As New Zealand went under lockdown frozen meals witnessed a sharp increase in demand from consumers experiencing a sudden change in lifestyles and preferences. Frozen ready meals experienced a strong growth surge in 2020 with this uptick expected to continue into 2021 as consumers are increasingly opting for convenient meal options to prepare at home.
The strict lockdown restrictions in New Zealand led to a massive shift in lifestyle and consumer preferences as home cooking becomes increasingly popular due to home cooking and social distancing protocols in New Zealand. Foodservice closures and concerns regarding safety stimulated more consumers into recreating dining out experiences at home.
A key concern for consumers when opting to choose ready meals has been the nutritional value as well as the quality of healthy ingredients incorporated in the product options. The change in lifestyle and consumer preferences led New Zealanders to value convenience while also seeking better-for-you options.
Following the lockdown restrictions and concerns over safety, consumers in New Zealand increasingly hesitate to go out grocery shopping. Most highly value having fresh ingredients delivered to their door with pre-cut vegetables and recipes that save time and prepare nutritious meals with minimal effort.
The strict lockdown restrictions in New Zealand forced Kiwi households to prepare their own meals instead of eating out leading to the rise in ready meals as they have emerged as a comfort food for many. Consumers are buying ready meals because of the longer shelf life, convenience of preparation and stockpiling in case of unprecedented product shortages caused by panic buying.
The increase in consumers in New Zealand opting for vegetarian and plant-based meal options has been tremendous as consumers with flexitarian diets have increased significantly. The rise in the conscious consumer has led to the soaring popularity of plant-based diets as consumers seek to make choices that are healthy for them and also good for the environment.
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This report originates from Passport, our Ready Meals research and analysis database.
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