Prepared Meals Review - UK - May 2016
“Boosting the nutritional benefits of prepared meals can tap into the current high interest in “positive nutrition” foods while helping to overturn the typically unhealthy image of these products. Within this, vegetables, superfoods, whole grains and ancient grains can play an increasingly important role, as well as foodie health trend such as spiralising and “faux carbs”.”
– Emma Clifford, Senior Food Analyst
This report discusses the following key topics:
- Demand for pizzas featuring flavour-enhancing and health-boosting ingredients within the dough
- All-British ingredients can help to win the loyalty of the ‘grey pound’
- Different formats of vegetables can create standout among women, with see-through packaging best-placed to display these
The prepared meals market was in a somewhat beleaguered state in 2013 and 2014. The “horsegate” scandal took its toll, contributing to a tarnished image for ready meals in particular, and competition from scratch cooking intensified. 2015 has seen the market turn a corner, and value sales returned to growth. Premiumisation and health emerged as key trends in innovation, aiming to overturn negative perceptions in terms of quality and healthiness.
Fortunes, however, have been mixed, between both segments and brands. Growth was enjoyed by frozen ready meals, pastry-based products and chilled soup, while ready to cook foods took a big hit. Meanwhile, one of the standout performances came from premium chilled ready meal brand Charlie Bighams, though this continues to play a marginal role in the overall market still.
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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