During the Spring Festival, the market for precooked meals experienced explosive growth, with sales exceeding 20 billion yuan, a year-on-year increase of over 50%. This trend has sparked widespread discussion: What is driving the popularity of precooked meals? Who are the beneficiaries of this trend? And is this growth sustainable? Food Exhibition will conduct an in-depth analysis from three aspects: the reasons behind the surge, the beneficiaries, and the challenges faced.

I. Reasons for the Surge in Precooked Meals

1.The "Laziness" of Young People

The popularity of precooked meals is closely related to the lifestyle of modern young people. The fast pace of life makes it difficult for young people to spend a lot of time cooking during the Spring Festival. Precooked meals offer a simple and quick solution, requiring only minimal heating or processing to serve. This convenience not only saves time but also allows young people to focus more on spending quality time with their families.

2.Diversity and Quality Improvement

Precooked meals are available in a wide variety of types, covering regional specialties that cater to different family members' taste preferences. In recent years, companies have improved the selection of ingredients and processing techniques, using quick-freezing technology to preserve the freshness and flavor of the ingredients. This has narrowed the gap between the taste of precooked meals and freshly prepared dishes.

3.Marketing Efforts

Before the Spring Festival, major catering companies, supermarkets, and fresh food e-commerce platforms launched unique precooked meal packages and gift boxes. Promotional activities combining online and offline channels (such as discounts, bulk purchase offers, and buy-one-get-one-free deals) attracted consumers. These marketing strategies not only increased the visibility of precooked meals but also stimulated consumer demand.

II. Beneficiaries of the Precooked Meal Boom

1.Precooked Meal Manufacturers

The surge in demand directly boosted the performance of related companies. Traditional food enterprises like Guolian Aquatic Products and Quanjude have expanded into the precooked meal market, launching new products and capturing market share. Many listed companies, including New Hope, Wen's Corporation, and Three Squirrels, have also entered the market by establishing new companies or launching new brands.

2.Cold Chain Logistics Industry

The storage and transportation of precooked meals require strict temperature control, making advanced cold chain logistics essential. These technologies ensure that the quality of precooked meals remains high throughout production, transportation, and sales, extending shelf life and expanding market reach. In 2023, China's cold chain logistics market size reached 591.7 billion yuan, growing by 7.1%, with the rapid development of precooked meals contributing significantly.

3.E-commerce Platforms and Supermarkets

Online sales of precooked meals have become a new growth driver. E-commerce platforms promote these products through live-streaming and content marketing, reaching a broader consumer base. Offline supermarkets also attract consumers by setting up dedicated precooked meal sections and offering gift boxes.

III. Challenges Facing the Precooked Meal Industry

1.Food Safety Concerns

Behind the rapid growth of the industry, food safety remains a key concern for consumers. Some precooked meals lack strict management in raw material procurement, production, and transportation, leading to issues such as excessive use of food additives and bacterial contamination. Data from the National Market Supervision Administration shows that complaints and reports regarding food safety in precooked meals are on the rise.

2.Limitations in Taste and Quality

Despite improvements, precooked meals still have gaps in taste and texture compared to freshly prepared dishes. Standardized production also makes the dishes less personalized, failing to meet the demands of consumers with high culinary expectations. The lack of unified industry standards further complicates the market, with products of varying quality, making it difficult for consumers to make informed choices.

3.Market Difficulties and Increased Competition

In the B-end market, precooked meals face challenges such as high customer bargaining power, intense competition, and thin profit margins. In the C-end market, consumers have many concerns about precooked meals, making it difficult to increase sales. Additionally, the trend of freshly prepared dishes in the catering industry poses a certain threat.

IV. Future Outlook for the Precooked Meal Industry

The explosive growth of precooked meals during the Spring Festival reflects significant market demand and potential. However, sustainable development requires addressing several challenges:

1.Enhancing Food Safety Management

Companies must strictly control every step from raw material procurement to transportation and storage to ensure food safety. Regulatory authorities should also strengthen oversight and increase penalties for non-compliant companies.

2.Improving Product Quality and Innovation

Companies should continue to invest in R&D to enhance the taste and texture of precooked meals, develop more personalized products, and extend shelf life through technological innovation.

3.Establishing Industry Standards

Unified standards for production processes, raw material use, and quality requirements are needed to help consumers distinguish between high-quality and low-quality products, thereby increasing market trust.

4.Expanding Market Channels

Combining online and offline sales channels can further expand market reach. Tailoring products and services to meet the distinct needs of B-end and C-end markets will enhance competitiveness.

V. Conclusion

The strong sales of precooked meals during the Spring Festival demonstrate both market demand and the achievements of the industry's development. However, achieving sustainable growth requires addressing food safety, quality improvement, and standardization. Only by doing so can precooked meals truly win consumer trust, moving from a temporary trend to a lasting solution that offers convenient, healthy, and delicious dining options.

If you would like to learn more about the food industry, please visit the SIAL China website for more information.

Source: Worldly Studies Club

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