Mintel: Sales of prepared meals remain stagnant due to changing consumer perceptions, behaviors
Convenience remains the category’s most essential benefit.
Sales of prepared meals turned slightly positive in 2015 after three consecutive years of decline, notching an increase of a little less than 1% on gains for both refrigerated and frozen side dishes, according to an executive summary on prepared meals, produced by Chicago-based Mintel in May. Category sales, however, remain below their 2010 level, reflecting more substantial sales declines for single-serve and multi-serve frozen meals, by far the category’s largest segments.
Consumers cutting back outnumber those eating more While usage of refrigerated and frozen meals is high and relatively steady, consumers who say that they are eating fewer of these meals than a year ago outnumber those who report eating more. This downward bias in usage is consistent with weakening category sales in recent years, and may reflect consumer sentiment that prepared meals are often overly processed or lacking in nutrition, perceptions that competitors and associations are working to counter. For example, in May 2014, the American Frozen Food Institute (AFFI), McLean, Va., launched a national effort called the “Frozen. How Fresh Stays Fresh.” campaign to encourage consumers to take a fresh look at frozen foods.