Two main trends affect the performance of ready meals. On the one hand, consumers are more aware of their food intake and have a greater preference for fresher and less-processed food and more natural ingredients.
While most ready meals areas are showing a continuous decline in sales, prepared salads sales are growing rapidly. Prepared salads allow consumers to benefit from convenience, time saving and an altogether nutritious meal.
Grabbing food from restaurants or fast food outlets has become easier, with many new outlets opening each year, especially in fast food. Competition is intensifying, encouraging restaurateurs to offer more tempting menus.
Tnuva Food Industries remains the leading player in ready meals, benefiting from wide distribution and a strong hold on the retail environment. The company’s Ma’adanut frozen pizza brand enjoys high recognition and strong shelf positioning.
Soglowek Nahariya recently shut down its local pizza operations in response to falling profits. Rather than exiting the area, Soglowek began to import an international brand called D’oro manufactured in Hungary.
Despite the continuous fall in sales and a negative and unhealthy image, Osem is investing in marketing in a bid to reduce the rate of decline in sales in this area. During the summer of 2017, the company casted popular musicians for marketing activities as part of a lottery campaign in which consumers could win Reebok sports shoes.
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This industry report originates from Passport, our Packaged Food market research database.