During the forecast period, sales of meals and soups are expected to continue being negatively impacted by the return to dining out that has spread throughout the population of Serbia as the impact of the COVID-19 pandemic has receded. Serbia’s consumer foodservice industry is now operating at full capacity once again, with 2022 witnessing many consumers become more comfortable with the idea of socialising outside of the home once again.
The price sensitivity of Serbian consumers is set to remain a huge influence on sales of meals and soups during the forecast period as the high inflation that has swept across Europe has resulted in a dramatic increase in the cost of living, a situation which is likely to remain in effect during the forecast period as well. One of the most important outcomes of this is likely to be higher demand for products that are offered under price discounts and promotions, with such marketing campaigns expected to be seen more often.
During the forecast period, the positive sales performance expected in meals and soups is set to be underpinned by various favourable background trends, including urbanisation, the shift towards working from home that has continued to develop since the peak of the COVID-19 pandemic and the greater demand for convenience that is building among Serbia’s increasingly busy urban professionals. Nevertheless, it is unlikely that most categories of meals and soups will be able to realise their full potential before the end of the forecast period and this is largely due to the primacy of home-made food among the local population, with home cooked meals set to continue being perceived as the by far the best option.
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Meals and Soups
This is the aggregation of ready meals, pizza, food kits, prepared salads, and soup. Includes: These are products that have had recipe 'skills' added to them by the manufacturer, resulting in a high degree of readiness, completion and convenience. Food kits is an exception where typically the extent of preparation is much shorter than other meal products; includes meal kits where consumers are to put together pre-portioned ingredients and cook with the guidance of recipe cards. Ready meals are generally accepted to be complete meals that require few or no extra ingredients. However, in the case of shelf stable ready meals, the term also encompasses meal 'centres’; for food kits, they do require a degree of cooking and preparation. As such, some meals may require cooking (ready-to-cook); others may simply need reheating, prior to serving (ready-to-eat). Excludes: Any products sold unpackaged and/or by weight, including food sold from a retail deli counter.See All of Our Definitions
This report originates from Passport, our Meals and Soups research and analysis database.
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