2020
0
Ireland Prepared Meals Market Report 2020
2020-12-11T03:01:55+00:00
OX988142
1495
128593
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Report
en_GB
“Prepared meals have witnessed a difficult year in 2020. Consumers working from home more often, indefinitely in some cases, coupled with lockdown, has witnessed a boost of scratch cooking and…

Ireland Prepared Meals Market Report 2020

£ 1,495 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Prepared Meals – Ireland market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Prepared meals are common purchases for Irish consumers, but there remains a strong fondness for scratch cooking in Ireland which creates barriers for the category. During the pandemic as more consumers are scratch cooking, the data reveals that consumers have looked to prepared meals, to some extent, for some excitement and to try something outside their cooking comfort zones. COVID-19 has had a somewhat negative impact on prepared meal sales in Ireland in 2020 as consumers warm towards scratch cooking; not just for financial reasons but for leisurely purposes and because they have more time on their hands.

Expert analysis from a specialist in the field

Written by Emma McGeown, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Prepared meals have witnessed a difficult year in 2020. Consumers working from home more often, indefinitely in some cases, coupled with lockdown, has witnessed a boost of scratch cooking and a drop in demand for prepared foods. However, there are some slight wins with pizza, for example, being considered a family favourite and soups seeing a significant increase in usage. Going forward, greater experimentation is needed in the category as consumers look to prepared meals to excite them and offer escapism from home cooking.
Emma McGeown
Senior Food & Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • COVID-19: Market context
          • Issues covered in this Report
          • Executive Summary

              • The market
                • Prepared meals forecast to see a drop in sales
                  • Figure 1: Estimated value sales of prepared meals, NI and RoI, 2015-25
                • COVID-19 prompts greater investment in premium prepared meals
                  • Figure 2: Expected impact of COVID-19 on ready meals, short, medium and long term, 30 November 2020
                • Meal subscription services compete with meal kits
                  • Who’s innovating?
                    • The consumer
                      • Pizza remains the most eaten prepared meal – but soup is a close second
                        • Figure 3: Types of ready meals and prepared foods consumers have eaten in the last month, NI and RoI, November 2020
                      • Prepared meals eaten most at dinner, but opportunities exist in other occasions
                        • Figure 4: Occasions consumers typically eat ready meals or prepared foods, by type of prepared meal, NI and RoI, November 2020
                      • COVID-19 see more consumers experimenting with new prepared meals
                        • Figure 5: Behaviours towards prepared meals, NI and RoI, November 2020
                      • What we think
                      • The Market – Key Takeaways

                        • Prepared meals take a hit in 2020 as a result of COVID-19
                          • Experimentation in prepared meals sees a boost in 2020
                            • Competition threatens prepared meals
                            • Market Sizes and Forecast

                                • Short-, medium- and long-term impact on the industry
                                  • Figure 6: Expected impact of COVID-19 on ready meals, short, medium and long term, 30 November 2020
                                • 2020 expected to see negative growth
                                  • Figure 7: Estimated value sales of prepared meals, IoI, NI and RoI, 2015-25
                                • Lessons learned from the last recession
                                  • Figure 8: Indexed growth of ready meals, NI and RoI, 2009-15
                                  • Figure 9: The 10-year evolution of prepared meals, Ireland, 2010-20
                                  • Figure 10: Estimated value sales of prepared meals, NI and RoI, 2015-25
                              • Market Drivers

                                • Brexit likely to result in food price rises
                                  • Figure 11: Consumer price index of ready-made meals, UK (including NI), September 2018-September 2020
                                  • Figure 12: Consumer price index of ready-made meals, RoI, September 2018-September 2020
                                • Consumer sentiment takes a hit due to COVID-19
                                  • Figure 13: Consumer agreement with the question ‘How has your financial situation changed since the start of the COVID-19 outbreak in your country?’, NI and RoI, October 2020
                                • Pandemic sees more home cooking
                                  • Figure 14: How has the COVID-19/coronavirus outbreak impacted your cooking from scratch habits (ie using/prepared meals from raw ingredients), IoI, July 2020
                                • Online meal subscription sees scratch cooking become simpler
                                  • Figure 15: Consumer agreement with the statement ‘I am interested in trying a meal kit subscription service (eg HelloFresh)’, by age, NI and RoI, November 2020
                                • Tightening purse strings may disrupt kit usage
                                  • More prepared meals must reduce packaging waste
                                    • Figure 16: Top ethical causes consumers consider before buying food and drink, NI and RoI, August 2020
                                • Companies and Innovations – Key Takeaways

                                  • More opportunities within the premium claim category
                                    • Companies adapt with new services during COVID-19
                                      • Food donations to help those in need
                                      • Who’s Innovating?

                                          • New product launches decrease across key categories
                                            • Figure 17: New product launches, by sub-category, UK and Ireland, 2015-20
                                          • Sustainability concerns are still rising within product claims
                                            • Figure 18: New product launches, by claim category, UK and Ireland, 2015-20
                                          • Brands need to leverage ‘premium’ claims more
                                            • Figure 19: Number of new products, by premium claim, private label vs branded, UK and Ireland, 2015-20
                                          • Chilled dominates prepared meals category
                                            • Figure 20: New product launches, by storage, UK and Ireland, 2015-20*
                                        • Company Profiles

                                            • Aldi (RoI only)
                                              • Key facts
                                                • Product portfolio
                                                  • Brand NPD
                                                    • Recent developments
                                                      • Birds Eye
                                                        • Key facts
                                                          • Product portfolio
                                                            • Brand NPD
                                                              • Recent developments
                                                                • Dunnes Stores
                                                                  • Key facts
                                                                    • Product portfolio
                                                                      • Brand NPD
                                                                        • Recent developments
                                                                          • Kerry Foods
                                                                            • Key facts
                                                                              • Product portfolio
                                                                                • Brand NPD
                                                                                  • Recent developments
                                                                                    • Kraft Heinz
                                                                                      • Key facts
                                                                                        • Product portfolio
                                                                                          • Recent developments
                                                                                            • Lidl
                                                                                              • Key facts
                                                                                                • Product portfolio
                                                                                                  • Brand NPD
                                                                                                    • Recent developments
                                                                                                      • Marks & Spencer
                                                                                                        • Key facts
                                                                                                          • Product portfolio
                                                                                                            • Brand NPD
                                                                                                              • Recent developments
                                                                                                                • SuperValu
                                                                                                                  • Key facts
                                                                                                                    • Product portfolio
                                                                                                                      • Recent developments
                                                                                                                        • Tesco
                                                                                                                          • Key facts
                                                                                                                            • Product portfolio
                                                                                                                              • Brand NPD
                                                                                                                                • Recent developments
                                                                                                                                • The Consumer – Key Takeaways

                                                                                                                                  • COVID-19 sees more consumers experimenting with new prepared meals
                                                                                                                                    • Pizza remains the most eaten prepared meals but soup is a close second
                                                                                                                                      • Promoting health is important in prepared meals
                                                                                                                                      • COVID-19 and Consumer Behaviours

                                                                                                                                          • COVID-19 has witnessed half of consumers eating fewer prepared meals
                                                                                                                                            • Figure 21: Behaviours related to prepared meals and COVID-19, NI and RoI, November 2020
                                                                                                                                            • Figure 22: Consumers who work from home, before COVID-19 vs during COVID-19 pandemic, NI and RoI, August 2020
                                                                                                                                          • Men more likely to be eating more prepared meals
                                                                                                                                            • Figure 23: Consumer agreement with the statement ‘COVID-19/coronavirus has seen me eating more prepared meals’, by gender and age, NI and RoI, November 2020
                                                                                                                                            • Figure 24: Consumer agreement with the statement ‘COVID-19/coronavirus has seen me eating more prepared meals’, by presence of child/ren, NI and RoI, November 2020
                                                                                                                                          • Prepared meals can compete with restaurants
                                                                                                                                            • Figure 25: Consumer agreement with the question ‘Compared to your usual spending habits, do you expect to spend more, less or about the same on dining out eg in a restaurant or pub in the next month?’, IoI, July 2020
                                                                                                                                            • Figure 26: Consumer agreement with the statement ‘I ate premium prepared meals as a substitute for restaurants during the lockdown’, by area of residence, NI and RoI, November 2020
                                                                                                                                        • Types of Prepared Meals

                                                                                                                                            • Pizza remains the most popular prepared meal
                                                                                                                                              • Figure 27: Types of ready meals and prepared foods consumers have eaten in the last month, NI and RoI, November 2020
                                                                                                                                            • Pizza remains a family favourite
                                                                                                                                              • Figure 28: Consumers who have bought frozen or chilled pizza in the last month, by presence of child/ren, NI and RoI, November 2020
                                                                                                                                            • Soup witnesses a significant boost in usage during the pandemic
                                                                                                                                              • Figure 29: Consumers who bought soup (chilled, tinned or packet) in the last month, NI and RoI, September 2019 and November 2020
                                                                                                                                          • Occasions for Eating Ready Meals

                                                                                                                                              • Prepared meals are typically associated with dinner time
                                                                                                                                                • Figure 30: Occasions consumers typically eat ready meals or prepared foods, by type of prepared meal, NI and RoI, November 2020
                                                                                                                                              • Meal kits can team up with culinary experts to expand their credentials
                                                                                                                                                • Figure 31: Occasions consumers typically eat meal kits (eg fajita kit), NI and RoI, September 2019
                                                                                                                                              • Opportunities exist in targeting breakfast occasions
                                                                                                                                                • Figure 32: Types of prepared meals consumers ate for breakfast, NI and RoI, November 2020
                                                                                                                                            • Behaviours towards Prepared Meals

                                                                                                                                                • Environment is a major barrier for prepared meals
                                                                                                                                                  • Figure 33: Behaviours towards prepared meals, NI and RoI, November 2020
                                                                                                                                                • Convenience remains a key area for prepared meals
                                                                                                                                                  • Figure 34: Consumer agreement with the statement ‘Prepared meals are useful when I’m not feeling up to cooking for myself’, NI and RoI, November 2020
                                                                                                                                              • Health and Prepared Meals

                                                                                                                                                  • Superfoods attractive in prepared meals
                                                                                                                                                    • Figure 35: Consumer agreement with statements related to health and prepared meals, NI and RoI, November 2020
                                                                                                                                                  • Portion control important to half
                                                                                                                                                    • Figure 36: Consumer agreement with the statement ‘Smaller portion sizes for prepared meals are better than low-fat/salt/sugar versions’, by gender, RoI and NI, November 2020
                                                                                                                                                  • Prepared meals engage non-vegans in vegan food
                                                                                                                                                    • Figure 37: Consumer agreement with the statement ‘Prepared meals are an ideal way to sample a vegetarian/vegan meal’, by generation, NI and RoI, November 2020
                                                                                                                                                • Attitudes towards Ready Meals

                                                                                                                                                    • Sustainable packaging demanded
                                                                                                                                                      • Figure 38: Attitudes towards prepared meals, NI and RoI, November 2020
                                                                                                                                                    • Prepared meals are an ideal way of sampling a new cuisine
                                                                                                                                                      • Figure 39: Consumer agreement with the statement ‘Prepared meals are an ideal way to sample a new cuisine’, by work status, NI and RoI, November 2020
                                                                                                                                                      • Figure 40: Types of prepared meal cuisines bought, NI and RoI, September 2019
                                                                                                                                                    • Parents more likely to view prepared meals on par with takeaways
                                                                                                                                                      • Figure 41: Consumer agreement with the statement ‘A high-quality ready meal is just as good as a takeaway (eg chilled pizza)’, by presence of children, NI and RoI, November 2020
                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                    • Data sources
                                                                                                                                                      • Generational cohort definitions
                                                                                                                                                        • Abbreviations

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