“One way to help increase usage of frozen meals is to better position them as convenient and affordable ways to try new types of cuisines. Only 21% of respondents say frozen meals are a good way to try new cuisine types, Mintel’s survey finds, suggesting untapped potential for introducing consumers to brands’ more exotic flavors and dishes, such as ethnic and vegetarian meals.”
– John N. Frank, Category Manager, Food and Drink Reports
Some questions answered in this report include:
- Can brands position their products as ways to try new cuisines?
- Should brands offer/promote a full serving of vegetables in their meals?
- Is it possible to make frozen meals less expensive?
- Should single-serve frozen meals come in two sizes?
The U.S. market for frozen meals is declining, due to consumer perceptions that frozen meals are less than nutritious, as well as the slowly recovering economy, which has revived spending power somewhat and led many consumers away from frozen meals and back toward dining out.
This report provides in-depth analysis of these factors, as well as close examination of the following: how households with kids are helping to decelerate sales losses the role of elderly consumers in frozen meal consumption why blacks are most likely to consumer frozen meals the potential for consumers to cook from scratch and therefore require fewer frozen meals how single-serve frozen meals maintain their position as the top segment analysis of the leading brands in the MULO market marketing strategies of top frozen meal brands.
This report also features a breakdown of consumption by demographics, and explores attitudes and opinions about frozen meals, as well as brands eaten, desired product attributes, and reasons and occasions for eating, based on the results of Mintel’s exclusive consumer survey and close analysis of the Experian Marketing Services NHCS.
For the purposes of this report, frozen meals are defined as complete meals or entrées that are precooked and frozen. Frozen meals usually include a side dish and require minimal preparation or cooking time. Rice, pasta, noodle, and vegetable dinners in “bowls” are included. The four primary segments include the following:
- single-serve frozen meals
- multiserve frozen meals
- frozen pot pies
- frozen side dishes.