Busy days call for smart dinner choices. Many people want meals that are quick to prepare, but still fresh, tasty, healthy and affordable. Supermarkets offer more and more ready‑to‑eat and ready‑to‑heat meals to make everyday cooking easier and faster.

This YouGov multi‑client study (3rd edition) delivers a full mapping of the shopper journey for convenient fresh evening meals in supermarkets, covering ready‑to‑(h)eat solutions across a number of segments (i.e. meals, salads, soups and pizza). It benchmarks performance across retail formats and identifies the most highly valued retailer for Convenience meals based on more than 15 category aspects.

The study provides actionable insights into shopper needs, decision drivers and target groups, offering a robust foundation for strategy development and category optimization for retailers and manufacturers operating in this dynamic and fast growing market segment.

Interested in this YouGov multiclient study (3rd edition) about ready to (h)eat fresh meals?

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