The convenience trend symbolizes the increased time pressures, stresses and work-life
balance problems that consumers are increasingly experiencing, as illustrated in Figure 1.
Time scarcity, meal fragmentation, speed shopping and the erosion of cooking skills are
stimulating the demand for more convenient food options. Working longer hours and lack of cooking skills
increase the attractiveness of convenience foods. Consumers also want food products that are healthier
and interesting, such as experimenting with new ethnic foods; retailers, such as Canada‟s Loblaws, are
producing new lines of convenience foods to meet these consumer demands. This includes Loblaws‟ Blue
Menu line of healthier products and ready-to-eat ethnic entrees and sauces.
The current economic downturn has affected people‟s behaviour as they choose meal solutions. Many are
trying to save money by cutting their use of takeaways and reducing the frequency with which they go to
restaurants. This behaviour correlates with consumers preparing more meals at home (Mintel 2009)