Ready Meals Market Pestel & Swot
Introduction
The market of ready meals has grown remarkably in the recent years. Previously perceived as non-healthy and an indulgence, it has adapted to changing consumer demands and lifestyles.
This report will give an overview of how changes in the macro-environment influenced the sales of ready meals and the factors that might affect sales in the UK over the next five years.
The growth of the ready meals market over the years.
In 2007, the research company Mintel reported that the ready meals market within the five largest European Countries (UK, France, Germany, Italy and Spain) increased by 5% between 2006 and 2007, reaching a total sales value of €8.4 billion. A growth of 18% to reach the €10 billion mark by 2011 was also predicted. The market was worth €2 billion in the UK in 2007 with a prediction that between 2006 and 2011, sales would reach €3.7 billion in the UK.
Moreover, it seems that the UK has a much higher growth of sales per head of population than in France and Germany with only 9% of Germans predicted to eat a ready meal each week.
The ready meals market is very competitive and the main competitors are: HJ
Heinz, Premier Foods, Unilever Bestfoods, Marks & Spencer, Sainsbury's and
Tesco.
The report will develop further the different factors, which influenced the growth of the ready meals market by analysing the changes in the macro environment (Political, Economic, Sociological, Technological, Environmental and Legal); and establishing the Strengths, Weaknesses, Opportunities and Threats of the ready meals market.
PESTEL Analysis
Changes in the marketing environment have certainly influenced positively the growth of the ready meals market. This PESTEL Analysis will help to analyse the ready meals’ market environment and identify the factors that influenced its growth.
Political factors: The government is concerned about the health of the society and is promoting healthy eating and encouraging people to choose healthier
The market of ready meals has grown remarkably in the recent years. Previously perceived as non-healthy and an indulgence, it has adapted to changing consumer demands and lifestyles.
This report will give an overview of how changes in the macro-environment influenced the sales of ready meals and the factors that might affect sales in the UK over the next five years.
The growth of the ready meals market over the years.
In 2007, the research company Mintel reported that the ready meals market within the five largest European Countries (UK, France, Germany, Italy and Spain) increased by 5% between 2006 and 2007, reaching a total sales value of €8.4 billion. A growth of 18% to reach the €10 billion mark by 2011 was also predicted. The market was worth €2 billion in the UK in 2007 with a prediction that between 2006 and 2011, sales would reach €3.7 billion in the UK.
Moreover, it seems that the UK has a much higher growth of sales per head of population than in France and Germany with only 9% of Germans predicted to eat a ready meal each week.
The ready meals market is very competitive and the main competitors are: HJ
Heinz, Premier Foods, Unilever Bestfoods, Marks & Spencer, Sainsbury's and
Tesco.
The report will develop further the different factors, which influenced the growth of the ready meals market by analysing the changes in the macro environment (Political, Economic, Sociological, Technological, Environmental and Legal); and establishing the Strengths, Weaknesses, Opportunities and Threats of the ready meals market.
PESTEL Analysis
Changes in the marketing environment have certainly influenced positively the growth of the ready meals market. This PESTEL Analysis will help to analyse the ready meals’ market environment and identify the factors that influenced its growth.
Political factors: The government is concerned about the health of the society and is promoting healthy eating and encouraging people to choose healthier
References: Mintel & Leatherhead Food International. • KOTLER, P. ARMSTRONG, G. WONG, V. AND SAUNDERS, J.A., 2008. PRINCIPLES OF MARKETING. 5TH EDITION. PEARSON EDUCATION. • BENSSOUSSAN, B.E. AND FLEISCHER, C.S., 2008. ANALYSIS WITHOUT PARALYSIS: 10 TOOLS TO MAKE BETTER STRATEGIC DECISIONS. FT PRESS. • BOHM, A., THE SWOT ANALYSIS, 2009, GRIN VERLAG. • BRASSINGTON, F. AND PETTITT, S., 2009, ESSENTIAL OF MARKETING, 5H EDITION, HARLOW, PEARSON PRENTICE HALL. • OLDROYD, M., 2007, MARKETING ENVIRONMENT, 4TH EDITION, BUTTERWORTH-HEINNEMANN.