consumer and market insights: prepared meals … 2 2 this report brings together multiple data...

1111

Consumer and Market Insights: Prepared Meals Market in Norway

CS1999MFMay 2015

22215/05/2015 25/15/2015 25/15/2015 25/15/2015 2

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

in Norway 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

333

Table of Contents

• Country Context

• Market Overview

• Retail Landscape and Key Distribution Channels

• Packaging

• Brand and Private Label Share

• Appendix

444

Economic recovery and low inflation rate are likely to drive consumer spending in Norway

The GDP per capita growth rate though declined during

2011-2013, recorded a growth of 2.7% during 2013-

2014 and totaled NOK612,814.6 in 2014.

Pre-Mid-Lifers and Mid Lifers constitute 40.0% of the

population in Norway.

Consumer prices rose by 9.0% between 2009-2014 to

reach 109.0 basis points in 2014.

The population growth in Norway declined marginally by

0.2% in 2014 and stood at 5.1 million.

Norway is one of the fastest growing economies in Europe. Its large working population with higher disposable

income is driving demand for premium products in the consumer retail goods sector.

GDP Per Capita Population

Consumer Price Index Age Profile

-10%

-8%

-6%

-4%

-2%

0%

2%

4%

6%

8%

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

2009 2010 2011 2012 2013 2014

GD

P P

er

Cap

ita (

NO

K)

Annual g

row

th (

%)

100

104

108

112

2009 2010 2011 2012 2013 2014

Co

nsu

me

r P

rice

Ind

ex

0 - 9

10 - 19

20 - 29

30 - 39

40 - 49

50 - 59

60 - 69

70 - 79

80+

1.0%

1.2%

1.4%

0

1

2

3

4

5

6

2009 2010 2011 2012 2013 2014

Ann

ual G

row

th (

%)

Po

pul

atio

n (M

illio

n)

555

The retail and foodservice markets in Norway: an overview

Foodservice

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

in the Prepared Meals sector operate:

Profit Sector

Total number of transactions in the profit

sector, 2014: 253.8 million

Largest channel in the profit sector and

transactions, 2014: Restaurants, 144.1

million

Cost Sector

Total number of transactions in the cost

sector, 2014: 185.6 million

Largest channel in the cost sector and

transactions, 2014: Education, 79.9

million

Retail

Country indicator Units Value

Total value of Food market,

2014

US$

millions 17,677.5

Total volume of Food

market, 2014

Millions of

Kg 1,640.6

Total Food volume growth

2009-2014CAGR 1.2%

Proportion of Prepared

Meals as part of overall food

volume, 2014

% 2.0%

Biggest category within the

Prepared Meals market as

part of overall volume, 2014

%

Ready

Meals ,

39.7%

Private label penetration in

Prepared Meals market,

2014

% 5.2%

Figures for overall food 2014 are forecasts.

666

Table of Contents

• Country Context

• Market Overview


• Packaging


• Appendix

777

Norway’s Prepared Meals market is forecast to register slow growth in value terms during 2014-2019

Market value of Norway’s Prepared Meals

market, 2009-2019

Market volume of Norway’s Prepared Meals

market, (Millions of Kg), 2009-2019

CAGR 2009-2014 1.4%

CAGR 2014-2019 1.6%

•The Prepared Meals market in Norway registered high growth in value terms during 2009-2014. It grew at a

CAGR of 2.0% in local currency terms during 2009-2014 and is forecast to grow at a slightly higher CAGR of

2.4% during 2014-2019.

•The volume consumption of Prepared Meals grew at a high CAGR of 1.4% during 2009-2014 and is forecast to

register growth at a CAGR of 1.6% during 2014-2019.

NOK million US$ million

2009 3,410.1 542.3

2014 3,757.6 597.8

2019 4,234.8 598.0

CAGR 2009-

20142.0% 2.0%

CAGR 2014-

20192.4% 0.0%

31.3

33.5

36.3

2009 2014 2019

888

The Norwegian Prepared Meals market will witness sluggish growth

Norway has a significant population above 40 years of age, which constitutes busy consumers and people with hectic

schedules. This set of population is expected to keep the momentum in the Prepared Meals market. The Norwegian

Prepared Meals market is forecast to grow at a CAGR of 2.4% from NOK3,757.6 million (US$597.8 million) in 2014

to NOK4,234.8 million (US$598.0 million) in 2019. The growth rate in US$ terms is forecast to decline during 2014-

2019 due to fluctuating exchange rates. The volume consumption is forecast to increase at a CAGR of 1.6% during

2014-2019 from 33.5 Kg million in 2014 to 36.3 Kg million in 2019.

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

-10%

-5%

0%

5%

10%

15%

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Gro

wth

Rate

(%

)

Value (NOK m)

Value (US$ m)

Volume (Kg m)

999

Rising food inflation will strengthen demand for value for money Prepared Meals products

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

Norway’s Prepared Meals market grew by 2.2% in value terms and 1.5% in volume terms, during 2013-2014. The

average prices of Prepared Meals Foods increased by 0.7% while food price inflation stood at 2.4%. This resulted in

consumers trading down by 1.7% as they seek out value for money products in the Prepared Meals market.

2.2%1.5%

0.7%

2.4%-1.7%

0%

2%

4%

6%

Value Change Volume Change Average price Change

Food Price Inflation Trading up or down

2014 A

nnual C

hange %

101010

13.3

10.8

9.4Ready Meals

Pizza

Meal Kits

Ready Meals is the most consumed Prepared Meals category in Norway

Market volume of Norway’s Prepared Meals

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

The Ready Meals category accounted for 39.7% of

Norway’s Prepared Meals market volume followed by

Pizza with a 32.3% share in 2014.

Ready Meals is forecast to be the fastest growing

category in with a CAGR of 1.8% during 2014-2019

followed by both Pizza and Meal Kits, growing at a

CAGR of 1.5% each.

Market Volume, forecasted Compound Annual

Growth Rate , 2014-2019

Market

Volume

(Kg m) 2014

CAGR

2014-2019

Ready Meals 13.3 1.8%

Pizza 10.8 1.5%

Meal Kits 9.4 1.5%

111111

The Ready Meals category is forecast to register fastest growth in value terms during 2014-2019

Market value of categories in Norway’s Prepared Meals market

The Ready Meals category valued at NOK2,064.1 million (US$328.4 million) accounted for 54.9% of the Prepared

Meals market in 2014. It will also register the fastest CAGR of 2.5% in local currency terms, during 2014-2019 and

will be followed by the Pizza category, which marginally scores over the Meal Kits category, with a CAGR of 2.3%.

0%

1%

2%

3%

0% 1% 2% 3%

2009–2014 Category Value in NOK CAGR (%)

Ready Meals

Pizza

Meal Kits

2014-2

019 C

ate

gory

Valu

e in N

OK

CA

GR

(%

)

12121215/05/2015 125/15/2015 125/15/2015 125/15/2015 12

Frozen Ready Meals is the largest segment in the Ready Meals category

The Ready Meals category is forecast to grow at a CAGR of 2.3% during 2009-2019 from NOK1,866.9 million (US$296.9 million) in

2009 to NOK2,340.4 million (US$330.5 million) in 2019. Frozen Ready Meals with a 58.0% share was the largest segment in the

Ready Meals category in 2014.

Ready Meals – US$ Ready Meals – NOK

Market value of categories in the Prepared Meals market

Pizza – US$ Pizza – NOK

The Pizza category is forecast to grow at a CAGR of 2.1% during 2009-2019 from NOK1,036.6 million (US$164.8 million) in 2009 to

NOK1,278.6 million (US$180.6 million) in 2019. Frozen Pizza with a 63.5% share was the largest segment in the Pizza category in

2014.

0%

2%

4%

0

200

400

600

800

1,000

1,200

1,400

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

An

nu

al G

row

th (

%)

Va

lue

(N

OK

Mill

ion

)

Value(NOK) Annual Growth (%)

0%

2%

4%

0

500

1,000

1,500

2,000

2,500

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

An

nu

al G

row

th (

%)

Va

lue

(N

OK

Mill

ion

)


-10%

-5%

0%

5%

10%

15%

0

100

200

300

400

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

An

nu

al G

row

th (

%)

Va

lue

(U

S$ M

illio

n)

Value (US$) Annual Growth (%)

-10%

-5%

0%

5%

10%

15%

0

50

100

150

200

250

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

An

nu

al G

row

th (

%)

Va

lue

(U

S$ M

illio

n)


13131315/05/2015 135/15/2015 135/15/2015 135/15/2015 13

Meal Kits is the smallest category in value terms in the Norwegian Prepared Meals market

The Meal Kits category is forecast to grow at a CAGR of 2.0% during 2009-2019 from NOK506.6 million (US$80.6 million) in 2009 to

NOK615.8 million (US$87.0 million) in 2019. Chilled Meal Kits with a 36.5% share was the largest segment in the Meal Kits category in

2014.

Meal Kits – US$ Meal Kits – NOK

Market value of categories in the Prepared Meals market

0%

2%

4%

0

100

200

300

400

500

600

700

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

An

nu

al G

row

th (

%)

Va

lue

(N

OK

Mill

ion

)


-10%

-5%

0%

5%

10%

15%

0

20

40

60

80

100

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

An

nu

al G

row

th (

%)

Va

lue

(U

S$ M

illio

n)


141414

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 54.9% in 2014 to 55.3% in 2019.

1

Meal Kits

The Meal Kits category is forecast to lose market

share, declining from 14.7% in 2014 to 14.5% in 2019.

1

Change in market

share, 2014–2019Category

Change in market

share, 2014–2019Category

Pizza

The Pizza category is forecast to lose market

share, declining from 30.4% in 2014 to 30.2% in 2019.

2

0.4% -0.2%

-0.2%

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

15151515/05/2015 155/15/2015 155/15/2015 155/15/2015 15

Category level pricing

Average category level prices (NOK) in Norway’s Prepared Meals market, 2014

Category Average Price/ Kg (NOK)

2014

Average Price/Kg (USD)

2014

Ready Meals 155.3 24.7

Pizza 105.4 16.8

Meal Kits 58.9 9.4

16161615/05/2015 165/15/2015 165/15/2015 165/15/2015 16

Chilled Meal Kits is the fastest growing segment in the Prepared Meals market

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

Ready Meals

Frozen Ready Meals 58.0% 0.9%

Chilled Ready Meals 18.5% -1.5%

Dried Ready Meals 13.7% -0.2%

Ambient Ready Meals 9.8% 0.8%

Pizza

Frozen Pizza 63.5% 0.4%

Chilled Pizza 36.5% -0.4%

Meal Kits

Chilled Meal Kits 36.5% 1.2%

Frozen Meal Kits 34.1% -1.3%

Ambient Meal Kits 29.4% 0.0%

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

market, 2014

171717

Table of Contents

• Country Context

• Market Overview


• Packaging


• Appendix

181818

Profiles of Selected Grocery Retailers

Leading retailers in the Norwegian Food market, 2014

Leading retailers, Norway

Company Name Overview

Coop Marked Coop Marked is a chain of Convenience Stores, managed by Coop Norge

in Norway. It has 384 stores across the country.

ICA GroupICA group operates with ICA Supermarked and Rimi discount stores in

Norway with 75 and 310 stores respectively.

NarvesenNarvesen is the largest convenience stores chain in Norway, with over

370 stores across the country.

SparSpar is a multinational retail chain. It was founded in Netherlands and

has 276 stores in Norway.

7-Eleven 7-Eleven, under parent company Seven & I Holdings Co., has a major

presence in the Norwegian convenience store market with 162 stores.

191919

Leading distribution channels–Overall Food

Prepared Meals as a percentage of overall Food:

Prepared Meals accounted for 3.9% of food retail sales

in Norway in 2013.

Hypermarkets & Supermarkets, the leading distribution

channel in Norway’s food market accounted for 56.8%

of food retail sales in 2013 and was followed by

Convenience Stores with a 19.5% share. Convenience

Stores also registered the fastest growth at a CAGR of

3.3% in local currency terms, during 2010-2013 followed

by Hypermarkets & Supermarkets with a CAGR of

3.1%.

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

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

Leading distribution channels – Prepared Meals

The Norwegian Prepared Meals market follows a

similar trend in Distribution sales as that of the overall

Food market. Hypermarkets & Supermarkets, the

leading distribution channel in Norway’s Prepared

Meals market accounted for 67.4% of Prepared Meals

distribution in 2014 and was followed by Convenience

Stores with a 23.2% share. Food & Drinks Specialists

registered the fastest growth at a CAGR of 6.9% in

local currency terms during 2011-2014.

67%23%

7%3%

Hypermarkets & Supermarkets

Convenience Stores

Food & Drinks Specialists

Others

0

2

4

6

8

10


Convenience Stores


Others

Valu

e (

US

$ b

illio

n) 2010

2013

202020

Hypermarkets & Supermarkets, followed by Convenience Stores is the leading distribution channel for Prepared Meals market

Key distribution channels – Ready Meals

Key distribution channels – Meal Kits

Key distribution channels – Pizza

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

66%

23%

8% 3%


Convenience Stores


Others

67%

23%

8% 2%


Convenience Stores


Others

68%

24%

6% 2%


Convenience Stores


Others

212121

Table of Contents

• Country Context

• Market Overview


• Packaging


• Appendix

222222

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

Tray was the most commonly used container type

accounting for 31.9% of the market share in 2014. It

was followed by Tub with a 31.4% packaging share.

Flexible Packaging was preferred as packaging material

for Meal Kits and Pizza categories, while Rigid Plastics

was mostly used for Ready Meals in 2014.

Tray was preferred for the packaging of 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

Norway’s Prepared Meals market followed by Flexible

Packaging with a 33.7% share in 2014.

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

61.3%

33.7%

5.1%

Rigid Plastics

Flexible Packaging

Rigid Metal5%

5%

87%95%95%

5%7%

Meal Kits Pizza Ready Meals

Rigid Plastics Flexible Packaging Others

5% 5%

44%

46%95%

95%

10%


Tray Tub Others

32%

31%

19%

14%3%

Tray

Tub

Film

Bag/Sachet

Others

232323

Foil is the preferred closure type in Norway’s Prepared Meals market

Box outer was used for packaging of 34.6% of Prepared

Meals products in 2014.

Foil closure was used for the packaging of Ready

Meals, while Film was used for the packaging in the

Pizza category.

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 Norway’s Prepared Meals market by packaging closures/outers used in 2014

Foil closure was used for packaging of 31.4% of

Prepared Meals products in 2014.

31.4%1 Foil

29.1%2 Film

34.6%1 Box

* Data for Prepared Meals using Closures.

* Data for Prepared Meals using outers.

44%

5%

42%

3%

5%

Ready Meals Pizza Meal Kits

Film Foil Others

100% 97%

5%16%


Box Sleeve Others

11.1%2 Sleeve

2.8%3 Prize Off

242424

Film closures will remain the most preferred closure type during 2014-2019

Film Closures will register the fastest growth at a CAGR

of 1.8% during 2014-2019 to reach 87.4 million units in

2019.

The use of Tray containers will grow at a CAGR of 1.7%

during 2014-2019 to reach 88.4 million units in 2019.

Key Packaging Materials Key Container Types

Key Packaging Closures Key Packaging Outers

Rigid Plastics will register growth at a CAGR of 1.5%


Overview of Prepared Meals market by type of packaging in 2019

The use of Box outer will grow at a CAGR of 1.4%


0

50

100

150

200

Rigid Plastics Flexible Packaging Rigid Metal

Mill

ion

U

nits

2014 2019

0

20

40

60

80

100

Tray Tub Film

Mill

ion U

nits

2014 2019

65

70

75

80

85

90

Film Foil

Mill

ion

U

nits

2014 2019

0

20

40

60

80

100

Box Sleeve

Mill

ion U

nits

2014 2019

252525

Table of Contents

• Country Context

• Market Overview


• Packaging


• Appendix

262626

The Ready Meals category had the highest private label penetration in the Prepared Meals market

The overall penetration of private label products in the Norwegian Prepared Meals market stood at 5.2% in 2014.

The Ready Meals category had the highest penetration of private label products in the market with a 6.5% share.

This was followed by the Pizza category with a private label penetration of 5.4%.

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

0%

20%

40%

60%

80%

100%

Ready Meals Pizza Overall

Private Label Brand

272727

0%

1%

2%

3%

4%

5%

0% 1% 2% 3% 4% 5%

2011-2

014 P

rivate

la

bel valu

e in N

OK

CA

GR

(%

)

2011-2014 Brand value in NOK CAGR (%)

Ready Meals

Pizza

Bubble size = 2014 Private Label value

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 3.1% during 2011-2014, where as branded products

registered a growth rate of 2.0% during the same period. The Ready Meals category registered the highest growth

of private label products at a CAGR of 3.2% during 2011-2014, which was followed by the Pizza category with a

CAGR of 2.8% during the same period.

Private label value performance compared to brand value performance, by categories, in Norway’s

Prepared Meals market, 2011-2014

Private Labels are taking market share from Brands

Brands are taking market share from Private labels

282828

Ready Meals – Brand share

Leading brands - market share

Grandiosa is the leading brand in the Pizza category

Meal Kits – Brand share


Pizza – Brand share


1.0% 1.0% 1.0%

97.0%

Toro

Old El Paso

Santa Maria

Others

49.0%22.8%

8.6%

5.4%

5.4%Grandiosa

Big One

Ristorante

Pizza Originale

Toro

Private Label

Others

19.5%

18.0%

6.8%6.1%

6.5%

Stabburet

Fjordland

Toro

Findus

Private Label

Others

292929

Stabburet and Fjordland are the leading brands in the Ready Meals category

Brand shares in the Prepared Meals market, 2014

Ready Meals

BrandShare of category,

2014

Stabburet 19.5%

Fjordland 18.0%

Toro 6.8%

Findus 6.1%

Maggi 6.1%

Trondhjem 5.2%

Frionor 3.7%

Joika 1.0%

Knorr 1.0%

Middagspai Kokkeklar 1.0%

SaritaS 1.0%

Ready Meals (contd.)


2014

Glide 1.0%

Barilla 1.0%

Santa Maria 1.0%

Spaghetti A LA Capri 1.0%

Terina 1.0%

Blue Dragon 0.9%

Daggens Middag 0.9%

Private Label 6.5%

Others 17.6%

303030

Grandiosa is the leading brand in the Pizza category

Brand shares in the Prepared Meals market, 2014

Meal Kits


2014

Toro 1.0%

Old El Paso 1.0%

Santa Maria 1.0%

Others 97.0%

Pizza


2014

Grandiosa 49.0%

Big One 22.8%

Ristorante 8.6%

Pizza Originale 5.4%

Toro 1.0%

Private Label 5.4%

Others 7.8%

313131

Table of Contents

• Country Context

• Market Overview


• Packaging


• Appendix

323232

Appendix - Country Context

Year 2009 2010 2011 2012 2013 2014

Total (Millions) 4.8 4.9 4.9 5.0 5.1 5.1

Annual Growth (%) 1.3% 1.2% 1.3% 1.3% 1.3% 1.1%

Year 2009 2010 2011 2012 2013 2014

GDP Per Capita (NOK) 496,396.1 523,705.6 559,067.0 583,433.6 596,168.3 612,814.6

Year 2009 2010 2011 2012 2013 2014

Index 100.0 102.4 103.7 104.5 106.7 109.0

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) 0.6 0.7 0.7 0.6 0.7 0.7 0.6 0.3 0.2

GDP Per Capita (NOK)

Population

Consumer Price Index

Age Profile (Millions of Persons)

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

US$-NOK Exchange

Rate (Annual Average)0.159 0.165 0.178 0.172 0.170 0.159 0.147 0.144 0.143 0.142 0.141

Exchange Rates: US$-NOK , 2009–2019

Data/Sector overview/Category focus.xls

333333

2010 2013

Hypermarkets & Supermarkets 8.1 9.1

Convenience Stores 2.8 3.1

Food & Drinks Specialists 2.8 3.1

Others 0.9 0.7

Norway’s Food sales Distribution (US$ Billion)

Appendix – Sector Overview

Category2014 Value

(US$ Million)

2009–2014

CAGR (%)

2014–2019

CAGR (%)

2014 Value

(NOK Million)2009–2014

CAGR (%)

2014–2019

CAGR (%)

Ready Meals 328.4 2.0% 0.1% 2,064.1 2.0% 2.5%

Meal Kits 87.9 1.8% -0.2% 1,140.8 1.9% 2.3%

Pizza 181.5 1.9% -0.1% 552.6 1.8% 2.2%

Norway’s Prepared Meals Market Value by Category (US$ Million and NOK Million)

343434

Appendix – Sector Overview

2013-2014 Annual (%)

Food Price Inflation 2.4%

Change in Sales Value 2.2%

Change in Sales Volume 1.5%

Change in Average Price Paid 0.7%

Trading Down -1.7%

Components Of Change

353535

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Value (US$ Million) 296.9 314.5 345.7 339.8 343.7 328.4 310.8 312.2 317.8 323.9 330.5

Growth (%) -8.7% 5.9% 9.9% -1.7% 1.1% -4.4% -5.4% 0.4% 1.8% 1.9% 2.0%

Value (NOK Million) 1,866.9 1,901.0 1,937.6 1,976.9 2,019.0 2,064.1 2,112.3 2,163.8 2,218.8 2,277.6 2,340.4

Growth (%) 1.8% 1.8% 1.9% 2.0% 2.1% 2.2% 2.3% 2.4% 2.5% 2.6% 2.8%

Ready Meals Market Value

Meal Kits Market Value

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Value (US$ Million) 80.6 85.1 93.4 91.5 92.3 87.9 82.9 83.0 84.3 85.6 87.0

Growth (%) -8.9% 5.7% 9.6% -2.0% 0.8% -4.7% -5.7% 0.1% 1.5% 1.5% 1.6%

Value (NOK Million) 506.6 514.6 523.2 532.4 542.2 552.6 563.8 575.6 588.2 601.6 615.8

Growth (%) 1.5% 1.6% 1.7% 1.8% 1.8% 1.9% 2.0% 2.1% 2.2% 2.3% 2.4%

Appendix – Category Data

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Value (US$ Million) 164.8 174.4 191.5 188.1 190.1 181.5 171.5 172.0 174.7 177.6 180.6

Growth (%) -8.8% 5.8% 9.8% -1.8% 1.1% -4.5% -5.5% 0.3% 1.6% 1.6% 1.7%

Value (NOK Million) 1,036.6 1,054.2 1,073.1 1,094.2 1,117.0 1,140.8 1,165.8 1,192.1 1,219.6 1,248.4 1,278.6

Growth (%) 1.6% 1.7% 1.8% 2.0% 2.1% 2.1% 2.2% 2.2% 2.3% 2.4% 2.4%

Pizza Market Value



36363615/05/2015 365/15/2015 365/15/2015 365/15/2015 36

Appendix – Segment data

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

Ready Meals

Frozen Ready Meals 58.0% 58.9%

Chilled Ready Meals 18.5% 17.0%

Dried Ready Meals 13.7% 13.6%

Ambient Ready Meals 9.8% 10.6%

Pizza

Frozen Pizza 63.5% 63.9%

Chilled Pizza 36.5% 36.1%

Meal Kits

Chilled Meal Kits 36.5% 38%

Frozen Meal Kits 34.1% 33%

Ambient Meal Kits 29.4% 29%

Market Share by Segment by Value

373737

Packaging Material 2014 2019

Rigid Plastics 155.8 168.0

Flexible Packaging 85.6 91.6

Rigid Metal 12.9 14.0

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

Appendix – Packaging Data

Container Types 2014 2019

Tray 81.1 88.4

Tub 79.9 84.8

Film 49.1 52.9

Bag/Sachet 36.5 38.7

Can - Food 7.7 8.9

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



383838

Appendix – Packaging Data

Closure Types 2014 2019

Film 79.9 87.4

Foil 73.9 78.4

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

Outer Types 2014 2019

Box 88.0 94.4

Sleeve 28.3 30.1

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



393939

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.


404040

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


414141

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


424242

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


434343

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

444444

About Canadean

Canadean is a full-service business information provider with in-house market research capabilities. We specialize in analysis across the

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, market research, consulting and advanced statistical expertise. We offer value-added market research, insight and strategic

analysis and our products help companies to make better, more informed, strategic and tactical sales and marketing decisions.

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.

Disclaimer

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, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher, Canadean.

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

findings, conclusions and recommendations that Canadean delivers will be based on information gathered in good faith from both

primary and secondary sources, whose accuracy we are not always in a position to guarantee. As such, Canadean can accept no liability

whatsoever for actions taken based on any information that may subsequently prove to be incorrect.

About Canadean

consumer and market insights: prepared meals … 2 2 this report brings together multiple data...

Documents