Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Strong value growth continues for the prepared meals market
- Value and volume growth forecast for the market
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- Figure 1: Total UK retail value sales of ready meals and ready-to-cook foods, 2013-23
- Chilled ready meals extend lead
- Declining value and volume sales for ready-to-cook foods
- Government unveils further plans to cut calorie intake; salt reduction targets largely unmet
- Opportunity to tap into ‘flexitarian’ and plant-based diet trends
- Focus on plastic packaging waste is a challenge for the market
- Companies and brands
- Strong own-label sales growth adds pressure to frozen ready meal brands
- Own-label retains chilled ready meals dominance
- Charlie Bigham’s bucks the downward trend in ready-to-cook foods
- Own-label extends share of new product launches
- Premium launches reach a four-year high
- Iceland adds two new ready meal ranges as part of plastic-free initiative
- High/added-protein claims on the rise
- Plant-based meals gain traction in NPD
- Adspend declines in category
- Wiltshire Farm Foods’ ads feature its customers; Quorn partners with celebrities to promote meat reduction
- The consumer
- The majority of people eat ready meals or ready-to-cook foods
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- Figure 2: Usage of ready meals and ready-to-cook foods, by type, March 2018
- Chilled ready meals and RTC foods are eaten the most frequently
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- Figure 3: Usage frequency of ready meals and ready-to-cook foods, by type, March 2018
- Ready meals/RTC foods are most commonly eaten at weekday dinners
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- Figure 4: When ready meals/ready-to-cook foods are eaten, March 2018
- A low salt content garners high interest
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- Figure 5: Interest in innovation in ready meals/ready-to-cook foods, March 2018
- Scope to boost use of meat alternatives in ready meals
- Strong interest in buying freshly made ready meals
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- Figure 6: Behaviours related to purchasing of ready meals and ready-to-cook foods, March 2018
- 36% have bought prepared foods for a special occasion
- Meat/fish and authentic recipe are top factors in a premium ready meal
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- Figure 7: Important factors in premium ready meals, March 2018
- Ready meals can cater to fragmented meal occasions
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- Figure 8: Attitudes towards ready meals and ready-to-cook foods, March 2018
- Two in five parents see ready meals as suitable for children
- What we think
Issues and Insights
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- Lower salt levels can add a healthier proposition to the market
- The facts
- The implications
- Ready meals could give plant-based meat alternative foods a boost
- The facts
- The implications
- Health claims are key to proving suitability of ready meals for children
- The facts
- The implications
The Market – What You Need to Know
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- Strong value growth continues for the prepared meals market
- Value and volume growth forecast for the market
- Chilled ready meals extend lead
- Declining value and volume sales for ready-to-cook foods
- Government unveils further plans to cut calorie intake; salt reduction targets largely unmet
- Opportunity to tap into ‘flexitarian’ and plant-based diet trends
- Focus on plastic packaging waste is a challenge for the market
Market Size and Forecast
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- Strong value growth continues for the prepared meals market
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- Figure 9: Total UK retail value and volume sales of ready meals and ready-to-cook foods, 2013-23
- Value growth forecast for the market with steady volume growth expected to continue
- Inflation and premiumisation will help fuel value growth
- Openness to healthier formulations
- Growth of 25-34s and children should support volume sales
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- Figure 10: Total UK retail value sales of ready meals and ready-to-cook foods, 2013-23
- Figure 11: Total UK retail volume sales of ready meals and ready-to-cook foods, 2013-23
- Forecast methodology
Market Segmentation
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- Chilled ready meals extend lead
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- Figure 12: UK retail value sales and shares of ready meals and ready-to-cook foods, by segment, 2014-18
- Figure 13: UK retail volume sales and shares of ready meals and ready-to-cook foods, by segment, 2014-18
- Frozen ready meals volume sales plateau in 2017, dip expected in 2018
- Ready-to-cook foods expected to break their previous decline
Market Drivers
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- Government unveils further plans to cut calorie intake
- Salt reduction targets largely unmet
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- Figure 14: Share of new product launches in the UK prepared meals market carrying an L/N/R sodium (salt) claim, 2014-18
- Action on Salt calls for salt warnings on Chinese ready meals to be mandatory
- Valentine’s Day ready meals singled out for salt
- Opportunity to tap into flexitarian and plant-based diet trends
- Popularity of world and emerging cuisines gives category a boost
- Ready meals need to cater to tastes of younger people
- Squeezed incomes have supported dine-in occasions
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- Figure 15: Annual percentage change in CPI and AWE (regular pay), monthly basis, January 2012-March 2018
- Squeezed incomes have contributed to the popularity of scratch cooking
- Focus on plastic packaging waste is a challenge for the market
- Government pushes to tackle packaging waste
- Consumer impetus to address sustainability
- The ageing population poses a challenge to the market
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- Figure 16: Trends in the age structure of the UK population, 2013-18 and 2018-23
- Competition from recipe box services adds pressure
Companies and Brands – What You Need to Know
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- Strong own-label sales growth adds pressure to frozen ready meal brands
- Own-label retains chilled ready meals dominance
- Charlie Bigham’s bucks the downward trend in ready-to-cook foods
- Own-label extends share of new product launches
- Premium launches reach a four-year high
- Iceland adds two new ready meal ranges as part of plastic-free initiative
- High/added-protein claims on the rise
- Plant-based meals gain traction in NPD
- Adspend declines in category
- Wiltshire Farm Foods’ ads feature its customers; Quorn partners with celebrities to promote meat reduction
Market Share
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- Strong own-label sales growth adds pressure to frozen ready meal brands
- Double-digit value and volume decline for two of the leading brands
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- Figure 17: UK retail sales of leading brands in the frozen ready meals market, by value and volume, 2015/16-2017/18
- Strong growth for chilled ready meals
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- Figure 18: UK retail sales of leading brands in the chilled ready meals segment, by value and volume, 2015/16-2017/18
- Charlie Bigham’s bucks the downward trend in the ready-to-cook foods segment
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- Figure 19: UK retail sales of leading brands in the ready-to-cook foods market, by value and volume, 2015/16-2017/18
Launch Activity and Innovation
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- Own-label extends share of new product launches
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- Figure 20: New product launches in the UK ready meals and ready-to-cook market, by launch type, 2014-18
- Premium launches reach a four-year high
- Sainsbury’s unveils new gourmet Supper Club brand
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- Figure 21: Examples from Sainsbury’s Supper Club range of chilled ready meals, 2018
- Aldi adds three Specially Selected chilled ready meals to its portfolio
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- Figure 22: An example from Aldi’s Specially Selected range of chilled ready meals, 2017
- Asda overhauls chilled ready meals with healthier and premium variants
- Tesco adds premium frozen ready meal brand Boxed to its portfolio
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- Figure 23: An example from Boxed’s range of frozen ready meals, 2018
- ‘Restaurant-ready’ meals added to Ocado’s line-up
- Iceland adds two new ready meal ranges as part of plastic-free initiative
- Mumbai Street Co range is ‘inspired by street food’ and uses paper-based packaging
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- Figure 24: Examples from Iceland’s Mumbai Street Co range of frozen ready meals, 2018
- Hungry Heroes nutritionally balanced ready meals target children
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- Figure 25: Examples from Iceland’s Hungry Heroes range of frozen ready meals, 2018
- High/added-protein claims on the rise
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- Figure 26: New product launches in the UK ready meals and ready-to-cook foods market, by top 10 claims (sorted by 2017), 2014-18
- Asda launches High in Protein range of ready meals
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- Figure 27: Examples from Asda’s High in Protein range of chilled ready meals, 2017
- Aldi adds SlimFree range of ready meals
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- Figure 28: An example from Aldi’s SlimFree frozen ready meal range, 2017
- Tesco introduces Wicked Kitchen range of plant-based meals
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- Figure 29: Examples from Wicked Kitchen’s range of chilled plant-based ready meals, 2018
- Plant-based pot meals gain traction in NPD
- Premium pot meal brand BOL Foods goes 100% vegan
- New vegan ready meals brand enters the UK market
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- Figure 30: Examples from Plantifull Food Co range of chilled ready meals, 2018
- Charlie Bigham’s adds grain-based ready meals to its portfolio
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- Figure 31: Examples from Charlie Bingham’s rebranded range of chilled ready meals, 2018
- Tesco replaces Everyday Value ready meals with Hearty Food Co
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- Figure 32: Example of Tesco’s Everyday Value chilled ready meal and replacement Hearty Food Co, 2017
- Quorn launches aim to capitalise on buzz around meat-free foods
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- Figure 33: Share of product launches in the UK ready meals and ready-to-cook foods market, labelled suitable for vegetarians or vegans, 2014-18
- Kraft Heinz adds new frozen ready meals to try to revitalise Weight Watchers sales
- Wiltshire Farm Foods revamps its ready meal recipes
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- Figure 34: New product launches in the UK prepared meals market, by top 10 companies (sorted by 2017), 2014-18
- Recipe box companies challenge retailers with offerings
- Gousto adds a Fine Dine-In range of recipe box kits
- Meal box company Gourmade enters frozen ready meals market
Advertising and Marketing Activity
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- Adspend declines in category
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- Figure 35: Total above-the-line, online display and direct mail advertising expenditure on ready meals and ready-to-cook foods, 2014-18
- Wiltshire Farm Foods’ ads feature its customers
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- Figure 36: Total above-the-line, online display and direct mail advertising expenditure on ready meals and ready-to-cook foods, 2014-18
- M&S focuses on traceability of its beef
- Quorn partners with Jermain Defoe and Ben Fogle to promote meat reduction
- Charlie Bigham’s pitches itself as the answer to disappointing evening meals
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- The majority of people eat ready meals or ready-to-cook foods
- Chilled ready meals and RTC foods are eaten the most frequently
- Ready meals/RTC foods are most commonly eaten at weekday dinners
- A low salt content garners high interest
- Scope to boost use of meat alternatives in ready meals
- Strong interest in buying freshly made ready meals
- 36% have bought prepared foods for a special occasion
- Meat/fish and authentic recipe are top factors in a premium ready meal
- Ready meals can cater to fragmented meal occasions
- Two in five parents see ready meals as suitable for children
Usage of Ready Meals and Ready-to-Cook Foods
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- The majority of people eat ready meals or ready-to-cook foods
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- Figure 37: Usage of ready meals and ready-to-cook foods, by type, March 2018
- Chilled ready meals and RTC foods are eaten the most frequently
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- Figure 38: Usage frequency of ready meals and ready-to-cook foods, by type, March 2018
- Under-35s are key eaters of non-chilled/-frozen ready meals
- Over half of consumers eat all four types of prepared foods
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- Figure 39: Repertoire of types of ready meals/ready-to-cook foods eaten, March 2018
Where and When Ready Meals/Ready-to-Cook Foods are Eaten
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- Ready meals/ready-to-cook foods are most commonly eaten at weekday dinners
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- Figure 40: When ready meals/ready-to-cook foods are eaten, March 2018
- Under-35s most likely to have eaten prepared meals for lunch
- The majority eat ready meals at home
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- Figure 41: Where ready meals/ready-to-cook foods are eaten, March 2018
Interest in Ready Meals/Ready-to-Cook Food Products
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- A low salt content garners high interest
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- Figure 42: Interest in innovation in ready meals/ready-to-cook foods, March 2018
- Ready meals could look to use seasonings as a means of replacing salt
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- Figure 43: Example from Easy Bean’s one-pot non-chilled/-frozen ready meal range
- Environmentally friendly packaging appeals to two in five
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- Figure 44: Examples of disposal instructions on Iceland’s two new frozen ready meal ranges
- ‘Carb alternatives’ could help consumers towards their 5-a-day
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- Figure 45: Example of a ‘carb alternative’ ready meal
- Scope to boost use of meat alternatives in ready meals
Behaviours Relating to Purchasing of Ready Meals/Ready-to-Cook Foods
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- Strong interest in buying freshly made ready meals
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- Figure 46: Behaviours relating to purchasing of ready meals and ready-to-cook foods, March 2018
- Ready meals can encourage people to try new cuisines
- 36% have bought prepared foods for a special occasion
- Parents in full-time employment most likely to have bought prepared foods for a special occasion
- Methodology
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- Figure 47: Ready meals and ready-to-cook foods – CHAID – Tree output, March 2018
Important Factors in Premium Ready Meals
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- Meat/fish and authentic recipe are top factors in a premium ready meal
- Meat/fish are elevated in a premium context
- Older age groups place more importance on meat/fish
- Authenticity must go beyond the term authentic
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- Figure 48: Important factors in premium ready meals, March 2018
- Ethical sourcing can provide a premium point of difference
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- Figure 49: Examples of ready meals carrying ethical sourcing information
- Details of ingredient origin can combat negative perceptions of ready meals
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- Figure 50: Example of a ready meal detailing the origin of ingredients on-pack
Attitudes towards Ready Meals and Ready-to-Cook Foods
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- The majority agree that the quality of ready meals has improved
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- Figure 51: Attitudes towards ready meals and ready-to-cook foods, March 2018
- Ready meals can cater to fragmented meal occasions
- Visual aspects of ready meals play a key role in terms of appeal
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- Figure 52: Example of a ready meal made with an array of colourful vegetables
How Ready Meal Packaging Influences the Perceived Suitability of a Meal for Children
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- Methodology
- Two in five parents see ready meals as suitable for children
- Detailed health information is a reassuring trait
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- Figure 53: Heat map of areas of importance on a ready meal pack when shopping for dinner for children, Iceland Hungry Heroes, March 2018
- Childish graphics are off-putting to adults
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- Figure 54: Heat map of areas of importance on a ready meal pack when shopping for dinner for children, M Just for Kids, March 2018
- Health claims hold more sway than on-pack imagery
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- Figure 55: Heat map of areas of importance on a ready meal pack when shopping for dinner for children, Kirsty’s Kids’ Kitchen, March 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 56: Best- and worst-case forecasts for the ready meals and ready-to-cook foods market, by value, 2018-23
- Figure 57: Best- and worst-case forecasts for the ready meals and ready-to-cook foods market, by volume, 2018-23
Appendix – Launch Activity and Innovation
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- Figure 58: New product launches in the UK ready meals and ready-to-cook foods market, by sub-category, 2014-18
- Figure 59: New product launches in the UK ready meals and ready-to-eat foods market, by launch type, 2014-18
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- Figure 60: New product launches in the UK ready meals and ready-to-cook foods market, by storage type, 2014-18
- Figure 61: Share of new product launches in the UK prepared meals market, carrying a low/no/reduced sodium (salt) claim, 2014-18
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Appendix – Advertising and Marketing Activity
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- Figure 62: Share of above-the-line, online display and direct mail total advertising expenditure on ready meals and ready-to-cook foods, by brand, 2014-18
- Figure 63: Share of recorded above-the-line, online display and direct mail total advertising expenditure on ready meals and ready-to-cook foods, by media type, 2014-18
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Appendix – The Consumer
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- Figure 64: Usage of types of ready meals and ready-to-cook foods, by age, March 2018
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- Figure 65: Purchasing of ready meals/ready-to-cook foods, March 2018
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- Figure 66: Usage and purchasing of ready meals/ready-to-cook foods, March 2018
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- Figure 67: “Typically, how often do you look for new foods/flavours to try?”, by age, February 2018
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- Figure 68: Ready meals and ready-to-cook foods – CHAID – Table output, March 2018
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- Figure 69: Iceland Hungry Heroes fish pie ready meal
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- Figure 70: Areas of importance on a ready meal pack when shopping for dinner for children, Iceland Hungry Heroes, March 2018
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- Figure 71: Morrisons M Just for Kids fish pie ready meal
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- Figure 72: Areas of importance on a ready meal pack when shopping for dinner for children, M Just for Kids, March 2018
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- Figure 73: Kirsty’s Kids’ Kitchen fish pie ready meal
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- Figure 74: Areas of importance on a ready meal pack when shopping for dinner for children, Kirsty’s Kids’ Kitchen, March 2018
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