Reasons to Purchase
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* Capitalize on the knowledge of experienced companies when entering a new niche or market
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Report Table of Contents:
DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
Meal kits are a growing offshoot of ready meals that address convenience and connectivity trends 2
Meal kits attract consumers who are looking for ready meals with added qualities 2
Meal kits address the connectivity trend, enabling consumers to spend quality time with their families 4
Meal kits help consumers explore foreign foods with ease, but some ethnic cuisines perform better in this format than others 6
Old El Paso is one of the strongest brands promoting the meal kit concept, addressing the convenience and connectivity trends 7
Old El Paso is one of the oldest established meal kit brands 7
Old El Paso's growth remains strong as it appeals to families on a budget 8
The brand has been marketed extensively in order to encourage regular family dining and a weekly 'taco night' 8
General Mills is working with grocery stores to promote the brand at point of sale 9
Conclusions 10
APPENDIX 11
Case study series 11
Methodology 11
Secondary sources 11
Further reading 11
Ask the analyst 11
Datamonitor consulting 12
Disclaimer 12
List of Tables
Table 1: The leading countries in the ready meals market in North America and Europe ($m), 2003-13 3
Table 2: Old El Paso product line 8
List of Figures
Figure 1: The US is the leading market for meal kit launches 3
Figure 2: Meal kit launches have been sporadic over the past five years 4
Figure 3: Family life achieves a high satisfaction rate around the world 5
Figure 4: Consumers are attempting to cook from scratch more often and be less reliant on ready meals 5
Figure 5: Meal kits have an Asian food focus in their core markets 6
Figure 6: General Mills offers a range of meal kits and related items under the Old El Paso brand 7
Figure 7: General Mills has promoted the Old El Paso brand as being a fun-loving family orientated brand 9
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