5 Strategies to Plump Frozen Sales
Nestle Food Division has identified five strategies
that can help retailers maximize sales in the category.
Division VP Don Catalfu breaks them down here:
• Build trust with quality and transparency.
Change shopper perceptions of frozen foods
by communicating improvements to quality of
ingredients, minimal processing and sustainability.
• Encourage personal wellness. Provide ways for
shoppers to live their personal health philosophy
with selections that hit on modern health attributes.
• Feed culinary curiosity. Make it easy to find
items that satisfy shoppers’ needs to explore and
discover new food experiences.
• Simplify consumers’ lives. Deliver a frictionless
shopper experience when acquiring, selecting and
preparing their food.
• Win eating occasions. Fuel incremental shopper
purchases versus out-of-home options and deliver
convenient meal solutions at a good value.
about reducing food waste.”
Winning customers back to the frozen food aisle can be
as simple as offering easy menu solutions to time-starved
customers, says Karen Wilder, senior director of health
and wellness for Schwan’s Co.
Other approaches she suggests: sampling products (a
simple cheese pizza dressed up with grilled vegetables,
for example); putting a freezer in the deli or near the produce section to inspire customers to select salad greens
to boost the nutritional value of a meal; and using endcap
freezers to promote special offers.
Targeting very specific groups of shoppers is another
option. For example, Cohen says he has seen some retailers create a frozen foods destination that appeals to parents by building doors targeted specifically to kids.
There is also another aspect to frozen foods that retailers sometimes overlook—but one that is of tremendous
importance in this age of e-commerce.
“Frozen foods are one of the few categories that is still
more frequently purchased in-store than online, so these
items just might be the key to drawing shoppers from the
perimeter into center store,” says Colin Stewart, SVP of
Fridge & Frozen Center Store
Source: Frozen Foods in the
U. S.: Hot Meals, Sides, and
Snacks, 6th Edition, Acosta