Health and convenience boosting microwave packaging, report

The Cleveland-based industry research firm expect substantial product development activity in microwaveable fresh-cut vegetables, reflecting trends toward healthier eating and strong sales of foods offering convenience in meal preparation.

They note that fresh prepared foods, in particular, will propel this packaging segment forward, with demand expected to climb 11.2 per cent each year to reach $450m in 2013.

“Robust gains will be based on the convenience of fresh prepared foods and the perception that they are of higher quality than frozen and canned alternatives,” ​said the researchers.​

And they cite other factors such as the ubiquitousness of microwave ovens and rapid growth for foods developed specifically for microwave preparation as the reasons for the expected growth.

“Moreover, improvements in package structures that enable foods to be heated and served in their packaging and innovations that overcome limitations of microwave ovens will continue to drive a steady stream of new product introductions,”​ they added.

They maintain that above-average growth is also anticipated in shelf-stable applications, boosted by quality improvements and the increased presence of single-serving shelf-stable items designed to be heated in microwave ovens, reflecting the increase in single person households in the last decade.

Ethnic interests ​

According to the market report, heightened consumer interest in ethnic cuisines, the increased availability of organic frozen foods are other drivers for growth in microwave packaging beyond demographic and convenience factors.

But frozen foods, the analysts note, are by far the largest application for microwave packaging, accounting for nearly 60 per cent of total demand in 2008 and microwave packaging demand for these products is forecast to rise 6.1 per cent per year to $1.3bn, said the analysts.

The analysts said that self-venting microwaveable pouches resulting in improved taste and texture compared to conventional frozen vegetables are proving popular with consumers. ​

Gains in snack food applications will be below-average, they predict, and they based this forecast on the maturity of microwave popcorn, one of the earliest microwave-specific packaging applications, and competition from the growing range of snack foods such as tree nuts and crisps. ​

European maturity ​

In contrast to the US, the microwave packaging segment has reached relative maturity in Europe, with the last few years witnessing significant developments in new technology, according to Dick Searle, CEO of the UK Packaging Federation.

Speaking to FoodProductionDaily.com, he said it was interesting to note from the Freedonia report, however, that what seems to concern consumers more is how convenient a product or its packaging is in terms of meal preparation rather than how ‘green’ or sustainable it is.