Linda Cullen, Small Business Division, Bord Bia

Recent research conducted by Bord Bia on the chilled ready meals sector has revealed that consumers are searching for family fun/connection meal opportunities which are affordable and promote family togetherness through fun and exciting meal occasions.

This represents an opportunity for ready meal producers to offer a family size product which may include accompaniment deals with a main meal and ready to eat side dishes. Another option could include easy to prepare dishes with all ingredients included as a meal deal package. This research was conducted in conjunction with Jump! Research agency in October and November 2009 and involved focus groups, product tastings and accompanied shops in Dublin and Cork.

Consumers of ready meals can be categorised according to their needs into five distinct groups:

• Stressed singles looking for a quick and functional food fix
• Indulgent Adults  looking for a break from cooking who want some time to rejuvenate
• Time precious couples looking for tasty, interesting, quick and hassle free meal solutions
• Bonded families looking for a special treat which creates interest and excitement
• Hectic families looking for a guilt free quick meal solution which will satisfy the whole family

According to TNS research conducted in July 2009, private label accounts for 74% by value and 79% by volume of the Irish ready meal market. The dominant position of private label on the retail shelves means that ready meal producers need to focus on developing their brands as top of mind for the consumer and ensure that their products stand out from the private label offering.

Companies could highlight quality and natural ingredients in addition to the provenance of the product. Brand awareness can be improved through increased in-store visibility, improved packaging, the introduction of new ranges and varieties, special offers and price promotions.

If you are interested in this research, please contact Linda.cullen@bordbia.ie