Around half of French, Italian, and Spanish respondents agree that there are not enough ready meals catering to special diets. Agreement is higher among Spanish respondents, 60% of whom say there is a dearth of prepared meal options for those on a special diet, such as meat- or dairy-free ready meals. Meanwhile, Germans are less likely than fellow European respondents to say the market is missing ready meals for special diets. Germany places second to the UK as the European country with the most vegetarian and/or vegan prepared meal launches in 2013, with vegetarian claims appearing on nearly one in 10 new products, which is likely the reason that German consumers appear more content with available ready meal offerings. By contrast, just 3% of new prepared meals carried a vegetarian or vegan claim in Spain and Italy in 2013.
When looking at the overall prepared meals category, one diet-related claim that is seeing growth in the European ready-meal market is gluten-free. Meals with gluten-free claims have increased in Europe from 2009 to 2013. This growth follows the increasing global awareness of celiac disease and other gluten-related health issues. Healthy halo inspires more than the gluten-sensitive to reduce consumption
The rise in prepared meals with gluten-free claims is reflective of the growing need for, as well as interest in, gluten-free foods. Two in 10 UK adults have eaten or purchased gluten-free food. In particular, gluten is avoided by 8% of UK households, of which 4% use gluten-free foods because of a food allergy or intolerance, and 5% have cut out gluten as part of a general healthy lifestyle. Avoidance of gluten is higher among UK respondents aged 16-34, 11% of whom avoid gluten, an opportunity for manufacturers, especially in the convenience-focused ready meal market.
In the US, just shy of one-quarter (24%) of consumers claim that they or someone in their household eats gluten-free versions of foods that typically contain gluten, driving growth in the US gluten-free food market. Sales of gluten-free food in the US reached an estimated $10.5 billion in 2013, and the market is slated to grow to $15.6 billion in 2016. In 2013, the US Food and Drug Administration provided official regulations on the amount of gluten that can exist in products, 20ppm, in order to make on-pack gluten-free claims.
Yet, part of the growth in the US is due to a segment of US gluten-free food buyers who purchase gluten-free food for reasons other than celiac disease, intolerance, or sensitivity. Nearly one-third (32%) of US adults overall agree that gluten-free products are beneficial for everyone, not only those with a gluten allergy, intolerance, or sensitivity. In particular, 36% of all respondents eat gluten-free foods for reasons other than intolerance or sensitivity. Among those respondents, nearly two-thirds (65%) choose to eat gluten-free foods because they think they are healthier, and nearly three in 10 (27%) opt for the foods for weight loss.
US and Uk gluten-free prepared meals offer variety, not just alternatives. (source: Mintel Global Market Research)