‘Gourmet’ and ‘indulgent’ are key adjectives in France and the frozen foods space, Gama’s latest assessment of the frozen product innovation landscape reveals.
Tom Warden, editorial director, Gama
Broadly in line with other markets in terms of overall NPD – the frozen sector accounting for 8.7% of all new food and drink launches in France over the past two years, according to Gama Compass™ data – the French market is also characterized by a focus on luxury and references to fine dining and entertaining, with many recent product launches oriented around notions of pleasure and sophistication, albeit with a nod to the convenience agenda.
Interestingly, this general emphasis on superior quality, at least in terms of product marketing, is also borne out by average price points in new products, which, as far as France is concerned, are just 12% lower in frozen food than in food and drink launches as a whole, compared to a difference of around 30-50% in many other major European markets.
Gourmets and gourmands
The fact that frozen NPD in France perhaps does not suffer from a ‘commodity’ status to quite the same extent as some other markets can perhaps be put down to a concerted effort on behalf of manufacturers to position frozen products as being equal in quality and sophistication to their fresh or home-made equivalents, with frequent reference in product literature to both the richness of ingredients and recipes, and the sensory pleasure of the final taste experience. In particu...