Ready Meals Thriving In Europe For Three Key Reasons

Three key trends are driving the European ready meal market despite continued frugality among food shoppers, according to analysts. Young people not only travel more, they have made peace with the cultural influences of immigrants from the Middle East and other regions. They are more adventurous and open to experimentation with different cuisines. Food companies are therefore under pressure to offer a broader range of ethnic foods. Ready meals today don’t just signify speedy preparation: they also represent a way to enhance a quick meal with a full rich or pasta dish. Lastly, consumer perception of ready meals has evolved. “Ready meals look a lot better and taste a lot better than they did before,” says a Canadean analyst.