Current value sales of chilled lunch kits experienced strong growth since the introduction of the first delivery meal kit, HelloFresh, in 2012. Since then, other players have begun to produce meal kits.
Prepared salads had benefited from health and wellness trends earlier in the review period, with consumers seeking to eat more fresh vegetables. They were also attracted to options with a shorter shelf life, which they perceived as being fresher and free of preservatives.
When the lockdown began in March 2020, many consumers stockpiled long-lasting items such as shelf stable ready meals, frozen ready meals and frozen pizza, amid concerns about their availability in retail over the coming months. Consumers were also reluctant to visit stores and were unsure about how long the lockdown would last.
Over the forecast period, growth is anticipated in chilled pizza, which has begun to appeal more to health-conscious consumers since Magioni introduced its range of pizzas with a vegetable crust. In 2020 the brand announced that it would no longer produce pizzas with meat toppings.
Rising health consciousness, demand for convenience and the continuation of more home-centred lifestyles will drive demand for delivery meal kits and fresh food packages in dinner mixes over the forecast period, albeit at a somewhat slower rate than in 2020. Dutch consumers’ increasingly busy lifestyles will result in less time (or less inclination) to prepare meals from scratch.
In order to alter the perception that frozen ready meals are unhealthy, industry players have begun introducing vegetarian and vegan options. These include the Lazy Vegan brand of frozen ready meals, which use pea protein instead of meat and soy.
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Understand the latest market trends and future growth opportunities for the Ready Meals industry in Netherlands 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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