Executive Summary

Nov 2019
PROSPECTS
Stronger demand for healthy convenient meal solutions supports ongoing growth for ready meals

Ready meals continued to experience solid demand in 2019, supported by the convenience factor. While traditionally, ready meals were perceived as unhealthy, the efforts of players to offer well-balanced meal solutions using good quality ingredients with a greater variety of cuisine types and flavours, offer consumers a greater choice.

Dinner mixes performs well due to popularity of meal kits

Ready meals that have a fresh perception including prepared salads, chilled pizza and chilled ready meals, continued to perform strongly in 2019, although frozen pizza also improved its retail volume sales due to the efforts of players to offer more premium quality Italian-style pizza, such as the launch of Dr Oetker PizzAMo. However, dinner mixes recorded the strongest growth in both retail volume and current value terms in 2019 and is predicted to continue to perform well over the forecast period, benefiting from the increasing popularity of meal kits.

Vegetarian ready meals expands offer to appeal to wider audience

In line with health trends in Austria, producers of ready meals are increasingly focusing on offering products which use natural ingredients, have greater transparency in terms of origin, in addition to addressing the growing interest in vegetarian meals. The latter trend was supported by efforts such as processed fruit and vegetables brand Bonduelle, which launched a new vegetarian shelf stable ready meal in 2019, including its Ratatouille, which has a French cuisine appeal and can be consumed with pasta or a baguette, offering further options for meal occasions.

COMPETITIVE LANDSCAPE
Rewe strengthens leadership of ready meals supported by wide distribution network

Rewe International, manufacturer of private label line Chef Menü strengthened its lead of ready meals in 2019. The retailer profits from its high number of supermarket and hypermarket chains Billa, Merkur and Adeg in Austria which supports the wide distribution of its products.

Dr Oetker performs well due to its dominance of frozen pizzas

International player Dr Oetker GmbH closely followed Rewe International, also gaining further value share due to its dominance of frozen pizza, the largest category within ready meals in retail volume terms with its brands Ristorante, Pietro Pizzi and Traditionale. Dr Oetker pizzas have a long-standing tradition in Austria and are well trusted as a quality brand.

Intensifying competition amongst leading brands

Wagner Tiefkühlprodukte retained its third position in 2019 within ready meals due its wide offer of frozen pizzas for global brand owner Nestlé SA, including Original Wagner Piccolinis, Original Wagner Steinofen Pizza and Original Wagner Die Backfrische. The player also launched a new addition to this line with Ernst Wagners “Original”, which capitalises on the name of the brand’s founder.

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Ready Meals in Austria

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Overview

Discover the latest market trends and uncover sources of future market growth for the Ready meals industry in Austria with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Ready meals industry in Austria, our research will save you time and money while empowering you to make informed, profitable decisions.

The Ready meals in Austria market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Ready meals in Austria?
  • What are the major brands in Austria?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than eating at home?
  • How are manufacturers leveraging popular restaurant chains to help more austere consumers recreate a restaurant experience at home?
  • How much are consumers willing to pay for convenience?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Ready Meals in Austria - Category analysis

HEADLINES

PROSPECTS

Stronger demand for healthy convenient meal solutions supports ongoing growth for ready meals
Dinner mixes performs well due to popularity of meal kits
Vegetarian ready meals expands offer to appeal to wider audience

COMPETITIVE LANDSCAPE

Rewe strengthens leadership of ready meals supported by wide distribution network
Dr Oetker performs well due to its dominance of frozen pizzas
Intensifying competition amongst leading brands

CATEGORY DATA

Table 1 Sales of Ready Meals by Category: Volume 2014-2019
Table 2 Sales of Ready Meals by Category: Value 2014-2019
Table 3 Sales of Ready Meals by Category: % Volume Growth 2014-2019
Table 4 Sales of Ready Meals by Category: % Value Growth 2014-2019
Table 5 Sales of Chilled Ready Meals by Ethnicity: % Value 2014-2019
Table 6 Sales of Frozen Ready Meals by Ethnicity: % Value 2014-2019
Table 7 NBO Company Shares of Ready Meals: % Value 2015-2019
Table 8 LBN Brand Shares of Ready Meals: % Value 2016-2019
Table 9 Distribution of Ready Meals by Format: % Value 2014-2019
Table 10 Forecast Sales of Ready Meals by Category: Volume 2019-2024
Table 11 Forecast Sales of Ready Meals by Category: Value 2019-2024
Table 12 Forecast Sales of Ready Meals by Category: % Volume Growth 2019-2024
Table 13 Forecast Sales of Ready Meals by Category: % Value Growth 2019-2024

Packaged Food in Austria - Industry Overview

EXECUTIVE SUMMARY

Convenience supports packaged food but consumers also demand healthier, local products
Health trends continue to support demand for organic and plant-based products
Intense competitive landscape led by artisanal and private label
Dominant modern grocery retailers offers convenience but consumers still partial to indulgence, benefiting artisanal bakeries
Higher current value growth supported by demand for perceived healthier products for which consumers are willing to pay

FOODSERVICE

Sales to Foodservice
Foodservice suppliers must increasingly be able to offer convenient, healthy and local meal solutions to outlets
Flexitarian lifestyles mean that suppliers must also be flexible in their foodservice options
Increasing popularity of takeaway and delivery services offer food service providers chance to capture wider audience
Consumer Foodservice
Food trucks address demand for on-the-go fresh innovative meal options
Foodservice providers must look to new opportunities to expand target audience
Time-restricted consumers increasingly turn to retailers’ on-the-go meal solutions offering competition to foodservice
Category Data
Table 14 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 15 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 16 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 17 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 18 Sales of Packaged Food by Category: Volume 2014-2019
Table 19 Sales of Packaged Food by Category: Value 2014-2019
Table 20 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 21 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 22 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 24 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 25 Penetration of Private Label by Category: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format: % Value 2014-2019
Table 27 Distribution of Packaged Food by Format and Category: % Value 2019
Table 28 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 31 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources