A review of tracked global launch activity in ready meals over the past year has identified some key trends, including ongoing interest in healthy options and more authentic-style ethnic recipes.
There is also more emphasis on natural, organic and locally sourced ingredients, and more interest in restaurant-style products for in-home dining or home entertaining as an alternative to eating out, according to market researcher Innova Market Insights.
While convenience continues to be the key positioning for ready meals and prepared foods, over 36% of introductions tracked used a health positioning of some kind.
Passive claims, such as low-calorie, natural, organic, etc, dominated, but also more active claims, such as vitamin- and mineral-fortified, weight management, heart health etc, were reported.
The highest levels of health claim usage were among ready meals and meal components, at nearly 50% of total launches, falling to less than 25% for categories generally much less widely associated with health concerns, particularly meal kits, pizza and sandwiches.
Source: Innova Market Insights
- Soho Coffee moves into leisure centre market
- Mocon creates four business units to support global footprint
- Food manufacturers welcome first stage funding success