The innovative offer for frozen food follows the global trends: a more natural and healthier offer, but which doesn’t affect the consumer’s pleasure during the meal. We are far from the years 2006-2008 where the functionality of a product beneficial to health was provided medically (with artificially enriched or light products), paying little regard to the final pleasure of the consumer.
By Xavier Pilloy, XTC World Innovation
Global innovations in this field are full of products which rely on three main factors: naturalness, health and benefits for well-being. Several levers of innovations can be used to convey this naturalness, in particular in the offer for snacks and frozen ready-meals.
Targeting the flexitarians
2016 marks the arrival of a much more vegetarian offer for frozen products, but with the difference that this new vegetarian offer is not directed to the strictly vegetarian consumers but to the flexitarians. Flexitarians are consumers who have voluntarily reduced their meat consumption and especially the consumption of products made of animal protein, replacing them with plant products. It is worth noting that the flexitarians continues to eat meat, they are not strictly vegetarian as required by the historical definition.
Moreover, flexitarian consumers prefer to eat less meat, but of better quality. There is a triple motivation for the birth of this new consumer segment: to eat healthy, to buy less expensive products (the prices of meat-based products have ...