After the pandemic resulted in a spike in demand for retail sales of cooking ingredients and meals in Western Europe in 2020, the volume performance was subsequently hit by high inflation in 2022 and 2023, favouring discounters and private label in a number of markets. With inflation easing in 2024, performances were generally improving. Positive, if modest, growth is expected in Western Europe over the forecast period.
This report comes in PPT.
The inflationary environment in Western Europe in recent years has been favouring the discounters channel and private label products, which, to an extent, often go hand in hand. Private label accounts for around half of retail value sales in some countries (eg the UK), while discounters were able to increase their share from 20% to 37% in Turkey over 2019-2024.
Meal kits were the most dynamic category in both volume and value terms over 2019-2024, with leading player HelloFresh playing a major role in this product area’s swift development. Meal kits are seen as offering convenience for consumers with busy lifestyles, health and wellness, and feeding the curiosity about new recipes and cuisines from around the world.
To coincide with Nutella’s 60th anniversary, Ferrero launched Nutella Plant-Based in a number of Western Europe markets, including Italy and France. With classic Nutella containing ingredients of animal origin, the company has introduced a version for vegans, vegetarians and anybody else looking to limit their consumption of animal-based products.
The second set of HFSS regulations are due to be introduced in the UK in October 2025. These will include limitations on multibuy offers and a ban on advertising both online and on television. This will likely continue to push brand owners to reformulate any products high in fat, salt or sugar ahead of the upcoming legislation.
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