Primary Insights:

• High openness to new brands (72%) → Clear demand-side opportunity for market entry
• Strong preference for fast prep (80%) → Convenience will be critical in product design
• Consumer concern about ingredients (61% avoid preservatives) → Clean-label positioning will help differentiate

Implication:
New brands can succeed in this space, but only if they emphasize convenience and clean, natural formulations.

Secondary Considerations:

• Only 27% willing to buy frozen meals online → DTC may remain niche in the near term
• Plant-based appeal (38%) is meaningful but not universal — could support a sub-line rather than the core focus