This report shows the landscape for ready meals in the Middle East and Africa and highlights the key growth areas. The category is still niche across the region, but with increased consumer awareness and more affordable products, it has the potential to register growth in the coming years. Growth for ready meals will lay in innovation with a local flair, answering consumer demands. Ample growth potential is expected as consumers lead increasingly demanding lives and seek convenience.
The MEA region recorded the second highest value CAGR in the review period, although per capita spending remained low. Most markets are very small and still developing. Innovation with a local flair is a significant component of growth in the region. South Africa and Israel are the biggest markets for ready meals in MEA.
The top 10 companies in ready meals in the MEA region mainly compete in frozen pizza. This is very popular with consumers as it provides the convenience they are seeking.
Ready meals experiences mild to strong competition from home cooking and consumer foodservice, depending on the country. Home cooking is more economical for cash-strapped consumers, while consumer foodservice is considered a fresher option compared with frozen ready meals/pizza.
Supermarkets and hypermarkets are the most popular channels, because these products need continuous cold storage.
There is ample growth potential for ready meals in MEA, as consumers demand convenience. They are also looking for health and wellness offerings as they become more health-conscious, especially in the Middle East.
The MEA region is rife with challenging economic conditions and political uncertainty. This decreases consumers’ spending power and limits their purchases to only essential products.
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