Ready meals experienced high demand during the lockdown period in the first half of 2020, as many people who would normally eat outside of the home turned to them instead of cooking from scratch. Ready meals are known to be easy, convenient, and quick to prepare; many can also be stored for a decent amount of time which was appealing to consumers in case they needed to self-quarantine.
The pandemic has had a longer and more negative impact on life in Thailand than was previously projected. As such, consumers have spent extended time at home and have begun seeking foods with longer use-by dates to reduce the frequency of their shopping trips.
CPRAM and CPF Food & Beverages and CP RAM, continue to dominate frozen ready meals and chilled ready meals with their Ezy Choice and Ezy Go brands. With the strength of its distribution channels through nationwide 7-Elevens (that are owned by the private label CP ALL), the brands benefit from being widely available across the country.
Retail volume and current value growth are set to remain strong and stable for ready meals, with higher CAGRs expected in the forecast period than were seen in the review period. As COVID-19 measures are eased consumers are likely to revert to their more active, busier lifestyles and seek convenience when it comes to food Those who want to eat at home but do not have the time or skills to prepare tasty dishes are likely to purchase such products, with the younger generation being particularly interested in ready meals.
Frozen ready meals and chilled ready meals are likely to remain dominated by private label as the strength of the leading brands prevents other competitors from winning more significant shares in the category. As such, other players will need to invest into alternate areas to gain ground.
More ready meals players in Thailand are set to target the lucrative older population in the forecast period, amidst a backdrop of an ageing demographic. Elderly consumers often find certain foods hard to chew and swallow, with any products catering to this consumer group typically imported and expensive.
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Understand the latest market trends and future growth opportunities for the Ready Meals industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Ready Meals
This is the aggregation of shelf stable, dried, chilled and frozen ready meals. They have a high degree of readiness and convenience. In most instances they are ready-to-heat or ready-to-eat. Ready meals are generally accepted to be complete meals that require few or no extra ingredients. However, in the case of shelf stable ready meals, the term also encompasses meal 'centres’.
See All of Our DefinitionsThis report originates from Passport, our Ready Meals research and analysis database.
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