IGD's latest research shows that 41% of consumers rarely or never bought a meal to go from a supermarket ­ although they're most likely to choose them as an alternative to a takeway. They were perceived to be expensive compared to other products available. As a result, their purchase was often limited and seen as a treat ­ 62% of those over 65 have never bought meals to go from a supermarket. There's still low awareness of meal kits, although consumers love the idea and one labelled it "like flat-pack furniture". The IGD survey found that although 17% said they'd buy one, 56% would not. {{COVER FEATURE }}