February 17, 2025 – In the US and Canada, busy lifestyles and evolving eating habits drive the demand for ready meals and meal kits, as consumers seek convenient, time-saving solutions without compromising on quality, variety, or nutrition. Innova’s 360 research highlights that home dining is on the rise, with ready-to-heat meals and recipe kits offering consumers an effortless way to make their favorite dishes at home.
Ready Meals and Meal Kits Product Launch Trends
Ready meals and meal kits cluster launches display a rise in the past year. In the meal kits market, 45% of consumers in the US and Canada have increasingly embraced home dining. In response to this, brands are expanding their offerings to mimic the restaurant experience. This includes ready-to-heat meals, quick-preparable options, and recipe kits inspired by prominent street foods. Such offerings could aid home cooks in recreating their favorite restaurant dishes in the comfort of their kitchens. This aligns with Innova’s top trend of 2024, ‘Home Kitchen Heroes,’ brands that emphasize home cooking appeal to consumers seeking convenience without the time commitment of scratch cooking.
In the US and Canada, the main dishes subcategory leads in the ready meals and meal kits cluster with 48% launches in the past year.
Meal Kit Leading Regions
The US leads with an average of 73% in the ready meals and meal kits cluster launches over the past five years.
Meal kits trends reveal that more than 2 in 5 consumers in the US are open to exploring global cuisines, driving a rise in ethnic-flavored product launches, which accounted for 24% of new introductions in the past year. Mexican-inspired tacos and fajitas, Japanese teriyaki, Korean bulgogi, Indian tikka masala, and Chinese sweet and sour dishes cater to this growing demand for diverse flavors. This aligns with Innova’s top trend of 2024, ‘Local Goes Global,’ which highlights consumers’ preference for familiar yet authentic products, even from distant regions.
Top Brands and Companies in Meal Kit
Conagra Brands is the leading company for ready meals and meal kits launches in the US and Canada. Conagra Brands delivers diverse meal options that cater to a wide range of tastes and preferences. Their brands, Marie Callender’s, and Banquet, offer comforting, nostalgic recipes, while P.F. Chang’s brings restaurant-quality cuisine to home kitchens. Healthy Choice combines flavor with high nutritional value. From homestyle favorites to global recipes like Japanese and Swedish dishes, Conagra expands its market appeal by meeting consumers’ evolving cravings for both familiarity and international flavors.
Kraft Heinz, General Mills, Nestle, and Pinnacle Foods are other notable companies in the market.
Top Claims and Positionings Trends in Meal Kit
Source of protein, no additives or preservatives, gluten free, GMO free, and vegan are the top positionings in the meal kits market for ready meals and meal kits cluster launches in the US and Canada.
Apart from the top 5 positionings, other positionings growing across the US are traditional, natural, and low/no/reduced cholesterol. Meanwhile in Canada, indulgent and premium, organic, and vegetarian claims are preferred. It reflects evolving consumer priorities, with health, tradition, and indulgence shaping purchasing decisions in the meal kits market.
Ready Meals and Meal Kits Flavor Trends
Chicken is leading flavor in the ready meals and meal kits cluster launches in the US and Canada.
Meal kits trends show that more than 1 in 2 consumers prioritize taste and flavor in ready-meal selections in the US and Canada. New product launches feature familiar meat options like chicken, beef, and pork, alongside vegetables such as potatoes, beans, and mushrooms. Dairy ingredients like cheese and butter enhance richness, while fruit flavors, including berries and citrus, enhance the flavor profile. Smoked and roasted profiles, such as barbecue and applewood, alongside spicy options like chipotle and sriracha, bring bold variety, catering to evolving consumer preferences.
What is Next in Meal Kit Market Trends?
Consumers in the US and Canada seek cleaner labels, with nearly 1 in 5 choosing ready meals free from artificial flavors or colors and more than 1 in 4 preferring real or natural ingredients. Reflecting this demand, 30% of new launches highlight no additives or preservatives in the meal kits market. Brands incorporate natural colorants like caramel, paprika, and annatto and flavorings derived from fruits, herbs, and spices that could enhance taste without chemical alternatives. Natural stabilizers and preservatives, such as vinegar and citrus juice, further support this change.
Plant-based alternatives are also gaining attention, with 28% of consumers opting for dietary variety. In Europe, vegan and plant-based claims are among the top positionings in the meal kits trends. Brands can replicate traditional meat and seafood using soy protein and chickpeas for pork, tuna, beef, and salmon alternatives, while textured wheat and pea protein mimic chicken. In the meal kits market, innovative plant-based creations, such as vegan tuna rolls with avocado and tamari sauce or kimbap with kimchi and soy pork, offer diverse, flavorful options. As consumer preferences evolve, the demand for clean-label and plant-based meals is likely to continue driving new product development in the region.
This article is based on Innova’s Overview in Ready Meals & Meal Kits in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
