COMPETITIVE LANDSCAPE
My Food Bag remains a familiar name, though subscription fatigue weighs on performance
My Food Bag continues to be one of the most recognised meal-solution providers in New Zealand, though its recent trajectory reflects the mounting challenges faced by subscription-based services. After enjoying strong engagement during the pandemic years, the company has struggled to maintain the same level of interest as household budgets have tightened and consumers have grown more cautious in their spending.
Woolworths invests in production and private label development to reinforce its leadership
Since rebranding from Countdown, Woolworths New Zealand has made substantial investments to strengthen its influence in ready-to-eat and ready-to-cook foods. The retailer has significantly expanded its private label ranges, introducing a large number of new convenience-focused items that address consumer needs for affordable, quick, and high-quality meal options.
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Overview:
Understand the latest market trends and future growth opportunities for the Meals and Soups industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Meals and Soups industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Meals and Soups in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Meals and Soups in New Zealand?
- Which are the leading brands in Meals and Soups in New Zealand?
- How are products distributed in Meals and Soups in New Zealand?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Meals and Soups?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in New Zealand?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Meals and Soups in New Zealand - Category analysis
KEY DATA FINDINGS
Sales benefit from price-sensitive consumers shifting from dining out to dining in
Convenience-focused products sustain growth amid household pressure
Meal kits struggle to recover as consumers seek value and variety
Moderate outlook shaped by investment and structural challenges
Health and wellness drive a shift toward balanced, functional meals
My Food Bag remains a familiar name, though subscription fatigue weighs on performance
Woolworths invests in production and private label development to reinforce its leadership
E-commerce becomes an established route for meal solutions
Supermarkets remain central, though in-store traffic gradually redistributes online
Cooking Ingredients and Meals in New Zealand - Industry Overview
Price-sensitivity persists, benefiting private label
KEY DATA FINDINGS
Health and wellness steer product development
Reformulation and transparency reshape sauces and condiments
From “quick fixes” to “fakeaways”
Moderate value growth amid cost and supply pressures
Health and wellness define long-term value
Market reform and digital retail transformation
Heinz Wattie’s maintains market leadership
Foodstuffs drives growth through Pams private label
Supermarkets remain the dominant retail format
E-commerce emerges as the most dynamic channel
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Meals and Soups
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- Dried Ready Meals
- Shelf Stable Ready Meals
- Chilled Ready Meals
- Frozen Ready Meals
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- Dry Soup
- Shelf Stable Soup
- Chilled Soup
- Frozen Soup
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- Chilled Pizza
- Frozen Pizza
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- Meal Kits
- Quick Recipe Kits
- Chilled Lunch Kits
- Prepared Salads
Meals and Soups
This is the aggregation of ready meals, pizza, food kits, prepared salads, and soup. Includes: These are products that have had recipe 'skills' added to them by the manufacturer, resulting in a high degree of readiness, completion and convenience. Food kits is an exception where typically the extent of preparation is much shorter than other meal products; includes meal kits where consumers are to put together pre-portioned ingredients and cook with the guidance of recipe cards. Ready meals are generally accepted to be complete meals that require few or no extra ingredients. However, in the case of shelf stable ready meals, the term also encompasses meal 'centres’; for food kits, they do require a degree of cooking and preparation. As such, some meals may require cooking (ready-to-cook); others may simply need reheating, prior to serving (ready-to-eat). Excludes: Any products sold unpackaged and/or by weight, including food sold from a retail deli counter.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Meals and Soups research and analysis database.
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