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Research For Marketing Practitioners
Pages 10 (2510 words)
RESEARCH FOR MARKETING PRACTITIONERS DATE OF SUBMISSION WORD COUNT: 2856 1.0 Introduction There is a large and growing market for ready meals especially with the student sector. Students expect to buy food that they can eat outright or meals with an eating quality as if they had already cooked and prepared it at home.
About half of the dishes are made up of ethnic dishes, for instance Chinese and Indian, indicating an interest in exotic tastes, but some of the recipes are made up of Continental recipes, such as Italian. Italian ready meals are made up of pasta which has a healthy image and attractive to children and students. The vegetable-based ready meals sector is also growing and attractive to students. This is followed by the fish-based and then the meat-based. Considered health foods are primarily made up of vegetables and fish. The UK has been hailed as the most developed market in Europe when it comes to chilled ready meals. (Dennis and Stringer 2000, p. 14) In 1994, chilled ready meals had a per capita consumption of 1 kg., compared to Germany’s 0.3 kg, France’s 0.2 kg and Spain’s .1 kg. In other words, the potential for chilled ready meals is great in the UK and if this is reflected in Europe, it has great future potential for business venture. (Dennis and Stringer 2000, p. 14) Pizza sales registered a high growth of 10% during the period 1994-97. Manufacturers wanted to stimulate more demands for pizzas by introducing various flavours and in exploiting consumer’s growing love for exotic tastes. ...
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