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.
This report looks at the following areas:
- Stated usage by type and shifts in overall usage
- Reasons consumers turn to prepared meals more and less often compared to a year ago
- Attributes associated with prepared meals versus other types of meals
- Areas of interest in prepared meals
- Appliances used when cooking prepared meals
- Attitudes toward prepared meals in terms of habits, savings and quality
Report scope
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:
- Single-serve frozen meals
- Multi-serve frozen meals
- Refrigerated meals
- Frozen and refrigerated side dishes
- Shelf-stable meals
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.
Expert analysis
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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Executive summary
- What you need to know
- Consumer trends: key takeaways
- Market predictions
- Opportunities
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Consumer Insights
- Consumer fast facts
- Consumption of prepared meals by type
- Don’t leave frozen sides to the side
- Graph 1: types of prepared meals eaten over the past three months – any eaten, 2024
- Understanding consumer preferences: frozen and refrigerated meals
- Graph 2: types of prepared meals also eaten often over the past three months, 2024
- Graph 3: types of prepared meals eaten most often over the past three months, 2024
- Household size matters
- Graph 4: types of prepared meals eaten most often over the past three months, multi-serve vs single-serve frozen meals, by household size, 2024
- Grab younger generations’ attention with refrigerated options
- Graph 5: types of prepared meals eaten most often over the past three months, by generation, 2024
- Remote workers are more likely to keep refrigerated meals on-hand
- Graph 6: refrigerated meals eaten most often over the past three months, by work location, 2024
- Are refrigerated meals a good way to balance freshness and convenience?
- Canadians and Americans differ in their prepared meal consumption habits
- Graph 7: types of refrigerated or shelf-stable prepared meals eaten most often over the past three months, 2024
- Graph 8: types of frozen prepared meals eaten most often over the past three months, 2024
- Whether eaten most often, or at all, frozen sides resonate more with Canadians
- Graph 9: types of refrigerated or shelf-stable prepared meals eaten over the past three months – any eaten, 2024
- Graph 10: types of frozen prepared meals eaten over the past three months – any eaten, 2024
- Canadians are more likely to use frozen dishes as sides. What does this mean?
- Change in prepared meal consumption
- Usage of prepared meals is essentially stable
- Younger consumers are more likely to spur on growth in prepared meals
- Graph 11: change in consumption of prepared meals versus a year ago, by generation, 2024
- New Canadians matter for prepared meals’ growth
- Graph 12: change in consumption of prepared meals versus a year ago, new Canadians vs overall, 2024
- Deliver hot, mid-day meals and snacks for the work-from-home consumer
- Graph 13: change in consumption of prepared meals versus a year ago, by work location, 2024
- Cost concerns are a challenge for prepared meals
- Graph 14: eating prepared meals less often versus a year ago, by financial situation, 2024
- Reasons for eating prepared meals more often versus a year ago
- Consumers look to prepared meals to save time, money and hassle
- Graph 15: reasons for eating prepared meals more often versus a year ago, 2024
- Prepared meals satisfy younger consumers’ demands across a wider range of occasions
- Graph 16: reasons for eating prepared meals more often versus a year ago, by age group, 2024
- Reasons for eating prepared meals less often versus a year ago
- Homemade meals represent the top competition for prepared meals
- A preference for fresh, homemade options is the biggest challenge for prepared meals
- Graph 17: reasons for eating prepared meals less often versus a year ago, 2024
- Shifting habits and rising prices challenge the use of prepared meals for older consumers
- Graph 18: reasons for eating prepared meals less often versus a year ago, by age group, 2024
- Attributes associated with different meal types
- Frozen meals can focus on freshness, health and quality to win share
- Graph 19: attributes associated with different types of meals, 2024
- Correspondence analysis – home-cooked meals stand apart from other options
- There are different ways for prepared meals to “win”
- Are UPFs the new ‘boogeyman’?
- Simple packaging can promote freshness
- Areas of interest
- Locally made prepared meals with natural ingredients help pique interest
- Graph 20: interest in different types of prepared meals, 2024
- High-in-protein and hearty portions suit younger palates
- Graph 21: interest in different types of prepared meals, by generation, 2024
- Dads and those worse off financially are hungrier for larger portions
- Graph 22: interest in larger portioned prepared meals, by financial situation, 2024
- Graph 23: interest in larger portioned prepared meals, dads vs moms, 2024
- Global cuisines in prepared meals (surprisingly) hold less appeal for new Canadians
- Graph 24: interest in different types of prepared meals, overall vs New Canadians, 2024
- Areas of interest in action
- Appliances used when cooking prepared meals
- Ovens lead, but air fryers are ascendant
- Graph 25: appliances typically used when cooking prepared meals, 2024
- Make preparation easier for consumers with a focus on air fryers
- Gen Zs are more likely to cook with countertop appliances
- Graph 26: appliances typically used when cooking prepared meals, by generation, 2024
- Keep the pressure on parents
- Graph 27: appliances typically used when cooking prepared meals, parents vs overall, 2024
- Use versatility in meal preparation as an advantage
- Certain appliances appear less relevant in Quebec
- Graph 28: appliances typically used when cooking prepared meals, Quebec vs overall, 2024
- Stovetops and BBQs resonate less with new Canadians
- Graph 29: appliances typically used when cooking prepared meals, new Canadians vs overall, 2024
- Attitudes towards prepared meals and habits
- Prepared meals are a good way to introduce consumers to less familiar dishes
- Graph 30: attitudes toward prepared meals – exploration and habit, 2024
- Surprisingly, Gen Zs are more likely to look to prepared meals for consistency. Other generations for exploration
- Graph 31: attitudes toward prepared meals around exploration and habit (any agree), by generation, 2024
- Urban retail locations are better spaces to promote prepared meals as a way to try new dishes
- Graph 32: prepared meals as a good way to try less familiar foods and flavours (any agree), by location, 2024
- Fathers are more likely to view prepared meals as a vehicle for trial and also to satisfy established habits
- Graph 33: attitudes toward prepared meals – exploration and habit (any agree), mothers vs fathers, 2024
- Attitudes toward prepared meals and savings
- Shoppers stock up on frozen meals to save
- Graph 34: attitudes toward prepared meals and savings, 2024
- When credible, focus on waste reduction
- Graph 35: “prepared meals can help reduce food waste” (any agree), by generation, 2024
- Attitudes toward prepared meals and quality
- Transparency is foundational for building trust (in quality)
- Graph 36: attitudes toward prepared meals and quality, 2024
- What you see is what you get
- Transparent packaging can help brands connect with those better off financially
- Graph 37: prefer to see foods being purchased in the package (any agree), by financial situation, 2024
- Price matters, but don’t discount quality as a reflection of value
- Tiering private label prepared meals
- Generational differences impact attitudes toward quality in prepared meals
- Graph 38: attitudes toward prepared meals and quality (any agree), by generation, 2024
- Appeal to new Canadians at both ends of the quality spectrum
- Graph 39: attitudes toward prepared meals and quality (any agree), new Canadian vs overall, 2024
- Where individuals reside impacts their views of prepared meals relative to quality
- Graph 40: “It’s okay to serve guests prepared meals” (any agree), Quebec vs overall, 2024
- Graph 41: attitudes toward prepared meals and quality (any agree), by location, 2024
- Attitudes toward prepared meals versus other formats
- From a certain perspective, prepared meals can be a way to save
- Graph 42: attitudes toward prepared meals versus other formats, 2024
- Older generations are more likely to view prepared meals as an alternative to restaurant meals
- Graph 43: prepared meals being good alternatives to restaurant meals (any agree), 2024
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Competitive strategies
- Launch activity and innovation
- Novel and emerging flavours in prepared meals reveal varied paths for exploration
- Novel flavours in action
- Emerging flavours in action
- Prepared meals can meet consumers’ needs in the morning
- Ethical and sustainable positioning offers a means to differentiate
- Bio-degradable packaging bolsters sustainability credentials
- Opportunities in plant-based persist
- International foods inspired by the street
- Private label brands can use their store coverage to promote variety in international dishes
- Elevate prepared meals with fine dining offerings
- Marketing and advertising
- Linking beloved Canadian brands: McCain Foods & the Blue Jays
- The impact of Ozempic – Nestle’s Vital Pursuit supports GLP-1 users in the US
- Opportunities
- Shifts in purchase behaviours impact what consumers buy
- Lean into versatility and adaptability with mix n’ match options
- Help consumers get more from life for longer with a focus on blue zones
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The Market
- Market drivers
- Overall CPI and food inflation rates have subsided
- Graph 44: annual change in CPI and retail food prices by month, January 2019-July 2024
- Moderating food inflation is not translating to consumers’ views
- Graph 45: issues affected by over the past two months, 2023-24
- Sales in the US provide added perspective for the Canadian market
- Meal preparation brings satisfaction
- International dishes are more familiar and expected
- Satisfy shoppers’ stocking-up mindset
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Appendix
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
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