Consumer and Market Insights: Prepared Meals Market … · Consumer and Market Insights: Prepared...

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Consumer and Market Insights: Prepared Meals Market in Belgium

CS1973MF May 2015

2 2 2 04/06/2015 2 6/4/2015 2 6/4/2015 2 6/4/2015 2

This report brings together multiple data sources to provide a comprehensive overview of the Prepared Meals sector

in Belgium as part of our global coverage of the sector. This report draws on market data, analyzing value and

volume data and category and channel distribution breakdown, also highlighting which categories are witnessing the

biggest growth. Brand and Private Label analysis is also provided. It contains top line foodservice transaction figures

highlighting where the most opportunistic channels are for industry players in the country. Detailed packaging

analysis is also provided, analyzing category trends and also packaging material and type.

Market data coverage: The overall market value and volume data included in the report is for the period 2014-

2019.

Category coverage: This report provides information on three categories including Meal Kits, Pizza and Ready

Meals.

More extensive brand coverage: The report provides more extensive brand share coverage. Brand share data is

also validated by inputs from industry experts.

Distribution channel: The Distribution data included in the report covers 11 distribution channels including Cash &

Carries & Warehouse Clubs, “Dollar Stores”, Variety Stores & General Merchandise Retailers, Hypermarkets &

Supermarkets, Convenience Stores

Time period: The report provides overall market value and volume data, including category level data for the period

2009-2019. Distribution channel and brand share data is included for the year 2014.

Report scope

3 3 3

Table of Contents

• Country Context

• Market Overview

• Retail Landscape and Key Distribution Channels

• Packaging

• Brand and Private Label Share

• Appendix

4 4 4

Rise in GDP per capita and low inflation rate provides opportunities for marketers in the Belgium’s Prepared Meals market

The GDP per capita has witnessed a 1.4% year-over-

year growth during 2013-2014 and reached

EUR34,946.7 in 2014.

Belgium has a relatively large population of Mid - Lifers

who are between 30 – 59 years of age. They accounted

for 41.4% of the total population in 2014.

Consumer prices in Belgium are fluctuating since 2009.

The prices have declined in 2014 compared to 2013 and

reached 110.7 basis points in 2014.

Belgium’s population grew between 2009 and 2014 and

reached 11.2 million in 2014. Increasing migration

resulted is the major reason for increase in population.

Steady growth in population and GDP per capita with low inflation rate are driving demand for consumer packaged

goods in Belgium.

GDP Per Capita Population

Consumer Price Index Age Profile

-3%

-2%

-1%

0%

1%

2%

3%

4%

0

10,000

20,000

30,000

40,000

2009 2010 2011 2012 2013 2014

GD

P P

er

Cap

ita (

EU

R)

Annual g

row

th (

%)

100

102

104

106

108

110

112

2009 2010 2011 2012 2013 2014

Co

nsum

er

Price Ind

ex

0 - 9

10 - 19

20 - 29

30 - 39

40 - 49

50 - 59

60 - 69

70 - 79

80+

0.0%

0.2%

0.4%

0.6%

0.8%

1.0%

1.2%

0

2

4

6

8

10

12

2009 2010 2011 2012 2013 2014

Annual G

row

th (

%)

Po

pula

tio

n (M

illio

n)

5 5 5

The retail and foodservice markets in Belgium: an overview

Foodservice

This slide provides an overview of the retail and foodservice markets in Belgium, in which industry players

in the Prepared Meals sector operate:

Profit Sector

Total number of transactions in the profit

sector, 2014: 1,740.2 million

Largest channel in the profit sector and

transactions, 2014: Restaurants,1,055.6

million

Cost Sector

Total number of transactions in the cost

sector, 2014: 515.1 million

Largest channel in the cost sector and

transactions, 2014: Education, 329.2

million

Retail

Country indicator Units Value

Total value of Food market,

2014

US$

millions 25132.7

Total volume of Food

market, 2014

Millions of

Kg 3412.6

Total Food volume growth

2009-2014 CAGR 1.3%

Proportion of Prepared

Meals as part of overall food

volume, 2014

% 2.6%

Biggest category within the

Prepared Meals market as

part of overall volume, 2014

%

Ready

Meals ,

63.2%

Private label penetration in

Prepared Meals market,

2014

% 16.1%

Figures for overall food 2014 are forecasts.

6 6 6

Table of Contents

• Country Context

• Market Overview


• Packaging


• Appendix

7 7 7

Prepared Meals market registered higher value growth compared to volume growth during 2009-2014

Market value of Belgium's Prepared Meals

market, 2009-2019

Market volume of Belgium's Prepared Meals

market, (Millions of Kg), 2009-2019

CAGR 2009-2014 1.2%

CAGR 2014-2019 1.5%

•The Prepared Meals market in Belgium grew at a CAGR of 2.2% in local currency terms during 2009-2014 and

is forecast to grow at a CAGR of 2.4% during 2014-2019.

•The volume consumption of Prepared Meals grew at a CAGR of 1.2% during 2009-2014 and is forecast to

register growth at a CAGR of 1.5% during 2014-2019.

EUR million US$ million

2009 535.9 744.4

2014 598.0 793.7

2019 674.9 811.8

CAGR 2009-

2014 2.2% 1.3%

CAGR 2014-

2019 2.4% 0.5%

81.8

87.0

93.6

2009 2014 2019

8 8 8

Growth rate in the Prepared Meals market is forecast to decline in US$ terms during 2014-2019 due to fluctuating exchange rates

The Belgium Prepare Meals market is forecast to grow at a CAGR of 2.4% during 2014-2019 from EUR598.0 million

(US$793.7 million) in 2014 to EUR674.9 million (US$811.8 million) in 2019. The volume consumption is forecast to

increase at a CAGR of 1.5% during 2014-2019 from 87.0 Kg million in 2014 to 93.6 Kg million in 2019.

The market growth in US$ terms tend to fluctuate during 2009-2014 due to fluctuating exchange rates. The growth

rate in US$ terms is forecast to decline from a 1.3% CAGR during 2009-2014 to 0.5% during 2014-2019.

Market value (EUR million and US$ million) and volume growth of Prepared Meals market, 2009-2019

-16%

-11%

-6%

-1%

4%

9%

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Gro

wth

Rate

(%

)

Value (EUR)

Value (US$ m)

Volume (Kg m)

9 9 9

Declining prices will encourage consumers to marginally trade up to premium quality Prepared Meals products

Extent to which consumers are trading up or down in Belgium’s Prepared Meals market

Prepared Meals market grew by 2.3% in value terms and 1.4% in volume terms, in 2014. The average prices of

Prepared Meals increased by 1.0% while food price inflation stood at -1.0%. Low inflation rate has resulted in trading

up of the food products by 0.1% in Belgium.

2.3%

1.4%

1.0%

-1.0%

0.1%

0%

1%

2%

3%

4%

Value Change Volume Change Average price Change Food Price Inflation Trading up or down

20

14

An

nu

al C

han

ge

%

10 10 10

Ready Meals is the most consumed Prepared Meals category in Belgium

Market volume of Belgium's Prepared Meals

market, (Millions of Kg), 2014, by category

The volume consumption of Prepared Meals was 87.0

Kg million in 2014 in the Belgium Prepared Meals

market. The Ready Meals category accounted for

63.2% of Belgium‘s Prepared Meals market volume

followed by Pizza category with a 35.5% share in

2014.

The Meal Kits which is the smallest category by

volume is forecast to be the fastest growing category

with a CAGR of 2.0% during 2014-2019.

Market Volume, forecasted Compound Annual

Growth Rate , 2014-2019

Market

Volume

(Kg m) 2014

CAGR

2014-2019

Ready Meals 55.0 1.4%

Meal Kits 30.9 1.6%

Pizza 1.1 2.0%

55.0

30.9

1.1 Ready Meals

Pizza

Meal Kits

11 11 11

The Meal Kits category is forecast to register fastest growth in value terms during 2014-2019

Market value of categories in Belgium's Prepared Meals market

The Ready Meals category which was valued at EUR353.4 million (US$469.1 million) accounted for the largest

value consumption with 59.1% of the overall Prepared Meals market share in 2014. This is followed by the Pizza

category valued at EUR233.8 (US$310.3 million) and accounted for 39.1% share.

The Meal Kits category which was valued at EUR10.8 million (US$14.3 million) is forecast to register fastest growth

in the market during 2014-2019.

0%

1%

2%

3%

0% 1% 2% 3%

2009–2014 Category Value in EUR CAGR (%)

Ready Meals

Pizza

Meal Kits

2

014-2

019 C

ate

gory

Valu

e in E

UR

CA

GR

(%

)

Bubble size= 2014 Category Value

(EUR million)

12 12 12 04/06/2015 12 6/4/2015 12 6/4/2015 12 6/4/2015 12

Chilled Ready Meals segment is forecast to register faster growth during 2009-2019

The Ready Meals category is forecast to grow at a CAGR of 2.5% during 2009-2019 from EUR314.5 million (US$436.8 million) in

2009 to EUR401.3 million (US$482.8 million) in 2019. The Chilled Ready Meals segment is forecast to grow faster at a CAGR of 3.0%

during 2014-2019.

Ready Meals – US$ Ready Meals – EUR

Market value of categories in the Prepared Meals market

Pizza – US$ Pizza – EUR

The Pizza category is forecast to grow at a CAGR of 2.1% during 2009-2019 from EUR211.8 million (US$294.3 million) in 2009 to

EUR261.3 million (US$314.4 million) in 2019. The Chilled Pizza segment is forecast to grow faster at a CAGR of 2.6% during 2014-

2019.

0%

1%

2%

3%

0

50

100

150

200

250

300

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

An

nu

al G

row

th (%

)

Va

lue

(E

UR

Millio

n)

Value(EUR) Annual Growth (%)

0%

1%

2%

3%

0

100

200

300

400

500

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

An

nu

al G

row

th (%

)

Va

lue

(E

UR

Millio

n)


-10%

-5%

0%

5%

10%

0

100

200

300

400

500

600

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

An

nu

al G

row

th (%

)

Va

lue

(U

S$

Millio

n)

Value (US$) Annual Growth (%)

-10%

-5%

0%

5%

10%

0

50

100

150

200

250

300

350

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

An

nu

al G

row

th (%

)

Va

lue

(U

S$

Millio

n)


13 13 13 04/06/2015 13 6/4/2015 13 6/4/2015 13 6/4/2015 13

Meal Kits is the smallest category by value in the Belgian Prepared Meals market

The Meal Kits is forecast to grow at a CAGR of 2.5% during 2009-2019 from EUR9.6 million (US$13.3 million) in 2009 to EUR12.2

million (US$14.7 million) in 2019. The Ambient Meal Kits segment is forecast to grow faster at a CAGR of 2.8% during 2014-2019.

Meal Kits – US$ Meal Kits – EUR

Market value of categories in the Prepared Meals market

0%

1%

2%

3%

0

2

4

6

8

10

12

14

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

An

nu

al G

row

th (%

)

Va

lue

(E

UR

Millio

n)


-10%

-5%

0%

5%

10%

0

5

10

15

20

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

An

nu

al G

row

th (%

)

Va

lue

(U

S$

Millio

n)


14 14 14

The Ready Meals category will gain maximum market share in value terms during 2014-2019

Winners Losers

Ready Meals

The Ready Meals category is forecast to gain market

share, growing from 59.1% in 2014 to 59.5% in 2019.

1

Meal Kits

The Meal Kits category is forecast to gain market share

by 0.01% during 2014-2019.

1

Change in market

share, 2014–2019 Category

Change in market

share, 2014–2019 Category

Pizza

The Pizza category is forecast to lose market share,

declining from 39.1% in 2014 to 38.7% in 2019.

2

0.4% -0.4%

0.01%

Change in market share (in value terms) in the Prepared Meals market

15 15 15 04/06/2015 15 6/4/2015 15 6/4/2015 15 6/4/2015 15

Category level pricing

Average category level prices (EUR) in Belgium’s Prepared Meals market, 2014

Category Average Price/ Kg (EUR)

2014

Average Price/Kg (USD)

2014

Ready Meals 6.4 8.5

Meal Kits 9.8 12.9

Pizza 7.6 10.0

16 16 16 04/06/2015 16 6/4/2015 16 6/4/2015 16 6/4/2015 16

Chilled Ready Meals is the fastest growing segment in the Ready Meals category

Category Segment Segment’s Share, 2014 Change 2014/2019

Ready Meals

Frozen Ready Meals 38.3% 0.1%

Dried Ready Meals 33.4% -0.5%

Chilled Ready Meals 22.0% 0.5%

Ambient Ready Meals 6.3% -0.1%

Pizza

Frozen Pizza 76.9% -0.5%

Chilled Pizza 23.1% 0.5%

Meal Kits

Ambient Meal Kits 49.3% 0.9%

Chilled Meal Kits 31.7% -0.5%

Frozen Meal Kits 19.0% -0.3%

Segment’s share of the overall category by value and change in market share in Belgium's Prepared Meals

market, 2014

17 17 17

Table of Contents

• Country Context

• Market Overview


• Packaging


• Appendix

18 18 18

Profiles of Selected Food Retailers in Belgium

Leading retailers, Belgium

Company Name Overview

Delhaize Group

Delhaize Group is a food retailer headquartered in Brussels, Belgium. It

was founded in 1867. It currently operates 852 food supermarkets

throughout the country.

Carrefour Group

A French supermarket chain which currently operates 700 stores in

Belgium. It operates all three major retail formats Viz. Hypermarket &

Supermarkets, Convenience Stores and Food & Drinks Specialists.

Aldi Aldi is a Germany based discount Supermarket chain. It entered Belgium

in 1973 and currently operates 380 stores.

Lidl Lidl Stiftung & Co. KG is a German discount Supermarket chain. It

currently has 4500 employees working in nearly 300 branches in Belgium.

Colruyt Group

Colruyt Group is a Belgian family owned retail corporation founded in

1925.The group's main business is its Colruyt discount supermarket stores,

with over 224 locations in Belgium.

Leading retailers in the Belgian Food retail market, 2014

19 19 19

Leading distribution channels–Overall Food

Prepared Meals as a percentage of overall Food:

Prepared Meals accounted for 3.5% of food retail sales

in Belgium in 2013.

Hypermarkets & Supermarkets is the leading distribution

channel in Belgium’s food market and accounted for

56.1% of food retail sales in 2013. This was followed by

Food & Drinks Specialists and Convenience Stores

channels with 19.8% and 19.4% share respectively.

Convenience Stores registered the fastest growth at a

CAGR of 3.7% during 2010- 2013.

Hypermarkets & Supermarkets is the leading distribution channel in Belgium’s Food market

Leading distribution channels in Belgium’s Prepared Meals market, 2014

Leading distribution channels – Prepared Meals

Hypermarkets & Supermarkets is the leading

distribution channel in Belgium’s Prepared Meals

market and accounted for 65.7% of Prepared Meals

distribution in 2014. This was followed by Convenience

Stores and Food & Drinks Specialists channels with a

27.3% and 3.9% share respectively.

66% 27%

4% 3% Hypermarkets & Supermarkets

Convenience Stores

Food & Drinks Specialists

Others

0

3

6

9

12

15

Hypermarkets &

Supermarkets


Convenience Stores

Others

Valu

e (

US

$ b

illio

n)

2010

2013

20 20 20

Hypermarkets & Supermarkets is the leading distribution channel for Prepared Meals market

Key distribution channels – Ready Meals

Key distribution channels – Pizza

Key distribution channels – Meal Kits

Leading distribution channels by category in the Prepared Meals market, 2014

65% 27%


Convenience Stores


Others

66%

27%


Convenience Stores


Others

64%

27%


Convenience Stores


Others

21 21 21

Table of Contents

• Country Context

• Market Overview


• Packaging


• Appendix

22 22 22

Rigid Plastics is the most used packaging material in the Prepared Meals market

Tray the most commonly used container type and

accounted for 38.3% of the market share in 2014. It was

followed by Film with 24.3% packaging share.

Flexible Packaging was highly preferred as packaging

material for Pizza and Meal Kits categories, while Rigid

Plastics was mostly used for Ready Meals in 2014.

Film was preferred for the packaging of Pizza whereas

Tray was used for Ready Meals in 2014.

Key Packaging Materials Key Packaging Materials by category

Key Container Types Key Container Types by category

Rigid Plastics was the most used packaging material in

Prepared Meals market with 57.0% share followed by

Flexible Packaging with 35.1% share in 2014.

Overview of Belgium’s Prepared Meals market by type of packaging in 2014

57.0%

35.1%

7.4%

Rigid Plastics

Flexible Packaging

Rigid Metal

77%

19% 4%

11%

81% 96%

12%

Ready Meals Pizza Meal Kits

Rigid Plastics Flexible Packaging Others

49% 19% 4%

78%

51%

3%

96%


Tray Film Others

38.3%

24.3%

21.4%

10.9%

4.6%

0.6% Tray

Film

Tub

Bag/Sachet

Can - Food

Box

23 23 23

Film is the most used closure type in the Belgium’s Prepared Meals market

Box outer was used for packaging of 34.6% of Prepared

Meals products in 2014.

Film closure was highly used for the packaging of

Ready Meals during 2014.

Box was preferred as packaging outer for Meal Kits and

Pizza categories in 2014.

Key Packaging Closures Key Packaging Closures by category

Key Packaging Outers Key Packaging Outers by category

Overview of Belgium’s Prepared Meals market by packaging closures/outers used in 2014

Film closure was majorly used for packaging of 50.2%

of Prepared Meals products in 2014.

50.2% 1 Film

5.5% 2 Prize Off

34.6% 1 Box

* Data for Prepared Meals using Closures.

* Data for Prepared Meals using outers.

19.8% 2 Sleeve

4.0% 3 Shrink Wrap

73%

6%

8%

4%


Film Prize Off

96.2% 87.0%

8% 29.9%

13.0%

Meal Kits Pizza Ready Meals

Box Sleeve Others

24 24 24

Rigid Plastics is forecast to register fastest growth in the Packaging Materials during 2014-2019

Film Closures will register growth at a CAGR of 2.5%

during 2014-2019 to reach 309.4 million units in 2019.

The use of Tray containers will grow at a CAGR of 2.1%


Key Packaging Materials Key Container Types

Key Packaging Closures Key Packaging Outers

Rigid Plastics will register high growth at a CAGR of

2.5% during 2014-2019 to reach 350.9 million units in

2019.

Overview of Prepared Meals market by type of packaging in 2019

The use of Box outer will grow at a CAGR of 2.0%


0

100

200

300

400

Rigid Plastics Flexible Packaging Rigid Metal

Mill

ion U

nits

2014 2019

0

50

100

150

200

250

Tray Film Tub

Mill

ion U

nits

2014 2019

0

100

200

300

400

Film Prize Off

Mill

ion U

nits

2014 2019

0

50

100

150

200

250

Box Sleeve Shrink Wrap

Mill

ion U

nits

2014 2019

25 25 25

Table of Contents

• Country Context

• Market Overview


• Packaging


• Appendix

26 26 26

The Pizza category has the highest private label penetration in the Prepared Meals market

The overall penetration of private label products in Belgium's Prepared Meals market stood at 16.1% in 2014. The

Pizza category has the highest penetration of private label products in the market with 17.4% share which was

followed by the Ready Meals category with 15.5%.

Penetration of private label, by categories, in the Prepared Meals market, 2014

0%

20%

40%

60%

80%

100%

Pizza Overall Ready Meals Meal Kits

Private Label Brand

27 27 27

Demand for private label is growing at a faster pace than branded products in the Prepared Meals market

Private label products registered growth at a CAGR of 2.5% during 2011-2014, where as branded products

registered a growth rate of 2.2% during the same period. The Meal Kits category registered the highest growth of

private label products at a CAGR of 2.9% during 2011-2014, which was followed by the Ready Meals category

with a CAGR of 2.6%. The Pizza category registered slowest private label growth at a CAGR of 2.3% in the market

during 2011-2014.

Private label value performance compared to brand value performance, by categories, in Belgium's

Prepared Meals market, 2011-2014

0%

1%

2%

3%

4%

0% 1% 2% 3% 4%

2011-2

014 P

rivate

la

bel valu

e in E

UR

CA

GR

(%

)

2011-2014 Brand value in EUR CAGR (%)

Ready Meals

Pizza

Bubble size = 2014 Private Label value

Private Labels are taking market share from Brands

Brands are taking market share from Private labels

28 28 28

Ready Meals – Brand share

Leading brands - market share

Come A Casa is the leading brand in Ready Meals and Pizza categories

Meal Kits – Brand share


Pizza – Brand share


14.2%

10.2%

6.3%

5.3%

15.5%

Come A Casa

Quorn

Iglo

Weight Watchers

Private Label

Others

13.5%

10.4%

4.3%

4.3%

17.4%

Come A Casa

Weight Watchers

Dr. Oetker - Others

Wagner

Private Label

Others

2.6% 6.1%

Old El Paso

Private Label

Others

29 29 29

Come A Casa and Quorn are the leading brands in the Ready Meals category

Brand shares in the Prepared Meals market, 2014

Ready Meals

Brand Share of category,

2014

Come A Casa 14.2%

Quorn 10.2%

Iglo 6.3%

Weight Watchers 5.3%

Antica Pasteria 5.1%

Zapetti 2.6%

William Saurin 1.9%

Uncle Ben's 1.8%

Panza Cup 1.5%

Maggi 1.4%

Panzani - others 1.0%

Private Label 15.5%

Meal Kits


2014

Old El Paso 2.6%

Private Label 6.1%

Others 91.4%

Ready Meals (Cont’d)


2014

Others 33.5%

30 30 30

Come A Casa and Weight Watchers are the leading brands in the Pizza category

Brand shares in the Prepared Meals market, 2014

Pizza


2014

Come A Casa 13.5%

Weight Watchers 10.4%

Dr. Oetker - Others 4.3%

Wagner 4.3%

Sodebo 3.1%

Ristorante 1.1%

L'Artisane 0.9%

Private Label 17.4%

Others 44.9%

31 31 31

Table of Contents

• Country Context

• Market Overview


• Packaging


• Appendix

32 32 32

Appendix - Country Context

Year 2009 2010 2011 2012 2013 2014

Total (Millions) 10.8 10.8 11.0 11.0 11.1 11.2

Annual Growth (%) 0.8% 0.8% 0.8% 1.0% 0.8% 0.6%

Year 2009 2010 2011 2012 2013 2014

GDP Per Capita (EUR) 31,681.1 32,822.3 33,718.3 34,057.1 34,478.1 34,946.7

Year 2009 2010 2011 2012 2013 2014

Index 100.0 102.2 105.8 108.8 110.0 110.7

Age Group 0 to 9 10 to 19 20 to 29 30 to 39 40 to 49 50 to 59 60 to 69 70 to 79 80+

Total (Millions) 1.1 1.2 1.4 1.4 1.6 1.6 1.3 0.9 0.6

GDP Per Capita (EUR)

Population

Consumer Price Index

Age Profile (Millions of Persons)

Year 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

EUR-US$ Exchange

Rate (Annual Average) 10.8 10.8 11.0 11.0 11.1 11.2 11.2 11.3 11.3 11.3 11.4

Exchange Rates: EUR-US$ , 2009–2019

Data/Sector overview/Category focus.xls

33 33 33

2010 2013

Hypermarkets & Supermarkets 11.9 13.2

Food & Drinks Specialists 4.1 4.6

Convenience Stores 4.0 4.5

Others 3.0 3.0

Belgium's Food sales Distribution (US$ Billion)

Appendix – Sector Overview

Category 2014 Value

(US$ Million)

2009–2014

CAGR (%)

2014–2019

CAGR (%)

2014 Value

(EUR Million) 2009–2014

CAGR (%)

2014–2019

CAGR (%)

Ready Meals 469.1 1.4% 0.6% 353.4 2.4% 2.6%

Pizza 310.3 1.1% 0.3% 233.8 2.0% 2.2%

Meal Kits 14.3 1.4% 0.6% 10.8 2.4% 2.6%

Belgium's Prepared Meals Market Value by Category (US$ Million and EUR Million)

34 34 34

Appendix – Sector Overview

2013-2014 Annual (%)

Food Price Inflation 1.0%

Change in Sales Value 2.3%

Change in Sales Volume 1.4%

Change in Average Price Paid 1.0%

Trading Up 0.1%

Components Of Change

35 35 35

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Value (US$ Million) 436.8 425.9 457.3 432.7 457.9 469.1 440.7 434.7 455.0 468.6 482.8

Growth (%) -3.1% -2.5% 7.4% -5.4% 5.8% 2.4% -6.0% -1.4% 4.7% 3.0% 3.0%

Value (EUR Million) 314.5 321.6 329.0 336.8 344.9 353.4 362.1 371.3 380.8 390.8 401.3

Growth (%) 2.2% 2.3% 2.3% 2.4% 2.4% 2.5% 2.5% 2.5% 2.6% 2.6% 2.7%

Ready Meals Market Value

Meal Kits Market Value

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Value (US$ Million) 13.3 13.0 13.9 13.2 13.9 14.3 13.4 13.2 13.9 14.3 14.7

Growth (%) -3.1% -2.5% 7.4% -5.4% 5.8% 2.4% -6.0% -1.4% 4.7% 3.0% 3.1%


Growth (%) 2.2% 2.2% 2.3% 2.4% 2.4% 2.5% 2.5% 2.5% 2.6% 2.6% 2.7%

Appendix – Category Data

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Value (US$ Million) 294.3 285.8 305.8 288.3 304.0 310.3 290.6 285.7 298.1 306.0 314.4

Growth (%) -3.4% -2.9% 7.0% -5.7% 5.5% 2.1% -6.4% -1.7% 4.3% 2.7% 2.7%


Growth (%) 1.8% 1.9% 1.9% 2.0% 2.1% 2.1% 2.1% 2.2% 2.2% 2.3% 2.4%

Pizza Market Value



36 36 36 04/06/2015 36 6/4/2015 36 6/4/2015 36 6/4/2015 36

Appendix – Segment data

Category Segment Segment’s Share, 2014 Segment’s Share, 2019

Ready Meals

Frozen Ready Meals 38.3% 38.4%

Dried Ready Meals 33.4% 33.0%

Chilled Ready Meals 22.0% 22.5%

Ambient Ready Meals 6.3% 6.2%

Pizza

Frozen Pizza 76.9% 76.4%

Chilled Pizza 23.1% 23.6%

Meal Kits

Ambient Meal Kits 49.3% 50.2%

Chilled Meal Kits 31.7% 31.2%

Frozen Meal Kits 19.0% 18.7%

Market Share by Segment by Value

37 37 37

Packaging Material 2014 2019

Rigid Plastics 310.5 350.9

Flexible Packaging 191.4 212.5

Rigid Metal 40.1 44.8

Paper & Board 3.1 3.9

Packaging Materials in 2014 Vs. 2019 (Millions of Packs)

Appendix – Packaging Data

Container Types 2014 2019

Tray 208.8 232.0

Film 132.2 146.1

Tub 116.5 134.4

Bag/Sachet 59.2 66.4

Can - Food 25.3 29.3

Box 3.1 3.9

Container Types in 2014 Vs. 2019 (Millions of Packs)



38 38 38

Appendix – Packaging Data

Closure Types 2014 2019

Film 273.4 309.4

Prize Off 30.0 34.0

Closure Types in 2014 Vs. 2019 (Millions of Packs)

Outer Types 2014 2019

Box 188.5 208.3

Sleeve 108.0 121.2

Shrink Wrap 21.9 23.0

Outer Types in 2014 Vs. 2019 (Millions of Packs)



39 39 39

Category definitions

Category Definition

Pizza Pizza - Includes all chilled and frozen pizzas.

Ready Meals

Ready Meals - all types of complete meals which only require heating before being served, regardless of

whether they are frozen, chilled, "shelf-stable (i.e. in cans or shelf-stable packs) or are dried. Includes noodle-

based, rice-based and pasta-based dishes as well meat-based, vegetable-based or meat-substitute based

dishes. Further, this includes main meat, fish and vegetable meal centers which require minimal

accompaniments - e.g. tinned chilli con carne, cassoulet in jars etc. Includes "Pot Noodle" type products.

Meal Kits

Meal kits are products which provide prepared ingredients which are then combined to an individual's

preference when being cooked. Includes all shelf-stable, dried, chilled and frozen meal kits. E.g. Wan Chai

Ferry Xiang Gu Meal Kit , and Old El Paso Fajita Dinner Kits.


40 40 40

Category Definition

Pizza

Chilled Pizza

Pizzas that require to be stored in cold temperature for preserving but are not frozen. Usually

stored at below 8°C. Examples include Digiorno Pizza Rising Crust Supreme (USA) and

Pizza Express Margherita Pizza (UK).

Frozen Pizza

Pizzas that are to be frozen always and are to be stored at temperatures below -15°C.

Examples include Red Baron Frozen Pizza Pepperoni and Freschetta Frozen Pizza

Pepperoni.

Ready Meals

Ambient Ready Meals

Meal that is pre packed and does not require any special storage conditions. Can be stored

at room temperature. Ambient ready meals include thermostabilised, aseptic fill, shelf stable

natural form of foods. Examples include Hormel Chili Con Carne With Beans (USA).

Dried Ready Meals

Any meal that can be stored at room temperature without the need for special storage

conditions. Includes meat, fish, pasta and vegetable based meals e.g. Kraft Macaroni and

Cheese.

Chilled Ready Meals

Any meal that is stored at temperature below 8°C and just needs to be heated and eaten. It is

prepacked and is usually in individual containers or packages. It is also called as chilled

dinner, chilled meal, microwave meal, ready to eat/serve or ready meal. Includes Pasta,

Noodles, Spaghettis, Pilaf, Rice and other meat base items. Examples include Kraft Deluxe

Pasta and Sauce and Princes Chicken In White Sauce.

Frozen Ready Meals

Any meal that needs to be freezed at all times (stored at temperatures below -15°C) and

needs to be defrosted and heated to be eaten. Frozen fully prepared meals purchased in a

store to be eaten elsewhere. They aren't the same as take-away and fast food, and they

aren't canned food. It is also called as frozen dinner, frozen meal, microwave meal, ready to

eat/serve or ready meal. Includes Pasta, Noodles, Spaghettis, Pilaf, Rice and other meat

base items. Examples include Organic Vegetarian frozen Lasagna.

Segment definitions


41 41 41

Category Definition

Meal Kits

Ambient Meal Kits

Meal kit include thermostabilised, aseptic fill, shelf stable natural form of foods. An ambient

meal kit can be stored at room temperature and It requires very little preparation time.

Examples include Dennison Chili Con Carne With Beans.

Chilled Meal Kits

A chilled meal kit is packed and usually has more than one meal serving and comprises of a

full course meal. It needs to be stored by chilling in a refrigerator at temperature below 8°C.

It requires very little preparation time and needs to be heated and eaten. Example include

Scratch Vietnamese Chicken Ga Kho Gung.

Frozen Meal Kits

A frozen meal kit is preserved by freezing, is packed and usually has more than one meal

serving and comprises of a full course meal. Frozen meal kits usually last long for a week,

month or sometimes even an year. It needs to be stored by freezing in a refrigerator at

temperatures below -15°C. It requires very little preparation time and needs to be heated

and eaten. Examples include Military Meals Entree Variety Pack - CASE of 72.

Segment definitions


42 42 42

Channel Definition

Hypermarkets &

Supermarkets

Hypermarkets/mass merchandisers include all sales through retailers with floor area over 2,500 sq m that carry full

lines of both grocery and general merchandise (e.g. Wal-Mart). Supermarkets include all sales through retailers with

a floor area of 300 sq. m. -2,500 sq. m. that offer a wide, departmentalized range of groceries, and may carry some

general merchandise lines (e.g. Sainsbury's, Kroger). It also includes hard grocery discounters such as Wal-Mart.

Convenience Stores

Includes all sales through stores of an area generally less than 300 sq m, that specialize in a limited range of food &

grocery products designed primarily for consumers with top-up shopping needs. Also includes sales in retail outlets

attached to gas stations, where fuel is the main revenue driver, kiosks, and newsstands. This also includes small

independent retailers, particularly those present in countries such as China and India.

Food & Drinks

Specialists

Includes bakers, butchers, delicatessens, drinks specialists, fishmongers, greengrocers, Food & drinks only stores,

and single category stores (e.g. stores selling only cheese, or only olives, or only honey, or only Confectionery

products) Example: Amul Prepared Meals shops In India.

Other Retailers

Includes “Dollar Stores”, Variety Stores & General Merchandise Retailers, Cash & Carries & Warehouse Clubs,

Department Stores, Drug stores & Pharmacies, eRetailers, Vending Machines and other generalist retail channels

not included in the categories above (e.g. market traders, charity stores, student union stores, direct sales, and Duty

Free shops).

Channel definitions


43 43 43

This report features data derived from market data.

Market Data

In order to create the data for all reports in this series and ensure their robustness, a comprehensive and empirically robust research

methodology has been adopted. This combines both a large-scale program of industry research with the results of extensive primary

industry interviewing and calling. Furthermore, all definitions are standardized across products and countries to ensure comparability.

The two main research methods, secondary research and primary research (the program of interviewing industry contacts), are brought

together and because both sets of research processes have been designed in conjunction with each other they can be combined and

consolidated into the final, integrated data sets.

The secondary research process involves covering publicly available sources, trade associations, specialist databases, company annual

reports, and industry publications. Primary research involves a major program of interviewing leading industry executives for each category

covered in each country – all with local country experts; typically brand, product and marketing managers for major brands within each

country. These processes help analysts in capturing both qualitative and quantitative information about the market.

The final stage of the process is the triangulation of inputs obtained from all the research methods with the analyst’s own understanding of

the market in order to finalize the data. Once the data is finalized, it goes through various top level quality checks prior to publishing.

Methodology

44 44 44

About Canadean

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Consumer Markets Value Chain, covering suppliers, producers, distribution and consumers.

Canadean’s dedicated research and analysis teams consist of experienced professionals with an industry background in marketing,

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Canadean’s areas of expertise include online research, qualitative and quantitative research, industry analysis, custom approaches, and

actionable insights. In addition Canadean has built a network of consultants and specialist researchers across more than 60 countries,

each with in-depth industry experience and expertise enabling us to conduct unique and insightful research via our trusted business

communities.

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All Rights Reserved.

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by any means, electronic,

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The facts of this report are believed to be correct at the time of publication but cannot be guaranteed. Please note that the findings,

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