Ready meals enjoy near-universal usage, though they remain an occasional rather than everyday choice for most people. Their role as a popular alternative to foodservice meals will continue to bolster…
UK
Ready Meals
simple
UK Ready Meals Market Report 2025
"Ready meals' popularity as an alternative to foodservice meals continues to buoy demand. Combating the category's highly processed image will help brands stand out."
Ready meals enjoy widespread usage but are typically an occasional choice rather than an everyday staple. Their popularity as an alternative to foodservice meals is expected to sustain demand in the short term, especially as consumer spending gradually improves.
A significant challenge for the UK ready meals market is the perception of being highly processed, with almost two-thirds of adults holding this view. Packaging design can play a pivotal role in addressing this by showcasing visible fresh ingredients and vibrant natural colors, while also emphasizing clean-label claims.
Consumers show strong interest in suggestions for tailoring ready meals to their taste, which could enhance engagement and satisfaction.
Variants that require slightly more involved preparation also appeal to many users, offering an opportunity for brands to innovate while maintaining the balance between convenience and customization.
Key Topics Analysed in the Report
Key trends in launch activity and future opportunities
Usage of ready meals and key demographics
The most important factors that signal lower processing in ready meals
Attitudes towards ready meals, including interest in tailoring them to taste
Behaviours related to ready meals, including the guilt associated with these
Government confirms HFSS ad restrictions, delays implementation until January 2026
Ready meals fall within HFSS restrictions, but meal deals are outside the scope
Two in three try to eat always or mostly healthily
Graph 14: how often people try to eat healthily, 2019-25
Ultra-processed foods remain in the spotlight
Population growth offers some support to ready meals
Graph 15: population, by age, 2020, 2025 and 2030
WHAT CONSUMERS WANT AND WHY
Usage of ready meals
Nine in 10 eat ready meals, but they are an occasional choice
Nine in 10 people eat ready meals
Graph 16: types of ready meals eaten, 2025
Ready meals remain an occasional choice for many
Graph 17: frequency of eating ready meals, 2025
Young people and those in better finances remain primary users of ready meals
Graph 18: usage of ready meals foods at least once a week, by age and financial situation, 2025
Cues that signal lower processing in ready meals
Two in three people see ready meals as highly processed
Visible cues help counter UPF perceptions
Graph 19: attributes seen to make ready meals unlikely to be highly processed, 2025
See-through packaging can showcase attributes signalling lower processing
Bol and M&S offer examples of see-through packaging
See-through and taller packaging offers scope to display the meal
Social media offers inspiration for the potential for vertical packaging
Additive-free claims need highlighting on front of pack
Cooking up trust through production transparency…
…communicated on-pack and in-store messaging
Attitudes towards ready meals
Suggestions on tailoring ready meals appeal widely
Graph 20: attitudes towards ready meals, 2025
Consumer involvement boosts positive perceptions of ready meals
Ability to tailor meals to one’s preferences boosts their appeal
Added texture is under-utilised
Meal bundles can tap interest in tailoring meals
Involvement in preparation makes ready meals feel less processed
Behaviours related to ready meals
Feelings of guilt cast a shadow on ready meals
Graph 21: behaviours related to ready meals, 2025
Signals of less processing appeal to those feeling guilty
Better-for-you elements capture consumer interest
Nutritional completeness offers a way for ready meals to engage consumers who feel guilty…
…along with plant variety
Blood sugar management claims warrant attention
Half of buyers put health to one side for ready meals
INNOVATION AND MARKETING TRENDS
Launch activity and innovation
Ambient launches ebb, but familiar names remain active…
…with better-for-you NPD continuing
International flavours feature in branded launches…
…and private label ones
Asda and Waitrose relaunch premium own-label ranges
Restaurant brands extend ready meal offering
Crisps stalwart Walkers enters ready meals
Iceland and Little Dish expand ready meals for children
Protein claims lose share of launches, but specialists remain active
Advertising and marketing activity
Ad spend fell in 2024
Graph 22: total above the line, online display and direct mail advertising expenditure on ready meals, by advertiser, 2021-25*
Charlie Bigham’s builds on 2024 campaign with ‘northern push’
Charlie Bigham’s 2024 campaign focuses on the brand’s origin story
M&S teams up with Mark Wright to introduce revamped slow-cooked range
Parsley Box ‘Quality Time’ ad champions easy mealtimes and meaningful moments
Jamie Oliver Group rolls out ‘Just Add Jamie’ campaign
Little Dish plays on mealtime realities to win over parents
APPENDIX
Supplementary data
Presence of children bolsters ready meals usage
Graph 23: usage of ready meals at least three times a week by age and children in the household, 2025
Market share
UK: retail sales of leading brands in chilled ready meals, selected sides and meat substitutes*, by value, 2022/23-2024/25
UK: retail sales of leading brands in chilled ready meals, selected sides and meat substitutes*, by volume, 2022/23-2024/25
UK: retail sales of leading companies in chilled ready meals, selected sides and meat substitutes*, by value, 2022/23-2024/25
UK: retail sales of leading companies in chilled ready meals, selected sides and meat substitutes*, by volume, 2022/23-2024/25
Market segmentation
Market forecast data and methodology
Market forecast
Market forecast and prediction intervals (value)
Market forecast and prediction intervals (volume)
Forecast methodology
Report scope and definitions
Market definition
Abbreviations and terms
Consumer research methodology
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