COVID-19 is expected to negatively impact ready meals with significant retail volume decline and minimal current value growth. With people spending more time at home, there was increased cooking and less demand for convenient ready meals.
Ready meals is a relatively small product area in Kazakhstan and there was practically no product launches in 2020, with many players deciding to defer any launches until society returns to normal and can move around again and as a result will purchase convenient ready meals once again. Ready meals is dominated by small local manufacturers that offer traditional frozen ready meals such as varieties of dumplings including manti, pelmeni and vareniki.
While frozen ready meals is by far the largest product area, shelf stable ready meals is expected to recorded the highest value growth in 2020, though from a very low base. With affordability becoming more important over the forecast period, particularly if Kazakhstan’s economy is severely affected by COVID-19, shelf stable ready meals is also expected to register the highest current growth over the forecast period.
Ready meals is expected to suffer a decline in retail volume in 2020, due to COVID-19. Once society returns to normal and people can move around again, it is expected that ready meals will register value and volume growth as consumers once more look for convenience in their busy lives.
Up to now ready meals in Kazakhstan have focused more on taste than convenience, particularly local manufacturers. During the forecast period, manufacturers will highlight conveniences by adding new features such as providing disposable cutlery, offering more portable on-the-go options and also offering meals for one.
With consumers becoming more health conscious, particularly in the urban areas, ready manufacturers are responding by highlighting the health benefits of their products on the packaging. Claims such as GMO-free and no artificial flavours are becoming more commonplace.
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Understand the latest market trends and future growth opportunities for the Ready Meals industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Ready Meals research and analysis database.
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