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Introduction
 
Consumers' changing lifestyles are driving the market for convenient meal solutions. Consumers are working longer hours, spending more time commuting and have a growing desire to maximize their increasingly limited leisure time. Modern consumers have become more demanding and are prepared to pay a premium for convenient meal solutions that do not sacrifice quality, health or sensory benefits.
 

 
Scope
 
Comprehensive analysis of trends in consumer behaviour and the subsequent impact of these changes on the prepared meals market in Europe and the US
 
In-depth quantitative analysis of the prepared meals market to reveal the most profitable consumer groups for manufacturers to target
 
Extensive primary research of consumers and senior industry figures to uncover the latest thinking and reveal emerging opportunities
 
Detailed action points explaining how to effectively position a brand to maximize sales in the prepared meals market
 
Highlights
 
The prepared meals market is forecast to grow by 16.5% over the next five years. The Swedes and the British lead the way in consumption of prepared meals with the average consumer spending EUR105 and EUR61 respectively in 2004. Consumers in Mediterranean countries spend far less on prepared meals due to a strong gastronomic tradition
 

 
Datamonitor's 2005 consumer survey revealed that 70% of respondents claim that the unhealthy features of prepared meals limit their consumption with 46% citing too many additives. Consumers are switching to chilled prepared meals, as they are perceived to use fresh ingredients, contain fewer additives and thus be healthier.
 

 
Consumers' growing understanding of the link between health and diet means more and more are checking the nutritional content of products. Datamonitor's 2005 consumer survey revealed that 84% of consumers check the nutritional content of prepared meals, with calorie and fat levels being checked the most regularly.
 

 
Reasons to Purchase
 
Use exclusive data on the size and dynamics of the prepared meals consumption in Europe and the US to capitalize on future developments
 
Understand the drivers behind the convenience trend and how to target emerging untapped consumer behaviours
 
Learn how to tailor your NPD and marketing campaigns to more accurately target profitable consumer groups

TABLE OF CONTENTS
 
CHAPTER 1 EXECUTIVE SUMMARY 3
 
Introduction 3
 
The future decoded 3
 
Consumers are demanding more convenience from CPGs 3
 
Italy and Spain have the highest prepared meal market growth 3
 
The chilled prepared meals market is growing the fastest 4
 
Changing consumer lifestyles drive convenience 4
 
Consumers claim that unhealthy features limit consumption 5
 
Sensory benefits remain the most important factor to consumers 5
 
Action points 5
 
CHAPTER 2 FUTURE DECODED 14
 
TREND: Consumers are demanding more convenience 14
 
TREND: Consumer expenditure on prepared meals is growing 15
 
Italy and Spain have the highest prepared meal market growth 15
 
Culture influences consumer spending on prepared meals 18
 
The desire for convenience varies across the age groups 22
 
Men purchase more prepared meals than women 25
 
TREND: Changing consumer lifestyles drive convenience 26
 
Consumers seek convenience foods due to a lack of time 27
 
A lack of motivation drives consumers to find convenient solutions 30
 
Low confidence in cooking means consumers turn to convenience 31
 
Changes in family structure and roles drive the convenience trend 32
 
INSIGHT: Consumer behaviors resulting from a desire for convenience 35
 
INSIGHT: Many consumers perceive prepared meals negatively 36
 
INSIGHT: Consumers are demanding healthier meals 38
 
Modern consumers are becoming more aware of health concerns 38
 
The healthy eating attitude-behavior gap is closing 39
 
Manufacturers are targeting consumers’ dietary requirements 42
 
Increased health consciousness is driving organic ready meals 48
 
Low carbohydrate products flood the market as the diet fades 48
 
The GI diet is growing in popularity 49
 
Cooking methods influence the perceived healthiness 49
 
INSIGHT: Sensory benefits are most important to consumers 50
 
Sensory benefits remain the most important factor to consumers 50
 
Consumers are looking for new, cosmopolitan, taste sensations 51
 
Consumers are seeking authenticity from prepared meals 52
 
Consumers are “trading up” to higher quality convenience foods 53
 
Cooking method influences consumers’ perception of quality 54
 
INSIGHT: There is a trend towards individualism 55
 
Consumers are becoming “eating individualists” 55
 
Consumers are demanding meal kits to customize 55
 
INSIGHT: The “homing” trend influences consumption 56
 
Behaviors driving the homing mega-trend 56
 
Clashes of the homing and health trends 57
 
Conclusions 58
 
CHAPTER 3 ACTION POINTS 60
 
Introduction 60
 
ACTION: Design packaging to facilitate consumption and storage 60
 
The packaging needs to facilitate different heating methods 60
 
The packaging must facilitate consumption of the prepared meal 62
 
Display the relevant nutiritional values 62
 
The packaging needs to facilitate the storage of prepared meals 63
 
The packaging needs to be aesthetically pleasing to consumers 64
 
ACTION: Develop full meal kits to tempt convenience gourmets 65
 
ACTION: Target consumers’ growing “culinary curiosity” 67
 
Use authenticity and heritage to encourage trading up 68
 
Provide the “small extras” that make the cuisine authentic 70
 
Create links with authentic drink brands 70
 
Create links with authentic events 71
 
Link brand with other cultural brands 72
 
Provide regional variations of specific cuisines 72
 
Introduce innovative “cross-cuisines” 73
 
Target consumers’ desire to trade up within traditional cuisines 73
 
Use seasonality to develop a premium image 74
 
Enable consumers to customize their prepared meals 74
 
ACTION: Develop trust as a core brand value 75
 
Creating trust is vital for “healthy” prepared meal brands 75
 
Educate consumers on healthy eating 76
 
Extend brands with a healthy image into prepared meals 78
 
Target consumers trying to avoid specific ingredients 78
 
Target consumers with functional meals 79
 
Avoid compromises between health and indulgence 80
 
Use clear point-of-sale promotional materials in-store 80
 
Extend food service brands into the prepared meals categories 81
 
Extend established brand offerings to prepared meals 82
 
ACTION: Find new channels to position prepared meals 82
 
CHAPTER 4 APPENDIX 83
 
Definitions 83
 
Research methodology 84
 
References 84
 
News Sources 84
 
Industry Sources 84
 
Government Sources 85
 
How to contact experts in your industry 85
 

 
LIST OF TABLES
 
Table 1: Prepared meals market value ( US$m and €m) by country, 1999 – 2009 17
 
Table 2: Per capita spend on prepared meals by type (€ / $), in Europe and the US, 2004 21
 
Table 3: Prepared meal market value by age (€m and $m), in Europe and the US, 2004 23
 
Table 4: Waitrose offers unbiased health information to consumers thirsty for knowledge 42
 
Table 5: Prepared meals that promote their low-fat content 43
 
Table 6: Prepared meals targeting calorie-control dieters 44
 
Table 7: Manufacturers are introducing prepared meals to target specific health needs 46
 
Table 8: Manufacturers are introducing additive-free prepared meals 47
 
Table 9: Products targeted at behaviors resulting from the homing trend 57
 
Table 10: Prepared meals that require heating on the hob have an improved perception among consumers 61
 
Table 11: Prepared meals creating an authentic feel to encourage consumers to trade up 69
 
Table 12: Added features to create an authentic experience for consumers seeking higher quality meal solutions 70
 
Table 13: Manufacturers are offering consumers the chance to trade up within standard cuisines 73
 
Table 14: Unilever provide nutritional information to consumers using an interactive calculator 77
 
Table 15: The Nestlé brand, Sveltesse has extended its range to include low fat pizzas 78
 
Table 16: Definitions used in this report 83
 

 

 
LIST OF FIGURES
 
Figure 1: Diagram summarizing the drivers of convenience 4
 
Figure 2: How has your purchase of convenience foods such as ready meals and pizzas changed over the past year? 15
 
Figure 3: Frozen prepared meals dominate the market in Europe and the US 18
 
Figure 4: Late Mid-lifers consume the highest value of pizza meals in Europe and the US 24
 
Figure 5: Seniors represent an attractive target for ready meal manufacturers 25
 
Figure 6: Men spend more than women on prepared meals, 2004 26
 
Figure 7: Diagram summarizing the drivers of convenience 26
 
Figure 8: Consumers generally feel they have less leisure time than previously, 2005 27
 
Figure 9: Consumers have a growing desire to make the most of their leisure time, 2005 28
 
Figure 10: Consumers in Europe and the US place great importance on reducing stress 30
 
Figure 11: 40% of consumers in Europe and the US claim to purchase more convenience food than last year 35
 
Figure 12: Factors that discourage consumers from purchasing prepared meals, based on consumer and industry opinion surveys, 2005 37
 
Figure 13: How often do you check the nutritional content on ready meal and shop-bought pizza labels? 41
 
Figure 14: Authentic packaging creates the quality cultural experience desired by consumers 65
 
Figure 15: A la Zing – premium meal kits ordered online 67