FRIDGE & FROZEN
Remember those little potpies and foil-covered TV dinners baby boomers grew up on? If they’re still stacked in your frozen food cases, you’re missing a prime opportunity for building sales in a growing category—one in which those once-iconic items are being over- shadowed by healthier alternatives. “From frozen desserts to appetizers and meals, the frozen section in U.S. grocery stores
has the ability to be a one-stop shop for consumers on
the go,” according to The Future of Frozen, a 2017 report
from CPG marketing agency Acosta, Jacksonville, Fla.
Growing Category, Great Potential
According to a July 2018 report from Global Industry Analysts Inc., San Jose, Calif., frozen ready meals hold a 43.2%
global share of frozen food sales by type, and the category
also holds promise for the future. “Current microwavable
food options offer myriad benefits in terms of preparation,
time, flexibility, handling, portion consistency, hygiene,
waste reduction and easy-to-make recipes,” says the
report, which points out that future growth “will be driven
by a steady offering of high-quality and healthy meals.”
Healthy options are heating up the category
of frozen meals. By Kathleen Furore
Estimated total U.S.
shop the frozen food
While frozen food sales haven’t yet reached stellar
sales status, things are on the upswing, according to
Acosta, which reported that 26% of total U.S. grocery
shoppers are shopping in the frozen foods department
more frequently than last year, driven by millennials
and households with children.
As for what shoppers are most in search of in the frozen food aisle, clean ingredients, plant-based options
and convenience are hot.
Dr. Praeger’s Purely Sensible Foods, for example,
“is seeing record growth with its plant-based, natural
frozen products,” says CEO Larry Praeger, who points
out that millennials are driving category growth. “In
addition to seeking new flavors, clean labels and plant-
based options, millennials are also looking for the con-
venience that the frozen aisle provides.”
Similar stories are playing out at The Jackfruit Co.,
Path of Life, Kidfresh, Bonafide Provisions, Saffron
Road Foods and Red’s All Natural.
“Across the map, in both conventional and natural
markets, brands in the frozen dinner and entrees category are working toward optimizing their products
to contain more pure, clean ingredients to appeal to a
growing category of conscious consumers looking for
options that are better for their bodies and the planet,”
says Adriane Pilcher, brand director for The Jackfruit
Co., Boulder, Colo.
“People are not only choosing plant-based but also
are looking for finished options to get a mindful meal on
the table quick for their families,” says Ashley Collins,