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New Consumer Opportunities in Prepared Meals and Meal Components

  • Published:
  • 90 Pages
  • Canadean

Abstract

Product Synopsis

This report shows that opportunities exist in Prepared Meals and Meal Components even as competition intensifies. These opportunities can be exploited by analyzing the impact of specific consumer groups, behaviors, and trends on the market using actual consumer survey data in 12 Prepared Meals and Meal Components sectors across 10 core countries.

Introduction and Landscape

Why was the report written?

Limited growth in Prepared Meals and Meal Components sectors means marketers must focus on key consumer groups as competition intensifies. Vital to reaching these key consumer groups is understanding their consumption needs and motivations: this report provides unique insight not only into who the key consumer groups are, but why they eat what they eat and how to target them.

What is the current market landscape and what is changing?

The high importance of Value for Money and limited growth in Prepared Meals and Meal Components sectors means private labels will increase their share of the market. As leading brands and private labels battle to target consumer hotspots, "B" and "C" brands will struggle and lose share if they cannot establish clear differentiators from other products.

What are the key drivers behind recent market changes?

Kids and Babies and Tweens and Early Teens consume above average volumes of Prepared Meals and Meal Components. However, Older Consumers shouldn't be forgotten about either: aging populations worldwide means that Older Consumers already account for large absolute volumes, and will account for even larger ones by 2016. This doesn't just apply to the Non-BRIC region: populations in China and Russia are older than many think.

What makes this report unique and essential to read?

This report provides a unique opportunity to update marketing tactics and strategy in line with the latest consumer behaviors in Prepared Meals and Meal Components by highlighting the key consumer trends and groups, and integrating robust survey-based data with market data to show the actual impact of these consumer behaviors on sector volumes and values.

Key Features and Benefits

  • The value and volume of key age groups and their consumption habits in 10 core countries is quantified through a unique integration of survey and market data. This allows the impact of consumer trends to be compared by age group, exactly which trends are most important to target.
  • Concise case studies show how leading brands and retailers are effectively targeting key consumer trends and consumption behaviors, such as how producers of Prepared Meals are targeting consumers who have time to cook meals from scratch, but lack the desire or culinary expertise to do so.
  • The Volume and Value dynamics of 61 categories in 12 Prepared Meals and Meal Component sectors in 10 core countries are analyzed to show where hotspots to target exist in the next five years.

Key Market Issues

Value growth is forecast to be slightly higher in most sectors during 2011-2016 than it was during 2006-2011, though growth will slow down slightly in Meat, Dairy Foods and Oils and Fats. The lack of significant variation between historic and future growth rates limits the opportunities to grow volume sales. This makes it vital that marketers focus on targeting very specifically defined consumer groups and their driving motivations.

Within the BRIC region, Meat and Dairy Food in Brazil all have high per capita value consumption and will record relatively high growth rates during 2011-2016. Meat and Dairy Food also offer strong opportunities in the Non-BRIC region. While these sectors will grow quickly, the low growth rates in most other sectors mean there will be even greater competition during 2011-2016, making it likely that weaker brands are going to be squeezed and private labels will gain ground.

Kids and Babies and Tweens and Early Teens consume above average volumes of Prepared Meals and Meal Components overall, while Young Adults and Pre-Mid-Lifers' account for a volume share far below their share of the population. This result is driven by Kids and Babies' and Tweens and Early Teens' high consumption of Dairy Food, though they are also above average consumers of Prepared Meals and Savory and Deli Foods worldwide, and of Pasta and Noodles in the Non-BRIC region.

No motivation influences a larger volume of Prepared Meals and Meal Components eaten than the need to meet age-specific needs, be it healthy bone development for children or low cholesterol for older adults. In particular, this result is heavily influenced by the Dairy Food sector; while this shows that consumers are looking for Dairy Food products that, for instance, contain high calcium levels to help children's development, different consumer trends are key in other sectors.

A category breakdown of the Prepared Meals sector globally by age shows that Kids and Babies and Tweens and Early Teens are just as likely to eat Ready Meals as adults, despite concerns regarding their high salt content and lack of nutritional content. Ready Meals allow busy and tired parents to provide a quick hot meal to their children, while the importance of the Personal Space and Time consumer trend shows that parents value how less time cooking means more time relaxing.

Key Highlights

  • Pasta and Noodles is the only sector whose value will grow significantly faster during 2011-2016 than it did in the past. Noodles will be the primary driver of increasing value within this sector, recording strong value growth in Brazil and China in particular as packaged versions of these products become increasingly popular. Other sectors which will experience strong growth during 2011-2016 are Soy Products, for which Brazil and China are also the most important countries, and Savory and Deli Foods.
  • China and India will record strong value growth but from much lower levels of consumption. Growing incomes and the spread of modern retail formats such as supermarket and hypermarket chains will boost consumption of Prepared Meals and Meal Components in China and India and expose consumers to a wider variety of products than they enjoyed in the past.
  • The Bakery and Cereals sector has a significant bias towards consumers in older age groups: Mid-Lifers and Older Consumers both account for a higher volume share of the sector than they do of the population in both the BRIC and Non-BRIC regions. Young Adults are the key under-consuming age groups in both regions.
  • Trust is important in the Meat sector, particularly in China and the US, where recent food scares - such as when Wal-Mart's mislabeling of non-organic pork as organic meant it had to temporarily suspend trading in 13 stores in Chongqing in 2011 - mean consumers are concerned about the provenance and safety of the Meat they eat. Transparent food safety regulations are key to regaining consumers' trust. Furthermore, marketers can use organic food accreditation schemes, which will satisfy the demands of consumers who are increasingly concerned by the chemicals used in modern agricultural techniques.
  • Experience Seeking is the third most important consumption motivator in the Seasonings, Dressings and Sauces sector. Like Prepared Meals, Sauces in particular allow consumers to explore new types of cuisine at home. Asian food in particular is a growing trend in Europe; brands such as Suzi Wan, which is active in France, Italy, Netherlands, Switzerland and Belgium, are aiming to attract consumers eager to try something new, but may not have the time or expertise to create meals from scratch.

Table of Contents

1. Executive Summary

  • 1.1. Intensifying competition makes it vital to target key consumer groups effectively
    • 1.1.1. Limited growth means marketers must focus on key consumer groups
    • 1.1.2. Consumers aged under 16 are key targets, but Older Consumers shouldn't be forgotten about either
    • 1.1.3. Consumers in the key Kids and Babies and Tween and Early Teen age groups seek products offering age-related benefits

2. Industry Dynamics

  • 2.1. Definitions
    • 2.1.1. Sector coverage definitions
    • 2.1.2. Consumer Trend definitions
  • 2.2. Introduction
  • 2.3. Key Growth Sectors for the Future
    • 2.3.1. Steady value growth means competition between brands will intensify
    • 2.3.2. Dairy Food is the largest category by volume
    • 2.3.3. A sector by sector approach to targeting age groups is needed
  • 2.4. Country Hotspots
    • 2.4.1. Brazil and Russia are the key targets
    • 2.4.2. Food sectors in China are already larger by volume than those in Europe
    • 2.4.3. Aging populations in China and Russia means volume consumption patterns resemble those in the Non-BRIC region
  • 2.5. Opportunity MapS
    • 2.5.1. Within BRIC, Meat is the key sector to target in Russia and Brazil
    • 2.5.2. Meat and Dairy Food are also key sectors in the Non-BRIC region

3. Key Consumer Trends for Prepared Meals and Meal Components

  • 3.1. Note on Measures
  • 3.2. Global Trendscapes
    • 3.2.1. Consumers are most often motivated by age-specific needs
    • 3.2.2. Key consumer trends by sector
    • 3.2.3. Consumers look for value and convenience in Bakery and Cereals
    • 3.2.4. Age-targeting is vital in Diary Food; and it's all about children
    • 3.2.5. Consumers look for Value for Money in Fish and Seafood
    • 3.2.6. Value is important in the Meat sector
    • 3.2.7. Oils and Fats are heavily commoditized, making price competition key
    • 3.2.8. The convenience of Pasta and Noodles is important for busy consumers
    • 3.2.9. People want the convenience of Prepared Meals but are critical of prices
    • 3.2.10. Savory and Deli Foods also offer consumers cost-effective time-savers
    • 3.2.11. Sauces save time, but also attract adventurous consumers
    • 3.2.12. Packaging is key for busy consumers of Soup
    • 3.2.13. Consumers select Soy products that meet specific age-related needs
    • 3.2.14. Consumers treat themselves with Syrups and Spreads
  • 3.3. Key consumer trends by country
  • 3.4. Phantom and Overstated Trends
    • 3.4.1. The actual importance of the Health trend is greatly over-estimated
    • 3.4.2. Indulgence is far more significant in developed countries than in BRICs
    • 3.4.3. BRIC consumers are more overtly aspirational, but value is still king

4. Key Under-Targeted Age Groups

  • 4.1. Introduction
  • 4.2. Overall Prepared Meals and Meal Components by Age Group
    • 4.2.1. Under 16s consume above average volumes of Prepared Meals and Meal Components
    • 4.2.2. Tweens and Early Teens have the highest per capita volume consumption worldwide
  • 4.3. Key Consumers to Target by Sector
    • 4.3.1. Bakery and Cereals are mostly consumed by those in older age groups
    • 4.3.2. Kids and Babies and Tweens and Early Teens dominate Dairy Food
    • 4.3.3. Fish and Seafood is losing consumers when they become Young Adults
    • 4.3.4. Older Consumers are key in the Meat sector
    • 4.3.5. Oils and Fats Consumption increases substantially among over-45s
    • 4.3.6. Children drive Pasta and Noodle consumption in the Non-BRIC region, Mid-Lifers in the BRIC region
    • 4.3.7. Prepared Meals in the Non-BRIC region are driven by Young Adults
    • 4.3.8. Kids and Babies and Tweens and Early Teens are key consumers of Savory and Deli Foods
    • 4.3.9. Seasonings, Dressings and Sauces consumption is evenly distributed by age in the Non-BRIC region, but not in the BRIC region
    • 4.3.10. Teenagers are the key consumers of Soup in the Non-BRIC region, but Mid-Lifers and Older Consumers are key in BRIC
    • 4.3.11. Soy Products are consumed across all ages in the BRIC region
    • 4.3.12. Syrups and Spreads are popular with the oldest and the youngest

5. Country Focus

  • 5.1. Growing population and economy to boost volumes in Brazil
  • 5.2. Growth will slow in China, but still remain strong
  • 5.3. Relatively low volume growth in France
  • 5.4. Changing tastes in Germany a driving growth in smaller sectors
  • 5.5. Per capita consumption in India will grow, but still be low
  • 5.6. Moderate growth in Italy despite economic pressures
  • 5.7. Russia's growing economy to drive strong volume growth
  • 5.8. Low volume growth will prevail in Spain as the economy stagnates
  • 5.9. UK
  • 5.10. US

6. Appendix

  • 6.1. About This Report
  • 6.2. Survey Methodology
  • 6.3. Definitions
    • 6.3.1. Detailed Product Sector Definitions
    • 6.3.2. Consumer Trends Framework
    • 6.3.3. Age Group Definitions
    • 6.3.4. Country Coverage and Region Definition
  • 6.4. About Canadean
  • 6.5. Disclaimer

List of Tables

  • Table 1: Global Prepared Meals and Meal Components Value by Sector, 2006-2016 (US$ million)
  • Table 2: Global Prepared Meals and Meal Components Volume by Sector, 2006-2016 (kg m)
  • Table 3: Global Prepared Meals and Meal Components Value by Country, 2006-2016 (kg m)
  • Table 4: Global Prepared Meals and Meal Components Volume by Country, 2006-2016 (kg m)
  • Table 5: Leading Global Trends (Consumer Motivations) by Volume Share Influenced (%), 2011
  • Table 6: Top Ten Trends (Consumer Motivations) Globally in Bakery and Cereals by Volume Share Influenced (%), 2011
  • Table 7: Top Ten Trends (Consumer Motivations) Globally in Dairy Food by Volume Share Influenced (%), 2011
  • Table 8: Top Ten Trends (Consumer Motivations) Globally in Fish and Seafood by Volume Share Influenced (%), 2011
  • Table 9: Volume Influenced by the Changing Age Structures and Health Consumer Trends in Fish and Seafood (%), 2011
  • Table 10: Top Ten Trends (Consumer Motivations) Globally in Meat by Volume Share Influenced (%), 2011
  • Table 11: Top Ten Trends (Consumer Motivations) Globally in Oils and Fats by Volume Share Influenced (%), 2011
  • Table 12: Top Ten Trends (Consumer Motivations) Globally in Pasta and Noodles by Volume Share Influenced (%), 2011
  • Table 13: Top Ten Trends (Consumer Motivations) Globally in Prepared Meals by Volume Share Influenced (%), 2011
  • Table 14: Top Ten Trends (Consumer Motivations) Globally in Savory and Deli Foods by Volume Share Influenced (%), 2011
  • Table 15: Top Ten Trends (Consumer Motivations) Globally in Seasonings, Dressings and Sauces by Volume Share Influenced (%), 2011
  • Table 16: Top Ten Trends (Consumer Motivations) Globally in Soups by Volume Share Influenced (%), 2011
  • Table 17: Top Five Trends (Consumer Motivations) in Soy Products by Volume Influenced, China vs. Brazil vs. Rest of the World, 2011
  • Table 18: Top Ten Trends (Consumer Motivations) Globally in Soy Products by Volume Share Influenced (%), 2011
  • Table 19: Top Ten Trends (Consumer Motivations) Globally in Syrups and Spreads by Volume Share Influenced (%), 2011
  • Table 20: Global Prepared Meals and Meal Components Per Capita Volume Consumption by Age Group, 2011 (kg)
  • Table 21: Global Bakery and Cereals Per Capita Volume Consumption by Age Group, 2011 (kg)
  • Table 22: Global Dairy Food Per Capita Volume Consumption by Age Group, 2011 (kg)
  • Table 23: Global Fish and Seafood Per Capita Volume Consumption by Age Group, 2011 (kg)
  • Table 24: Global Meat Per Capita Volume Consumption by Age Group, 2011 (kg)
  • Table 25: Global Oils and Fats Per Capita Volume Consumption by Age Group, 2011 (kg)
  • Table 26: Global Pasta and Noodles Per Capita Volume Consumption by Age Group, 2011 (kg)
  • Table 27: Global Prepared Meals Per Capita Volume Consumption by Age Group, 2011 (kg)
  • Table 28: Top Three Trends (Consumer Motivations) Globally in Prepared Meals by Volume Share Influenced (%), Kids and Babies vs. Tweens and Early Teens vs. Adults, 2011
  • Table 29: Global Savory and Deli Foods Per Capita Volume Consumption by Age Group, 2011 (kg)
  • Table 30: Global Seasonings, Dressings and Sauces Per Capita Volume Consumption by Age Group, 2011 (kg)
  • Table 31: Global Soup Per Capita Volume Consumption by Age Group, 2011 (kg)
  • Table 32: Global Soy Products Per Capita Volume Consumption by Age Group, 2011 (kg)
  • Table 33: Global Syrups and Spreads Per Capita Volume Consumption by Age Group, 2011 (kg)
  • Table 34: Prepared Meals and Meal Components in Brazil: 2011-16 CAGR, 2011 Per Capita Consumption and Volume
  • Table 35: Prepared Meals and Meal Components in China: 2011-16 CAGR, 2011 Per Capita Consumption and Volume
  • Table 36: Prepared Meals and Meal Components in France: 2011-16 CAGR, 2011 Per Capita Consumption and Volume
  • Table 37: Prepared Meals and Meal Components in Germany: 2011-16 CAGR, 2011 Per Capita Consumption and Volume
  • Table 38: Prepared Meals and Meal Components in India: 2011-16 CAGR, 2011 Per Capita Consumption and Volume
  • Table 39: Prepared Meals and Meal Components in Italy: 2011-16 CAGR, 2011 Per Capita Consumption and Volume
  • Table 40: Prepared Meals and Meal Components in Russia: 2011-16 CAGR, 2011 Per Capita Consumption and Volume
  • Table 41: Prepared Meals and Meal Components in Spain: 2011-16 CAGR, 2011 Per Capita Consumption and Volume
  • Table 42: Prepared Meals and Meal Components in the UK: 2011-16 CAGR, 2011 Per Capita Consumption and Volume
  • Table 43: Prepared Meals and Meal Components in the US: 2011-16 CAGR, 2011 Per Capita Consumption and Volume
  • Table 44: Product Sectors in Prepared Meals and Meal Components
  • Table 45: Consumer Trends Framework
  • Table 46: Age Group Definitions
  • Table 47: Country Coverage and Region Definition

List of Figures

  • Figure 1: Kids and Babies and Tweens and Early Teens account for higher percentage shares of Prepared Meals and Meal Components sectors by volume than they do of the population
  • Figure 2: Older Consumers eat large volumes of Prepared Meals and Meal Components, and not just in the Non-BRIC region
  • Figure 3: The largest value sectors cluster into the middle of the growth spectrum
  • Figure 4: Total Dairy Food volumes are skewed towards younger consumers, while Bakery and Cereal, Meat and Fish are popular with Older Consumers
  • Figure 5: All the BRICs show strong value growth in Prepared Meals and Meal Components, although consumption is much lower in India and China
  • Figure 6: Aging populations in China and Russia mean that Older Consumers account for greater volumes than many think
  • Figure 7: For Prepared Meals and Meal Components, Meat in Russia and Brazil and Dairy Food in Brazil are the key opportunities in the BRIC region
  • Figure 8: In Prepared Meals and Meal Components in the Non-BRIC region, Meat and Dairy Food Markets record the highest per capita value consumption and relatively rapid value growth rates
  • Figure 9: Top Three Global Trends (Consumer Motivations) by Product Sector
  • Figure 10: Baker Tweet alerts Indulgence-seeking consumers of Albion's Oven Bakery in London, UK, when a hot batch of Bakery products are ready
  • Figure 11: Private Label penetration is high in Dairy Food categories in the Non-BRIC region
  • Figure 12: Organic certification is a key way to reassure consumers after food scares
  • Figure 13: Consumers in China and the US are the most concerned about the safety of their Meat
  • Figure 14: Dried Pasta and Noodles' share is very high, driven by the appeal of their easy storage and "cookability"
  • Figure 15: The majority of Prepared Meals are eaten by Consumers with time on their hands
  • Figure 16: Prepared Meals are a way for consumers to try new cuisines at home
  • Figure 17: Asian cuisine is proving popular among consumers with increasingly adventurous palettes
  • Figure 18: Microwaveable packaging makes it easier to heat soup at work
  • Figure 19: Soy Products are consumed in greatest volumes per capita in China and Brazil
  • Figure 20: Top Three Trends (Consumer Motivations) by Country
  • Figure 21: Health is of major importance to consumption in only a few sectors
  • Figure 22: Natural and healthy Prepared Meals like Sainsbury's Super Naturals have had modest success
  • Figure 23: Indulgence is less important in the BRICs than the Non-BRICs in every sector except soup
  • Figure 24: Value for Money is a more important driver of consumption volumes than Aspiration in all sectors globally
  • Figure 25: Iceland's Luxury range is marketed both on its aspirational and its budget credentials
  • Figure 26: Kids and Babies and Tweens and Early Teens are key consumers of Prepared Meals and Meal Components worldwide
  • Figure 27: Older Consumers account for a disproportionately high share of consumption
  • Figure 28: Dairy Food is most popular with the youngest consumers
  • Figure 29: Fish and Seafood is least popular among Young Adults
  • Figure 30: Meat is most popular among Older Consumers across all countries
  • Figure 31: Mid-lifers are particularly high consumers of Oils and Fats
  • Figure 32: Pasta and Noodles consumption is led by younger Non-BRIC consumers
  • Figure 33: Consumption of Prepared Meals differs significantly by age group in the BRIC region
  • Figure 34: Kids and Babies and Tweens and Early Teens are as likely to eat Ready Meals as adults
  • Figure 35: Older Consumes eat relatively low volumes of Savory and Deli Foods
  • Figure 36: Seasonings, Dressings and Sauces consumption is fairly evenly distributed across age groups in the Non-BRIC region, but not in the BRIC region
  • Figure 37: Over 45's are the key consumers of Soup in the BRIC region, Teenagers and Early Young Adults in the Non-BRIC region
  • Figure 38: Soy Products consumption is fairly even across age groups in the BRIC region, but largely consumed by children in the Non-BRIC region
  • Figure 39: Syrups and Spreads consumption peaks among the youngest and oldest
  • Figure 40: Consumption and Future Growth in Prepared Meals and Meal Components in Brazil
  • Figure 41: Consumer Profiles in Prepared Meals and Meal Components in Brazil
  • Figure 42: Consumption and Future Growth in Prepared Meals and Meal Components in China
  • Figure 43: Consumer Profiles in Prepared Meals and Meal Components in China
  • Figure 44: Consumption and Future Growth in Prepared Meals and Meal Components in France
  • Figure 45: Consumer Profiles in Prepared Meals and Meal Components in France
  • Figure 46: Consumption and Future Growth in Prepared Meals and Meal Components in Germany
  • Figure 47: Consumer Profiles in Prepared Meals and Meal Components in Germany
  • Figure 48: Consumption and Future Growth in Prepared Meals and Meal Components in India
  • Figure 49: Consumer Profiles in Prepared Meals and Meal Components in India
  • Figure 50: Consumption and Future Growth in Prepared Meals and Meal Components in Italy
  • Figure 51: Consumer Profiles in Prepared Meals and Meal Components in Italy
  • Figure 52: Consumption and Future Growth in Prepared Meals and Meal Components in Russia
  • Figure 53: Consumer Profiles in Prepared Meals and Meal Components in Russia
  • Figure 54: Consumption and Future Growth in Prepared Meals and Meal Components in Spain
  • Figure 55: Consumer Profiles in Prepared Meals and Meal Components in Spain
  • Figure 56: Consumption and Future Growth in Prepared Meals and Meal Components in the UK
  • Figure 57: Consumer Profiles in Prepared Meals and Meal Components in the UK
  • Figure 58: Consumption and Future Growth in Prepared Meals and Meal Components in the US
  • Figure 59: Consumer Profiles in Prepared Meals and Meal Components in the US
  • Figure 60: Issue Report Methodology
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