Prepared Meals and Meal Centres - Europe

“Prepared meals and meal kits seem to fit in perfectly with the lifestyle of today’s consumer. They are quick, convenient and hassle free, and so appeal to time-pushed consumers. They are an excellent alternative to restaurant meals, fitting in with the cocooning trend brought on by the economic recession. However, European value growth is moderate, caused in part by heavy price promotions and the proliferation of own-brands. For prepared meals and meal kits to really grow, new claims need to be added to the product offer. Premium, gourmet chilled ranges and meals that boast a nutritionally-balanced image akin to that of cooking from scratch, may go some way to alleviate consumers’ health concerns, and force them to re-evaluate the amount they are willing to spend on prepared meals and meal kits.”

- James Manley, European Food and Drink Analyst

Some key points from the report include:

• The market has benefited from less frequent eating out as a result of lower disposable income, and may continue to do so over the next year or two. However, can it hold its own if incomes recover again? Specialist bistro-style, take-away offerings from retailers are one answer; these may, if they grow further, dent sales of factory-made food. Another avenue worth exploring is restaurant-branded food, which might, if well managed, push up both in-home and out-of-home consumption.
• Is growth to be found rather via gourmet offerings, e.g. French haute cuisine, or via practical innovations like Pasta Box?
• Will prepared meal suppliers successfully meet the challenge of demands for naturalness and healthiness? One way forward is via meal solutions that permit or encourage the consumer to add in fresh ingredients, leaving some comfort for those who still regard cooking from scratch as an important contributor to the healthiness of their food.