Shelf stable ready meals is showing dynamism as the category expands with a number of launches in 2022. As such, shelf stable ready meals is expected to demonstrate healthy constant retail value sales growth during the forecast period, supported by increased advertising and product development in this product area.
While chilled ready meals is likely to remain relatively premium in Turkey in the forecast period with the highest unit price, the strong offer from private label and the expansion of branded producers support increasing demand for and availability of traditional dishes such as meat or chicken döner kebab (slow cooked minced meat) and kokorec (a dish made of spices and minced cuts of goat). The competitive landscape of chilled döner ready meals is expected to continue being more concentrated than other types of chilled ready meals that is expanding with many private label products entering the environment.
In addition to groceries, on-demand delivery service providers such as Banabi, Istegelsin, Getir and Trendyol also deliver ready meals and soups in, at most, half an hour. Their services are mostly called upon by working professionals in urban areas such as Istanbul.
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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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