Exploring the Key Development Drivers

Manufacturers within the meals trade face an approaching consciousness of the dangers related to ultra-processed meals (UPFs). This places prepared meal well being perceptions within the highlight, with manufacturers tasked to ease considerations that translate into preferences.

We’ve seen that buyers in Eire need wholesome elements clearly seen when buying a prepared meal—the main buy issue. But, nearly two-thirds within the US and 44% within the UK consider that prepared meals are usually not wholesome sufficient for normal use.

This creates a spot in how shoppers need to use prepared meals, and the way they presently understand them in assembly wants. On this case, a necessity for prepared meals to be wholesome. With widespread consumption, manufacturers should align their merchandise and messaging with the prepared meal tendencies driving client expectations.

We’ll return to well being perceptions, however first a have a look at the worldwide prepared meal trade efficiency.

Discussing international tendencies, this text makes use of “prepared meal” and “ready meal” interchangeably and defines these as an entire, often pre-cooked meal that’s both refrigerated, frozen, or shelf-stable.

How huge is the worldwide prepared meals market? Efficiency varies throughout markets. The US ready meal trade dipped barely in 2024, reflecting continued financial warning. Contrasting this, China’s prepared meal manufacturing quantity has elevated, with 1 / 4 of Chinese language shoppers anticipating to buy extra sooner or later. With US manufacturing charges static, this doubtless displays the maturity of the US market, whereas China is in a speedy development section.

It’s not shocking then that China is main international prepared meal manufacturing. Nations like India, South Korea, Brazil, and Thailand are additionally catching up. These international locations symbolize a number of the most vital noticed Compound Annual Development Charges (CAGR) for prepared meals. With market drivers various—from India’s speedy urbanisation and rising workforce to Thailand’s rise of comfort shops—it turns into clearer with development in these areas that prepared meals are not solely a Western demand.

Mintel APAC analyst Jolene Ng highlights this with Vietnam’s rising comfort retailer development that aligns with Thailand and bolsters the position and scaleability of prepared meals.

However what drives the expansion of the ready meal trade from the patron perspective? With minimal preparation, international prepared meal development primarily revolves round comfort for the various shoppers that want an entire meal, shortly.

You shut the entrance door after an exhausting day within the workplace and would fortunately collapse on the couch, however you’re hungry; dinner is not served. Housekeeping is ready. When the choices are to cook dinner from scratch or effortlessly warmth a pre-selected prepared meal, it’s much less of a alternative, and way more of a necessity for shoppers. The important thing driver right here is comfort. For example, these consuming ready meals within the US cite saving time as the principle purpose for growing their utilization. Nonetheless, manufacturers will need to combine causes past comfort to face out.

In addition to comfort, what are the important thing prepared meal tendencies driving client buy alternative?

Trial of recent merchandise is necessary in any meals class, however ready meals are particularly essential for this. Offering a approach to style unexplored cuisines with out the necessity to cook dinner from scratch can’t solely seize preliminary curiosity however encourage repeat purchases, too.

Within the US, international cuisines present promise, with round 1 / 4 of shoppers exhibiting curiosity in ready meals with these ideas. The UK already has widespread adoption with near half attempting world cuisines via prepared meals.

Thai shoppers present enthusiasm for Japanese meals in prepared meals throughout age teams. As revealed in our World New Merchandise Database (GNPD), unfamiliar flavours like Sri Lankan and Lebanese are additionally showing in Japanese prepared meal launches, indicating product diversification by manufacturers.

We are able to see a world prepared meal development showing; shoppers need to journey with their style buds and the general expertise. Introducing distinctive and novel worldwide flavours may help manufacturers faucet into this development and appeal to shoppers.

As an instance this level with an instance, US model Blue Zones Kitchen centres on diets derived from “Blue Zones”: areas the world over with noticed longevity and well being of their residents.

To dine in, or out? For the budget-conscious, it could appear that prepared meals are often going to be the lower-cost possibility. Restaurant menu costs have beforehand risen in keeping with many components, akin to inflation. Nonetheless, prepared meals aren’t free from value fluctuations. And that comes with scrutiny, with a 3rd of Brazilians saying they’re consuming much less prepared meals as a result of they’re too costly.

Manufacturers needn’t compete merely on value in response. Interesting successfully means including worth with a mix of desired attributes. Customers don’t need to compromise on high quality, and types don’t have to.

For instance, prepared meals may be impressed by the restaurant trade. Nearly seven out of 10 Canadians agree that “ready meals could be a good various to restaurant meals”, indicating that they are often positioned as an economical restaurant-style meal. Whereas not essentially an identical to restaurant high quality, efficient innovation with connoisseur recipes that replicate typical restaurant dishes can pique the curiosity of frequent diners, and promotions can push these prepared meals into baskets.

Balancing value sensitivities with product high quality means combining desired attributes.

Consistent with an total international shift in direction of well being and wellness for the reason that COVID-19 pandemic, shoppers are more and more being attentive to well being and diet claims in meals. Almost two in three UK adults report attempting to eat healthily all or more often than not, indicating that the give attention to well being stays sturdy. Plant-based UK prepared meal model Allplants is responding by utilizing “balanced by nutritionist” messaging to bolster well being–particularly diet–claims made on-pack. Moreover, Allpants addresses considerations about ultra-processed meals immediately on their web site, additional aligning with the rising demand for transparency and more healthy meal choices.

There’s additionally a requirement for manufacturers that assist well being aspirations. Nearly 61% of Germans want foods and drinks manufacturers that promote wholesome existence, indicating a possible house for manufacturers to occupy. Time is commonly acknowledged as a key barrier to pursuing a wholesome way of life, permitting prepared meal manufacturers to advertise the comfort facet of prepared meals to assist shoppers overcome this barrier with fast and wholesome meal options.

Over two-thirds of UK adults agree that manufacturers ought to assist them in making wholesome meals selections, offering a purpose for manufacturers to take the lead on well being. Some key UK retailers are already stepping up. Tesco and Sainsbury’s, for instance, have voluntarily carried out restrictions on quantity value promotions of excessive in fats, sugar, or salt (HFSS) foods and drinks merchandise forward of presidency impositions of the identical, because of be introduced in later.

With shoppers desirous to see manufacturers take the initiative on well being and diet in meals, prepared meal manufacturers have a key alternative to align evolving well being perceptions with their product innovation and advertising and marketing efforts.

The prepared meal tendencies mentioned point out that buyers are searching for extra from pre-prepared plates, and so they count on manufacturers to entice them with methods that match their evolving preferences. Past comfort, balancing value, well being, and exploratory natures will doubtless end in product trials for each new and established prepared meal manufacturers.

With a clearer view of how the worldwide trade is performing, and the important thing tendencies driving curiosity and development, you’ll be able to cook dinner up a powerful basis in your perception technique, positioning your model to fulfill the calls for of at the moment’s market.

Need to know extra about Mintel?

Browse our prepared meals market analysis and subscribe to our free e-newsletter, Highlight.