English ready meals have contributed £370m to the market, growing primarily through Asda, but also through Sainsbury's and Tesco. Italian ready meals again accounted for the greatest volume sales share of the market, with 37.5%.
Tesco has shown a strong performance in Italian ready meals, driven largely by the x-for-y promotional strategy, unlike the previous year, where temporary price reductions were much more important to the category.
Asda's strong growth in English ready meals is coming mainly from promotional purchasing, despite an increase in multibuy activity in the latest year.
French ready meals have also done well, driven by non-promotional sales at Tesco, Sainsbury's and Morrisons.
Focus On Chilled Ready Meals