Explore the latest innovation in prepared meals and pizza in 2025 with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the convenience foods market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global prepared meals and pizza market. Understanding innovation in convenience foods has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Benedict Lai. Benedict joined the Food & Drink team in March 2025, bringing with him over three years’ experience as a CN-EN translator within the localisation team. Currently, he researches and writes Year of Innovation reports.
Launches with meat flavours have increased, with consumers favouring eco-local sourcing and natural claims.
Benedict Lai
Associate Analyst (Innovation)
Launches with meat flavours have increased, with consumers favouring eco-local sourcing and natural claims.
Benedict Lai, Associate Analyst (Innovation)
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- What we've seen
- Our pick of the most innovative launches in this review
- Other innovative launches
- Spotlight on regional trends in prepared meal storage types
- Graph 1: share of prepared meal & meal kit launches by storage type, 2024-25
- The Future of Meals & Pizza: 2025
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: prepared meal & pizza launches with meat, fish & seafood flavours are on the rise
- Meat remains central, while low consumer demand holds back plant-based meals
- More prepared meal & pizza launches feature meat flavours
- Launches with meat, fish & seafood-based ingredients highlight functional claims and unique flavours
- Brands elevate vegan and plant-based launches through packaging and health cues
- Europe: brands highlight locally sourced ingredients
- Pizza consumers prioritise eco-friendly local sourcing over imported authenticity
- Prepared meal launches emphasise locally sourced ingredients
- Pizza innovation spotlights locally sourced ingredients
- Brand renovation/innovation: Gustafs På Österlen brings a music-inspired twist to frozen pizza
- The Middle East & Africa (MEA)
- Growing preference for clean-label prepared meals
- Graph 2: prepared meal & meal kit launches with a no additives/preservatives claim, 2020-25
- Brands offer products with no additives/preservatives as clean-label appeal grows
- Brand renovation/innovation: Rollout taps convenience with Pizza Cupcakes launch
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Asia Pacific (APAC)
- Asia: branded launches lead, but private label edges forward
- Cost-conscious consumers open opportunities for private label
- Branded still dominates, but private label is slowly gaining ground
- Graph 3: share of prepared meal, meal kit & pizza launches, branded vs private label, 2020-25
- Private-label brands boost appeal with innovative ingredient mixes and convenient formats
- Branded players innovate through formats and nutrition
- Brand renovation/innovation: Kewpie strengthens offerings for seniors
- Asia: clean label takes priority over added nutrition
- Consumers seek healthier, cleaner prepared meals
- Brands emphasise clean label over added nutrition
- Graph 4: prepared meal & meal kit launches with no additives/preservatives, high/added protein, high/added fibre and vitamin/mineral-fortified claims, 2024-25
- Prepared meal & meal kit launches highlight clean label and nutrition
- Australia & New Zealand
- Prepared meal and pizza launches with protein claims lag behind consumer interest
- Graph 5: prepared meal, meal kit & pizza launches with a high/added protein claim, 2020-25
- Protein in focus as brands respond to consumer demand
- Brand renovation/innovation: Moana New Zealand taps convenience trend with shelf-stable prepared meals
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THE AMERICAS
- North America: share of organic claims rises in prepared meal launches
- Consumers look for natural cues in prepared meals
- Steady recovery in organic claims among prepared meal launches
- Graph 6: prepared meal & meal kit launches with organic claim, 2020-25
- Prepared meal launches use organic claims to signal quality and transparency
- North America: crunchy leads in pizza launches, but softer textures gain traction
- Pizza buyers seek wider variety to meet their tastes
- Crunchy dominates, but softer pizza textures grow
- Graph 7: pizza launches, by top five textures, 2024-25
- Pizza launches spotlight texture in innovation strategies
- Latin America
- Air fryer adoption sparks innovation in prepared meals and pizzas
- Graph 8: prepared meal & pizza launches with 'air fryer' in product description, 2020-25
- Brazil leads in air-fryer-ready prepared meal & pizza launches
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
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