Focus at young adults
Frozen vegetable marketers have recently launched campaigns aimed at young adults, and research suggests that they’re on the right track.
“The continual parental reminder to ‘eat your vegetables they are driving the growth in fresh and frozen vegetable consumption,” reports The NPD Group, noting that health-focused consumers under 40 have upped their annual per capita consumption of frozen veggies by 59 percent over the past decade.
What’s more, Port Washington, N.Y.-based NPD forecasts consumption of frozen vegetables to increase by 3 percent through 2024.
Focus on Health and Wellness
Health consciousness isn’t exclusive to the young, and trends toward wellness eating, along with demands for natural and organic products, have staying power.
“Health and wellness is a trend that is delivering exceptional growth today, and with an aging population looking to lead healthier lifestyles as they age, along with a Millennial population that is behind many of today’s better-for-you trends, it will likely continue to offer growth opportunities tomorrow, too,” “Health-conscious consumers are a large and growing segment of shoppers today, and manufacturers big and small, are taking advantage of producing products that will satisfy those shoppers’ preferences.”
Position Frozen Food as a Solution
Retailers and suppliers can take the guesswork out of grocery shopping for consumers.
“Many shoppers are in search of a healthy and affordable meal solution that they can feed their family. Busy lives call for quick and easy meal solutions.”
The freezer aisle has a lot of opportunity for expanding category management by pairing frozen items with other foods and beverages in the store to provide a complete meal solution.
A NFRA consumer survey found that about 55 percent of women depend on the convenience of frozen foods when getting dinner on the table. With the average meal taking nearly an hour of total prep time, “perfectly portioned, ready-to-cook meals save time and guesswork. Consumers looking for simple, healthy products can find nutrient-rich frozen fruits and vegetables captured at the height of ripeness available in the frozen aisle. All the cleaning and chopping is done, saving time and eliminating waste.”
Variety and Innovation
Consumers “want authenticity from their favorite brands when it comes to packaging and product representation
To that end, manufacturers of frozen foods are responding to consumers’ desires for simple ingredient lists, more organic options, single-serve portions and culturally inspired flavors.
Improve In-store Visuals
For years, frozen aisles at the grocery story have been big, cold and sterile, qualities which do little to entice shoppers to spend time there.
“Retailers can change that perception with a focus on point of purchase,” suggesting such ideas as attractive food photography, and signs that call out new products, culturally diverse cuisines, dietary benefits, and more.
“Supermarkets can take advantage of all the national hype just by making the frozen food aisle a focal point and featuring those items that are already being promoted by the manufacturer”.
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