Ready meals offer maximum convenience for consumers. Typically comprised of a protein, a starch, and vegetables, ready meals require no preparation and can be heated in an oven or microwave. They are particularly prevalent in West Europe, North America, and Asia, and show three percent growth (CAGR, 2014-2018), with the expansion led by chilled products rather than the traditional frozen.
When asked about top reasons for buying ready meals, nearly 30 percent of consumers name taste first, followed by ‘to fill me up’. Nutrition, named by 14 percent of consumers, ranks fifth. Consumers also pay more importance to flavor, cost, and convenience than to health. Still, they name health as a key reason for both increasing and decreasing consumption. Consumers also equate health with clean label features, putting pressure on manufacturers to remove additives, use natural food ingredients, and package products in recyclable materials.
Looking at claims, convenience positioning leads, followed by clean features, and then nutrition. Two Innova Market Insights top trends for 2020 aptly describe activity in ready meals. ‘The Right Bite’ depicts today’s busy consumer who seeks convenient products that also support health objectives. ‘Macronutrient Makeover’ incorporates both focus on calorie control and emphasis on macronutrient content, namely protein. Fastest growing nutrition claims include high/source of protein (37 percent CAGR, 2014-2018), an easy fit for ready meals since they typically feature a protein component, and high/source of fiber (24 percent CAGR, 2014-2018). Growing interest in plant based diets has resulted in strong growth ready meals with vegan claims, 58 percent CAGR (2014-2018).
The dominance of private label manufacturers in West Europe results in quick response to trends such as vegetarian and vegan. Many products display the term “plant” in their branding and meat based products are being reformulated with all plant ingredients.
The placement of a Nutri-Score on the front of the package communicates overall nutrition balance. Calorie controlled products are popular among consumers who want to eat a known number of calories in a meal.
Below: I Am Vegan Smoky Jackfruit Chilli (UK, Sep 2019), vegan chili made with jackfruit, red pepper and red onion in a smoky chipotle sauce. Served with brown rice. Fleury Michon Eminces De Poulet Et Duo De Puree: Minced Chicken And Mashed Duo (France, Aug 2019), described as a “simple and balanced” recipe, microwaveable. Morrisons Counted Calorie Controlled Mushroom Risotto (UK, Apr 2019), risotto rice in creamy mushroom sauce with roasted chestnut mushrooms and Regato cheese. Calorie content highlighted prominently on front of pack.
Many North American consumers are fixated on protein intake, and manufacturers are responding by calling out protein content on the front panel. Over half of ready meals launched in 2018 carried a protein claim. Allergy, gluten free and high/source of fiber claims often appear on products in North America, where consumers are also concerned with calorie content. Both large and smaller brands feature meals in a bowl format, typically a serving of a carbohydrate topped with protein, vegetables, and sauce, often plant based and representing a global cuisine. Bowls are perfect for the busy consumer who is inspired by restaurant meals but lacks the time or desire to recreate them at home.
Below: Gardein Chick’n Fajita Bowl (US, Jan 2019), chicken alternative made with plant protein, bowl contains peppers, black beans, onions and corn, on a bed of rice with a fajita sauce. Stouffer’s Fit Kitchen Bourbon Steak Bowl (US, Aug 2019), steak with broccoli, sweet potatoes and roasted Yukon potatoes in a bourbon sauce. Prominent protein claim on front of pack. EatingWell Thai Style Peanut Chicken (US, Mar 2019) chicken in a peanut sauce with vegetable on multigrain pasta. Uses fresh seal technology to maintain freshness, microwaveable nutritious meal. No artificial ingredients.
Few health claims appear in the Asian ready meals category. An earlier trend toward vegetarian products appears to be overshadowed by the introduction of meat and fish based dishes that are positioned toward consumers eating more animal protein as incomes rise.
Ready meals are expected to continue developing a healthier profile, with less fat and salt, more protein and fiber, and more plant based ingredients. Flexitarians are a likely target for expanded lines of plant based meals that resemble traditional meat dishes.
The ready meals marketplace offers manufacturers the opportunity to develop products that meet consumer expectations for both taste and health. Health and wellness trends are likely to continue influencing innovation in ready meals, as consumers place increasing importance on products that save time and are good for them.
Category Insider: Ready Meals – Global is a report from Innova Market Insights, which brings together consumer research, market sizes, company analysis and a review of new product trends and activity to demonstrate just how the picture has been changing and to suggest where the future opportunities can be found.
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