Attitudes and beliefs directed towards ready‐meal consumption

Abstract

The aim of this thesis was to gain a deeper understanding of ready meal consumers and their demands regarding ready meal products in different situations. Data were gathered with one extensive postal survey and five focus group discussions. The aim of the survey was to investigate the beliefs held about ready meal consumers, identify typical ready meal situations, assess the aims of eating ready meals in these meal situations and, finally, to identify demands regarding ready meals in the purchase situation. The results of the survey showed that the image of the frequent ready meal consumer was a person alone and stressed. The ready meal-consuming respondents confirmed this image when they were in actual situations eating ready meals but not in general. Four common ready meal-eating situations were identified. Ready meals were eaten most frequently as lunch at work and dinner at home. The social context in these situations was found to differ and to affect the activities performed. Ready meals for lunch at work were commonly eaten with colleagues and then discussing was a normal activity. For dinner at home ready meals were usually eaten alone watching TV. The reasons why ready meals were chosen as meal solutions differed. Ready meals suitable for lunch at work should be time-saving and for dinner at home the main demand was that the products should be convenient in order to avoid cooking. Purchaser demands regarding ready meals were found to be influenced by the gender of the purchaser and the intended end-consumer. Female ready meal purchasers were more demanding buyers than males, especially concerning health aspects. The aim of the focus groups was to explore consumers' reasons regarding the choice of ready meals for dinner and to find out how ready meals suit their needs. Ready meals were not regarded as being very appropriate for dinner at home. The social setting of the dinner was one of the most important aspects affecting the choice of what to eat. For ready meals to be suitable for dinner use they should be dishes out of the ordinary with more taste. This thesis has demonstrated that the context of meals affects the entire ready meal choice process and that there is a need to broaden the research perspective beyond the meal. The entire food provisioning process needs to be taken into account.