Prepared Meals - China - July 2013
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“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:
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.
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