30 August 2007, 15:34 PM
  • The need for convenience is as important as ever, with ready meals driving the market

Latest research from Mintel shows that ready meals are still in vogue. And, while they were once the preserve of the couch potato, today they are more likely to appeal to health fanatics, as good-for-you varieties drive market growth.

The market for ready meals in the five largest European countries increased by a healthy five percent between 2006 and 2007 alone to reach 8.4

billion Euros.  What is more, sales look set for a further 18% growth and will almost reach the ten billion Euros mark (9.9 billion Euros) by 2011. “Despite their once poor image, sales of ready meals have continued to

grow as manufacturers have successfully tapped into recent healthy eating trends,” comments Michelle Strutton, European consumer analyst at Mintel.

“European consumers have become more concerned about the quality of their food and saving time or effort is no longer a strong enough

selling point. In the future, ready meals need to appeal to shoppers by continuing to offer other benefits which fit in with consumers’ lifestyles, such as organic, all natural ingredients and healthier-for-you recipes,” she adds. In the UK, the Brits look for quick food fixes and the ready meals market is still the largest when compared to Germany, France, Italy and Spain.
Sales of ready meals here hit the three billion Euro (£2 billion sterling) mark last year, compared to nearer two billion Euros in France (2.0 billion) and Germany (1.8 billion).And, despite being the largest market,  the UK will see around a 25% increase in sales from 2006 to 2011 to reach 3.7 billion euros or £2.6 billion sterling. 
What is more, we Brits are most likely to eat ready meals more than once a week (23% according to TGI Europa), compared to just nine percent in Germany - the least likely. “Mintel’s research shows that the UK is still king of convenience,” comments Michelle Strutton. “The ready meals market in the UK is by far and away the most advanced in Europe.  Suppliers here, especially the leading retailers such as M&S, are quick to react to new consumer trends, so offering a wide variety of exciting meals to appeal to everyone’s tastes is essential,” she adds.