Christmas Range Review. December 2014

Transcription

1 Christmas Range Review December

2 Christmas 2014 Review Objective: To identify Christmas specific beef and lamb ranges. To monitor POS and packaging. Research method Visiting Multiple Retailers Through Christmas brochures/magazines Retailers covered Aldi Asda Booths Lidl M&S Morrisons Sainsbury Tesco Waitrose 2

3 This review covers Christmas lines only and does not take account of the normal standard range in each retailer. In Christmas week these ranges are likely to have been focused towards Christmas type lines although products were not highlighted in brochures for order. 3

4 Review of specific Christmas lines Beef and Lamb 4

5 Review of specific Christmas lines Beef and Lamb There were a total of 57 Beef and Lamb Christmas lines in the 9 retailers covered Of These 21 were Added Value lines 10 Beef 11 Lamb Tesco had the most Added Value lines at 6 3 Beef 3 Lamb The Discounters had no Added Value lines Morrisons had no Added Value Beef but did have 1 Lamb Lamb leg was the most popular product to have value added to it 6 lines There were 5 Beef Wellingtons and 2 added value rumps 5

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7 Added Value Lines Christmas

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9 Christmas 2014 (cont.) Excluding Added Value there were a total of 36 Christmas cuts Beef included 11 Rib 7 Sirloin 3 each of Chateaubriand, Fillet, Topside In Lamb Christmas cuts there were 3 variations on Saddle/Rack/Loin 2 Leg Waitrose had the most Christmas cuts at 12 Booths had 7, M&S 4 Aldi 3, 2 Beef and 1 Lamb Lidl 2, one of each Beef and Lamb\ Tesco appear to have had only 1 line which was a Chateaubriand Asda only a non specified Beef joint Sainsbury and Morrisons had 3 beef lines 9

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13 Christmas Lines Comparison 2013 vs

14 Supermarket Asda 4 beef products marketed for Christmas Extra Special 21 Day Matured Rib of British Beef Extra Special Cote de Bouf 15 day matured The Butchers Selection British Beef Joint Rib of beef pre pack (Irish origin) Only 1 beef product marketed for Christmas The Butchers Selection British Beef Joint Addition of a lamb product for 2014 Added Value, Extra Special carvery lamb leg Booths 10 beef products in total, 5 rose veal, 2 lamb & 1 mutton a very large range biggest of 2013 Beef range has been streamlined to 6 beef products all of which featured the previous year. Same lamb products as 2013 Mutton saddle was de-listed. No Rose Veal lines listed for 2014 Lidl 1 beef and 1 lamb line listed for Christmas Beef Wellington Carvery leg of lamb (NZ origin) 1 beef and 1 lamb line listed for Christmas both different from 2013 offering 28 days matured dry aged roasting joint Prime Scotch rack of lamb M&S 5 beef products & 2 lamb (Crown of lamb and Leg Roasting Joint) marketed for Christmas. 7 beef products listed all similar cuts to the previous year with the exception of the Tomahawk cut. With lamb the Crown of lamb product featured in 2013 has been replaced with another added value leg roasting joint.

15 Supermarket Waitrose 9 beef and 2 lamb products listed for Christmas Beef products for the most part fall under 3 categories (Duchy, Highland & Dry- Aged) Lamb products where both from the leg. 12 beef and 3 lamb lines listed for Christmas Biggest Range of Beef products fall under 3 categories the same as last year (Duchy, Highland & Dry-Aged), additional products include Jubilee Rib and Sirloin Steaks. Lamb range featured 2 leg roasting products the same as the previous year with the addition of a guard of honour lamb rack. Sainsbury's 3 beef products listed for Christmas Rib, Wellington, Fillet 1 lamb product listed for Christmas Guard of honour 5 beef products; beef rump joint with a chestnut, maple and thyme stuffing as been added along with rolled sirloin 1 lamb product same cut as previous year (Rack) Welsh lamb crown with caramelised shallots, clementine and cranberry Tesco 3 beef products listed for Christmas - All in the Finest tier including Rib, Sirloin and Roasting Joint. No lamb line listed for Christmas 7 products listed for Christmas beef and 3 lamb. Beef cuts are similar to last year but nearly all are now feature added value in terms of additional seasonings/flavours. Lamb range featured 2 rack lines and interestingly Tesco where the only retailer to list lamb shoulder.

16 Christmas Lines - Pricing 16

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21 Christmas Lines - Cut 21

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23 Christmas ranges

24 Christmas Lines - Brochures 24

25 Multiple Retailer Christmas Brochures: The brochures provide detail of the product ranges available No detail on packaging In store POS The Christmas brochures Waitrose sell 12 beef products and 3 lamb products. Booths sell 7 beef and 2 lamb products. M&S sell 7 beef and 2 lamb products. All specifically for Christmas. Other retailers have fewer lines Tesco have the most Added Value lines The discounters Aldi and Lidl offer less Christmas specific products; Aldi sell 2 beef and 1 lamb product. Lidl sell only 1 beef and 1 lamb product. In total from all the retailers only 11 Christmas products where available readily in-store the vast majority (46) where only available on request via pre-order. Baring in mind the expense of some products and taking into account the planning involved for Christmas dining this does make sense. 25

26 Christmas Ranges Availabiltiy In-Store vs. Pre-Order Supermarket Species Product Name Product Availablity Aldi Beef Specially Selected Dry Aged Beef Sirloin Joint Available in-store Aldi Beef Specially Selected Fresh British Beef Bone In Rib Joint Available in-store Aldi Lamb Fresh Whole Leg of British Lamb Available in-store ASDA Beef Butcher's Selection Beef Available in-store ASDA Lamb Extra Special Carvery Lamb Leg Roasted with Garlic and Rosemary Available in-store Booths Beef Beef Wellington Pre-order Booths Beef Traditional Dry-aged Beef from National Trust Tenant Farmers Pre-order Booths Beef 21-Day Dry-Aged Beef Topside Roasting Joint Pre-order Booths Beef 21-Day Dry-Aged Beef Forerib of Beef Pre-order Booths Beef 21-Day Dry-Aged Beef Boned and Rolled Forerib of Beef Pre-order Booths Beef 21-Day Dry-Aged Beef Bone-in Sirloin Pre-order Booths Lamb 10 Day Dry Aged Boneless Saddle of Lamb Pre-order Booths Lamb Herdwick Haunch Dagneau a la Windsor Pre-order Lidl Beef 28 Days Matured Dry Aged British Beef Roasting Joint Available in-store Lidl Lamb Prime Scotch Rack of Lamb Available in-store M&S Beef Dry-aged Rib of Beef Pre-order M&S Beef Dry-aged Sirloin of Beef Available in-store M&S Beef Beef Topside with Mustard Basting Fat Pre-order M&S Beef Fillet of Beef Pre-order M&S Beef Beef Rump Roulade with Spinach, Mushrooms and Herb Butter Available in-store M&S Beef Beef Wellington Pre-order M&S Beef Dry-aged Tomahawk Joint Pre-order M&S Lamb Leg of Lamb with Cranberry and Clementine Stuffing Available in-store M&S Lamb Leg of Lamb with Roast Garlic and Rosemary Available in-store Morrisons Beef British Sirloin Joint (rolled) Pre-order Morrisons Beef Super-Trimmed Rib of Beef Pre-order Morrisons Beef British Beef Fillet Chateaubriand Pre-order Morrisons Lamb Stuffed Lamb Guard of Honour (succulent racks of British lamb filled with a sweet pork, cranberry and apple stuffing) Pre-order Sainsbury's Beef Beef Wellington Pre-order 26

27 Christmas Ranges Availabiltiy In-Store vs. Pre-Order Supermarket Species Product Name Product Availablity Sainsbury's Beef Beef Rump Joint with a Beef, Chestnut, Maple and Thyme Stuffing Pre-order Sainsbury's Beef Rib of Beef Pre-order Sainsbury's Beef Rolled Beef Sirloin Pre-order Sainsbury's Beef Beef Fillet Pre-order Sainsbury's Lamb Welsh Lamb Leg with Honey Roast Parsnip and Rosemary Stuffing Pre-order Sainsbury's Lamb Welsh Lamb Crown with Caramelised Shallots, Clementine and Cranberry Stuffing Pre-order Tesco Beef Beef Chateaubriand Pre-order Tesco Beef Beef Wellington Pre-order Tesco Beef Sirloin Wing Rib Rubbed with Sea Salt & Black Pepper Pre-order Tesco Beef Sirloin Joint with Long Clawson Stilton & Ruby Port Stuffing Pre-order Tesco Lamb British Lamb Boneless Shoulder with Orange & Cranberry Stuffing Pre-order Tesco Lamb British Lamb Guard of Honour with a Shallot, Parsley & Mixed Peppercorn Crust Pre-order Tesco Lamb British Lamb Crown with Spiced Apple & Courvoisier Brandy Stuffing Pre-order Waitrose Beef Highland Beef Fillet Pre-order Waitrose Beef Highland Beef Sirloin Pre-order Waitrose Beef Highland Beef Corner Cut of Topside Pre-order Waitrose Beef Highland Beef Rump Joint Pre-order Waitrose Beef Highland Rib of Beef Pre-order Waitrose Beef Duchy Originals from Waitrose Organic Boneless Rib of Beef Pre-order Waitrose Beef 30 Day Dry Aged Matured 8 Aberdeen Angus Sirlon Steaks Pre-order Waitrose Beef 30 Day Dry Aged Matured Wing Rib Sirloin of Beef Pre-order Waitrose Beef 30 Day Dry Aged Matured Aberdeen Angus Beef Jubilee Rib Pre-order Waitrose Beef Beef Chateaubriand Pre-order Waitrose Beef Duchy Originals from Waitrose Organic Corner Cut Topside of Beef Pre-order Waitrose Beef Beef Wellington Pre-order Waitrose Lamb British Lamb Guard of Honour Pre-order Waitrose Lamb Carvery Leg of Lamb Studded with Garlic & Rosemary Pre-order Waitrose Lamb Whole British Boneless Leg of Lamb with Apricot and Orange Stuffing Pre-order 27

28 Christmas products summary Subjectively some retailers excel more than others in the Christmas category this year; selling more interesting/special beef and lamb Christmas products. The range of Christmas brochures was quite broad with each retailer deciding on the approach they were taking from luxury to more basic The premium retailers and Tesco offered more choice in their beef and lamb Christmas products. Aldi, Lidl and Asda did not offer a pre-order service and their products were available before the other multiples. Their prices were also substantially lower. Booths, M&S and Waitrose Premium retailers excelled in terms of brochures, number of products available and product quality. Sainsbury s product packaging was basic with a Christmas type label, service on collection of the product was below their usual standards. Many retailers had packaging which made their Christmas product look premium or special. 28