Is Your Dinner Ready Yet?

On the run for quick-and-easy dinner options, busy families scour supermarket shelves for appetizing options. They’re increasingly turning to ready-made, heat-and-eat meals, not just for convenience but because the quality of these offerings has improved dramatically in recent decades. Consumer interest in the heat-and-eat category surged during the COVID-19 pandemic, and the category maintained that momentum even as other pandemic-driven food trends waned.

“The heat-and-eat category continues to be on fire,” said Drew Parsons, refrigerated entrees brand manager at Hormel Foods. “Across the store, a ton of categories saw a COVID jump. Coming out of COVID, though, a lot of that interest wore off. But that’s not the story with refrigerated dinners and entrees. That category kept the momentum.”

The refrigerated heat-and-eat offerings stand out as a key growth driver, and Hormel Foods continues strengthening its position as a category leader. Multiple consumer trends are fueling this development. A quarter of consumers say their main cooking priority is to minimize preparation time and over half of dinners now focus on no-prep solutions¹. Additionally, 80% of heat-and-eat buyers plan to save money by eating out less often in the coming year¹.

The heat-and-eat category continues to be on fire.
Drew Parsons, refrigerated entrees brand manager at Hormel Foods

The shopper insights team at Hormel Foods has also noted that as Generation Z and Millennial consumers enter their family years, they are being drawn to the convenience, cost savings and high-protein health benefits of heat-and-eat meat entrees. HORMEL^® SQUARE TABLE™ meat dishes fit the bill perfectly. With high-quality, preservative-free protein options including beef tips, pork roast, chicken breast, turkey and meatloaf, SQUARE TABLE™ entrees can go from package to table in under four minutes.

TV Dinners to Table Staples

Seeking convenience in meal prep is nothing new. Cultures across the world have a rich history of developing simple food solutions. The ancient Romans pioneered early food buffets of lentils and meats, and Aztec market vendors wrapped tamales in corn husks for easy transport and reheating. In 18th-century England, it is said, the Earl of Sandwich innovated the meat between two slices of bread because he did not want to leave the card table. But to give credit where it is due, Americans have been the true pioneers of convenience foods.

The modern history of the frozen heat-and-eat category begins in the mid-20th century with the invention of a machine for freezing cooked, packaged fish. The first complete frozen dinners emerged in 1945 as airline meals. But it was TV dinners, cooked and served in aluminum trays, that profoundly changed America’s eating habits. TV dinners sold an astounding 10 million trays in their first full year of production. Cultural changes of the time were key. As more women entered the workforce in the early 1950s and television became the new national pastime, TV dinners offered a practical solution. The heat-and-eat food revolution was underway.

These are high-quality entrees with high-quality meats. These are recipes that if you were to make them at home, they would take a couple of hours.
Jen Nolander, marketing director of refrigerated foods and entrees at Hormel Foods

Hormel Foods has been at the forefront of this category for over three decades as consumer lifestyles and preferences have continued to evolve. During that time, the company’s experience in foodservice and deli products positioned it to help create the modern refrigerated heat-and-eat category. The company’s Slow Simmered Beef Roast Au Jus has been a standout performer for 25 years. Along the way, the company has created dozens of restaurant-quality, easy-to-prepare meat and side dishes. These new products bear little resemblance to the TV dinners of yesteryear.

“This isn’t your grandma’s TV dinner,” said Jen Nolander, marketing director of refrigerated foods and entrees at Hormel Foods. “These are high-quality entrees with high-quality meats. These are recipes that if you were to make them at home, they would take a couple of hours.”

Tracking consumer tastes is a never-ending job. Current trends identified by Hormel Foods suggest that consumers are becoming more adventurous, seeking variety. Over 8 out of 10 heat-and-eat buyers report they would like more cuisine choices.¹

Possibilities and Potential

“The SQUARE TABLE™ brand is going through a modernization right now,” Parsons said. “If you look at our portfolio today, we have comfort classics. You have meatloaf, you’ve got pork roast, meals that are nostalgic and resonate with an older generation. We’re also utilizing our foodservice expertise to explore new possibilities in retail.”

The full portfolio of offerings at Hormel Foods addresses consumers’ adventurous spirits through a variety of brands. These include authentic Mexican entrees from the HERDEZ^® brand, and barbeque offerings from the LLOYD’S^® and SADLER’S SMOKEHOUSE^® brands. Applegate has also expanded the convenience category beyond lunch and dinner with a new line of APPLEGATE NATURALS^® breakfast sandwiches.

“Realizing that younger consumers are coming to the category interested in global flavors has really changed the game,” Nolander said. “We’ve been able to showcase new products in this category and bring in younger generations at a faster rate.”

Consumer trends are driving product development and marketing strategies. Most of the Hormel Foods meat entrees contain approximately 20 grams of protein per serving, making them go-to choices for consumers focused on that macronutrient. The SQUARE TABLE™ brand also appeals to consumers with callouts for no added preservatives, artificial ingredients or flavors. “These are things consumers care about,” Parsons said. “They are beginning to understand that a convenient meal can also be a delicious protein-forward meal.”

1: Toluna Custom Research, Refr. H&E Meals, Aug. 2024 + Circana Eating Patterns 2024 | Circana US Bureau of Labor Statistics June 2024 | Circana National Eating Trends March 2024.

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