Retailers looking to benefit from the boom in ‘Big Night In’ dining are being urged to take a close look at the role that Hot, Quick & Tasty products can play in meeting consumer demand for snacks that can be prepared quickly and conveniently at home.
As cost-conscious young adults spend more evenings at home, they’re looking for food that they can prepare with the minimum amount of fuss, allowing them to enjoy their evening entertainment without having to spend any longer than is necessary cooking food.
“Time really is of the essence for young adults enjoying a Big Night In with their mates,” says John Armstrong, Marketing Director of Kepak Convenience Foods, the driving force in the UK’s £463 million* Hot, Quick & Tasty category.
“Mostly they’re not into formal dining, they just want tasty, filling snacks that allow them to get on with having a great night – and that’s where microwaveable Hot, Quick & Tasty products come into their own.
“HQT products really deliver on quality as well which is important as people don’t want to compromise on any aspect of ‘Big Night In’ enjoyment.”
Another advantage of Hot, Quick & Tasty products is that they are all kept in the fridge, the first place young adults look for food when they’re snacking. This is highlighted by research showing that people visit the fridge six times a day for food, almost twice as much as the cupboard**.
“The beauty of the Hot, Quick & Tasty category is that all product types are suited to Big Night In, in particular micro-snacking products such as Rustlers and ZUGO’s Deli Café,” adds Armstrong.
In addition to micro-snacking products, the Hot, Quick & Tasty chilled category includes Quick Serve Ready Meals, Pies and Pastries and Chilled Soups, each of which can be prepared in less than 5 minutes, with nothing added.
Kepak is urging retailers to stock up on Hot, Quick & Tasty products, to make the most of growing demand for these products.
* IRI data to 22 June 2013
** Kantar Worldpanel Spring 2012