No matter the package, be it can, tray or box, the category faces a wide array of challengers for stomach share. In its new report on the shelf-stable meal market in the U.S., Mintel International Group's (Chicago) exclusive consumer research found consumption of heat-and-eat meals surpasses frozen, ready-to-eat foods and meal kits requiring meat (though finishing second to restaurant options). For its report, Mintel defines shelf-stable meals as packaged, prepared meals that require no refrigeration, no additional ingredients (except, in some cases, water) and minimal heating or cooking.
A look at the ages of shelf-stable meal consumers reveals this to be the range during which children most likely will be present in the household. As such, Mintel advises manufacturers to pursue any options that could make shelf-stable meal preparation more child-friendly. More than six in 10 parents regard the products as a “good way” to get food for kids' snacks and meals. To some degree, children participate in selecting the food, though parents remain the gatekeepers; any marketing effort should appeal to the children, while also addressing parents' concerns about food quality and the safety of children preparing it.