Mintel last researched this market in 1999, at that time home meal replacement was a relatively new concept which had been recently imported from the US. It was primarily concerned with complete hot meals sold over the counter for consumption at home. However, in Britain the home meal replacement (HMR) concept has been extended to include the chilled, pre-packaged meals for home re-heating as the market for true HMR was found to be limited. Nevertheless, despite the metamorphosis of the definition and concept of home meal replacement, the market has been growing well and has almost doubled in value over five years to an estimated £395 million in 2004.

Mintel last researched this market in 1999, at that time home meal replacement was a relatively new concept which had been recently imported from the US. It was primarily concerned with complete hot meals sold over the counter for consumption at home. However, in Britain the home meal replacement (HMR) concept has been extended to include the chilled, pre-packaged meals for home re-heating as the market for true HMR was found to be limited. Nevertheless, despite the metamorphosis of the definition and concept of home meal replacement, the market has been growing well and has almost doubled in value over five years to an estimated £395 million in 2004.

Mintel’s 2004 Home Meal Replacements report reveals the growing trend amongst consumers who regarding HMR as a good alternative to takeaways. Mintel highlights what consideration manufacturers should give to their promotions in order to boost sales.

This is a market which has benefited greatly from the increased level of personal disposable income consumers in the UK now have available. Equally, higher levels of employment, especially amongst women, are encouraging consumers to direct more of their income towards spending on convenience foods.

Home Meal Replacements, published by Mintel thoroughly explores the market drivers and breaks down the different type of HMR, discussing the market segmentation, and ultimately the consumer purchasing behaviour and meal type preferences.

Through exclusive consumer research and authoritative market analysis this report provides insight into all the key issues facing the industry, including:

--Factors driving the market such as pressure on the time available for food preparation and increased demand for convenience foods

-- Distribution channels, including the importance of impulse outlets such as independent grocers and forecourt shops to the sector

--How the development in technologies has impacted this market

--The importance of the promotional support and activities

– The ways in which the market is set to evolve

For the purposes of this report, Mintel defines home meal replacement as complete, cooked foods that are sold over the counter at a supermarket deli counter for off-premises/home consumption. Pizzas from pizza bars are also included, although these are sold both cooked and uncooked, to be baked at home. Similarly, cooked rotisserie products, served hot, such as whole chickens, chicken portions, sausages and gammon cuts, are incorporated in the definition.

Home meal replacement also includes takeaway meal bags, served chilled, which contain a number of different elements of a meal, separately packaged, for reheating at home. There is a degree of confusion in the definition as HMR excludes chilled and frozen ready-meals and other prepared foods available from the deli counter. Also excluded are takeaway and home delivery meals available through the wider takeaway restaurant sector, although these obviously provide competition to home meal replacements.