Private Brand Ready-Meals’ Part In The Obesity Epidemic

Ready Meal

Convenience — it’s what’s for dinner tonight, not nutrition. The rise of ready-meals and TV dinners throughout the world led researchers into one United Kingdom (UK) town’s grocery store freezers to figure out what exactly everyone was eating so much of. The study, published in the journal Appetite, compared and contrasted 166 private brand ready-meals from 10 supermarkets throughout Northern England and found they may be contributing to obesity.

Europe’s ready-meal market is flourishing, with $33.2 billion in sales from 2013, analysts project the European market to be worth $44.5 billion by 2016. Nearly two-thirds of households consume these meals, and because more than 90 percent of ready-meals sold in the UK are private brands, researchers focused on breaking down the nutrition and weighing the cost of each store’s brand.

Each meal was categorized as luxury, healthier, economy, or value and included six of the most popular meal types: macaroni and cheese, meat lasagna, cottage pie, fish pie, chicken tikka masala, and sweet and sour chicken. Fish pie and cottage pie contained the least amount of calories and sugar, while macaroni and cheese had the highest calories, fat, and saturated fat. Sweet and sour chicken had the highest sugar alongside the macaroni and cheese, but had the highest fiber content and protein.

Calories were the common denominator. Nearly all of the ready-meals had fewer calories than the generally recommended portion sizes for an average adult. In the UK the nutritional content listed on the back of any food package can vary by 20 percent from reality. Researchers found even if they did stray away from the numbers, meals marked as “healthier” were oftentimes low in nutrients and associated with more calories, saturated fat, protein, and fiber. The labels of ready-meals play a large role in consumer choice, which is especially important considering they’ve been replacing the standard home cooked meal for decades.

The success of the ready-meals grew in popularity, especially as more and more women started joining the workforce. Today, the researchers believe consumers by and large over-rely on convenience foods, including ready-meals, which consequently plays a role in the worldwide obesity epidemic.  The link between consuming ready-meals and the increased risk of obesity has been made in past studies, attributing the habit of convenience to society’s “modern fast-paced lives.”

Read the entire paper

Source: Remnant J and Adams J. The nutritional content and cost of supermarket ready-meals. Cross-sectional analysis. Appetite. 2015.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.