COVID-19 is expected to support continued volume and value growth in ready meals in 2020 as consumers are expected to turn to easy options to prepare at home to compensate for the closure of foodservice outlets and the increased amount of time spent at home. Ready meals are a convenient option, for example, for those balancing working from home with parenting, and are also a convenient option for quick meals whilst working.
The availability of ready meals is also expected to increase in 2020 thanks to an increase in investment in distribution to supermarkets, discounters, and e-commerce channels. Supermarkets, for example, are expected to strengthen their online presence in 2020 in order to cater to the increased demand for contactless shopping following the outbreak of COVID-19.
COVID-19 stockpiling is expected to lead consumers to purchase items that they would not usually buy based on how long the products will last. Many consumers are, therefore, expected to purchase and try shelf stable ready meals even though they would not normally have chosen these products in pre-COVID-19 times.
Surges in growth caused by COVID-19 stockpiling and lifestyle changes are expected to subside early in the forecast period as consumers return to normal life and their usual consumption and purchasing habits in the coming years. Ready meals is, therefore expected to record growth rates more consistent with that of the end of the review period throughout the forecast period.
Ready meals will continue to perform well in the forecast period due to the ongoing positive performance of dominant format frozen pizza. Consumers’ increasingly busy lifestyles support demand for convenient meal solutions such as frozen pizza as it is quick and easy to prepare and they are less inclined to prepare dishes such as this from scratch.
While chilled ready meals will remain relatively niche in Turkey in the forecast period with the highest unit price, the strong offer from private label and the expansion of branded producers supported increasing demand for and availability of traditional dishes such as doner (minced meat with sauce) and kokorec (a dish made of spices and minced cuts of goat). Players are increasingly investing in developing products that are tailored to local tastes and traditions in addition to expanding their distribution to more traditional channels and independent supermarkets, which benefits smaller brands that may not gain visibility next to known larger names.
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This report originates from Passport, our Ready Meals research and analysis database.
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