Nicola Ball, Shopper Insight Manager at IGD, explores why businesses should continue innovating in frozen meals.
The frozen food category has taken a back seat recently, with retailers focusing on expanding their range of fresh and chilled products. However, shoppers of frozen food are more likely than the average grocery shopper to be open to purchasing new and different products (47% vs 39%), so continued innovation is vital to drive category growth and prevent shoppers from leaving the category.
Frozen meals, in particular, is a category where shoppers are looking for variety. Some 23% of frozen meal shoppers claim that on their last trip, the range was too small for their needs. To effectively fulfil frozen meal shoppers’ needs, we need to understand what is important to them.
Many shoppers are cautious about the future economic outlook and anticipate food price increases, so as we would expect, price remains the most important purchase driver across most categories, including frozen meals. However, to prevent value decline and to effectively meet shopper needs within this category, you can’t rely solely on price.
Delivering on quality expectations
Value to shoppers does not just mean cheap prices; you must also consistently deliver great quality. Currently 25% of frozen meal shoppers find it difficult to find high quality products, versus a grocery average of 21%. A shopper-led segmentation and clear price tiering will help make it easier for frozen meal shoppers to fi...