2018 has been a great year for the frozen food industry with the latest frozen food retail statistics proving that frozen food is at the top of its game, with value growth across almost every category in the 52 weeks to 9th September 2018.
By John Hyman, chief executive of the British Frozen Food Federation
The latest statistics, provided by Kantar Worldpanel, value the retail frozen food market as a whole at over £6.3bn having seen an impressive 5% value growth year-on-year (yoy). Since hitting the £6bn mark in October 2017, the market has continued to see consistent growth in both value and volume in each quarter. The summer heatwave definitely gave the industry a boost. Spanning the World Cup kick off in June through to the August bank holiday and beyond, the figures showed that consumers spent £74 million more on ice cream. Unsurprisingly, this category had substantial growth with a staggering increase in value of 13.2% (yoy). Branded sales of some of the summer favorites such as frozen desserts, combined to produce an extra €29m (about £25m) of sales compared with last year.
The last 12 months
While consumer confidence has seen a knock in the light of Brexit negotiations, with spending reined in, the frozen food market has remained the most buoyant part of the grocery sector. We have seen an overall 5% market growth in the last 12 months, putting frozen food ahead of both chilled and ambient. We are also the best performing retail category online and are seeing mirrored success in foodservice. We put these successes down to our innovation, a move into premium quality products and the convenience of our everyday products which save food waste every day. The frozen food industry is offering highly relevant products to consumers’ kitchens, delivering solutions to problems whether in the home or the restaurant kitchen and this is being recognized.
A number of initiatives were launched over the past 12 months, including the BFFF’s new marketing campaign, ‘Fresh from the Freezer’, which will showcase the benefits of frozen food to both consumers and chefs. The video-centered campaign will last for six months and will be built on next year. Other initiatives included the first ever People Awards, which was attended by over 300 people and will take place again on February 7th 2019, celebrating the unsung heroes of our industry.
You can read the entire article in the Nov-Dec print issue of Frozen Food Europe