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Ready Meals - Ireland - November 2015

INTRODUCTION
Definition
EXECUTIVE SUMMARY
The market
Figure 1: Estimated value sales of ready meals market, NI and RoI, 2010-20
Market factors
Contents of ready meals remain a concern after the horsemeat scandal
Scratch cooking growing in popularity
“Healthy” claims confuse consumers
Dietary claims remain niche in ready meals market
Changing consumer demographics present a challenge for ready meals
Companies, brands and innovations
The consumer
Prepared pizza is the most popular ready meal
Figure 2: Consumers who have bought ready meals in the last three months on a weekly basis, by type, NI and RoI, September 2015
Chinese cuisine most popular amongst Irish consumers
Figure 3: Types of ready meals purchased in the last three months, by cuisine, NI and RoI, September 2015
Branded prepared meals prove most popular
Figure 4: Style of ready meals that consumers have bought in the last three months, NI and RoI, September 2015
Ready meals in plastic trays are associated as being the freshest
Figure 5: Qualities that consumers associate with ready meals, by format, NI and RoI, September 2015
Consumers remain wary of meat contents in ready meals
Figure 6: Agreement with statements relating to ready meals, NI and RoI, September 2015
What we think
ISSUES AND INSIGHTS
What are the market challenges for ready meals?
The facts
The implications
How is the market expected to perform in 2015?
The facts
The implications
What are the most popular ready meals?
The facts
The implications
What cuisines are most popular among Irish consumers?
The facts
The implications
What are the qualities associated with ready meals?
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Ready meals market set for a 2.2% increase in 2015
Chilled ready meals account for the largest segment
Contents of ready meals remain a concern after the horsemeat scandal
Cooking from scratch growing in popularity
‘Healthy’ claims confuse consumers
Low traction with dietary claims on ready meals
Ageing population could impact ready meals market
MARKET DRIVERS
Horsemeat scandal remains a concern
Figure 7: Consumers who have not eaten chilled or frozen ready meals in the last three months, NI and RoI, September 2015
Figure 8: Consumer attitudes towards ready meals, NI and RoI, September 2015
Scratch cooking growing in popularity
Figure 9: Frequency of preparing/cooking meals from scratch, RoI, 2007-15
Processed meat cancer fears
“Healthy” claims confuse consumers
Dietary claims remain niche in ready meals market
Figure 10: Types of ready meals that meet dietary requirements that consumers have bought in the last three months, NI and RoI, September 2015
Figure 11: Consumers who have bought low-fat ready meals in the last three months, by gender and age, NI and RoI, September 2015
Free-from ready meals remain niche
Figure 12: Consumers who have bought gluten-free ready meals in the last three months, by gender, NI and RoI, September 2015
Ageing population presents a challenge for ready meals
Figure 13: Consumers who have not eaten frozen ready meals in the last three months, by age, NI and RoI, September 2015
One-person households are on the rise
Figure 14: Percentage of private households, by number of occupants, NI and RoI, 2011
MARKET SIZE AND FORECAST
Ready meals sales set for a 2.2% increase in 2015
Figure 15: Estimated value sales of ready meals, IoI, Ni and RoI, 2010-20
Figure 16: Estimated value sales of ready meals market, NI and RoI, 2010-20
Chilled ready meals account for the largest segment
Figure 17: Estimated segmentation of the ready meals market, by three main sub-sectors, IoI, 2014
COMPANIES AND INNOVATIONS – WHAT YOU NEED TO KNOW
NPD in the ready meals category takes a hit in 2014
M&S is the top company for NPD with ethnic flavours of keen interest
Restaurant and chef-promoted ready meals prove popular
WHO’S INNOVATING?
Prepared meals are the top-performing category
Figure 18: Top ready meal launches, by sub-category, UK and Ireland, 2010-15
Prepared meals
Pizza flavour varieties focusing on Spain and Italy
Own-label ready meals dominate the market
Figure 19: Branded and private-label ready meal launches, UK and Ireland, 2010-15
Premium own-label ready meals are likely to continue to perform well
Figure 20: Premium and economy ready meal launches, UK and Ireland, 2012-15
M&S launches the most ready meals in 2014
Figure 21: Top ready meal launches, by top four companies, UK and Ireland, 2010-15
Ethnic flavours excel in ready meals market
Chef- and restaurant-inspired ready meals offer scope
COMPANY PROFILES
Ballymaguire Foods
Key facts
Product portfolio
Recent developments
Tesco
Key facts
Product portfolio
Brand NPD
Recent developments
Sainsbury’s
Key facts
Product portfolio
Brand NPD
Recent developments
Asda
Key facts
Product portfolio
Brand NPD
Recent developments
Dunnes Stores
Key facts
Product portfolio
Recent developments
Marks & Spencer
Key facts
Product portfolio
Brand NPD
Recent developments
SuperValu
Key facts
Product portfolio
Brand NPD
Recent developments
Kerry Foods
Key facts
Product portfolio
Brand NPD
Recent developments
Findus
Key facts
Product portfolio
Recent developments
Heinz
Key facts
Product portfolio
Recent developments
Weight Watchers
Key facts
Product portfolio
Brand NPD
Recent developments
Co-operative Food Group
Key facts
Product portfolio
Brand NPD
Recent developments
Birds Eye
Key points
Product portfolio
Brand NPD
Recent developments
Dr Oetker
Key facts
Product portfolio
Brand NPD
Recent Developments
2 Sisters Food Group
Key facts
Product portfolio
Brand NPD
Recent Developments
THE CONSUMER – WHAT YOU NEED TO KNOW
The most popular types of ready meals and frequency of consumption
Chinese-style ready meals are the most popular cuisine
Branded prepared meals prove most popular
Ready meals in plastic trays are associated as being the freshest
Consumers remain wary of meat contents in ready meals
THE CONSUMER – FREQUENCY OF CONSUMPTION
Prepared pizza is the most popular ready meal
Figure 22: The frequency with which consumers have bought ready meals in the last three months, by type, NI and RoI, September 2015
Pizza most popular among families
Figure 23: Consumers who have bought frozen pizza on a weekly basis in the last three months, by age of children, NI and RoI, September 2015
NI consumers purchase chilled ready meals more regularly
Figure 24: How often consumers have bought chilled ready meals in the last three months, by gender, NI and RoI, September 2015
Frozen ready meals favoured by men
Figure 25: Consumers who have bought frozen ready meals on a weekly basis in the last three months, by gender and age, NI and RoI, September 2015
Ready-to-cook foods appeal to younger consumers
Figure 26: Consumers who have bought ready-to-cook foods (ie prepared foods that require no further preparation but require cooking eg Sainsbury’s Just Cook Chicken Breast Mini Roast) on a weekly basis in the last three months, by gender and age, NI and RoI, September 2015
Consumers seek to personalise their meals
Figure 27: Consumers who have bought chilled meal kits (eg kit including separate meal components such as rice, sauce, chicken & vegetables) in the last three months, by frequency, NI and RoI, September 2015
Meal kits offer scope for growth
Figure 28: Consumers who have bought meal kits (eg fajita kits) in the last three months, by frequency, NI and RoI, September 2015
THE CONSUMER – TYPES OF READY MEAL CUISINE PURCHASED
Chinese cuisine most popular amongst Irish consumers
Figure 29: Types of ready meals purchased in the last three months, NI and RoI, September 2015
Growth potential for Mexican-style ready meals
Younger generation are more likely to opt for Chinese
Figure 30: Chinese ready meals purchased in the last three months, by gender and age, NI and RoI, September 2015.
Students want Chinese and Italian-style ready meals
Figure 31: Chinese-style ready meals purchased in the last three months, by work status, RoI and NI, September 2015
Figure 32: Italian-style ready meals purchased in the last three months, by work status, RoI and NI, September 2015
Scope for premiumisation of ready meals to target more affluent consumers
Figure 33: Chinese-style ready meals purchased in the last three months, by social class, RoI and NI, September 2015
Men still favour traditional ready meals
Figure 34: Consumers who purchased traditional ready meals, RoI and NI, October 2013 and September 2015
Women in NI more likely to buy prepared vegetables
Figure 35: Prepared vegetables bought in the last three months, by gender, NI and RoI, September 2015
THE CONSUMER – TYPES OF READY MEAL BRANDS PURCHASED
Branded prepared meals prove most popular
Figure 36: Style of ready meals that consumers have bought in the last three months, NI and RoI, September 2015
Branded ready meals favoured by parents
Figure 37: Consumers who have bought branded prepared meal (eg Young's, Goodfella's) in the last three months, by age of children, NI and RoI, September 2015
Affluent consumers show a higher preference towards premium own-label
Figure 38: Consumers who have bought premium own-label prepared meal (eg Sainsbury's Taste the Difference, Tesco Finest) in the last three months, by social class, NI and RoI, September 2015
Healthy ranges appeal to women
Figure 39: Consumers who have bought prepared meals from a supermarket healthy range (eg Asda Good for you!, Tesco Healthy Living) in the last three months, by gender, NI and RoI, September 2015
Figure 40: Percentage of new products launched in the ready meals category with “slimming” claims, UK and Ireland, 2010-15
THE CONSUMER – QUALITIES ASSOCIATED WITH READY MEALS
Tinned ready meals rated the most unappealing
Figure 41: Qualities that consumers associate with ready meals, by format, NI and RoI, September 2015
Figure 42: Top qualities associated with ready meals in tins, NI and RoI, September 2015
Ready meals in plastic trays are associated as being the freshest type of ready meal
Figure 43: Top qualities associated with ready meals in plastic trays, NI and RoI, September 2015
Pots and pouches of ready meals’ top quality is convenience
Figure 44: Top qualities associated with ready meals in pots (eg plastic) and pouches, NI and RoI, September 2015
Meal kits perceived as innovative with high-quality ingredients
Figure 45: Top qualities associated with ready meals kits (eg fajita kits), NI and RoI, September 2015
THE CONSUMER – ATTITUDES TOWARDS READY MEALS
Consumers are still wary of ready meal ingredients
Figure 46: Agreement with statements relating to ready meals, NI and RoI, September 2015
Interest in free-from ready meals
Irish consumers willing to pay for ready meal ingredients sourced in IoI
Figure 47: Agreement with the statement “Prepared meals made with Northern Ireland/Republic of Ireland-sourced ingredients are worth paying more for”, by gender and age, NI and RoI, September 2015
Consumers remain wary of nutritional contents
Figure 48: Agreement with the statement “I am concerned that prepared meals may contain ingredients that I am not aware of”, by gender, NI and RoI, September 2015
Figure 49: Agreement with the statement “I trust that more checks are performed when sourcing meat for prepared meals compared to a few years ago”, by gender, NI and RoI, September 2015
Ready meals’ expense remains an issue
Figure 50: Agreement with the statement “Prepared meals have become more expensive over the past year”, by gender and age, NI and RoI, September 2015
APPENDIX
Consumer data
Data sources
Abbreviations
NI Toluna tables
Figure 51: How often consumers have bought chilled ready meals in the last three months, by demographics, NI, September 2015
Figure 52: How often consumers have bought frozen ready meals in the last three months, by demographics, NI, September 2015
Figure 53: How often consumers have bought ready meals stored at room temperature (eg in a pouch or tin) in the last three months, by demographics, NI, September 2015
Figure 54: How often consumers have bought chilled meal kits (eg kit including separate meal components such as rice, sauce, chicken & vegetables) in the last three months, by demographics, NI, September 2015
Figure 55: How often consumers have bought meal kits stored at room temperature (eg fajita kit) in the last three months, by demographics, NI, September 2015
Figure 56: How often consumers have bought ready-to-cook foods (ie prepared foods that require no further preparation but require cooking eg Sainsbury’s Just Cook Chicken Breast Mini Roast) in the last three months, by demographics, NI, September 2015
Figure 57: How often consumers have bought chilled soup (eg New Covent Garden Soup) in the last three months, by demographics, NI, September 2015
Figure 58: How often consumers have bought soup stored at room temperature (eg canned, pouches, jars) in the last three months, by demographics, NI, September 2015
Figure 59: How often consumers have bought dry packet soup (ie including instant cup of soup sachets) in the last three months, by demographics, NI, September 2015
Figure 60: How often consumers have bought chilled pizza in the last three months, by demographics, NI, September 2015
Figure 61: How often consumers have bought frozen pizza in the last three months, by demographics, NI, September 2015
Figure 62: How often consumers have bought pastry-based pies and pasties (ie chilled, frozen, tinned) in the last three months, by demographics, NI, September 2015
Figure 63: Types of ready meals and prepared meals that consumers have bought in the last three months, by demographics, NI, September 2015
Figure 64: Types of ready meals and prepared meals that consumers have bought in the last three months, by demographics, NI, September 2015 (continued)
Figure 65: Types of ready meals and prepared meals that consumers have bought in the last three months, by demographics, NI, September 2015 (continued)
Figure 66: Types of ready meals that meet dietary requirements that consumers have bought in the last three months, by demographics, NI, September 2015
Figure 67: Types of ready meals that meet dietary requirements that consumers have bought in the last three months, by demographics, NI, September 2015 (continued)
Figure 68: Style of ready meals  that consumers have bought in the last three months, by demographics, NI, September 2015
Figure 69: Agreement with statements relating to ready meals, by demographics, NI, September 2015
Figure 70: Agreement with statements relating to ready meals, by demographics, NI, September 2015 (continued)
Figure 71: Qualities that consumers associate with ready meals that come in plastic trays, NI, September 2015
Figure 72: Qualities that consumers associate with ready meals that come in plastic trays, NI, September 2015 (continued)
Figure 73: Qualities that consumers associate with ready meals that come in pots, NI, September 2015
Figure 74: Qualities that consumers associate with ready meals that come in pots, NI, September 2015 (continued)
Figure 75: Qualities that consumers associate with ready meals that come in pouches, NI, September 2015
Figure 76: Qualities that consumers associate with ready meals that come in pouches, NI, September 2015 (continued)
Figure 77: Qualities that consumers associate with ready meals that come in tins, NI, September 2015
Figure 78: Qualities that consumers associate with ready meals that come in tins, NI, September 2015 (continued)
Figure 79: Qualities that consumers associate with ready meals meal kit formats, NI, September 2015
Figure 80: Qualities that consumers associate with ready meals meal kit formats, NI, September 2015 (continued)
RoI Toluna tables
Figure 81: How often consumers have bought chilled ready meals in the last three months, by demographics, RoI, September 2015
Figure 82: How often consumers have bought frozen ready meals in the last three months, by demographics, RoI, September 2015
Figure 83: How often consumers have bought ready meals stored at room temperature (eg in a pouch or tin) in the last three months, by demographics, RoI, September 2015
Figure 84: How often consumers have bought chilled meal kits (eg kit including separate meal components such as rice, sauce, chicken & vegetables) in the last three months, by demographics, RoI, September 2015
Figure 85: How often consumers have bought meal kits stored at room temperature (eg fajita kit) in the last three months, by demographics, RoI, September 2015
Figure 86: How often consumers have bought ready-to-cook foods (ie prepared foods that require no further preparation but require cooking eg Sainsbury’s Just Cook Chicken Breast Mini Roast) in the last three months, by demographics, RoI, September 2015
Figure 87: How often consumers have bought chilled soup (eg New Covent Garden Soup) in the last three months, by demographics, RoI, September 2015
Figure 88: How often consumers have bought soup stored at room temperature (eg canned, pouches, jars) in the last three months, by demographics, RoI, September 2015
Figure 89: How often consumers have bought dry packet soup (ie including instant cup of soup sachets) in the last three months, by demographics, RoI, September 2015
Figure 90: How often consumers have bought chilled pizza in the last three months, by demographics, RoI, September 2015
Figure 91: How often consumers have bought frozen pizza in the last three months, by demographics, RoI, September 2015
Figure 92: How often consumers have bought pastry-based pies and pasties (ie chilled, frozen, tinned) in the last three months, by demographics, RoI, September 2015
Figure 93: Types of ready meals and prepared meals that consumers have bought in the last three months, by demographics, RoI, September 2015
Figure 94: Types of ready meals and prepared meals that consumers have bought in the last three months, by demographics, RoI, September 2015 (continued)
Figure 95: Types of ready meals and prepared meals that consumers have bought in the last three months, by demographics, RoI, September 2015 (continued)
Figure 96: Types of ready meals that meet dietary requirements that consumers have bought in the last three months, by demographics, RoI, September 2015
Figure 97: Types of ready meals that meet dietary requirements that consumers have bought in the last three months, by demographics, RoI, September 2015 (continued)
Figure 98: Style of ready meals that consumers have bought in the last three months, by demographics, RoI, September 2015
Figure 99: Agreement with statements relating to ready meals, by demographics, RoI, September 2015
Figure 100: Agreement with statements relating to ready meals, by demographics, RoI, September 2015 (continued)
Figure 101: Qualities that consumers associate with ready meals that come in plastic trays, RoI, September 2015
Figure 102: Qualities that consumers associate with ready meals that come in plastic trays, RoI, September 2015 (continued)
Figure 103: Qualities that consumers associate with ready meals that come in pots, RoI, September 2015
Figure 104: Qualities that consumers associate with ready meals that come in pots, RoI, September 2015 (continued)
Figure 105: Qualities that consumers associate with ready meals that come in pouches, RoI, September 2015
Figure 106: Qualities that consumers associate with ready meals that come in pouches, RoI, September 2015 (continued)
Figure 107: Qualities that consumers associate with ready meals that come in tins, RoI, September 2015
Figure 108: Qualities that consumers associate with ready meals that come in tins, RoI, September 2015 (continued)
Figure 109: Qualities that consumers associate with ready meals meal kit formats, RoI, September 2015
Figure 110: Qualities that consumers associate with ready meals meal kit formats, RoI, September 2015 (continued)

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