of cooking. I.2 Drivers in the chilled food sector The background to the market in the UK is provided by demographic trends shown in Table I.2. This shows the biggest areas of growth to be the 10–14, 35– 44 and 55–64-year-old age ranges. Against this background, there are a number of forces driving the market: • convenience • snacking • healthy eating • variety and choice • taste • the origins of food • competition. It is reported that for 40% of eating occasions, convenience is the most important factor. The average home-cooked meal is estimated to take about 30 minutes to prepare. This has halved over the last decade (Anon. 1999a). Table I.2 Demographic trends in the UK 1992–2002 (Source: Office for National Statistics) 1992 1997 2002 (estimate) Age group Number Number Number (Total Percentage (millions) (millions) (millions) population) change (%) 1997–2002 0–4 3.8 3.7 3.5 6 4 5–9 3.7 3.9 3.7 6 5.4 10–14 3.6 3.7 3.9 7 5.7 15–24 7.9 7.2 7.4 13 2.9 25–34 9.2 9.1 8.1 14 12.7 35–44 7.8 8.3 9.2 16 11.7 45–54 6.9 7.7 7.7 13 0.4 55–64 5.8 5.8 6.5 11 13.1 65+ 9.1 9.2 9.2 16 0.2 Introduction 3
4 Chilled foods Table 1.3 Different categories of chilled food product introductions in the UK market Total Vegetarian 116332 Childrens 13938% 2920 3616 3365 The drive towards more convenience foods, such as ready meals, has reflected the decline in traditional home-prepared meals and the associated skills. Convenience is a specific need of the cash-rich time-poor consumer. This development is in part the result of the increase in the number of working women, single-parent and single-person households with limited time available for home cooking. Government estimates suggest that there are over 12 million women in full or part-time work in the UK, representing 45% of the total workforce. Also in the Uk, demographic trends show particular growth in numbers of older children and their parents. It is these families in particular, with children at school and with a greater degree of independence, where there is most scope for women to undertake part- or full-time work. It is also in these families in particular that members have developed more independent and flexible patterns of eating. Such patterns have also been stimulated by the increase in microwave ownership and the dramatic rise in the availability of microwaveable foods, especially chilled foods(see Table 1.3). This can be seen in the increase in'snacking, eating more frequent small meals at varying times in the day. Research in 1998 suggested that 31% of UK housewives snacked between meals(Anon. 1998a). The trend towards snacking is also reflected the decline of the single family evening meal, and the shift towards differing members of the family eating at different times. This development has also prompted consumers to look for a range of light, easy to use ingredients such as cheese spreads or salads, for example, which can be used to prepare a variety of quick snacks or meals tailored to the requirements and preferences of individual family members. Recent research also shows that the total lunch box occasions (i.e. prepared and packed lunch) have grown steadily over the past seven years, up by 21%, with sandwiches featuring in 81% of these Children are estimated to consume 675 million sandwiches in the UK or 7% of total consumption(Anon 1999b) A survey of 25,000 adults in the UK in 1997 found that 17% of all those surveyed and 22% of women in the survey were concerned about counting calories in their diet, whilst over half of all respondents claimed to have reduced fat intake in their diet. In the Us, surveys also suggest that consumers are
The drive towards more convenience foods, such as ready meals, has reflected the decline in traditional home-prepared meals and the associated skills. Convenience is a specific need of the cash-rich time-poor consumer. This development is in part the result of the increase in the number of working women, single-parent and single-person households with limited time available for home cooking. Government estimates suggest that there are over 12 million women in full or part-time work in the UK, representing 45% of the total workforce. Also in the UK, demographic trends show particular growth in numbers of older children and their parents. It is these families in particular, with children at school and with a greater degree of independence, where there is most scope for women to undertake part- or full-time work. It is also in these families in particular that members have developed more independent and flexible patterns of eating. Such patterns have also been stimulated by the increase in microwave ownership and the dramatic rise in the availability of microwaveable foods, especially chilled foods (see Table I.3). This can be seen in the increase in ‘snacking’, eating more frequent small meals at varying times in the day. Research in 1998 suggested that 31% of UK housewives snacked between meals (Anon. 1998a). The trend towards snacking is also reflected in the decline of the single family evening meal, and the shift towards differing members of the family eating at different times. This development has also prompted consumers to look for a range of light, easy to use ingredients such as cheese spreads or salads, for example, which can be used to prepare a variety of quick snacks or meals tailored to the requirements and preferences of individual family members. Recent research also shows that the total lunch box occasions (i.e. prepared and packed lunch) have grown steadily over the past seven years, up by 21%, with sandwiches featuring in 81% of these. Children are estimated to consume 675 million sandwiches in the UK or 7% of total consumption (Anon. 1999b). A survey of 25,000 adults in the UK in 1997 found that 17% of all those surveyed and 22% of women in the survey were concerned about counting calories in their diet, whilst over half of all respondents claimed to have reduced fat intake in their diet. In the US, surveys also suggest that consumers are Table I.3 Different categories of chilled food product introductions in the UK marketplace 1997 1998 1999 Total % Total % Total % Microwaveable 586 20% 818 23% 763 23% Healthy eating 296 10% 485 13% 526 16% Vegetarian 790 27% 1163 32% 1143 34% Organic 7 0% 78 2% 177 5% Childrens 90 3% 139 38% 128 4% Total 2920 3616 3365 4 Chilled foods
Introduction 5 concerned about nutritional issues, particularly information on calorie and fat content of food products(Bender 1992, Rodolfo 1998). The trend in attitudes in the Uk has been for a slight reduction in concern about healthy eating since the early 1990s, but a large number of consumers remain concerned about levels of at intake. This is noticeably true of the 35-44-year-old age range, which has a articularly high proportion of dieters. The overall picture is of consumers eling more in control of their diet, looking for low-fat and low-calorie products but with a greater tendency to allow the occasional treat in what they eat. Consumers have also shown an increased interest in the origin and composition of food products and in their methods of production. After adverse publicity in the 1980s, consumers demonstrated an increased concern about the health implications of synthetic additives, related to a general fear of chemicals and their possible links to disease or allergy(Sloan 1986, Crowe 992, Wandel 1997). This is reflected in increasing consumer pressure for fresh-tasting products with fewer preservatives and minimal preparation During the 1990s there has also been a growing interest in more environmentally friendly and natural methods of production, reflected in demand for organic foods (Jolly 1989). The FPI at Campden and Chorleywood Food Research Association recorded approximately 5% of the new chilled food products in 1999 as organic Exposure to a wider range of cuisine, stimulated in part by the growth in overseas holidays, has encouraged consumers to look for greater variety and novelty in the food they eat. There has been much greater interest in ethnic food reflected for instance in the growth in popularity of Chinese, Indian and other ethnic chilled ready meals. Britain's younger generations are reported to be as familiar with ethnic food as with roast beef with nearly three-quarters of British households buying ethnic food(Anon. 1999c). Consumers are now more adventurous than ever, demanding variety and authenticity from the dishes selected. The flavours for the start of the new millennium are predicted to originate from South America(e.g. Cuba, Argentina, Brazil) to extend the hot and spicy trend (Sloan 1999). In tandem with this interest in variety, consumers continue to put a premium on taste and enjoyment of food. Recent research in they ale ggests that 21% of housewives ranked taste over other factors in what families at the weekend(Anon. 1998b). This interest reflects the relative decline in health concerns as a dominant factor in food purchases. This renewed emphasis on food as a treat or an indulgence has, for example, fuelled the expansion of the chilled desserts market Competition in the chilled food sector has intensified, with the leading ailers increasing the range of own-label products, and an increasing emphasis throughout the sector on quality and value-added products. Table 1.4 indicates the new product introductions by the major UK retailers during recent years and not only particularly highlights the leading position of Marks Spencer in this sector, but also the high level of activity by some of the other
concerned about nutritional issues, particularly information on calorie and fat content of food products (Bender 1992, Rodolfo 1998). The trend in attitudes in the UK has been for a slight reduction in concern about healthy eating since the early 1990s, but a large number of consumers remain concerned about levels of fat intake. This is noticeably true of the 35–44-year-old age range, which has a particularly high proportion of dieters. The overall picture is of consumers feeling more in control of their diet, looking for low-fat and low-calorie products but with a greater tendency to allow the occasional treat in what they eat. Consumers have also shown an increased interest in the origin and composition of food products and in their methods of production. After adverse publicity in the 1980s, consumers demonstrated an increased concern about the health implications of synthetic additives, related to a general fear of chemicals and their possible links to disease or allergy (Sloan 1986, Crowe 1992, Wandel 1997). This is reflected in increasing consumer pressure for fresh-tasting products with fewer preservatives and minimal preparation. During the 1990s there has also been a growing interest in more environmentally friendly and ‘natural’ methods of production, reflected in demand for organic foods (Jolly 1989). The FPI at Campden and Chorleywood Food Research Association recorded approximately 5% of the new chilled food products in 1999 as organic. Exposure to a wider range of cuisine, stimulated in part by the growth in overseas holidays, has encouraged consumers to look for greater variety and novelty in the food they eat. There has been much greater interest in ethnic food, reflected for instance in the growth in popularity of Chinese, Indian and other ethnic chilled ready meals. Britain’s younger generations are reported to be as familiar with ethnic food as with roast beef with nearly three-quarters of British households buying ethnic food (Anon. 1999c). Consumers are now more adventurous than ever, demanding variety and authenticity from the dishes selected. The flavours for the start of the new millennium are predicted to originate from South America (e.g. Cuba, Argentina, Brazil) to extend the hot and spicy trend (Sloan 1999). In tandem with this interest in variety, consumers continue to put a premium on taste and enjoyment of food. Recent research in the UK suggests that 21% of housewives ranked taste over other factors in what they ate, with 14% of respondents claiming to buy treats for themselves and their families at the weekend (Anon. 1998b). This interest reflects the relative decline in health concerns as a dominant factor in food purchases. This renewed emphasis on food as a treat or an indulgence has, for example, fuelled the expansion of the chilled desserts market. Competition in the chilled food sector has intensified, with the leading retailers increasing the range of own-label products, and an increasing emphasis throughout the sector on quality and value-added products. Table I.4 indicates the new product introductions by the major UK retailers during recent years and not only particularly highlights the leading position of Marks & Spencer in this sector, but also the high level of activity by some of the other major players. Introduction 5