Meals Made Simple Knorr’s Winning Formula Behind the Rising Mini Meals Trend
In today’s fast-paced world, time is often a luxury, especially when it comes to meal preparation. As a result, mini meals, or ready-to-heat foods, have become an increasingly popular choice among consumers who crave convenience without sacrificing flavor or nutrition. This global trend is transforming the food industry, and companies like Knorr are at the forefront, capitalizing on their deep expertise in flavor development to meet the growing demand for quick, delicious meals. With the ready-to-heat food sector projected to grow from €48.8 billion to more than €66 billion by 2028, the future of mini meals looks brighter than ever.
The Growing Popularity of Mini Meals
Mini meals, which include ready-to-heat products such as instant noodles, pasta pots, and rice dishes, offer busy consumers an easy and efficient way to enjoy a hot meal in minutes. The appeal lies in their simplicity and convenience, which makes them particularly attractive to younger generations like Millennials and Gen Z. These consumers are more likely to spend money on meals that fit their hectic lifestyles and still deliver high-quality taste and nutritional value.
In Europe, consumers under the age of 35 are driving a significant portion of this growth. Studies show that this demographic spends 50% more on mini meals, particularly instant noodles, than the general population. This shift reflects changing attitudes toward food. Younger consumers are less interested in spending time cooking and more focused on finding meals that align with their fast-paced, multitasking lives.
As Marcelo Morishito Costa, Mini Meals Global Innovation Manager at Knorr, explains, “The younger generation views food differently. They want fast, convenient, and often all-in-one solutions that still deliver on taste and nutrition. Knorr Mini Meals tick all the boxes, which is why they are often an entry-level product for new consumers.”
Knorr’s Expertise in Mini Meals
Knorr has a long history of creating meals that combine flavor with convenience. Since 1873, the brand has been drying herbs and vegetables to preserve their taste and nutrition, making it easier for people to enjoy nutritious on the go. This heritage continues to guide Knorr’s approach to mini meals, where the brand combines its expertise in taste and nutrition to offer high-quality, ready-to-heat options.
What sets Knorr apart from its competitors in the mini meal category is its focus on creating products that don’t just offer great taste but also deliver essential nutrients. Knorr Mini are designed with a balanced nutritional profile, including carbs, protein, and vegetables, ensuring that consumers are getting a well-rounded meal even when they’re in a hurry.
According to Costa, “Most importantly, by being convenient and effortless to prepare, Knorr Mini Meals are perfectly in tune with the demands of this growing market.
A Market on the Rise: Ambient Ready-to-Heat Foods
While the overall ready-to-heat food category is growing rapidly, the ambient segment—products that don’t require refrigeration—has been expanding at an even faster rate in Europe. According to Euromonitor, sales of instant noodle blocks have risen by 7% over the last five years, while noodle pots have seen a 4.9% increase. These figures demonstrate the rising consumer demand for meals that are not only quick but also shelf-stable and easy to store.
But why has the popularity of mini meals surged now? Euromonitor’s research suggests that it’s largely a response to modern lifestyles. A significant portion of consumers—20%—report that they don’t have time to cook. Another 16% say they lack the cooking skills to prepare from scratch, while 15% would rather spend their time on other activities. These findings reflect the growing desire for meals that are both quick and easy to prepare without compromising on taste or quality.
Localizing the Mini Meal Experience
Unilever, Knorr’s parent company, has been quick to recognize the potential of mini meals and is tapping into the growing demand through its well-established brands. The company has seen strong growth in markets like Germany, Poland, Pakistan, the US, and India, where mini have resonated with local consumers.
A key part of Unilever’s success in this space lies in its ability to adapt to regional tastes and preferences. For example, in India, Knorr launched the Spicy Kimchi and Black Bean K-Pot varieties, tapping into the growing global fascination with Korean cuisine. These products have seen impressive results, with sales more than doubling in India between 2023 and 2024.
In addition to flavors, Knorr also tailors its mini meal products to suit local cooking methods. For instance, in the US, consumers tend to prefer microwaveable meals, so Knorr has developed products that cater to this cooking method. In other countries, like India, where boiling water is a more common preparation method, Knorr offers products that align with this preference.
The future of mini meals looks promising, and Knorr is poised to capitalize on the growth of this category. The brand is constantly evolving its product offerings, not only by expanding its flavor portfolio but also by incorporating cutting-edge technology to speed up the development of new meals. With convenience, taste, and nutrition being key drivers of success, Knorr is dedicated to offering consumers a wide range of mini meals that meet their diverse needs.
Costa highlights the potential for growth in this category, saying, “Mini offer us an exciting opportunity for growth. And with technology allowing us to speed up the development of new products, we are looking forward to rolling out more flavors to more markets.”
In the coming years, we can expect Knorr to continue leading the way in the mini meal sector, providing consumers with innovative, convenient, and delicious meal options that fit their busy lifestyles. As the demand for ready-to-heat foods continues to rise, companies like Knorr will play an increasingly important role in shaping the future of how we eat.
