The Slow But Steady Rise of Meal Kits in Germany
02 July 2013
Relative newcomer onto the Prepared Meals Sector, Meal Kits are set to grow faster than the top two Prepared Meals Categories, Ready Meals and Pizza, although these top two will retain their rankings up to 2017.
Meal Kits, which were introduced on the market in Sweden in 2007, consist of fresh, prepared, and packaged ingredients packed in a kit and delivered to the consumer. The consumer then cooks the ingredients using the easy-to-follow instructions included with Meal Kits, with minimum hassle and no need for grocery shopping.
The Prepared Meals sector continues to grow in Germany, with a projected value Compound Annual Growth Rate (CAGR) of 2.0% to 2017, according to market research firm Canadean. Volumes will grow at a CAGR of 2.3% for the same period. Although Meal Kits took the lowest share of the sector in 2012, with value and volume shares of 1.6% and 1.4% respectively, increasing awareness of the relatively new product among German consumers along with greater variety of choice will lead the category to show the highest value and volume growth of Prepared Meals to 2017, with value and volume CAGRs of 2.4 and 2.6% respectively to 2017.
Although Ready Meals held the largest share of the sector in 2012, with value and volume shares of 62.4 and 64.2% respectively, their growth will lag slightly behind Meal Kits up to 2017, at value and volume CAGRs of 2.2% and 2.4%. Pizza, with value and volume shares of 36% and 34.4% in 2012, will show the lowest growth in the next five years with value and volume CAGRs of 1.5% and 2.0% up to 2017.
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