| July 14, 2005,
as reported by just-food.com: Frozen dinners,
according to new research findings, are not necessarily
the food of choice of single twenty-somethings as once
thought but are instead a growing meal option among their
grandparents.
In 2004, seniors (55+) accounted for 26% of the value
of the region's €11.1bn (US$13.4bn) ready made
meal market, according to a new report by independent
market analyst Datamonitor. "An increasing number
of seniors in Europe live alone, as such the idea of
cooking from scratch for one is generally unappealing"
said Daniel Bone, consumer markets analyst at Datamonitor.
The report also cites a later retirement age with a
trend towards phased retirement and a desire for more
leisure as reasons why older European are seeking ready-made
meals.
Younger buyers, those in the 25-34 age category, and
mid-lifers (35-44) are generally thought of as the groups
most likely to spend on ready meals, however, they only
accounted for 19% and 22% of total respectively.
Datamonitor’s consumer graphics database reveals
that French seniors are Europe’s biggest spenders
on ready meals (€847million), followed by the British
(€778 million), Germans (€677 million) and
Swedes (€220 million). Dutch seniors spent the
least (€130 million) among those surveyed.
When it comes to positioning time saving meal solutions
manufacturers must be sensitive to an accentuated level
of cooking pride. "Manufacturers need to be aware
that they must offer the older consumer a sense of pride
in feeling there was some skill in preparing the meal",
said Bone.
The sensory benefits of prepared meals also play an
important part in appealing to older consumers who are
more likely to judge a ready meal against more authentic
meals prepared from scratch.
In the 3 biggest ready meal markets of France, UK and
Germany urban consumption accounts for 80%, 92% and
91% of market values respectively. “In the same
three countries male consumption accounts for 57% of
market value suggesting that males are slightly more
in need of a little help in the kitchen," says
Bone.
As for future developments Datamonitor believes that
despite frozen meals dominating the market in every
country but the UK, consumption of chilled meals will
grow the fastest. "Chilled meals have grown in
popularity as they are perceived to have improved sensory
benefits, use better quality and fresher ingredients
and contain fewer additives than frozen meals",
said Bone.
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