Food is fundamental for human sustenance. It provides the energy and the essential nutrients required by the human body for our daily functions and healthy development.
In today's world, not all people have the time to prepare and cook food from the basic ingredients. The ready-to-eat (RTE) food products, also called convenience food, are fully or partially cooked when packed. These foods are often refrigerated and have defined food handling guidelines. These were initially consumed by troops, disaster victims, trekkers, hikers, and hunters -- anyone who required food while short on time and on travel.
But now, they have become popular with many busy people in modern cities. Canned foods, convenience foods, fast foods, frozen foods, instant products, dried foods, preserved foods, etc, all come under ready-to-eat foods.
In western countries, consumers have been increasingly opting for convenient and pre-made meals. This widespread phenomenon has caused a seismic shift in the culture surrounding food: No longer does one have to chop or stir vegetables while other components are left to simmer; instead, the whole meal can be heated up in just a few minutes.
However, in Bangladesh, our food habits and preferences are different. We don't eat tossed salads or canned foods that can quickly be heated in the microwave. Thus, most of the foods offered in the ready-to-eat form in Bangladesh tend to be only partially cooked -- such as frozen rotis, parathas, puris, samosas, etc. These still need some time to prepare -- often fry -- and aren't usually a full meal.
Many brands have started offering fully cooked, proper meals, like tehari, cooked beef, sandwiches, etc, that just need a few minutes in the microwave to eat.
This category of ready-to-eat foods also include pre-packaged baked goods like cakes, cream rolls, buns, breads, and so on. These are highly popular among students for their convenient packaged foods.
It is anticipated that the market for ready-to-eat foods in Bangladesh will show signs of expansion in the years to come. This expansion is anticipated to be supported by a shift toward busier lifestyles among the natives of the country as well as an increase in consumer spending toward more nutritious and delicious eating alternatives.
In addition, the food that is already prepared for consumption is not only beneficial for households, but its use is also growing in the hospitality industry. As a result of an increase in tourism within the country, more and more hotels and restaurants are beginning to serve ready-to-eat versions of the country's most delectable dishes.
Consumers are turning to convenience, opting for ready-to-eat foods that require minimal effort and time without sacrificing taste or nutrition. This shift in consumer behaviour is significant. Ready-to-eat products provide an easy solution, enabling consumers to feed busy women and their families quickly and conveniently.
These products also provide a healthier choice than alternatives like fast food, while still allowing consumers to enjoy convenient mealtime options without spending hours preparing them.
It is widely acknowledged that Bangladesh's recent successful economic growth has been driven primarily by women in the labour force. Women play a vital role in emerging economies by contributing to household income, increasing labour supply for economic activities, and, most importantly, empowering other women.
Working women must find a balance between their personal and professional lives. In Bengali culture, women prepare food for family, friends, and relatives as a symbol of their love and affection. But independent working women are often unable to do so. They prefer convenience and saving time over cooking.
The ready-to-eat revolution is changing the way we think about home cooking. It is now easier than ever to choose that convenience over cooking meals, thereby empowering women around the world.
Changes in family structures and socio-cultural factors have redefined meals. Previously, having a meal was considered to be eating warm food with family or friends while sitting at a table. Having a meal has become a burden for some young consumers and single-person households, which has led them to prefer food that is easy to cook and prepare.
Much of the youth in our county live away from their families and homes for the sake of their education. They cannot afford to make a whole meal at home because of their time limitations. They often prefer food that is quick and easy, select food that is convenient to prepare, and food that tastes good. The convenience of RTE foods is the perfect solution for these students and youths as they can be purchased from the neighbourhood grocery store, or the hawkers, or any local market.
The secret to growing the sale of ready-to-eat foods is convenience. Yet, there are some outstanding psychological variables as well that are provoking people to eat RTE food.
First is advertising. Many of the RTE food packages make claims like “2-minute preparation.” This tagline immediately satiates hunger, regardless of whether it really takes 2 minutes to prepare or not.
Second one is packaging. Packaging is mostly designed in an attractive way that stands out on store shelves and draws the attention of shoppers. More interestingly, 90% of consumers make their purchase decision upon examining the front pack labeling and 85% of consumers make their purchase decision without seeing an alternative product (Urbany, Dickson, and Kalapurakal, 1996).
The package includes all relevant information such as ingredients, nutritional facts, precautions, and more. The growing attention towards health and nutrition has created a demand for more nutritional information to be included on food packaging. People are becoming increasingly interested in knowing what is going into their bodies, and providing this information helps build trust with customers who may be more likely to purchase the product as a result.
As education rates have increased, people have also become more conscious and concerned about their health and safety. Nonetheless, some people still do not trust the ingredient lists on the packaging. Many are illiterate rural people, but even among those educated, there remains a misconception about these foods.
Lastly, price is another key factor. Customers often make decisions based on how much they're willing to spend. Most of the ready-to-eat foods come at a reasonable price point while still being profitable for the retailers and producers. As day by day our per capita income increases, RTE foods become more handy and easy for people to buy.
These are the main reasons RTE foods are becoming increasingly popular in Bangladesh, as they provide a convenient and delicious way to enjoy a meal. People are choosing to save their time.
Most brands already sell convenience foods, but now many also have fully cooked oven meals that don't need further cooking. These may be available as frozen or dried, and tend to have minimal preparation like microwaving or placing in the oven for a short time. These foods come in a variety of flavours, styles, and sizes, offering something for everyone.
These foods are perfect for busy lives. Furthermore, they can be stored for a long period of time, extending their shelf life so that you can always have something delicious on hand. Ready to eat foods are for those looking for an effortless yet tasty meal option. With such a wide variety of foods available, it's easy to find something delicious to satisfy any craving!
Nayela Binte Azad is a freelance contributor.
