From the consumer’s perspective, the consumption of prepared meals has remained stable compared to last year − for the most part, they’re not eating more, but they aren’t eating less either. This stability in the prepared meals category is both a positive sign and a challenge for brands aiming to grow sales in this space that more than 80% of Canadians claim to use. While convenience remains a strong point for prepared meals, there are notable opportunities to improve in areas such as healthfulness and freshness.
The key challenge and opportunity for prepared meals as a sector lies in balancing existing strengths with areas for development. Although a swift industry-wide shift may be challenging in the short to medium term, individual brands can make progress in enhancing the aforementioned areas of freshness, healthfulness, as well as culinary innovation, over time.
In this regard, it’s important to consider consumer feedback. Different groups − such as generations, parents versus non-parents, and new Canadians − have distinct preferences and concerns. Thoughtfully addressing these differences is essential for brands to overcome the challenges faced by the prepared meals category and extend usage. By focusing on these needs, companies can better position their brands to succeed in what is a competitive landscape.
For this Report, prepared meals are defined as complete meals or entrées that are precooked and frozen or refrigerated. These meals usually include a side dish and require minimal preparation or cooking time.
Side dishes are defined in this Report as products intended to be used alongside an entrée or meal center. These items can be frozen or refrigerated. Please note that while the industry has a clear definition of side dishes, the demarcation is not so clear to the consumer, who may well use specific side dishes as a meal or a snack.
The primary segments include the following:
Excluded from this Report are meals and side dishes prepared in-store and sold in the fresh deli or other departments. Also excluded are meals and side dishes sold through foodservice venues.
Mintel’s food industry expert delivers in-depth insights with this report.
Ease and convenience are central for prepared meals, but there’s opportunity to focus on quality, flexibility and value to promote growth.
Joel Gregoire
Associate Director of Food & Drink Reports
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