The frozen food category has seen impressive double-digit growth (15.5%, Kantar) over the past year, as more and more shoppers look to the frozen aisle for their meal options.
Not only are shoppers visiting stores more often but the number of people buying frozen food is on an upwards trajectory (+0.8% YOY, Kantar). In addition to this, frozen savoury foods are being used in 794 million more meals compared to five years ago (Kantar), reaffirming the category’s position as a staple in consumers’ diets and the opportunity the category has to engage with new shoppers.
Joss Bamber, Head of Convenience at Birds Eye, comments: “Trust remains a key purchase driver between shoppers and brands. While the cost of products will continue to dominate shopping habits, it is likely that consumers will naturally gravitate towards brands they know and trust, prioritising products they can rely on. As the UK’s top-selling frozen food company (Nielsen) and with a heritage stretching back more than 75 years, Birds Eye is in a strong position to offer consumers the reassurance they’ll be seeking during a time like this.”
With the cost-of-living crisis affecting all parts of the FMCG industry, there is a real opportunity for frozen to help support shoppers. Frozen food has an inherent benefit whereby you only use as much of the food as you need with each meal, reducing food waste and helping to ensure that money stretches much further.
“Retailers have also seen an increased demand for frozen food over the past year,” adds Bamber. “For example, we recently spoke to Pooja Keshwala, a convenience retailer from Nuneaton, who says she much prefers to keep stock that is frozen as she’s seen a heightened demand from her customers. Our advice to wholesalers is to recommend that retailers prioritise stocking our core range, such as Birds Eye Chicken Dippers, Birds Eye Fish Fingers, Birds Eye Garden Peas, Aunt Bessie’s Homestyle chips or the Goodfella’s range of pizzas to maximise sales and cater to this demand. These are classic products that shoppers know and love and will ensure repeat purchases within the category.”
Consumers are being more careful with their spend and, as a result of the economic uncertainty, it is expected there will be fewer out-of-home occasions. This presents an opportunity for wholesalers to offer quality products that they know shoppers will recognise and love, attracting them into the frozen aisle of a retailer’s store.
“If we look at shopper behaviours during lockdown and even the previous recession, we clearly saw a drop in the number of out-of-home eating occasions, such as trips to restaurants and takeaways,” says Bamber. “We’re now seeing that shoppers still want to treat themselves, but with less disposable income, many people are prioritising making meals at home. While consumers will be looking to get the most out of their money, they are not any less discerning on what they want from their frozen food products. It is clear shoppers are not willing to compromise on quality, nutrition, or taste (IGD) – so it’s important that wholesalers are continuing to deliver products that can support their lifestyles and budgets.”
In spite of the cost-of-living crisis, shoppers are still looking to provide nutritious diets for their households. In many of the categories Birds Eye operates in (such as fish), health remains one of the most important purchase drivers for consumers, second only to great taste. As health continues to be high on the agenda for many consumers, it’s essential that wholesalers are supporting retailers in offering a range of evening meals that deliver nutrition as well as being convenient.
All Birds Eye fish portfolio is non-HFSS and sustainably sourced, including all its fish fingers which are a great way to get the entire family enjoying fish in a healthy, yet accessible, way.
Catriona Mantle, head of milk, organic and yogurt at Arla Foods, comments: “At Arla we’re proud to be home to market leading brands in the milk category, which include; Arla B.O.B, Arla LactoFREE, Arla Cravendale and Arla Big Milk. Arla Big Milk remains the fastest growing milk brand in Arla with +28% value growth (source: Nielsen 52w/e 15/07/2023).
“It’s clear across the category that shoppers are feeling the impacts of the cost-of-living crisis, which has resulted in some switching to private label milk and reducing the amount of milk they buy overall. The milk category is worth £4.2bn value, but volume is down by three per cent (source: Nielsen 52w/e 7/15/2023), due to shoppers buying less milk.”
Arla Cravendale was launched to challenge the perception that ‘Milk is just milk’, and having launched 25 years ago, it was the first added value milk available in a category that was in need of a refresh. Whilst there is still a proportion of shoppers that hold the ‘milk is just milk’ belief, there is increasingly much greater interaction with the added value segment.
“Our added value milks are more expensive than standard fresh milk, but as the UK’s largest dairy cooperative, we are working to add the most value into the category, in order to return the best milk price for our farmer owners,” adds Mantle. “Celebrating what sets our added value milks apart from own label is crucial, in order to justify its premium to shoppers, which is why we have exciting plans ahead for our Arla branded milks in 2024.”
The launch of Arla’s first-ever Masterbrand TV advert is a part of a strategic push, which aims to help consumers connect Arla with its sub-brands, including Arla Cravendale and Arla Lactofree. By bringing together key themes such as sustainability and farmer ownership, the brand is adopting a Masterbrand approach whereby its sub-brands, will become closer to the core Arla positioning to build greater consumer connections with Arla. As the UK’s largest dairy cooperative, Arla works to achieve the best milk price for farmers, which is why investment in its added value milk brands is so important.
Gordon Lauder, MD of frozen food distributor Central Foods, comments: “Plant-based and dual criteria free-from products remain one of the key trends in the food service frozen food sector. This is because they provide super convenient options for caterers at a time when many are struggling with various challenges, such as staffing issues and the high cost of ingredients. Frozen pre-prepared items are easy to prep and serve, which is a real bonus for venues struggling to recruit staff. They are also a consistent portion size and can help in the battle to keep costs under control.”
There has been tremendous new product development in the plant-based and dual criteria free-from frozen sector, so we are seeing an increase in products for the food service and catering sector that are both vegan and gluten-free. This helps to avoid menu proliferation. As one of the leading frozen food distributors in the UK, Central Foods has recently launched a number of products for the food service sector into this category, such as the Menuserve gluten-free, vegan Asian prawn snack selection. Featuring three different varieties of snack – the torpedo, which is a filo-wrapped vegan prawn, the breaded, which is a crumbed vegan prawn, and the bubble, which is a battered vegan prawn – the Menuserve gluten-free, vegan Asian prawn selection is so tasty that it will appeal to all, not just those with dietary requirements.
“As plant-based dining has become more mainstream, people have become more familiar with vegetarian and vegan dishes, recognising that they can be delicious and healthy,” adds Lauder. “It’s common knowledge that demand for plant-based food has grown considerably over recent years. Currently, it is concerns about the environment and the cost of living which are the biggest drivers for growth in this sector. Plant-based eating generally has a lower impact on the environment and the ingredients of plant-based dishes can also be more cost-effective than meat-based meals and this is also a key factor in the decision of operators to add more vegan options to their menus. It can help towards coping with spiralling costs, which is having a big impact on the food service sector.”
Vegan mince can be significantly cheaper than standard beef mince and gives a yield of up to 20% more – making it a great meat swap in lots of popular dishes, like lasagne, chilli or Bolognese.
Although there has been an increase in the numbers of vegans and vegetarians, it’s meat-reducers who are driving a big part of the increasing demand for plant-based options. Kantar research indicates there is at least one person following a meat-avoidance or reduction diet in each UK household, with 12.5% identifying as flexitarian.
Central Foods has a number of new products that are vegan, including 30g KaterBake mini bao buns and the Menuserve bao buns Hoisin jackfruit, plus the 15g KaterVeg! vegan cocktail sausage roll, which is just in time for festive menus this Christmas.
Marie-Emmanuelle Chessé, international development project manager at Tipiak, comments: “Traditionally macarons have been served as an accompaniment to coffee or as part of afternoon tea, but increasingly they are being used to decorate sweet treats and also wedding, Easter, birthday and baby shower cakes. Whether it’s cupcakes or a centrepiece cake, macarons can provide a stunning finishing touch. With their pretty pastel colours, they can add a touch of French chic when used to decorate desserts and cakes.”
Using macarons, it’s possible to create some real showstopping cakes that will produce a perfect picture on any social media account – an important consideration when decorating any dessert, given the role played by Instagram, TikTok and other platforms.
Macarons are tricky to make from scratch, especially consistently sized, so thaw-and-serve macaron options are super convenient. Tipiak’s authentic macarons are made in France to a traditional recipe. They are gluten-free so will be suitable toppings and decorations when creating cakes for the gluten-free and coeliac market.
The Tipiak French Macaron selection has just been launched in wholesaler Booker. It features 36 thaw-and-serve gluten-free macarons in six different flavours – lemon, caramel, vanilla, raspberry, chocolate and pistachio. Ideal for eight to ten people, they take just one hour to thaw in a fridge, plus 15 minutes at room temperature.
There have been more than 9 million posts about macarons on Instagram alone, which illustrates just how popular these products are.
“Chilled dairy products such as Clover and Utterly Butterly spreads and Country Life butter are household essentials and are central to the top up shop, which is one of the most important shopping missions for independent retailers (Lumina),” explains Georgina Thomas, Head of Marketing for Butters, Spreads & Oils at Saputo Dairy UK.
The Butters & Spreads category is currently worth £61m in traditional convenience (IRI) and has grown in value by +8% in the channel vs last year (IRI).
Thomas adds: “Though Butter dominates the market in traditional convenience, contributing 61% of revenue (IRI), Spreads remain an important sector, delivering +17.3% value growth YOY (IRI), contributing 35% of category volume (IRI) attracting a younger demographic.
“Consumers opting for dairy-free and plant-based alternatives are no longer a niche,” explains Thomas. “According to our most recent panel research, 1/3 of shoppers claim to be actively buying dairy-free spreads at least once every 3 months with intolerance to dairy and general health reasons cited as the top reasons for avoiding or reducing dairy (Walnut).
“Brands such as Vitalite will be key in supporting consumers to meet these evolving needs,” Thomas adds. “Vitalite is a firmly established brand in the free from sector. Known for its dairy-free spread, it’s lactose, gluten and soya free too – and contains up to 75% less saturated fat than butter.
“We believe this sector growth is here to stay and that Vitalite is well positioned to capitalise on the opportunity, both within spreads and beyond as we celebrate 20 years of being dairy free this year.”
Willow, the much-loved alternative to butter from Saputo Dairy UK, has launched in a 500g spreadable tub format. Launched in Bestway, Willow Spreadable 500g is ideal for shoppers who are seeking affordability without sacrificing taste when it comes to lunchtime meals.
The new SKU offers a refreshing option for families who are watching their spending thanks to its lower price point. Prior to Willow Spreadable 500g, there was no branded spreadable butter at an entry price point in the market.
Commenting on the launch, Georgina Thomas, said: “At Saputo Dairy UK, we are always looking to support consumers and their ever-changing shopping needs. Willow Spreadable is a versatile, great value alternative to premium spreadable butter. The new 500g pack is ideal for families of all sizes seeking even more for less and presents us with an opportunity to capture price sensitive shoppers who have previously opted for private label.”
Saputo Dairy UK will be supporting the launch of Willow Spreadable 500g with instore, online and depot activity.
Jose Alves, Head of Häagen-Dazs UK at General Mills UK, comments: “We know that more and more consumers are looking for healthier alternatives to their favourite ice cream without having to compromise on taste and experience. Our mini cups empower consumers to make a more conscious choice as the format taps into the mindful indulgence trend by using high quality, premium ingredients in portion-controlled sizes.”
Big Night In occasions are more important than ever, as they provide an opportunity for retailers to drive sales at a time when we’re all feeling the pinch. According to new research commissioned by Häagen-Dazs, more than a third of shoppers would choose a Big Night In (BNI) over going to a pub, bar, or restaurant to save money over the next six months, with one-in-three already hosting a BNI at least once a week (KAM Media).
Alongside wine and other snacks categories, premium treats, like luxury ice cream, are frequently added to baskets for a Big Night In. Häagen-Dazs is helping retailers maximise the occasion by providing a range of flavours and formats to suit different tastes.
Despite this opportunity, Häagen-Dazs research conducted last year revealed that whilst one in three shoppers were hosting a big night in occasion weekly and that 60% of consumers were planning to choose ice cream for a movie night at home, almost half – 43% – couldn’t find the dessert options they wanted in-store (KAM Media). To maximise the occasion further, retailers should ensure a broad range of dessert and treat products.
“Luxury ice cream is the 4th most impulsive category in store, so visibility is key. Make sure shoppers know where your freezer is and display POS. Pairing complimentary categories together, such as alcohol and sharing size snacks, presents the opportunity to up-sell occasions like the big night in,” adds Alves.
Support your ice cream offering with a high visibility location for your freezer. We know that shelf space remains at a premium, so it is important to allocate space to year-round growth drivers such as Pints or Mini Cup formats, which have a higher share of sales in winter months.”
Häagen-Dazs is well-positioned to meet consumer demands for indulgence, with a portfolio of flavours and formats that reflect decades of craftsmanship and use high-quality ingredients. The brand is launching its biggest ever marketing campaign to support its newest innovation, Häagen-Dazs Macaron in partnership with the Picasso of Pastry, Pierré Herme, to bring consumers an iconic ice cream experience they can enjoy at home.
The range is the brand’s biggest launch ever and will bring consumers a distinctive and luxurious experience, with rich ice cream, crunchy and chewy macarons and swirls of sauce that authentically brings the iconic patisserie to life. Pierre Hermé was involved in the whole product development – and has tested all products and approved both the recipes and the look and feel of the premium pack design, which will stand out on shelf.
Richard Cooper, Senior Brand Manager at, Dr. Oetker UK, comments: “Recent years have left the food and drink industries in a state of uncertainty, with sporadic footfall, staff shortages and a focus on waste.
Advances in tech mean that artisan flavours can now be captured during the freezing process. This makes artisan frozen options a solution operators can rely on, with the days of frozen products being solely for convenience long behind us. More than 40% of food services operators have said they’re purchasing more frozen food than they did in 2019 (Affi).”
Many operators are opting for frozen products as a solution to operational challenges caused by ongoing issues with supply chains and labour market disruptions. It offers the opportunity to reduce waste, all year-round availability, maintain food safety, offer better value for money and tighten profits (Affi).
Opting for frozen allows businesses to reduce their overall waste by only cooking what is needed and having no excess ingredients, which is often the case when making pizza from scratch.
It also saves time for back of house staff, without compromising on taste or quality, and makes the cooking process quicker and easier during busy periods. What’s more, it is easy for any kitchen staff member to prepare, cook and serve a frozen pizza, if a chef is not available.
Dr. Oetker Professional has recently launched a new premium frozen pizza offering called Pizza Perfettissima, combining great artisanal taste, with back of house ease and simplicity. Pizza Perfettissima offers a rustic, authentic Italian style pizza, frozen to capture a uniquely crispy taste profile and is available in fully topped or base only options.
The brand has also launched a new frozen Balanced Choice pizza range, a healthier version of a popular takeaway pizza, where one quarter slice counts as one-of-your-five-a-day. Balanced Choice offers caterers the opportunity to stock a much-loved pizza option, but a more permissible healthier alternative, which is low sugar, reduced fat, plus a healthy source of fibre and protein.
McCain Foods retail category director, Naomi Tinkler, comments: “Convenience, quality, price, and taste are at the top of consumer’s minds. Frozen food has long appealed to consumers, as these products are versatile, offering both quality and convenience at an affordable price point. Consumers are increasingly looking for the best mealtime options to help them maximise their time, whilst still providing a quality meal, at a good price – something of particular relevance given the cost-of-living crisis. McCain’s wide range of products cater to a range of price points, family structures and lifestyles.”
Shoppers are feeling the financial strain, as the Cost-of-Living crisis bites. As such, they continue to look for ways to make their budgets go further. In the past shoppers have turned to frozen due to the fantastic value it offers, but frozen foods now offer more than just lower prices, they also offer great convenience, quality, versatility and variety. Shoppers learned about the ‘Power of Frozen’ during the COVID pandemic, and it is a solution that they are returning to now.
“It’s vital to provide healthier frozen options. McCain products focus on offering nutritional, low-cost and long-lasting items. Products like McCain Jackets, Home Style Chips and Quick Chips offer customers great nutritional value and are economical staples for feeding the whole family,” adds Tinkler.
“McCain Jackets and Naked Oven Chips are two of our most loved products by health-conscious shoppers, with both being made using only potatoes and a drizzle of oil. However, McCain’s entire range is HFSS compliant, so shoppers never have to compromise on taste or variety when they’re eating McCain products.”
Gill Riley, Consumer Director at Quorn Foods UK, comments: “As the UK’s No1 meat free brand (Circana), it’s always been our goal to drive the meat free category forward, not only to get more shoppers eating less meat, but to lead the change for a healthy and more sustainable future.
“Shoppers associate Quorn products with quality, great taste, health, and sustainability; qualities that have become synonymous with the brand as it continues to be a beacon in the category.”
The high level of trust and loyalty shown by Quorn fans is a major benefit to retailers, and the brand continues to invest in award winning campaigns and innovative NPD to attract more consumers.
The brand’s range of products across chilled and frozen cater perfectly to shoppers looking for great value, convenient and easy-to-prepare meat free meals, which taste amazing and are better for the planet.
As economic uncertainty continues to impact shopping habits, value for money is increasingly impacting shopper purchase decisions, alongside the ever-present health and sustainability considerations.
“We know that budget-conscious shoppers focus more heavily on frozen foods as affordable meal solutions. Quorn’s frozen centre plate staples remain a key penetration driver, offering great taste, value for money, and reduced food wastage,” adds Riley.
Alexandre Mattos – Executive head of operations at Seara UK, comments: “Post-pandemic, there is strong demand for frozen and chilled snacks and appetizers for home entertainment and casual dining occasions. Consumers want innovation in bite-sized, easy-to-prepare options.
“There is strong interest among British consumers in global cuisines and flavours, leading to a broader variety of international frozen and chilled food options. Wholesalers are seeking out fusion and cross-cultural products which cater to adventurous palates.
“Frozen and chilled products are a convenient option for busy people who want to have a healthy and protein-rich meal without spending a lot of time in the kitchen. Moreover, they are versatile components that can be used in a wide range of dishes, such as stir-fries, curries, stews, casseroles, and salads.”
The demand for healthier frozen and chilled food options continues to increase in the UK, including products with reduced sodium, sugar, and artificial additives. There is growing popularity for products which cater to health-conscious consumers. Eating nutritious food can lead to increased energy levels, better mental health, improved concentration, and overall higher quality of life. Healthier eating habits can help people live longer and enjoy a better quality of life in their later years.
The chilled food industry is one of the fastest growing sectors which represents 10% of all UK retail foods by value and the retail frozen food market is now worth £7.1 billion (IFE). These sectors are having a positive impact on reducing food waste, due to products lasting longer and giving consumers the option to preserve their products.
In times of crisis, consumers evaluate menu substitutions. Nevertheless, chicken is a universally popular protein and is present in most menus. Household favourites include the delicious chicken tikka massala, a classic dish in the United Kingdom.
“At Seara, our main focus is in delivering great quality chicken, for every conceivable cuisine: from stir fries to salads, and curries to kebabs. We leave it to our clients to decide how best to cook and sell it to their customers,” adds Mattos, “The Whole Muscle Premium Coated Line is our best seller. In particular, Breaded Chicken Chunks are a firm favourite.”
Seara UK has created an array of recipes and menus to accompany its premium range. These recipes are accompanied by step-by-step videos, perfectly showcasing how to get the very best from its first-rate produce. The premium range is designed for professionals and epicures alike. From tender chicken fillets to nutritious roast chicken breasts, Seara has recipes to which appeal to all the family.
Seara is always working to bring innovation and convenience to its clients. At the beginning of 2023 it launched two new products for Seara’s Professional line.
“At Seara, we deliver a portfolio of affordable products without compromising on quality,” says Mattos. We believe working closely with the client is essential to ensure we are meeting their needs. Knowledge of the products in our portfolio is key, by offering samples we ensure that the wholesaler knows the products Seara is selling and therefore can offer menu suggestions, maximizing usage of their products to their clients therefore boosting sales for the wholesaler.”
Comments are closed.