New data revealing a 3.6 per cent rise in growth of the chilled foods market has partly been attributed to demand for healthy food.
A new report from Key Note found that, with the exception of the chilled cakes and desserts category, where sales were restricted by the media’s focus on the dangers of sugar overconsumption, the growth was spread across the eight savoury market sectors.
Across the whole chilled foods market, health was found to be exerting a key driving influence on buying behaviour, with Key Note reporting: “The UK consumer base is becoming increasingly health conscious based on regular exposure to dietary advice and growing concerns over the obesity crisis. During the week, when the demand for convenience is also most pronounced, consumers are increasingly trying to eat more healthily, making indulgences over the weekend more justifiable.”
Looking ahead, Key Note said the market is well positioned to exploit the health trends with chilled salad, fresh soup and chilled, value-added poultry and seafood.
Chilled food products are widely perceived to be of superior quality to frozen competitors, and Key Note reported that consumers are increasingly willing to pay a little extra for this quality.
“Given that inflation is projected to remain high over the next five years, forecast market growth must therefore be partially attributed to the rising cost of food. In addition through, the market is also expected to perform strongly, as the demands for health quality and convenience continue to develop,” the analysts added, forecasting growth of 15.3 per cent between 2015 and 2019.