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Prepared Meals - China - July 2013

“The continued rises in average incomes, increasing numbers of middle-class consumers and changing lifestyles, such as busier working lives, have made prepared meals increasingly popular. However, the category faces fierce competition from the diverse range of foods available in foodservice, while supply chain issues remain a barrier in some geographical areas.”

– Eileen Ngieng – Senior Research Analyst

Some questions answered in this report include:

  • What is the current state of the ready meals market, and how is the market expected to develop in the near future? What are the key market drivers and restraints?
  • What influences consumer behaviour and attitudes towards prepared meals, and what are the key factors affecting their product choice?
  • What areas offer future potential for product development in prepared meals?


Report Introduction:

The continued rises in average incomes, increasing numbers of middle-class consumers and changing lifestyles, such as busier working lives, have made prepared meals increasingly popular. However, the category faces fierce competition from the diverse range of foods available in foodservice, while supply chain issues remain a barrier in some geographical areas.

The majority of urban users buy prepared meals when they do not have time to cook. While products tend to be positioned on a convenience platform, claims such as microwavable, time/speed and ease of use are not being fully explored. Chilled prepared meals are gaining popularity especially in convenience stores, the strong convenience proposition expected to fuel growth in the segment.

That only 11% of users currently see prepared meals as healthy highlights the need for the market to improve its image in this area. Meanwhile nearly two in three consumers who eat prepared meals are interested in meals offering health benefits, suggesting a platform for operators for driving growth, helped by recent initiatives to standardise nutrition labelling.

The growth of the middle class is also fuelling demand for premium prepared meals, with naturalness resonating widely as a quality indicator. The introduction of exotic prepared meals such as Western, Japanese, Korea and Southeast Asian recipes could resonate in the market, as a large minority of users see prepared meals as a good way to try a new dish.

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • In this report we answer the key questions
        • Definition
          • Methodology
          • Executive Summary

              • The market
                • Figure 1: China value retail sales of ready meals, 2008-18
                • Figure 2: China ready meals retail sales, by segment, by value (RMB bn), 2008-12
              • Companies and brands
                • Figure 3: Leading companies’ shares of retail value sales of ready meals in China, 2011-12
              • The consumer
                • Frequency of eating prepared meals
                  • Figure 4: Frequency of eating different types of prepared meals or meal kits, February 2013
                • Usage occasions
                  • Retail channels
                    • Most important factors considered when buying prepared meals
                      • Figure 5: Leading factors considered when choosing prepared meals, February 2013
                    • Attitudes towards prepared meals
                      • Time and convenience are key drivers of demand
                        • Figure 6: Selected attitudes towards prepared meals and meal kits, February 2013
                      • Prepared meals suffer from a poor image on health and taste
                        • Figure 7: Selected attitudes towards prepared meals, February 2013
                      • Demand for premium products
                        • Key trends
                          • Convenience remains the main driver of demand for prepared meals
                            • Addressing health and taste concerns will drive prepared meals
                              • Premium prepared meals emerge in China
                              • The Market

                                • Key points
                                  • Market size
                                    • Figure 8: Value and volume retail sales of ready meals, China, 2008-18
                                  • Changing lifestyles and rising incomes support demand for ready meals…
                                    • …while rise of modern trade facilitates growing availability
                                      • The forecast
                                        • Figure 9: China retail sales of ready meals, by value, 2008-18
                                      • Market segmentation
                                        • Figure 10: China ready meals retail sales by segment, by value, 2008-12
                                        • Figure 11: China ready meals retail sales by segment, by volume, 2008-12
                                        • Figure 12: China retail sales of ready meals, by segment, by value and volume share, 2008 and 2012
                                      • Traditional dumplings maintain an important role in the ready meals market
                                        • Frozen pizza is gaining popularity, benefiting from foodservice
                                        • Companies and Brands

                                          • Key points
                                            • The ready meals market remains highly fragmented
                                              • Figure 13: Leading companies’ shares of retail value sales of ready meals in China, 2010-12
                                            • Nestlé S.A.
                                              • Zhengzhou Sanquan Food Co., Ltd.
                                                • Hangzhou Wahaha Group Co., Ltd.
                                                  • General Mills, Inc.
                                                    • Zhengzhou Synear Food Co. Ltd
                                                    • The Consumer

                                                      • Key points
                                                        • Frequency of eating prepared meals
                                                            • Figure 14: Frequency of eating different types of prepared meals or meal kits, February 2013
                                                          • Usage occasions
                                                              • Figure 15: Occasions of eating prepared meals, February 2013
                                                            • Retail channels
                                                                • Figure 16: Prepared meals purchasing in the last 3 months, by channel, February 2013
                                                              • Most important factors considered when buying prepared meals
                                                                  • Figure 17: Factors considered important when choosing prepared meals, February 2013
                                                                • Attitudes towards prepared meals
                                                                  • Time and convenience are key drivers of demand
                                                                      • Figure 18: Attitudes towards prepared meals, February 2013
                                                                    • Prepared meals suffer from a poor image on health and taste
                                                                      • Interest in ingredients not translating to action
                                                                        • Fortification offers a platform for capitalising on health concerns
                                                                            • Figure 19: Attitudes towards prepared meals and meal kits, February 2013
                                                                          • Demand for premium products
                                                                          • Addressing Health and Taste Concerns Can Drive Prepared Meals

                                                                            • Key points
                                                                              • Health and taste are key factors for consumers
                                                                                • Figure 20: Factors considered important when choosing prepared meals, February 2013
                                                                                • Figure 21: Share of new product launches within the China prepared meals market, by selected claims, 2009-13*
                                                                                • Figure 22: Attitudes towards prepared meals, February 2013
                                                                                • Figure 23: Attitudes towards prepared meals and meal kits, February 2013
                                                                              • Chinese government to standardise nutrition labelling guidelines
                                                                                • Brands look to position prepared meals as offering quality
                                                                                  • Taste perceptions remain a challenge for prepared meals
                                                                                    • Building trust in prepared meals
                                                                                      • Few products feature overt health claims
                                                                                        • What it means
                                                                                        • Premium Prepared Meals Emerge in China

                                                                                          • Key points
                                                                                            • The market sees average price rise
                                                                                              • Figure 24: Share of products with premium claims of all new prepared meals, China, 2009-12
                                                                                              • Figure 25: average unit price per kg for ready meals in China, by sector, 2008-12
                                                                                            • Natural ingredients are widely seen as worth paying more for
                                                                                              • Figure 26: Claims consumers deem to be worth paying extra for in food and drink, China, March 2012
                                                                                              • Figure 27: Attitudes towards prepared meals, February 2013
                                                                                            • Prepared meals look to improve the quality of their ingredients and production techniques
                                                                                              • Prepared meals emphasise secret recipes and fresh ingredients to appeal to consumers’ taste buds
                                                                                                • Processing techniques claim to maintain nutrition and traditional taste
                                                                                                  • Exotic recipes could inspire Chinese brands
                                                                                                    • Figure 28: Flavours of instant noodles consumers are interested in buying, January 2013
                                                                                                  • Premium Western prepared meals could offer inspiration for operators in China
                                                                                                    • What it means
                                                                                                    • Convenience Remains The Main Driver of Demand for Prepared Meals

                                                                                                      • Key points
                                                                                                        • The prepared meals market gears up for a change in consumer habits
                                                                                                          • Figure 29: Frequency of eating different types of prepared meals or meal kits, February 2013
                                                                                                        • New occasions support growth in prepared meals consumption
                                                                                                          • Urbanisation fuels rise in solo dining
                                                                                                            • Figure 30: Occasions of eating prepared meals, February 2013
                                                                                                          • Scope for prepared meals to drive usage in new areas
                                                                                                            • Figure 31: Attitudes towards prepared meals and meal kits, February 2013
                                                                                                            • Figure 32: Prevalence of convenience claims on new prepared meals product launches in China, 2008-12
                                                                                                          • What it means
                                                                                                          • Appendix – Frequency of Eating Different Types of Prepared Meals Or Meal Kits

                                                                                                              • Figure 33: Frequency of eating different types of prepared meals or meal kits, February 2013
                                                                                                              • Figure 34: Detailed frequency of eating different types of prepared meals or meal kits, February 2013
                                                                                                              • Figure 35: Detailed frequency of eating different types of prepared meals or meal kits, February 2013 (continued)
                                                                                                          • Appendix – Occasions of Eating Prepared Meals

                                                                                                              • Figure 36: Occasions of eating prepared meals, February 2013
                                                                                                              • Figure 37: Occasions of eating prepared meals, by demographics, February 2013
                                                                                                              • Figure 38: Most important factors considered when buying a prepared meals, by occasions of eating prepared meals, February 2013
                                                                                                          • Appendix – Attitudes towards Prepared Meals

                                                                                                              • Figure 39: Attitudes towards prepared meals, February 2013
                                                                                                              • Figure 40: Most popular attitudes towards prepared meals, by demographics, February 2013
                                                                                                              • Figure 41: Next most popular attitudes towards prepared meals, by demographics, February 2013
                                                                                                          • Appendix – Places of Purchase of Prepared Meals

                                                                                                              • Figure 42: Places of purchase of prepared meals, February 2013
                                                                                                              • Figure 43: Most popular places of purchase of prepared meals, by demographics, February 2013
                                                                                                              • Figure 44: Next most popular places of purchase of prepared meals, by demographics, February 2013
                                                                                                              • Figure 45: Places of purchase of prepared meals, by occasions of eating prepared meals, February 2013
                                                                                                          • Appendix – Most Important Factors Considered When Buying Prepared Meals

                                                                                                              • Figure 46: Factors considered when buying prepared meals, February 2013
                                                                                                              • Figure 47: Top ranked factors considered when buying prepared meals, by demographics, February 2013
                                                                                                              • Figure 48: Second ranked factors considered when buying prepared meals, by demographics, February 2013
                                                                                                              • Figure 49: Second ranked important factors considered when buying prepared meals, by demographics, February 2013 (continued)
                                                                                                              • Figure 50: Third ranked factors considered when buying prepared meals, by demographics, February 2013
                                                                                                              • Figure 51: Third ranked factors considered when buying prepared meals, by demographics, February 2013 (continued)
                                                                                                              • Figure 52: Factors considered when buying prepared meals, by occasions of eating prepared meals, February 2013
                                                                                                          • Appendix – Attitudes towards Prepared Meals

                                                                                                              • Figure 53: Attitudes towards prepared meals and meal kits, February 2013
                                                                                                              • Figure 54: Most popular attitudes towards prepared meals and meal kits, by demographics, February 2013
                                                                                                              • Figure 55: Next most popular attitudes towards prepared meals and meal kits, by demographics, February 2013
                                                                                                              • Figure 56: Attitudes towards prepared meals and meal kits, by occasions of eating prepared meals, February 2013

                                                                                                          Companies Covered

                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                          Prepared Meals - China - July 2013

                                                                                                          £3,273.18 (Excl.Tax)