Samenvatting

This study analyzes how consumers in Germany and the Benelux perceive ready-made meals. Using a combination of surveys and in-depth interviews, five value dimensions are evaluated: taste, health, convenience, sustainability, and price/value. The results show that taste and convenience are the main drivers of purchase intention, while health and sustainability can differentiate products in the premium segment. Younger, time-constrained professionals appear to be the most promising target group. Recommendations include providing clear nutritional information, using sustainable packaging, and developing marketing messages that highlight taste while ensuring health.