At the start of the review period ready meals sales were suffering due to consumers not perceiving ready meals as part of a healthy lifestyle. However, convenience, as well as a widening variety of ready meals, attracted consumers who wanted to spend less time in their kitchens preparing food.
E-commerce experienced high appeal in 2020 as consumers considered it to be a good solution in reducing human to human contact, and therefore a solution to reducing the risk of contracting COVID-19. Since a significant amount of ready meal-specialising companies already had popular delivery services, this shopping behaviour was not a significant change for customers.
As Danish consumers are very interested in what they are consuming, they demand that manufacturers design their packaging to show the quality and the ingredients of the food product. Danes are especially interested in the origin of the raw materials and tend to have greater trust in domestic products.
As COVID-19 becomes less of a threat and people return to the workplace, convenience in cooking will become an increasing priority, driving sales of ready meals over the forecast period. Before 2020, consumers were already seeking to reduce the time they spent cooking, preferring to spend their non-work time socialising and enjoying other leisure activities.
While increased unemployment rates and a decrease in the Danish GDP are quite discouraging figures in 2020, an economic upturn is expected in 2021, where households will be able to increase their disposable income. With more people returning to their office jobs, this will fuel the growth rate of ready meals, particularly more premium varieties, over the forecast period.
Over the forecast period it is expected that there will many more manufacturers offering premium products, due to the increasing consumer demand for high-quality ready meals. A good example of this is the cooperation between Coop Danmark and Copenhagen Food Collective.
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This report originates from Passport, our Ready Meals research and analysis database.
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