According to the British Frozen Food Federation (BFFF), the frozen food industry “continuously demonstrated outstanding performance” throughout 2023 and this trend looks to continue for 2024.
The market enjoyed a year-on-year increase in value of 15.6%, and of volume by 0.4% (BFFF/Kantar) and ice cream has played a key part in this market trend.
Michelle Frost, General Manager at Mars Chocolate Drinks and Treats, says: “In 2023, it was interesting to see a significant spike in ice cream sales within the overall frozen food category during the autumn months, which grew by an impressive 10% in the 12 weeks to November 26 (BFFF/Kantar). We have seen a notable increase in Mars branded Handheld Multipacks in convenience by 17% YOY (IRI), which suggests consumers are further looking to enjoy ice cream both on the go and at home, all-year-round.
“Ice cream is no longer reserved for those looking for a treat to cool down with during the summer months, it is also the dessert of choice for shoppers opting for cosy nights in rather than costly nights out. With this in mind, we are encouraging convenience retailers to ensure they have an all-year-round ice cream presence. Particularly with frozen confectionery declining by 4.8% in volume (BFFF/Kantar) as budget-conscious shoppers are opting for more cost-effective frozen treats and desserts.
“This year, we have extended our offering of Handheld Multipacks to the convenience customer with the launch of Maltesers Ice Cream Bar in multipacks of four. We know customers are drawn to the familiarity, and trusted taste of the brands they know and love. Maltesers is one of our most popular brands, so it made sense to develop it into one of our most popular ice cream formats!”
Maltesers Ice Cream bar combines soft malt flavoured ice cream, scattered with mini Maltesers honeycomb pips, covered in a smooth milk chocolate. Both multipacks and singular impulse bars are available now in convenience and wholesale channels. Multipack RSP £2.50, single bar RSP £2.00.
Lucy Richardson, Unilever UK Category Manager, comments: “Ice cream is the biggest frozen category and has become increasingly important over the last 10 years. It accounts for over 36% (Kantar) of ‘eat at home’ frozen sales in Convenience. Get it right and the ice cream category can be a year-round treat for a retailers’ bottom line. It offers both a hugely valuable impulse opportunity worth over £120m and is the jewel in the crown for frozen food consumption, accounting for the largest segment of the growing Frozen Desserts category.”
Throughout the key summer season, it is important to focus the stock towards a good range of impulse ice cream to meet the varying demands of customers. Ensure the selection available is clear by grouping products together by Unilever’s recommended segmentation – Kids, Adult Refresh, Cones, and Choc Snacks. Brands are key so retailers should make sure they stock the best-sellers and avoid flavour duplications. NPD is also a key driver to purchase ice cream. After an offer or promotion, NPD accounts for 10% (IGD) of the ice cream category sales during the summer.
“Retailers should ensure that the cabinet is visible so placing it near the till and keeping the prices clear will do a great job in tempting customers to buy an Ice Cream,” adds Richardson. “If it’s not possible to position the cabinet near the front of the store, making use of point-of-sale material will help shoppers find it. Using bright and branded PoS material, such as pavement signs, flags and branded waste bins, creates awareness outside the store so retailers should position these where passers-by can’t miss them. And make sure to keep the cabinet clean, fully stocked and well organised at all times.”
For shoppers on a ‘For Tonight’ mission, take home Ice Cream is an ideal treat or dessert. Luxury and Premium ice cream over index (Kantar) on this shopper mission giving retailers other products. For example, meal deals including a quick and easy recipe or a pizza, wine and ice cream offer savvy retailers a great opportunity to encourage additional sales easily with this category. And with shoppers’ growing focus on health, an increasing number of manufacturers are launching suitable products – from low calorie and free from.
“With 1/3 of shoppers interested in following a vegetarian diet, it is important to cater for these shoppers where space allows but not at the expense of best sellers,” says Richardson.
Low-calorie ice cream makes up 4% of the category and is growing by over 500% year on year. Free From also makes up 4% of the category and is growing.
Gordon Lauder, MD of frozen food distributor Central Foods, comments: “Sales of gluten-free products continue to grow – partly due to increased awareness around coeliac disease but partly also as a result of lifestyle choices.
“Central Foods has long been a champion of supplying frozen gluten-free products to the food service sector and there’s been tremendous new product development in this area in recent years, leading to an ever-expanding range available to caterers.”
Launching on the back of the continued success of the Golden Valley Foods range of gluten-free poultry products, Central Foods recently introduced the Golden Valley Foods gluten-free chicken schnitzel. The gluten-free breaded chicken schnitzel is made with 100% pure breast meat and coated in gluten-free breadcrumbs.
Perfect to serve plated with veg, salad or fries, or in a bun as a fast food option, the schnitzel has an artisan, handmade look. This new product joins a number of gluten-free options now included in the Golden Valley Foods poultry range, such as chicken goujons and chunks.
“One of the beauties of this range is that the gluten-free options are so delicious they also go down well with those without dietary requirements, so this helps caterers to streamline menus and reduce ordering requirements and stock holding,” adds Lauder.
Dual criteria products which cater for different dietary requirements are also useful for helping to reduce menu proliferation. Central Foods has a number of frozen products available that are suitable for vegans and gluten-free customers. One of the company’s most recent launches for this market is the KaterVeg! vegan and gluten-free VG sausage, which is made to the same recipe as the KaterVeg! vegan meatballs – a really popular product supplied by Central Foods.
Made from soya, the KaterVeg! VG sausage is a source of protein and is high in fibre and low in sugar and is suitable for vegan and gluten-free diners, which means it’s a versatile product to add to any menu. “With gluten-free dining becoming ever-more significant in the food service sector, wholesalers need to keep abreast of new products available in this market so that they can offer a full and exciting range to their customers,” says Lauder.
“We are fully committed to promoting our gluten-free products and ranges with a number of marketing strategies in place – helping to raise awareness amongst the food service sector of the benefits of serving these options.”
Very often it’s the person with dietary requirements who chooses where a group or family eats, so it’s well worth considering this when developing and creating menus. If venues earn a reputation as a great place for coeliacs and other gluten-free diners to eat, then they will benefit from repeat business and word-of-mouth recommendations.
Naomi Tinkler, Category Director at McCain, comments: “Health is at the forefront of consumers’ minds, and with the cost-of-living crisis, financial considerations are also influencing purchasing patterns. We recognised a gap in the market for healthy, convenient and affordable frozen food, which is why we have a comprehensive product offering including our Home Chips Lighter, Jackets and Naked Oven Chips which allow individuals to balance their meals and create their go-to comfort food, without compromising on taste or their nutrition.”
McCain recognises the importance of staying ahead of consumer trends in the frozen food industry to continually enhance the brand’s appeal and ensure lasting customer loyalty. One significant trend that wholesalers should be aware of is the increasing consumer interest in convenient, yet elevated meal options.
For example, McCain responded to the rising popularity of air fryers, a trend that is sweeping across households nationwide, by developing a new Air Fryer range. This product line was specifically designed to cater to the growing demand for quick, easy, and healthy meal solutions that can be prepared in an air fryer using minimal oil.
There is also a growing consumer demand for sustainably sourced products. This trend is expected to gain even more momentum in the coming years as climate change continues to dominate headlines. With this in mind, McCain is committed to implementing regenerative agricultural practices across 100% of its potato acreage globally by 2030. By investing in sustainable farming practices, McCain not only support environmental stewardship but also aligns with the evolving consumer preference for eco-friendly products.
“We recommend wholesalers take note of these trends – convenience, health, and sustainability – as they represent key drivers of consumer purchasing decisions in today’s market,” adds Tinkler.
McCain’s best-selling products include delicious Home Chips, French Fries, Jacket Potatoes, and Baby Hasselbacks.
Over the past year the frozen food industry has seen substantial growth, largely fuelled by the rising popularity of air fryers, with research indicating that 45% of households now own one.
In response, in May McCain introduced a new Air Fryer product line, featuring Deep Ridge Crinkle Fries and French Fries which are both vegan and gluten-free. This range stands out uniquely as it is endorsed by Ninja, the UK’s number one air fryer brand.
This launch demonstrates McCain’s commitment to innovation, addressing consumer demands for convenience and quality. The products are designed for fast cooking, with Deep Ridge Crinkle Fries ready in eight minutes and French Fries in just five minutes, making them perfect for busy households looking for quick and tasty meals.
McCain plans to continue focusing on innovation, aiming to introduce even more convenient, healthy, and delicious frozen food products. As we move through the rest of 2024 and into 2025, McCain aims to expand its product line to keep pace with changing consumer preferences and uphold its leadership in the frozen food industry.
Over the past two years, the Frozen category has outpaced Total Grocery in both Value and Volume. The success of frozen foods can be attributed to offering high-quality, flavourful, and innovative mealtime solutions. McCain continues to perform well thanks to its innovative offerings, such as Air Fryer Fries and Baby Hasselbacks, perfect for customers looking for a convenient product which offers a longer shelf life, helping reduce waste.
“Wholesale ranges should focus on the needs and wants of the consumer and stock well-loved brands that customers recognise and trust to provide high-quality products,” suggests Tinkler. “At McCain, we provide consistent and reliable staple foods in the frozen category with a range of products to suit different consumer needs. This reliability to offer first-rate, and convenient meal-time choices is what inspires our customers to purchase McCain year after year, with brand loyalty being something that wholesalers can benefit from by continuing to support the brand.”
McCain recently worked with the viral social media sensation, the ‘potato queen’, Poppy O’Toole, to launch its newest range – Air Fryer fries. Poppy took to her Instagram stories, reels and TikTok, to showcase the new fries in a variety of fun and easy to cook 15 minute meals.
Additionally, McCain recently launched its “Let’s All Chip In” campaign to raise awareness of its global commitment to transition to 100% regenerative agriculture practices by 2030. As part of this the brand launched The McCain Infinite Farm pop-up at the Truman Brewery in London, voiced by celebrity farmer Vinnie Jones. The event was free and taught consumers all about preserving soil health through regenerative agricultural practices.
“McCain continues to work closely with wholesalers to ensure products are presented attractively to elevate the shopping experience for both new and loyal consumers shopping online or in-store,” says Tinkler. “McCain also continues to develop its range of products, listening to customer insights and jumping on the latest trends, to ensure that every taste is catered for.”
Marie-Emmanuelle Chessé, International Development Project Manager at Tipiak, which supplies frozen, authentic French sweet and savoury pâtisserie to the hospitality sector in the UK, comments: “Our Tipiak gluten-free ‘thaw and serve’ macarons are our bestselling product in the UK – providing authentic French macarons to operators working across the food service sector, via wholesalers nationwide.”
Macarons are the darlings of the pâtisserie world and have enjoyed a resurgence in popularity in recent times. They’re central to afternoon tea, an ideal ingredient for desserts, the perfect accompaniment to coffee and make super decorations for cakes, large and small.
Recently Tipiak has improved the recipe of its French macarons to create a more vibrant range. Each piece now contains more filling, is larger in size and has been enriched with added natural colouring for a brighter look. At the same time, the raspberry macaron has been given a more creamy filling.
The new, improved French macarons also have a longer defrost shelf life of five days when chilled and covered.
In addition, just like all Tipiak products, the thaw and serve range uses Fairtrade chocolate and free-range egg white for its French macarons selection, which is certified gluten-free by the French Association of Gluten Intolerance (AFDIAG).
Macarons are the shining stars of pâtisserie, with their gorgeous colours and flavours, and their crisp shells and soft centres. Visually appealing and tasting absolutely divine, they’ve become a huge hit on social media with around 10 million posts on Instagram alone.
In the summer Tipiak commissioned research which revealed that more than half of consumers believe that macarons are an essential part of afternoon tea. It showed that seven in ten Britons think that macarons are fashionable and that the confectionery favourites are regarded as being in the top four key ingredients that Brits want to see in their afternoon tea, following scones with clotted cream, mini Victoria sponge cakes and ham finger sandwiches.
“For these reasons, it’s important for wholesalers to stock macarons so that their customers can provide consumers with what they expect when it comes to afternoon tea and other occasions,” adds Chessé. “All our Tipiak macarons are made to a traditional recipe and have the added convenience of being available frozen to food service operators so that they can defrost according to demand.”
Georgina Thomas, Head of Marketing for Butters & Spreads at Saputo Dairy UK, comments: “The Butters & Spreads category is currently worth £66.6m in traditional convenience (IRI) in the UK and has grown in value by +3.5% in the channel compared to two years ago (IRI). Over the last year, 2 in 10 households have purchased butters and spreads from a convenience store (Kantar), so it remains a must-have category for retailers. Chilled products such as Clover and Utterly Butterly spreads and Country Life butter can be used daily, not just on toast and in sandwiches but in cooking too and are therefore central to the top-up shop.”
There has been a significant increased demand for more nutritious and healthier options – for instance, the lighter sub-category has seen strong, long-term growth, now taking 14% (IRI) of the trade share, compared to just 4% in 2008 (Nielsen).
To meet this evolving need, Saputo has revamped the recipe for Utterly Butterly, a value spread brand that performs well in convenience, to improve the nutritional declaration. Saputo has reduced fat by 5% and slashed salt content by 10%, all while retaining important taste credentials, and of course the core buttermilk ingredient.
Dairy-free and plant-based options continue to attract a steady base of shoppers, with 26% of UK households avoiding dairy products (Mintel) according to a recent report. Saputo’s panel research revealed that a third of shoppers claim to be actively buying dairy-free spreads, often due to dairy intolerance or health concerns.
“Around 2.3 million shoppers in the UK recognise themselves as having an allergy, intolerance or coeliac disease (The Guardian), so retailers and wholesalers must ensure free-from options are prioritised. Vitalite UK, our dairy-free spread, is well loved by families, a key convenience shopper group,” adds Thomas.
“Backed by two decades of dairy-free expertise, Vitalite UK also contains up to 75% less saturated fat than butter. Our aim is to create a product that the whole family can enjoy, no matter their differing needs. This is why for us, taste is a priority, to ensure no one must compromise on flavour, and individuals with intolerances or allergies don’t feel excluded from what the rest of the family get to enjoy.”
This year, Vitalite UK has been campaigning to strengthen awareness of food allergies in children to support parents. The brand’s research found that 21% of parents of a child with allergies say their mental health has been negatively impacted by their child’s food allergy and half (50%) say they sometimes struggle to cope (Opinion Matters).
Saputo also has a strategic partnership with accredited training provider The Allergy Badge. As part of this partnership, Saputo provided free allergy training with The Allergy Badge to equip retailers to raise awareness and foster inclusivity.
Ross Davison, Head of Convenience at Kepak (Foods Division), home of Rustlers, comments: “Within the Impulse channel, chilled microwave meals are in strong year-on-year growth, adding millions within the last 52 weeks (Nielsen). Rustlers, worth £109.1m (Nielsen), are at the forefront of this category growth with a majority (85.4% share) of the category (Nielsen). This year, the Big Night In occasion will see shoppers looking for reasons to stay in rather than eat out, which will create a chilled food opportunity for convenience retailers and wholesalers.”
Retailers understand the value of Rustlers in their stores for driving sales. More than half of stores stock the brand, with two packs of chilled Rustlers sold every second (Nielsen). A staple in its bestsellers range, the Quarter Pounder is the number-one SKU accounting for 19% of category sales (Nielsen).
The average basket containing a Rustlers is £13.26, an 82% increase on the convenience store average of £7.27 (ACS Local Shop Report 2022), highlighting how retailers can use the brand to prompt bigger spend (Retail Data Partnership). Items commonly bought with Rustlers includes complimentary food, such as fries and drinks.
In fact, in the past 12 months, only 3.6% of transactions containing a Rustlers Best Seller (Quarter Pounder, BBQ Rib, Breakfast Muffin, Southern Fried Chicken Sub, Twin pack Cheese) were single item baskets (Retail Data Partnership). This demonstrates Rustlers’ value as a key basket builder for sales.
To help retailers maximise chilled sales in store, Rustlers’ merchandising excellence program helps optimise the fixture and drive growth and sales. Go to the kepaktrade.co.uk website for tailored planograms, category advice and more.
Recreating takeaway favourite meals at home is now a rising trend known as ‘fakeaways’, these mimicked meals are commonplace. A recent survey revealed that 39% of shoppers said they had a fakeaway in the past month (Savvy Shopper). Fakeaways are now overwhelmingly popular among consumers, with 74% saying they are “convenient” and 70% saying they seem “good value” (Savvy Shopper).
“Retailers and wholesalers should consider how they can build their fakeaway offer with related purchases,” adds Davison. “For example, 73% of consumers say they “would expect drinks to be included in a fakeaway” (Savvy Shopper) and one in two say the same for alcoholic drinks.”
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