FROZEN ENTRÉES Frozen entrées have a come long way from their “tv dinner” reputation and continue to be a familiar staple for Canadians. The Frozen Dinners and Entrées category is worth $1.8B and is growing at +8% in dollars and +3% in unit volume.1 This increase in dollars is driven by innovative, value added brands as well as better-for-you versions of classic frozen items. While frozen entrees have been brought up to date with modern packaging and premium options, its ease of prep continues to be the central appeal. More than ever before, Canadians are prioritizing health and nutrition; manufacturers have been listening. Recognizing health related innovation in the frozen entrée space, 58% of Canadians feel that frozen pre-packaged meals have gotten healthier in recent years.2 Health-related considerations remain important but do vary by age. Sodium content is a greater concern for consumers aged +45 years for example, while organic resonates more so with 18–44 year age group. Even though frozen entrées have improved, consumers continue to demand more. Quality and natural ingredients continue to be desired, while majority of Canadians are prioritizing environmental considerations for their frozen entrées: 84% of Canadians feel that frozen entrée packaging should be recyclable. Key trends that will continue to drive growth in this space include a combination of globally inspired flavours with diet-sensitive variations such as plant based and gluten free, the use of nutrient dense superfoods and, as always, no preservatives or artificial ingredients. Consumers will continue to use frozen entrées as convenient nourishment for their families, exploring new culinary styles now and into the future.
EATEN IN THE PAST THREE MONTHS 35%
64%
32%
Refrigerated side dishes
30% 25%
Frozen side dishes
“I would eat more if they were less processd.”
21%
Singles-serve refrigerated meals
Base: 2,000 internet users aged 18+
Base: 2,000 internet users aged 18+
Source: Lightspeed/Mintel
Source: Lightspeed/Mintel
MOST IMPORTANT FACTORS
Sodium content
21%
28%
Provides full serving of vegetables
28% 18%
24%
15%
Fat content
16%
High-fibre
18–44
9%
Organic
15%
8%
Fits into a diet
14%
5%
Vegetarian
84%
72%
63%
The packaging should recyclable
They should have less packaging
The packaging should be reusable
45+
Base: 1,390 internet users age 18+ who have eaten pre-packaged meals/ side dishes in the pas three months Source: Lightspeed/Mintel
Percentage who agree... Recognizing health-related innovation in the space, over half of Canadians perceive pre-packaged meals to be getting healthier. While attitudes are trending in a positive direction, the perception that pre-packaged meals are processed persist, meaning hurdles remain in terms of positioning the category as a healthy and natural go-to.
CONSUMERS WANT ENVIRONMENTALLY FRIENDLY PACKAGING
40% 21%
58%
“They have gotten healthier in recent years.”
19%
Multi-serve refrigerated meals
Mintel, PREPARED MEALS – FROZEN AND REFRIGERATED CANADA, AUGUST 2019
2
MOST CANADIANS THINK PRE-PACKAGED MEALS ARE GETTING HEALTHIER
Single-serve frozen meals
Multi-serve frozen meals
Nielsen Canada, Category Performance, National All Channels, 52 weeks ending March 28, 2020
1
Base: 2,000 internet users aged 18+ Source: Lightspeed/Mintel