…and it is ready!
It isn’t easy to define convenience products, which constitute up to half of the food selection available in the shops of grocery retailers. If they can afford it, shoppers like to buy those products which are highly processed, easy to use, quick to prepare, can be used in a targeted fashion or functional.
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The number of NDPs grew by 4 per cent on average in the past five years
This article is available for reading in Trade magazin 2023/6-7.
There are two macrotrends influencing the category of convenience products, the growing demand for functional foods as part of the very strong health trend, and the expanding selection of snacks which will define the future of the category.
Your lunch is waiting on the shelf
In addition to quick and easy preparation, one of the reasons why convenience foods are so successful is comfortable consumption. This is why people like finger foods, high-fibre powders, concentrates or complex snacks. Lack of time has a bigger influence on the eating habits of people than ever before, so consumers are turning from ready meals to snacks, the selection of which is growing. Data by Innova Market Insights reveal: the number of product launches in the snack category increased by 6% on average in the last five years, while in the ready meal segment this rate was “just” 4%.
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Convenient barbecue season’s coming up
Tasty and easy to prepare
Not only the process of preparing food is speeding up, but also eating it. Most people did enjoy snacks in the past too, but it keeps changing what qualifies as a snack. The convenience product of the future is made of healthy ingredients, practically contains no additives or flavour enhancers, and can be found on store shelves in a packaging that is degradable or at least doesn’t put a burden on the environment. It is needless to say that preparation is a matter of minutes. The future is highly processed convenience foods – which are purchased comfortably in convenience stores. For instance the Rewe Group stores following the Smart Store, Smart Kiosk, Smart Box, Rewe Ready concept are selling convenience products, utilising robotic service or AiFi technology.
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Smart Store, Smart Kiosk, Smart Box, Rewe ready concept stores of Germany’s Rewe Group offer convenience products, no matter if service is robotised or they apply AiFi-technology. In Hungary, Kende Retail Operation uses the same technology
Halfway to the restaurant kitchen of the future
Convenience products don’t generate debates in the HoReCa sector anymore. They are used because they can help to reduce the need for personnel. Sliced, chopped and quick-frozen foods are easy to work with, they are portioned sensibly, and can be stored easily, therefore their use is easier to plan and generates less waste. Plus they tend to have a longer shelf life too. It is very likely that the role convenience products play in catering is going to be even more important in the future.
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Plant-based meat products are convenience products by default
//
We concentrate on the less price-sensitive consumers
![Illés Péter, Nissin](https://trademagazin.cdn.webgarden.io/wp-content/uploads/2022/06/Illes-Peter-Nissin_opt-e1654614004314-229x300.jpeg)
Péter Illés
sales manager
Nissin Foods
Although demand for convenience products has been rising in the last few years, and the proportion of foods that can be eaten directly from the packaging also grew, it is still our instant noodles with a lower preparation level which have the biggest share in sales. The majority of Hungarian shoppers have remained price-sensitive. In spite of this we concentrate on the less price-sensitive consumers, because it is them who can help us return our development costs. //
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Mirtill Németh
managing director
Ardo Hungary
Not only as sides
Consumer demand is growing for healthy plant-based foods. Ardo Hungary offers alternatives for a meat-free diet: plant-based sources of protein in the form of products made from bean and lentil. Ancient types of grains are trendy too – a good example of this is our Ancient Grains mix, which contains buckwheat, white and red quinoa, and brown and black rice. We also have gluten-free quinoa and vegetable mixes made with it. //
Quality and economising
![](https://trademagazin.cdn.webgarden.io/wp-content/uploads/2023/06/Szabo_Robert_METRO_fot_opt_C-227x300.jpg)
Róbert Szabó
private label sales specialist
METRO
In the past there was great demand for convenience products mainly because of their standard quality, but today it is more important that they can save time, energy and thanks to this also money for HoReCa units suffering from a lack of workforce. Our general experience is that both chefs and consumers are looking for natural products, which look and taste the same as the food processed at home. Customers want convenience products to be healthy, aesthetic, eco-friendly and quick to prepare. //
Dumplings can also be healthy!
![](https://trademagazin.cdn.webgarden.io/wp-content/uploads/2023/06/dr-Gergely-Valeria_Ger_opt_C.jpg)
Dr. Valéria Gergely
owner
Gergely Gasztronomi
Different varieties of frozen dumplings are very popular in Hungary. They aren’t simply tasty, but they can also be prepared quickly. Already in this segment shoppers are going in a healthier direction. Gergely Gasztronómi has several innovative products in the market, such as gluten-free dumplings, gluten-free rolls and pastries, and lactose- and sugar-free products. Demand is on the rise for products satisfying special dietary needs, and we try to provide as many of these as we can. //
Simply diverse
![](https://trademagazin.cdn.webgarden.io/wp-content/uploads/2023/06/Ujszaszi-Tibor-Gallico_opt_C-208x300.jpg)
Tibor Újszászi
product developer
Gallicoop
Demand has increased for convenience products with a long shelf life, so Gallicoop’s innovation work also concentrates on these. The latest product in our Gallio range is quick-frozen meatballs, with all the benefits of turkey meat: high protein and low fat content – plus the meatballs can be prepared without cooking oil. We filled the breaded variants with Kyiv sauce and green pepper sauce, so they can also be served as a dish as they are, there is no need for sides. //
Consumers want quick preparation
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Viktória Kánya
junior brand manager
Nestlé Culinary
Consumers show the biggest demand for convenience products that can be prepared in just a few minutes. MAGGI products satisfy this need, as shoppers can find instant noodles, Finom Falat pasta snacks, cup-format ready meals and instant soups in the portfolio. Our experience is that people like to try new products, and they are really interested in international cuisine. This is why we are launching the Pasta Snack range under the Magic Asia sub-brand in June. //
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