While the chilled convenience food sector in Europe continues to expand, successful growth strategies will rely more on understanding local consumer demand rather than replicating successful formats from other countries, a report by Rabobank has said.
According to the report, the chilled convenience foods sector – which includes ready meals, prepared salads, soups, sandwiches and other fresh, prepared meal solutions – continues to outperform the wider retail food market.
‘Long-term trends’
“The category is supported by long-term trends such as smaller households, busier lifestyles, and growing demand for convenient meal solutions,” commented Yanyee Siu, consumer foods analyst at Rabobank. “However, similar consumer needs are not producing a single European growth model.”
Siu said that the UK remains an “important reference market” for the sector because of its extensive ready-meal category, established food-to-go market and links between grocery retail and foodservice.
However, growth is also emerging through different formats across Europe.
“In Germany, growth remains concentrated in prepared salads and fresh convenience,” she added. “Spain is generating momentum through prepared meals and retailer-led development, while the Netherlands combines a strong ready-meal base with growth in adjacent formats and informal consumption occasions.”
Food culture
Rabobank attributed these differences to the evolution of food culture, retail structures and foodservice dynamics.
“As a result, successful category strategies increasingly depend on understanding how growth occurs in each market rather than replicating formats from leading markets,” Siu added. “The key strategic challenge is to identify where to play, how to win, and who is best positioned to create profitable growth.” Read more here.
