Despite efforts by the industry to try and convince consumers otherwise through the use of concepts such as flash freezing, there is still an inherent belief among consumers that frozen ready meals are both less healthy and crucially – less tasty – than chilled ready meals.
This can be linked to consumers placing more importance than ever on products positioned around being “fresh” because of the associations with other product attributes such as “natural” and “premium”. In comparison, the frozen ready meal market has often been an area that is associated with an unhealthy image; and also less premium credentials because of lower prices and the tendency for supermarkets to place a high proportion of products on promotion.
Moreover, while the chilled ready meal market has evolved in terms of tier offerings, both catering for the premium and economy market, the frozen ready meal market has not witnessed the same level of evolution. However, the current uncertainty facing consumers when it comes to the state of the economy, rising living costs and also increased concerns around food wastage, presents an opportunity for frozen ready meal manufacturers to better connect with consumers through combining value for money with wider consumer need states.
To read the full story, please click here