Appetite for healthy options in ready-meal market

Global launch activity in ready meals over the past year has identified some key trends, according to Innova Market Insights. They include an 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 the market research company.

While convenience continues to be the key positioning for ready meals and prepared foods, over 36 per cent of introductions tracked used a health positioning of some kind. Passive claims, such as low-calorie, natural and organic dominated, but also more active claims, such as vitamin- and mineral-fortified, weight management and heart health.

“The highest levels of health claim usage were among ready meals and meal components, at nearly 50 per cent of total launches, falling to less than 25 per cent for categories generally much less widely associated with health concerns, particularly meal kits, pizza and sandwiches,” Lu Ann Williams, research manager at Innova Market Insights.

“Rising interest in naturalness and clean labelling has been a feature of the food and drinks market as a whole in recent years, and ready meals are no exception, despite the challenges presented by its inherently ‘processed’ image.”

“Product activity is increasingly focusing on health issues as well as adding value.”