Ready Meals in Finland

PROSPECTS

Finns warm up to ready meals as options become healthier

Finns are purchasing ready meals more than ever, embracing it as part of their eating habits. Chilled ready meals is particularly popular due to its convenience.

Ready meals is no longer considered unhealthy, boosting reputation and sales

As healthier ready meals become available in a widening range, ready meals is no longer viewed as unhealthy, and criticism of ready meal consumption is easing. Health-conscious Finns are paying increasing attention to what they eat, and many aim to reduce their consumption of salt, sugar and unsaturated fats while increasing their intake of vegetables.

Plant-based ready meals targets the wider audience to grow value sales

As plant-based meat substitutes saw innovation over the review period, it continued to make its way into ready meals in 2019. Local player Snellman Kokkikartano expanded with Nyhtökaura Kiusaus, a casserole made with the domestic innovation pulled oats.

COMPETITIVE LANDSCAPE

Expanding product lines to hit specific audience needs, could boost sales

As the selection of ready meals is impressive in Finland and the competition is intense, players need to make their products stand out. Manufacturers should be flexible and regularly update their selection according to consumer demand, needs and trends.

Saarioinen sponsorship of sports has a positive reaction across social media

The domestic player Saarioinen has been very active in its adverting and marketing. It sponsored ice hockey in 2019 and released a YouTube video highlighting its contribution to the sport.

Ecological efficiency and local products are reliable marketing tools for ready meals

Packaging innovations with new materials and eco-efficient solutions are expected to help to reduce the carbon footprint of ready meals. For example, Saarioinen emphasises that its packaging is recyclable.

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