Despite differences in consumer demand and behaviour at a local level, consumer choice at a macro level continues to be influenced by three deep-rooted global food mega-trends – convenience, health and pleasure. These are established trends, identified by Datamonitor, which we have documented previously and which continue to evolve. In addition, we now believe that a fourth influence has emerged to become a trend in its own right – the trend of responsibility.

The global food mega-trends underpin the success of fresh prepared foods. In general, fresh prepared foods are often more likely to provide consumers with the solutions to satisfy their demand. This is borne out by the fact that the growth rate of the fresh prepared foods sector consistently outperforms the growth rate of food in general. In this fast-moving market we have a proven track record of being able to develop new products quickly to reflect changing consumer trends. Although the progress of fresh prepared foods varies from country to country – from emerging to established – the trends which influence them all are truly global. At Bakkavör Group, we believe that the strength of these consumer trends indicates a long-term global future for fresh prepared foods.