This text is part of the special book Plaisirs
The pandemic has accentuated certain consumption habits among Quebecers, particularly in the ready-to-eat and ready-to-cook sector offered in grocery stores in the province. Consumers have adopted these meal solutions, which have evolved a lot in recent years, today offering gourmet dishes signed by well-known chefs and personalities.
“Ready-to-eat is a segment that has experienced sustained growth in recent years,” confirms Richard Pruneau, senior vice-president at Metro. A trend that will increase, if we are to believe experts like Robert Dion, publisher of the magazine Food retailerwhich predicts that, by 2030, the ready-to-eat and ready-to-cook sectors will occupy nearly half of the retail surface.
Since the pandemic, there has been a customer preference for ready-to-eat meals associated with a strong Quebec brand. “Particularly when restaurants were closed, products offered under a restaurant brand or that of a public figure have known, and still know, a growing popularity, as well as the ready-to-cook segment, such as marinated meats and meal salads,” says Mr. Pruneau. A new term describes this phenomenon: grocerant designates establishments that offer a solution halfway between a grocery store and a restaurant.
Restaurant-Inspired Frozen Meals
Last month, a range of four new frozen entrees from Joe Beef were launched exclusively at Metro. Nomadic Pork, Mississippi Beef, Peppercorn Beef and Macaroni and Cheese are the recipes proposed by chef Fred Morin. Asked about the reasons that prompted him to take the plunge into grocery stores, Chef Morin replies: “COVID-19 has created certain uncertainties in the restaurant business. This parallel avenue presented itself, and we said yes when we saw the quality we could offer with good partners. »
It is still too early to assess, according to the chef, the income that will result from this partnership with Metro, but the market tests seem to be very conclusive: the dishes are tasty and meet the expectations of those who tested them.
“We put good ingredients in it, cream, butter, morels, etc. It’s good home cooking, like I would do at home; a solution for the days when you don’t want to cook,” adds the chef.
Home-style soups
For his part, Stefano Faita is taking advantage of the moment when ready-to-eat is carving out a place of choice with Quebecers to expand his range of grocery products. After pizzas, sauces, charcuterie, pasta and even wine, he comes to add his soup-meals to the table. Four varieties were launched a month ago: Italian Wedding, Tuscan Minestrone, Tomato Cream and Chicken and Noodles. “We wanted to offer home-style soups, with simple and good ingredients, without preservatives or artificial flavors or colours. Like our grandmothers did! explains Mr. Faita.
“It’s an authentic product, made here, which offers a great ready-to-eat option for families. It also remains in our Italian niche,” adds the chef. He says the pandemic has been good for his grocery line, which is very successful here. Stefano Faita’s name on the label gives consumers confidence.
Health solutions
The healthy ready-to-eat niche seems to have evolved in the same way and has also focused on local personalities with strong notoriety. This is the case with the products of Isabelle Huot, doctor of nutrition. Isabelle has been developing her ready-to-eat range, both fresh and frozen, for more than ten years. “I offer meal solutions for people in a hurry who want to eat well, while offering a high protein intake, moderate in sodium and carbohydrates, and without additives. Sales of its products during the pandemic have increased by 60%. Its frozen ready-to-eat meals include Chicken Dijon, Curried Chicken, Moroccan Chicken and Vegetable Penne. “They’re vacuum-packed and offer lots of flavor. They feature a list of simple ingredients, clean-label “, explains M.me Huot. What also sets it apart from the competition? “People who see my name on the product know that a doctor of nutrition has thought about their health,” she says.
His meals are especially popular with the elderly. “I target everyone with my products. I even launched meal salads that appeal to a 35-45 year old clientele! My range of frozen foods responds, yes, to the specific needs of the elderly, diabetics, with hypertension problems, or weight control”. A trend that should have more and more success in Quebec, where the population is aging.
This special content was produced by the Special Publications team of the To have to, relating to marketing. The drafting of To have to did not take part.