Though most Canadian adults ate a frozen meal in the six months to March 2015, only four in ten turned to the category more than once per month, suggesting room to grow frequency. Mintel forecasts volume declines through 2019 to soften compared to the 2009-14 period, though declines in inflation adjusted sales are predicted to accelerate indicating increased price competition in the category.

The category suffers from generally negative consumer perceptions, as two thirds agree that ready-to-eat meals contain too much sodium and that products are overly processed. As such, frozen meals are relegated to being a secondary alternative at dinner with only one quarter of consumers indicating that they prefer to eat ready-to-eat meals to other options.

When asked what they would like to see in frozen meals, the top ask from consumers is fewer preservatives and artificial ingredients. Additionally, half of consumers point to no or fewer artificial ingredients to be among their top factors when choosing a ready-to eat meal, suggesting demand for cleaner ingredient decks and more ‘authentic’ meal options.

Millennials entering into their family years represent a potential opportunity for manufacturers as time-pressed parents (especially dads) are more likely to have eaten a frozen meal in the six months to March 2015. Boomers, however, present a challenge as frozen meal consumption wanes among over-45s, bottoming out against over-65s. Concerns over sodium resonate more forcefully among over-65s pointing to the need for a plan to address sodium levels in a way that does not compromise taste if targeting this cohort.

This report explores the profile and habits of Canadian ready-to-eat frozen meal consumers; including the frequency with which they eat frozen meals, at what occasions they turn to the category, interest in different options and factors that lead consumers to purchase. This report also examines attitudes towards the category across various demographic groups and identifies opportunities for innovation.

This report examines the market for consumption of frozen ready-to-eat meals in Canada, sampling consumers who ate frozen ready-to-eat meals in the six months to March 2015. The ready-to-eat frozen meals asked about include meals that serve one person, serve more than one person and frozen side dishes.

Mintel conducted online consumer research in March 2014 using a nationally representative sample of 2,004 internet users aged 18+. This was supplemented by online qualitative research as indicated throughout the report.