Table of Contents
Executive Summary
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- The market
- Prepared meals forecast to see a drop in sales
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- Figure 1: Estimated value sales of prepared meals, NI and RoI, 2015-25
- COVID-19 prompts greater investment in premium prepared meals
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- 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
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- 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
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- 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
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- Figure 5: Behaviours towards prepared meals, NI and RoI, November 2020
- What we think
The Market – Key Takeaways
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- 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
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- Short-, medium- and long-term impact on the industry
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- Figure 6: Expected impact of COVID-19 on ready meals, short, medium and long term, 30 November 2020
- 2020 expected to see negative growth
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- Figure 7: Estimated value sales of prepared meals, IoI, NI and RoI, 2015-25
- Lessons learned from the last recession
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- Figure 8: Indexed growth of ready meals, NI and RoI, 2009-15
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- 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
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- Brexit likely to result in food price rises
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- Figure 11: Consumer price index of ready-made meals, UK (including NI), September 2018-September 2020
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- Figure 12: Consumer price index of ready-made meals, RoI, September 2018-September 2020
- Consumer sentiment takes a hit due to COVID-19
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- 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
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- 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
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- 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
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- Figure 16: Top ethical causes consumers consider before buying food and drink, NI and RoI, August 2020
Companies and Innovations – Key Takeaways
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- 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?
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- New product launches decrease across key categories
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- Figure 17: New product launches, by sub-category, UK and Ireland, 2015-20
- Sustainability concerns are still rising within product claims
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- Figure 18: New product launches, by claim category, UK and Ireland, 2015-20
- Brands need to leverage ‘premium’ claims more
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- Figure 19: Number of new products, by premium claim, private label vs branded, UK and Ireland, 2015-20
- Chilled dominates prepared meals category
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- Figure 20: New product launches, by storage, UK and Ireland, 2015-20*
Company Profiles
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- 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
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- 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
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- COVID-19 has witnessed half of consumers eating fewer prepared meals
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- Figure 21: Behaviours related to prepared meals and COVID-19, NI and RoI, November 2020
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- 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
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- 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
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- 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
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- 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
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- 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
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- Pizza remains the most popular prepared meal
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- 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
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- 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
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- 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
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- Prepared meals are typically associated with dinner time
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- 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
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- Figure 31: Occasions consumers typically eat meal kits (eg fajita kit), NI and RoI, September 2019
- Opportunities exist in targeting breakfast occasions
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- Figure 32: Types of prepared meals consumers ate for breakfast, NI and RoI, November 2020
Behaviours towards Prepared Meals
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- Environment is a major barrier for prepared meals
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- Figure 33: Behaviours towards prepared meals, NI and RoI, November 2020
- Convenience remains a key area for prepared meals
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- 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
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- Superfoods attractive in prepared meals
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- Figure 35: Consumer agreement with statements related to health and prepared meals, NI and RoI, November 2020
- Portion control important to half
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- 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
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- 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
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- Sustainable packaging demanded
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- Figure 38: Attitudes towards prepared meals, NI and RoI, November 2020
- Prepared meals are an ideal way of sampling a new cuisine
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- 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
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- Figure 40: Types of prepared meal cuisines bought, NI and RoI, September 2019
- Parents more likely to view prepared meals on par with takeaways
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- 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
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- Data sources
- Generational cohort definitions
- Abbreviations
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