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How are Ready Meals Targeting the Stay-at-home Consumer? - Ireland - September 2010

In response to increasing demand for data concerning the dynamic economy and growth markets of Northern Ireland and The Republic of Ireland, Mintel has developed a series of reports covering a wide variety of sectors within both of these dynamic regions. Each one provides detailed coverage of key drivers as well as providing the very latest volume and value data. Also included are assessments of emerging trends, the activities of existing market players, brand ownership details, supply structures, future scenarios and statistical forecasts.

The Irish Series is segmented in the same manner as Mintel's UK reports, namely Finance, Leisure, Market, Retail and 'Specials'. This provides unparalleled coverage and will be a must for all companies who are either already active in this region, or will be looking to enter these distinct marketplaces in the future.

This report has been produced as part of Mintel's Irish Series and is sold in Ireland exclusively through our sales agency, OCO Consulting, based in Belfast.

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Table of contents

  1. Issues in the Market

      • Key themes in the report
        • Definition
          • Abbreviations
          • Insights and Opportunities

            • Maintaining momentum with meal deals
              • Finding middle ground with a new frozen organic line
              • Market in Brief

                • Market growth falters in 2009
                  • Health and green issues enter the mainstream
                    • Competition posed by eating out and home cooking
                      • Premium Irish producers carve out a niche
                        • British supermarkets move in
                          • Health, clean labelling and vegetarian claims lead NPD
                            • Consumer opportunities
                              • The future
                              • Fast Forward Trends

                                  • Trend 1: Agelessness
                                    • What's it about?
                                      • What we've seen
                                        • What next?
                                          • Trend 2: Simplicity and Convenience
                                            • What's it about?
                                              • What we've seen
                                                • Specifics
                                                  • What next?
                                                  • Internal Market Environment

                                                    • Key points
                                                      • Convenience still a lure as consumers ‘cheat’ at home cooking
                                                        • Figure 1: Agreement with selected lifestyle statements, NI and RoI, 2004-09
                                                        • Figure 2: Agreement with selected lifestyle statements, NI and RoI, 2004-09
                                                      • Bubble bursts for celebrity chef endorsements
                                                        • Recession prompts a frozen renaissance?
                                                          • Health: A key focus for ready meals
                                                            • Manufacturers innovate to cut back on salt levels
                                                                • Figure 3: Food Standards Agency 2012 salt reduction targets, UK
                                                              • Sat and trans fats a further focus
                                                                • Cleaning up ingredients
                                                                  • Portion control emerges as a trend
                                                                    • EU moves towards GDA nutritional labelling
                                                                      • EU health claims regulations
                                                                        • Environmental and sustainability issues driving market
                                                                          • Tackling the issue of carbon emissions
                                                                            • Green lobby calls for meat reduction in ready meals
                                                                              • Welfare and sustainability come to the fore
                                                                                  • Figure 4: Agreement with selected lifestyle statements, NI and RoI, 2004-09
                                                                                • A bigger push for Irish provenance
                                                                                    • Figure 5: Agreement with selected lifestyle statements, NI and RoI, 2004-09
                                                                                  • Technology advances ready meal production
                                                                                    • Ready meal culture still under attack
                                                                                    • Broader Market Environment

                                                                                      • Key points
                                                                                        • Value and premium ready meals boosted by recession
                                                                                          • Figure 6: Economic outlook, RoI and NI, 2008-10
                                                                                        • Ready meals manufacturers feel the squeeze
                                                                                          • Evolving retail environment
                                                                                            • RoI sees exodus of key ready meal consumers
                                                                                              • Figure 7: Population demographics, by age, RoI, 2006-41
                                                                                              • Figure 8: Population demographics, by age, NI, 2008-58
                                                                                          • Competitive Context

                                                                                            • Key points
                                                                                              • Irish go gourmet...with a little help
                                                                                                • Competition within the ready meals sector
                                                                                                  • Post-recession: Will dining out become the new dining in?
                                                                                                      • Figure 9: Ready meal vs foodservice market* growth, by outlet sub-categories, all-Ireland, 2004-09
                                                                                                  • Strengths and Weaknesses

                                                                                                    • Strengths
                                                                                                      • Weaknesses
                                                                                                      • Who’s Innovating?

                                                                                                        • Key points
                                                                                                          • Potato toppings and red meat are popular among the Irish
                                                                                                            • Wet soup leads NPD growth
                                                                                                              • Figure 10: New launches, by top five sub-categories, IoI, 2007-09
                                                                                                            • Chilled rides out recession
                                                                                                              • Figure 11: Percentage of new launches, by storage type, IoI, 2010*
                                                                                                            • Own-label grows alongside chilled
                                                                                                              • Figure 12: New launches, by own-label v branded ready meals, IoI, 2007-09
                                                                                                            • Convenience, health and eco packaging lead claims
                                                                                                                • Figure 13: New launches, by top ten ready meals claims, IoI, 2007-09
                                                                                                              • Health and clean labelling inspire NPD for kids’ meals
                                                                                                                • An appetite for healthier ready meals
                                                                                                                  • Vegetarian meals gain in appeal
                                                                                                                    • An organic decline in activity during the recession
                                                                                                                      • Spicing up the ready meals fixture
                                                                                                                        • Back to basics for some...
                                                                                                                          • ...but ‘dine in’ trend drives premium NPD, led by M&S
                                                                                                                            • Eating on the go
                                                                                                                            • Market Size and Forecast

                                                                                                                              • Key points
                                                                                                                                • Ready meals sales slide in 2009
                                                                                                                                    • Figure 14: Estimated retail sales of ready meals*, IoI, RoI and NI, 2005-15
                                                                                                                                • Market Segmentation

                                                                                                                                  • Key points
                                                                                                                                    • Frozen and chilled dominate ready meals sales
                                                                                                                                      • Figure 15: Estimated segmentation of ready meals market, by value, IoI, 2010
                                                                                                                                    • Frozen revival proves short-lived
                                                                                                                                      • Chilled sales driven by meal deals
                                                                                                                                        • Steady sales for more affordable sub-categories
                                                                                                                                        • Companies and Products

                                                                                                                                          • Key points
                                                                                                                                            • Figure 16: Key ready meals manufacturers, NI and RoI, 2010
                                                                                                                                          • Aryzta
                                                                                                                                            • Avonmore Fresh Soup
                                                                                                                                              • Birds Eye
                                                                                                                                                • Cloughbane Farm
                                                                                                                                                  • Cully & Sully
                                                                                                                                                    • Daily Bake
                                                                                                                                                      • Dawn Fresh Foods
                                                                                                                                                        • Findus Group
                                                                                                                                                          • Young’s Seafood
                                                                                                                                                            • Findus
                                                                                                                                                              • The Seafood Company
                                                                                                                                                                • Glens of Antrim
                                                                                                                                                                  • Greencore Prepared Meals
                                                                                                                                                                    • Heinz
                                                                                                                                                                      • Kepak Convenience Foods
                                                                                                                                                                        • Kerry Foods
                                                                                                                                                                          • Mars Foods UK
                                                                                                                                                                            • Northern Foods
                                                                                                                                                                              • Premier Foods
                                                                                                                                                                              • The Consumer – Consumption

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Ready meals lose ground in the NI market
                                                                                                                                                                                      • Figure 17: Penetration of chilled and frozen ready meals, excluding pizza, RoI and NI, 2004-09
                                                                                                                                                                                    • Chilled leaves frozen out in the cold
                                                                                                                                                                                        • Figure 18: Types of ready meals consumed most often (excluding pizza), RoI and NI, 2005-09
                                                                                                                                                                                      • Light usage most common for chilled meals in both markets
                                                                                                                                                                                          • Figure 19: Frequency of chilled ready meal consumption (excluding pizza), RoI and NI, 2008 and 2009
                                                                                                                                                                                        • Frozen consumption falls across all frequencies in NI
                                                                                                                                                                                            • Figure 20: Frequency of frozen ready meal consumption (excluding pizza), RoI and NI, 2008 and 2009
                                                                                                                                                                                          • Ready meals extend wider appeal across types in NI
                                                                                                                                                                                              • Figure 21: Penetration of chilled and frozen ready meals (excluding pizza), by type, RoI and NI, 2007-09
                                                                                                                                                                                          • The Consumer – Preferences

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Pizza, rice/noodle packets and soup lead RoI purchases
                                                                                                                                                                                                  • Figure 22: How often respondents buy selected types of ready meals, RoI, May 2010
                                                                                                                                                                                                  • Figure 23: How often respondents buy selected types of ready meals, RoI, May 2010
                                                                                                                                                                                                • NI shoppers prove more adventurous
                                                                                                                                                                                                    • Figure 24: How often respondents buy selected types of ready meals, NI, May 2010
                                                                                                                                                                                                    • Figure 25: How often respondents buy selected types of ready meals, NI, May 2010
                                                                                                                                                                                                  • Younger consumers the chief pizza eaters
                                                                                                                                                                                                    • Figure 26: Age groups more inclined to purchase pizza, by frequency of pizza purchase, NI and RoI, May 2010
                                                                                                                                                                                                  • Regular buyers of rice/noodle pouches include less affluent consumers
                                                                                                                                                                                                    • Figure 27: Demographics more likely to regularly buy rice/noodle pouches, NI and RoI, May 2010
                                                                                                                                                                                                  • Stay-at-home consumers favour soup
                                                                                                                                                                                                    • Low uptake of healthier own-label lines among older consumers
                                                                                                                                                                                                      • Figure 28: Demographics more likely to regularly buy premium own-label meals, NI and RoI, May 2010
                                                                                                                                                                                                    • Dietary meals bought by both sexes
                                                                                                                                                                                                      • Men dominate uptake of global cuisines in RoI
                                                                                                                                                                                                        • Under-35s buy more vegetarian ready meals
                                                                                                                                                                                                        • The Consumer – Attitudes towards Ready Meals

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Attitudes towards ready meals more positive in NI
                                                                                                                                                                                                              • Figure 29: Agreement with selected statements relating to ready meals, NI and RoI, May 2010
                                                                                                                                                                                                            • Women aged 35+ turn to convenience factor in NI
                                                                                                                                                                                                              • Ready meals rated unhealthy by almost half of RoI consumers
                                                                                                                                                                                                                • Meal deals a hit with urban ABC1 females
                                                                                                                                                                                                                  • Cost less of an issue in NI
                                                                                                                                                                                                                    • Ready meals dismissed as lazy, sub-standard to home cooking by some
                                                                                                                                                                                                                    • The Consumer – Target Groups

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • RoI target groups
                                                                                                                                                                                                                          • Figure 30: Consumer target groups, RoI, May 2010
                                                                                                                                                                                                                        • Convenience Seekers
                                                                                                                                                                                                                          • Ready Meal Advocates
                                                                                                                                                                                                                            • Anti-Ready Meals
                                                                                                                                                                                                                              • NI target groups
                                                                                                                                                                                                                                • Figure 31: Consumer target groups, NI, May 2010
                                                                                                                                                                                                                              • Ready Meal Endorsers
                                                                                                                                                                                                                                • Unconvinced
                                                                                                                                                                                                                                  • Would-be Chefs
                                                                                                                                                                                                                                  • Appendix – Who’s Innovating?

                                                                                                                                                                                                                                      • Figure 32: New launches, by storage type, IoI, 2007-09
                                                                                                                                                                                                                                      • Figure 33: New launches, by top five launch types type, IoI, 2007-09
                                                                                                                                                                                                                                  • Appendix – The Consumer – Consumer Preferences

                                                                                                                                                                                                                                      • Figure 34: How often respondents buy soup (including instant, chilled etc), by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 35: How often respondents buy soup (including instant, chilled etc), by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 36: How often respondents buy Italian ready meals (eg lasagne/carbonara), by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 37: How often respondents buy Italian ready meals (eg lasagne/carbonara), by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 38: How often respondents buy Indian ready meals (eg chicken tikka), by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 39: How often respondents buy Indian ready meals (eg chicken tikka), by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 40: How often respondents buy traditional Irish ready meals (eg stew), by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 41: How often respondents buy traditional Irish ready meals (eg stew), by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 42: How often respondents buy Chinese ready meals (eg sweet and sour chicken), by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 43: How often respondents buy Chinese ready meals (eg sweet and sour chicken), by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 44: How often consumers buy ready-made side dishes (eg mashed potato), by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 45: How often consumers buy ready-made side dishes (eg mashed potato), by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 46: How often respondents buy sushi, by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 47: How often respondents buy sushi, by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 48: How often respondents buy any vegetarian ready meal, by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 49: How often respondents buy any vegetarian ready meal, by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 50: How often respondents buy Thai ready meals (eg Thai green curry), by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 51: How often respondents buy Thai ready meals (eg Thai green curry), by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 52: How often respondents buy traditional ready meals (eg roast chicken, burgers etc), by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 53: How often respondents buy traditional ready meals (eg roast chicken, burgers etc), by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 54: How often respondents buy frozen/chilled pizza, by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 55: How often respondents buy frozen/chilled pizza, by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 56: How often respondents buy rice/noodle pouches (eg Uncle Ben’s Express Rice), by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 57: How often respondents buy rice/noodle pouches (eg Uncle Ben’s Express Rice), by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 58: How often consumers buy premium own-label/supermarket ready meals (eg Tesco Finest, Sainsbury’s Taste the Difference), by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 59: How often consumers buy premium own-label/supermarket ready meals (eg Tesco Finest, Sainsbury’s Taste the Difference), by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 60: How often respondents buy healthier eating own-label/supermarket ready meals (eg Tesco Healthy Living, Superquinn Nutritionally Balanced), by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 61: How often respondents buy healthier eating own-label/supermarket ready meals (eg Tesco Healthy Living, Superquinn Nutritionally Balanced), by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 62: How often respondents buy any diet/low-calorie/low-fat ready meal (eg Weight Watchers), by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 63: How often respondents buy any diet/low-calorie/low-fat ready meal (eg Weight Watchers), by demographics, NI, May 2010
                                                                                                                                                                                                                                  • Appendix – The Consumer – Attitudes towards Ready Meals

                                                                                                                                                                                                                                      • Figure 64: Agreement with selected statements regarding ready meals, by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 65: Agreement with selected statements regarding ready meals, by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 66: Agreement with selected statements regarding ready meals, by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 67: Agreement with selected statements regarding ready meals, by demographics, NI, May 2010
                                                                                                                                                                                                                                  • Appendix – Consumer Target Groups

                                                                                                                                                                                                                                      • Figure 68: Consumer target groups, by demographics, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 69: Consumer target groups, by demographics, NI, May 2010
                                                                                                                                                                                                                                      • Figure 70: Agreement with selected statements regarding ready meals, by consumer target groups, RoI, May 2010
                                                                                                                                                                                                                                      • Figure 71: Agreement with selected statements regarding ready meals, by consumer target groups, NI, May 2010

                                                                                                                                                                                                                                  Companies Covered

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                                                                                                                                                                                                                                  How are Ready Meals Targeting the Stay-at-home Consumer? - Ireland - September 2010

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