"Use clear front-of-pack nutrition and chef-led collaborations to build trust and pride in convenience. Unlock breakfast and weekend occasions by positioning convenience as a low-effort route to indulgence."
Javier Munoz, Research - Mintel Reports
Convenience continues to climb in relevance, driven by busy routines: 45% of category users are too busy to cook as much as they would like and these time-strapped consumers tend to tap into convenience food/drink more frequently. This makes convenience a core part of planned grocery shopping, rather than an impulse buy. Yet, reliance still clusters around weekday lunches, leaving breakfast and weekend moments relatively untapped.
Stigma around convenience persists, with 37% of Germans embarrassed to serve such products to friends/family, while foodservice VAT cuts and rapid-delivery options raise the bar for ‘instant’ solutions. At the same time, packaging regulations are tightening and nearly half of Germans believe convenience products generate too much waste, putting additional pressure on brands.
Since shoppers actively check labels and favour clear nutritional cues, the Nutri-Score remains under-applied. Brands can use frozen formats, thanks to their strong health legitimacy and role in speeding up cooking, with stronger front-of-pack communication on speed and portionability.
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