Increasing busy lifestyle is prompting Italians to opt for prepared meals, finds a new survey by UK-based research firm Canadean - Food.
In 2011, the highest percentage (37%) of Italian consumers stated that their busy lives have been the major trend influencing their consumption of prepared meals, according to the report 'Consumer Trends in the Prepared Meals Market in Italy, 2011'.
Trends such as better value for money and personal space and time have been the second and third most influencing trends among various others during the year.
Within busy lives, consumers having poor time of only 1-3 hours of leisure at their disposal are found to be consuming more prepared meals, than any other group.
Older Italians, aged about 55 years, held the major share of more than 30% in 2011, followed by mid-lifers at 17% among other age groups.
According to Canadean, urban market showed a visible domination over rural dwellers with more than 80% share and females managed a slight edge over males during 2011.
Among the educated consumers, upper secondary and post secondary - non tertiary students together held more than half of market share, with 30% and 25% respectively.
The survey noted that the affluent Italians have accounted for a significantly leading share of 40% among other wealth groups.
In the year under review, ready meals held the major pie of the segment-wise market value with 62% share, while other such as pizza and meal kits stood at 34% and 3% respectively.
Even in volume terms, ready meals managed the leading share with about 52%, followed by pizza with 44% share.
