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Ready Meals - Ireland - October 2013

“The ready meal market is expected to experience steady growth in the years ahead until 2018, boosted mainly by its convenience status amongst time-scarce consumers. In order to drive the category forward, brands should look to enhance the nutritional credentials of meals and adopt a more transparent approach to the sourcing and origin of ingredients.”

– Sophie Dorbie, Research Analyst

Some questions answered in this report include:

  • Are consumers favouring chilled, frozen or ready-to-cook meals?
  • What impact did the horsemeat scandal have on consumers’ attitudes towards ready meals?
  • How can ready meals improve their health credentials and appeal to health-conscious consumers?
  • What impact is the scratch cooking resurgence having on the ready meal market?

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definitions
          • Consumer research
            • Data sources
              • Abbreviations
              • Executive Summary

                  • The market
                    • Figure 1: Segmentation of the ready meal market, by three main sub-sectors, IoI, 2012
                  • Forecast
                    • Figure 2: Index growth in ready meal market, NI and RoI, 2008-18
                  • Market factors
                    • Horsemeat scandal
                      • The rise of own-brand and discount retailers
                        • Declining household size
                          • Focus on diet and health
                            • Companies, brands and innovations
                              • The consumer
                                • Chilled ready meals most popular with Irish consumers
                                  • Figure 3: Prepared meals purchased in the last three months, NI and RoI, October 2013
                                • Chilled and ready-to-cook meals being favoured by ABC1 consumers
                                  • Figure 4: Prepared meals purchased in the last three months, by social class, NI and RoI, October 2013
                                • Irish consumers favouring traditional cuisine
                                  • Figure 5: Types of ready meals purchased in the last three months, NI and RoI, October 2013
                                • Premium ranges most popular with Irish consumers
                                  • Figure 6: Types of ready meals purchased in the last three months, NI and RoI, October 2013
                                • Ready meals benefiting from their convenience status
                                  • Figure 7: Words associated with chilled, frozen and ready-to-cook meals, NI, October 2013
                                • Ready-to-cook meals benefiting from positive associations by RoI consumers
                                  • Figure 8: Words associated with chilled, frozen and ready-to-cook meals, RoI, October 2013
                                • Ready meals appealing to time-scarce Irish consumers
                                  • Figure 9: Agreement with statements relating to ready meals, NI and RoI, October 2013
                                • What we think
                                • Issues in the Market

                                  • What impact did the horsemeat scandal have on consumers’ attitudes towards ready meals?
                                    • How can ready meals improve their health credentials and appeal to health-conscious consumers?
                                      • Are consumers favouring chilled, frozen or ready-to-cook meals?
                                        • What impact is the scratch cooking resurgence having on the ready meal market?
                                          • NPD opportunities for Irish brands
                                          • Trend Application

                                              • Locavore
                                                • Man in the Mirror
                                                  • Mintel futures: Brand Intervention
                                                  • Market Overview

                                                    • Key points
                                                      • Rising food prices putting pressure on consumer spending
                                                        • Figure 10: Annual food inflation, percentage change on the same period of the previous year, UK (including NI) and RoI, February-September 2013
                                                      • Ready meal industry embroiled in horsemeat scandal
                                                        • Figure 11: Agreement with statements relating to ready meals, NI and RoI, October 2013
                                                      • Frozen foods appealing in challenging economic climate
                                                        • Figure 12: Consumers who bought own-label frozen foods in the last 12 months, NI and RoI, 2010 and 2012
                                                        • Figure 13: Consumers’ attitudes towards frozen and chilled food, RoI, 2013
                                                      • Consumer belt tightening helping discount retailers to capture higher market share
                                                        • Figure 14: How consumers rate their current financial situation, NI and RoI, July 2013
                                                      • Ready meal market well positioned to appeal to one-person households
                                                        • Figure 15: Percentage of private households, by number of occupants, NI and RoI, 2011
                                                      • Long working hours fuelling demand for ready meals
                                                        • Figure 16: Average number of actual weekly hours of work in main job, full-time employees, 2012
                                                      • Ready meals battling criticism due to health credentials
                                                        • Figure 17: Energy contents of lasagne in three major supermarkets, 2012
                                                    • Competitive Context

                                                      • Key points
                                                        • Re-engagement with home cooking poses challenges to market
                                                          • Figure 18: Level of cooking expertise, RoI, 2005-13
                                                          • Figure 19: Attitudes towards cooking, RoI, 2007-13
                                                        • The rise of the meal kit
                                                          • Figure 20: Meal kits launched, UK and Ireland, 2008-13
                                                        • Casual and on-the-go dining posing a threat to the ready meal market
                                                          • Figure 21: Irish foodservice sales (€ million at consumer prices), NI and RoI, 2003-15
                                                      • Market Size and Segmentation

                                                        • Key points
                                                          • Steady growth forecast for Irish ready meal market
                                                            • Figure 22: Market size of ready meals *, all-Ireland, 2008-18
                                                          • Growth in NI ready meal market forecast to outpace RoI market
                                                            • Figure 23: Index growth in ready meal market, NI and RoI, 2008-18
                                                          • Chilled dominating ready meal market
                                                            • Figure 24: Segmentation of the ready meal market, by three main sub-sectors, IoI, 2012
                                                        • Strengths and Weaknesses

                                                          • Strengths
                                                            • Weaknesses
                                                            • Innovations

                                                              • Key points
                                                                • Private label dominating ready meal category
                                                                  • Figure 25: Branded and private label ready meal launches, UK and Ireland, 2008-13
                                                                • Tesco leads the multiples in ready meal launches
                                                                  • Figure 26: Top five ready meal launches by company, UK and Ireland, 2008, 2012 and 2013
                                                                • Global new flavour innovation
                                                                  • Celebrity chefs branching out to ready meal ranges
                                                                    • ‘Slow cooking’ adding value to ready meals
                                                                      • Frozen ready meal innovations targeting specific demographics
                                                                      • Companies and Products

                                                                          • Asda
                                                                              • Figure 27: Asda’s standard range of ready meals
                                                                            • Dunnes Stores
                                                                              • Findus
                                                                                • Heinz
                                                                                  • Weight Watchers
                                                                                    • Kerry Foods
                                                                                      • Marks & Spencer
                                                                                        • Sainsbury’s
                                                                                          • SuperValu
                                                                                            • Tesco
                                                                                              • The Co-operative Group
                                                                                              • The Consumer – Frequency of Consumption

                                                                                                • Key points
                                                                                                  • Chilled ready meals most popular with Irish consumers
                                                                                                    • Figure 28: Chilled ready meals purchased in the last three months, NI and RoI, October 2013
                                                                                                    • Figure 29: Chilled ready meals purchased in the last three months, by gender and social class, NI and RoI, October 2013
                                                                                                  • Frozen meals less popular than chilled
                                                                                                      • Figure 30: Frozen ready meals purchased in the last three months, by gender and social class, NI and RoI, October 2013
                                                                                                      • Figure 31: Frozen ready meals purchased in the last three months, NI and RoI, October 2013
                                                                                                    • Ready-to-cook meals appealing to ABC1 consumers
                                                                                                      • Figure 32: Ready-to-cook meals purchased in the last three months, by gender and social class, NI and RoI, October 2013
                                                                                                      • Figure 33: Ready-to-cook meals purchased in the last three months, NI and RoI, October 2013
                                                                                                  • The Consumer – Types of Ready Meal Cuisine Purchased

                                                                                                    • Key points
                                                                                                      • Traditional cuisine most popular with Irish consumers
                                                                                                        • Figure 34: Types of ready meals purchased in the last three months, NI and RoI, October 2013
                                                                                                      • Men most likely to choose traditional ready meals
                                                                                                        • Figure 35: Traditional ready meals purchased in the last three months, by gender and age, NI and RoI, October 2013
                                                                                                      • Less affluent consumers opt for traditional flavours
                                                                                                        • Figure 36: Traditional ready meals purchased in the last three months, by social class, NI and RoI, October 2013
                                                                                                      • NI consumers more likely to opt for ethnic ready meals
                                                                                                        • Figure 37: Chinese and Indian ready meals purchased in the last three months, NI and RoI, October 2013
                                                                                                      • Men preferring traditional whilst women opt for Italian
                                                                                                        • Figure 38: Types of ready meals purchased in the last three months, by gender, NI and RoI, October 2013
                                                                                                      • Women and RoI consumers seeking healthy ready meals
                                                                                                        • Figure 39: Purchased low-fat/low-calorie ready meals/ ready-to-cook meals in the past three months, by gender and age, NI and RoI, October 2013
                                                                                                    • The Consumer – Types of Ready Meal Brands Purchased

                                                                                                      • Key points
                                                                                                        • Premium own-label most popular with Irish consumers
                                                                                                          • Figure 40: Types of ready meals purchased in the last three months, NI and RoI, October 2013
                                                                                                          • Figure 41: Premium supermarket own-label ready meals purchased in the last three months, by social class and age, NI and RoI, October 2013
                                                                                                        • Standard ready meal ranges being favoured by NI men
                                                                                                          • Figure 42: Standard ready meals/ready-to-cook meals purchased in the last three months, by gender and age, NI and RoI, October 2013
                                                                                                        • Over half of Irish consumers purchasing branded ready meals
                                                                                                          • Figure 43: Branded ready meals/ready-to-cook meals purchased in the last three months, by gender and age, NI and RoI, October 2013
                                                                                                      • The Consumer – Perceptions of Ready Meals

                                                                                                        • Key points
                                                                                                          • Ready meals benefiting from their convenient status
                                                                                                            • Figure 44: Words associated with chilled, frozen and ready-to-cook meals, NI, October 2013
                                                                                                          • Ready meals well positioned to appeal to time-scarce RoI consumers
                                                                                                            • Figure 45: Words associated with chilled, frozen and ready-to-cook meals, RoI, October 2013
                                                                                                          • NI and RoI men are key targets for chilled and frozen ready meal industry
                                                                                                            • Figure 46: Words associated with chilled, frozen and ready-to-cook meals, by gender, RoI, October 2013
                                                                                                        • The Consumer – Attitudes towards Ready Meals

                                                                                                          • Key points
                                                                                                            • Ready meals appealing to time-scarce Irish consumers
                                                                                                              • Figure 47: Agreement with statements relating to ready meals, NI and RoI, October 2013
                                                                                                            • Ready meals well positioned to appeal to one-person households
                                                                                                              • Figure 48: Agreement with the statement ‘Ready meals are a convenient alternative when I am too busy/tired to cook’, by marital status, NI and RoI, October 2013
                                                                                                            • Women more likely to cook from scratch
                                                                                                              • Figure 49: Agreement with the statement ‘I prefer to cook meals from scratch so I can control the ingredients’, by gender and age, NI and RoI, October 2013
                                                                                                            • Women wary of the quality of value meals
                                                                                                              • Figure 50: Agreement with the statement ‘I'm wary of the quality of the ingredients in value ranges of ready meals’, by gender and age, NI and RoI, October 2013
                                                                                                            • Food price rises being felt by consumers
                                                                                                              • Figure 51: Agreement with the statement ‘Ready meals have become more expensive over the past year’, by social class, NI and RoI, October 2013
                                                                                                            • A quarter of NI and a fifth of RoI consumers are keen to try new ready meal cuisines
                                                                                                              • Figure 52: Agreement with the statement ‘I like to try new cuisine types in ready meals (eg Moroccan, etc.)’, by gender and age, NI and RoI, October 2013
                                                                                                            • RoI consumers looking to provenance of ready meals
                                                                                                              • Figure 53: Agreement with the statement ‘I would like to know more about the origin of the ingredients (eg meat) in ready meals’, by gender and age, NI and RoI, October 2013
                                                                                                            • Over a quarter of NI consumers buying more ready meal dine-in deals
                                                                                                              • Figure 54: Agreement with the statement ‘I'm buying more ready meal deals (eg Marks & Spencer's Dine in for £10/ €13.50)’, by gender and age, NI and RoI, October 2013
                                                                                                          • Appendix

                                                                                                            • NI Toluna tables
                                                                                                              • Figure 55: Chilled ready meals purchased in the last three months, by demographics, NI, October 2013
                                                                                                              • Figure 56: Frozen ready meals purchased in the last three months, by demographics, NI, October 2013
                                                                                                              • Figure 57: Ready-to-cook meals purchased in the last three months, by demographics, NI, October 2013
                                                                                                              • Figure 58: Types of ready meals purchased in the last three months, by demographics, NI, October 2013
                                                                                                              • Figure 59: Purchased low-fat/low-calorie ready meals/ ready-to-cook meals in the past three months, by demographics, NI, October 2013
                                                                                                              • Figure 60: Types of ready meals/ready-to-cook meals purchased in the last three months, by demographics, NI, October 2013
                                                                                                              • Figure 61: Words associated with chilled ready meals, by demographics, NI, October 2013
                                                                                                              • Figure 62: Words associated with chilled ready meals, by demographics, NI, October 2013 (continued)
                                                                                                              • Figure 63: Words associated with frozen ready meals, by demographics, NI, October 2013
                                                                                                              • Figure 64: Words associated with frozen ready meals, by demographics, NI, October 2013 (continued)
                                                                                                              • Figure 65: Words associated with ready-to-cook meals, by demographics, NI, October 2013
                                                                                                              • Figure 66: Words associated with ready-to-cook meals, by demographics, NI, October 2013 (continued)
                                                                                                              • Figure 67: Agreement with statements relating to ready meals, by demographics, NI, October 2013
                                                                                                              • Figure 68: Agreement with statements relating to ready meals, by demographics, NI, October 2013 (continued)
                                                                                                            • RoI Toluna tables
                                                                                                              • Figure 69: Chilled ready meals purchased in the last three months, by demographics, RoI, October 2013
                                                                                                              • Figure 70: Frozen ready meals purchased in the last three months, by demographics, RoI, October 2013
                                                                                                              • Figure 71: Ready-to-cook meals purchased in the last three months, by demographics, RoI, October 2013
                                                                                                              • Figure 72: Types of ready meals purchased in the last three months, by demographics, RoI, October 2013
                                                                                                              • Figure 73: Purchased low-fat/low-calorie ready meals/ready-to-cook meals in the past three months, by demographics, RoI, October 2013
                                                                                                              • Figure 74: Types of ready meals/ready-to-cook meals purchased in the last three months, by demographics, RoI, October 2013
                                                                                                              • Figure 75: Words associated with chilled ready meals, by demographics, RoI, October 2013
                                                                                                              • Figure 76: Words associated with chilled ready meals, by demographics, RoI, October 2013 (continued)
                                                                                                              • Figure 77: Words associated with frozen ready meals, by demographics, RoI, October 2013
                                                                                                              • Figure 78: Words associated with frozen ready meals, by demographics, RoI, October 2013 (continued)
                                                                                                              • Figure 79: Words associated with ready-to-cook meals, by demographics, RoI, October 2013
                                                                                                              • Figure 80: Words associated with ready-to-cook meals, by demographics, RoI, October 2013
                                                                                                              • Figure 81: Agreement with statements relating to ready meals, by demographics, RoI, October 2013
                                                                                                              • Figure 82: Agreement with statements relating to ready meals, by demographics, RoI, October 2013 (continued)

                                                                                                          Companies Covered

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

                                                                                                          Ready Meals - Ireland - October 2013

                                                                                                          £1,095.00 (Excl.Tax)