Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Prepared meals market size and forecast, 2005-15
- 2010 sees the market return to stronger growth
- The future
- Market factors
- Moderate consumption
- Premiumisation and healthier products needed to engage the ageing population
- Balancing convenience with other determining factors
- Companies, brands and innovation
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- Figure 2: Estimated market share of chilled ready meals, 2010
- Own-label leverages power of scale
- NPD continues to drive the market
- General Mills looks to TV
- The consumer
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- Figure 3: Types of prepared meals and meal kits eaten or bought in the last 12 months, March 2011
- Ready meals dominate the market
- Ready meal users rate convenience, meal kits users enjoy customising
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- Figure 4: Agreement with statements on chilled/frozen ready meals and meal kits, by those who have bought/eaten ready meals and meal kits in the last 12 months, March 2011
- What we think
Issues in the Market
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- Can new cuisines prevent the ready meals category from losing share?
- Can innovation help broaden the consumer base?
- Can meal kits help grow ready meals penetration among families?
- Can premiumisation continue to deliver growth in the ready meals category?
- How much potential is there for meal kits and ready-to-cook foods?
Future Opportunities
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- FSTR and HYPR
- Extend My Brand
Internal Market Environment
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- Key points
- A need to increase more regular consumption
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- Figure 5: Trends in frequency of use of ready meals – chilled and frozen, 2010
- Cooking from scratch poses a threat to prepared meals
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- Figure 6: Trends in agreement with attitudes towards cooking, 2006-10
- Frozen ready meals could benefit from strong support for frozen food
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- Figure 7: Agreement with the statement ‘Frozen foods are as good for you as fresh foods’, 2006-10
- Customisation aids meal kits and ready-to-cook foods
- Health remains a focus area, with half of consumers trying to eat healthily
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- Figure 8: Trends in agreement with selected lifestyle statements on health, 2006-10
Broader Market Environment
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- Key points
- The squeeze on incomes could challenge growth
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- Figure 9: RPI and average weekly earnings, January 2005- February 2011
- Food prices having an effect on consumer behaviour
- Demographic changes
- Growth in 25-34s will provide a boost to the sector
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- Figure 10: Trends in the age structure of the UK population, 2005-10 and 2010-15
- One-person households will enhance ready meals sales
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- Figure 11: Trends in UK households, by size, 2005-10 and 2010-15
- Rising number of C1s aids growth
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- Figure 12: Forecast adult population trends, by socio-economic group, 2005-15
Competitive Context
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- Key points
- A competitive set of meal options
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- Figure 13: UK retail sales of selected categories of prepared meals, by value, 2010*
- Figure 14: UK retail sales of selected categories competing with prepared meals, percentage change in value, 2005-10*
- Competing with eating out?
- Cooking sauces offer a convenient cooking experience
- Pizza retains popularity
- Scratch cooking poses a threat to prepared meals
- Sandwiches continue to dominate lunchtime options
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- Figure 15: Performance of sandwich market, market sizes, 2005-10*
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Own-label dominates NPD
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- Figure 16: New product launches in the prepared meals and meal kits market, own-label vs brands, 2008-10
- Premiumising the category through quality ingredients
- Standing out in a competitive market
- Health remains an issue
- Looking to foodservice for inspiration
- Flavour innovation contributes to family-friendly positioning
- Ease of use appeals to one-person households
Market Size and Forecast
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- Key points
- The market sees stable growth
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- Figure 17: UK retail sales and forecast of prepared meals, by value, 2005-15
- Future growth in the market
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- Figure 18: Prepared meals market size and forecast, 2005-15
- Segmentation
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- Figure 19: Chilled ready meals market size and forecast, 2005-15
- Figure 20: Frozen ready meals market size and forecast, 2005-15
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- Figure 21: Ready-to-cook foods market size and forecast, 2005-15
- Figure 22: Pies and pasties market size and forecast, 2005-15
- Methodology
Segment Performance
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- Key points
- Ready meals see steady growth
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- Figure 23: UK retail value sales and forecast of chilled and frozen ready meals, 2005-15
- British cuisine dominates the prepared meals market
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- Figure 24: Market segments in the chilled and frozen ready meals market, by cuisine, 2009 and 2010
- Ready-to-cook foods also find British favour
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- Figure 25: Market segments in the ready-to-cook foods market, by cuisine, 2009 and 2010
- Standard segment continues to dominate the market
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- Figure 26: Market segments in the chilled and frozen ready meals and ready-to-cook foods market, by type, 2009 and 2010
- Chilled options dominate pies and pasties market
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- Figure 27: Market segments in the pies and pasties market, by type, 2010
Market Share
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- Key points
- M&S grows share in chilled ready meals
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- Figure 28: Estimated manufacturer shares in retail value sales of chilled ready meals, 2010
- Heinz’ Weight Watchers dominates frozen ready meals
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- Figure 29: Estimated manufacturer shares in retail value sales of frozen ready meals, 2009 and 2010
Companies and Products
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- Asda
- Birds Eye
- Findus
- Heinz
- Marks & Spencer
- Morrisons
- Sainsbury’s
- Tesco
- Waitrose
- Meal kits
- Blue Dragon
- Discovery Foods
- Old El Paso
Brand Communication and Promotion
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- Key points
- 2010 sees a return to advertising investment
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- Figure 30: Main monitored advertising expenditure on prepared meals and meal centres market, by top 20 companies, 2006-11*
- General Mills dominates expenditure
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- Figure 31: Advertising expenditure by top ten companies, in the UK prepared meals and meal kits market, 2006-10
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- Figure 32: Advertising expenditure by brand, in the UK prepared meals and meal kits market, 2006-10
Channels to Market
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- Key points
- Supermarkets leverage scale of distribution
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- Figure 33: Food, drink and tobacco – estimated channels of distribution, 2009
- Premium stores prove popular
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- Figure 34: Index of supermarkets used by prepared meals and meal kit users (Average = 100), March 2011
The Consumer – Usage
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- Key points
- Ready meals remain the most popular type of prepared meal
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- Figure 35: Prepared meals/meal kits eaten or bought in the last 12 months, March 2011
- 25-34s are the core users of prepared meals and meal kits
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- Figure 36: Index of prepared meals and meal kits eaten or bought in the last 12 months, by gender, age and socio-economic group (Average = 100), March 2011
- Appealing to different sized households
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- Figure 37: Prepared meals/meal kits eaten or bought in the last 12 months, by household size, March 2011
- Brands dominate meal kits
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- Figure 38: Prepared meals/meal kits eaten or bought in the last 12 months, by brand or own-label, March 2011
- Premium own-label variants prove popular for chilled ready meals and ready-to-cook foods
- Frozen dominated by brands and standard varieties
- British meals find favour with consumers
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- Figure 39: Trends in kinds of ready meals – chilled or frozen (excluding pizzas) used, 2006-10
- Notable crossover between the convenient categories
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- Figure 40: Crossover in usage of prepared meals, March 2011
The Consumer – General Eating/Cooking Habits
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- Key points
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- Figure 41: Agreement with statements on eating and cooking habits, March 2011
- Scratch cooking could threaten the market
- Catering to eating habits
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- Figure 42: Index of agreement with statements on eating and cooking habits, by gender, age, socio-economic status and annual household income, (Average = 100), March 2011
- Appealing to the health-conscious consumer
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- Figure 43: Agreement with statements on eating and cooking habits, by gender, March 2011
- Travelling has a limited impact on tastes
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- Figure 44: Agreement with statements on eating and cooking habits, by age, March 2011
Consumer Attitudes towards Ready Meals and Meal Kits
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- Key points
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- Figure 45: Statements on ready meals and meal kits*, March 2011
- Recreating the restaurant experience at home
- Convenience appeals to the majority
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- Figure 46: Agreement with statements on ready meals and meal kits, by age, March 2011
- Meal kit users look for different things than ready meal users
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- Figure 47: Agreement with statements on chilled/frozen ready meals and meal kits, by those who have bought/eaten ready meals and meal kits in the last 12 months, March 2011
- Quality image has improved, health perception lags behind
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- Figure 48: Index of agreement with statements on ready meals and meal kits, by gender, age, socio-economic status and annual household income, (Average = 100), March 2011
Consumer Attitudes towards Ready-to-Cook Foods
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- Key points
- Women are more engaged in the category
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- Figure 49: Index of agreement with statements on ready-to-cook foods, by gender (Average = 100), March 2011
- Convenience element staves off competition from scratch cooking
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- Figure 50: Statements on ready-to-cook foods, March 2011
- Confusion over the category is still apparent
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- Figure 51: Index of agreement with statements on ready-to-cook foods, by gender, age, socio-economic group and annual household income (Average = 100), March 2011
- Cost savings help the category compete with foodservice
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- Figure 52: Agreement with the statement ’Ready-to-cook foods are a cheaper alternative to a takeaway/eating out’, March 2011
- Positive associations will help to boost the category
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- Figure 53: Statements on ready-to-cook foods, March 2011
The Consumer – Targeting Opportunities
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- Key points
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- Figure 54: Consumer clusters for ready meals and meal kits, March 2011
- Healthy and Adventurous
- Retired on a Budget
- Authentics
- Disengaged
Appendix – Who’s Innovating?
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- Figure 55: New product launches in the prepared meals and meal centres market, by storage, 2008-10
- Figure 56: New product launches in the prepared meals and meal kits market, by top ten companies, 2008-10
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Appendix – Market Size and Forecast
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- Figure 57: Best- and worst-case forecasts for prepared meals and meal kits, 2010-15
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Appendix – Segment Performance
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- Figure 58: Value sales and forecast for chilled and frozen ready meals, 2005-15
- Figure 59: Value sales and forecast for chilled ready meals, 2005-15
- Figure 60: Value sales and forecast for frozen ready meals, 2005-15
- Figure 61: Value sales and forecast for ready-to-cook foods, 2005-15
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- Figure 62: Value sales and forecast for pies and pasties, 2005-15
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Appendix – The Consumer – Usage
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- Figure 63: Types of prepared meals and meal kits eaten or bought in the last 12 months, by most popular agreement with statements on eating and cooking habits, March 2011
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- Figure 64: Types of prepared meals and meal kits eaten or bought in the last 12 months, by demographics, March 2011
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- Figure 65: Types of branded or own-label prepared meals and meal kits eaten or bought in the last 12 months, by demographics, March 2011
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- Figure 66: Types of branded or own-label prepared meals and meal kits eaten or bought in the last 12 months, by demographics, March 2011
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- Figure 67: Types of prepared meals and meal kits eaten or bought in the last 12 months, by demographics, March 2011
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Appendix – General Eating/Cooking Habits
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- Figure 68: Most popular agreement with statements on eating and cooking habits, by demographics, March 2011
- Figure 69: Next most popular agreement with statements on eating and cooking habits, by demographics, March 2011
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- Figure 70: Types of prepared meals and meal kits eaten or bought in the last 12 months, by most popular agreement with statements on eating and cooking habits, March 2011
- Figure 71: Types of prepared meals and meal kits eaten or bought in the last 12 months, by next most popular agreement with statements on eating and cooking habits, March 2011
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Appendix – Attitudes towards Ready Meals and Meal Kits
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- Figure 72: Agreement with the statement ‘They are a cheaper alternative to a takeaway/eating out’, by demographics, March 2011
- Figure 73: Agreement with the statement ‘They are a healthier alternative to a takeaway/eating out’, by demographics, March 2011
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- Figure 74: Agreement with the statement ‘They are not as authentic as a takeaway/eating out’, by demographics, March 2011
- Figure 75: Agreement with the statement ‘They are unhealthy’, by demographics, March 2011
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- Figure 76: Agreement with the statement ‘They are fine when you’re pressed for time’, by demographics, March 2011
- Figure 77: Agreement with the statement ‘They are good for sharing/when entertaining’, by demographics, March 2011
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- Figure 78: Agreement with the statement ‘The quality of ready meals has improved’, by demographics, March 2011
- Figure 79: Agreement with the statement ‘They are a good option for solo dining’, by demographics, March 2011
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- Figure 80: Agreement with the statement ‘They are a good way to try a new cuisine’, by demographics, March 2011
- Figure 81: Agreement with the statement ‘I prefer meal kits to ready meals as I feel more involved in the cooking process’, by demographics, March 2011
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- Figure 82: Agreement with the statement ‘Meal kits can be easily customised to my tastes’, by demographics, March 2011
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Appendix – Attitudes towards Ready-to-cook Foods
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- Figure 83: Attitudes towards ready-to-cook foods, March 2011
- Figure 84: Agreement with the statement ‘They are a healthier alternative to a ready meal’, by demographics, March 2011
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- Figure 85: Agreement with the statement ‘They are a cheaper alternative to a takeaway/eating out’, by demographics, March 2011
- Figure 86: Agreement with the statement ‘They are more convenient than cooking from scratch’, by demographics, March 2011
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- Figure 87: Agreement with the statement ‘They are not as convenient as a ready meal’, by demographics, March 2011
- Figure 88: Agreement with the statement ‘They are good when you are pressed for time’, by demographics, March 2011
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- Figure 89: Agreement with the statement ‘They are good for sharing/when entertaining’, by demographics, March 2011
- Figure 90: Agreement with the statement ‘The quality of ready-to-cook meals has improved’, by demographics, March 2011
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- Figure 91: Agreement with the statement ‘They are of a better quality than a ready meal’, by demographics, March 2011
- Figure 92: Agreement with the statement ‘They provide inspirational recipe ideas’, by demographics, March 2011
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- Figure 93: Agreement with the statement ‘Their packaging is easy to use’, by demographics, March 2011
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Appendix – Targeting Opportunities
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- Figure 94: Target groups, by demographics, March 2011
- Figure 95: Agreement with statements on eating and cooking habits, by target groups, March 2011
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- Figure 96: Types of prepared meals and meal kits eaten or bought in the last 12 months, by target groups, March 2011
- Figure 97: Types of prepared meals and meal kits eaten or bought in the last 12 months, by target groups, March 2011
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- Figure 98: Types of branded or own-label prepared meals and meal kits eaten or bought in the last 12 months, by target groups, March 2011
- Figure 99: Types of branded or own-label prepared meals and meal kits eaten or bought in the last 12 months, by target groups, March 2011
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- Figure 100: Attitudes towards chilled/frozen ready meals and meal kits, by target groups, March 2011
- Figure 101: Attitudes towards ready-to-cook foods, by target groups, March 2011
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