Unpacking the Key Ready Meal Trends Defining Global Growth
Mintel’s latest article focuses on the ready-meal industry, uncovering the key factors that drive consumer purchases. From health trends to the future of ready meals, we have summarised their article below. As specialist recruiters within the food & fresh produce supply chain, it is essential for us to utilise this valuable insight.
Why do consumers buy ready meals?
The first thing that pops into our heads is convenience. Sometimes the thought of cooking a meal from scratch after a stressful day at work seems like the worst idea on the planet. Ready meals offer us speed and ease. Secondly, consumers look for cost-effective benefits. We have seen supermarkets advertise their cost-effective properties successfully through the ‘dine in for x amount’ campaigns. This way, companies are targeting both the need for speed and consumers feel they are getting more out of their money.
Additionally, trialling new products is essential within the prepared meal industry. We have seen brands experiment with international flavours, for example, the US brand Blue Zones Kitchen, offers diets from the healthiest, longest-lived regions in the world! This offers a quick taster into a cuisine you may be unfamiliar with, and may not want to fully commit to making.
Health and Wellbeing
Following on from Blue Zones Kitchen, we have seen a global shift in health and fitness attitudes over the last four years and subsequently, consumers want to purchase meals that promote health benefits. From protein intakes to plant-based goals, ready-meal brands now have a gap in which they can harmonise consumer demands for both convenience and health. Over two-thirds of UK adults agree that brands should support them in making healthier food choices, emphasising the demand for brands to support consumer health aspirations.
