Market research institute INNOFACT AG has partnered up with the German Frozen Food Institute (dti) for a consumer study that weighed consumers’ attitudes regarding frozen products and investigated usage behavior.
Based on this study, INNOFACT has created five frozen food consumer typologies. You can find them listed below:
- The diehard fan – these are experienced users, which view frozen food as a piece of freedom and convenience.
- The demanding user – consumers who invest in premium frozen foods and have high standards for the products they purchase.
- The skeptic user – this subcategory is made of up of users who are rater hesitant about frozen foods. For these consumers freshness and quality count more than time savings.
- The pragmatic user – consumers who are striving to make meal time as uncomplicated and easy as possible. Young families and students can be found in this group.
- The price-conscious user – this subcategory is made mostly of elderly consumers who are inclined to go after cheap or discounted frozen products.
Consumers who are curious to find out which type of frozen food consumer they are can go ahead and take the test online (in German) by following this link.
One thing is sure, dti concludes in the wake of the study, the frozen food market in Germany continues to grow as the category has become indispensable in today’s diet. On average, Germans consumed 46.3kg of frozen food in 2018 and the trend is on the rise.
