Frozen Food Drives Edible Sales in European Markets, Report Shows

Frozen and Packaged Food purchases have increased, as consumers continue stocking their homes with long-lasting foods, a report published by Information Resources Inc. (IRI) and Boston Consulting Group (BCG) shows. While healthcare products are in peak demand across all countries, frozen and packaged foods are driving the edible category sales.

The data shows a significant increase in sales for frozen foods across Italy, France, the UK, New Zealand, and the US. The latter leads with a 78.8% jump for the week ending March 15 compared to the same period in 2019. New Zealand sits at the opposite end, with a 19.3% increase, while sales in Italy, France, and the UK have risen by 45.1%, 41.6%, and 32.8%, respectively.

The authors note that trends from Italy, which entered the COVID-19 crisis three weeks earlier than the US, UK, and New Zealand suggest continuing heightened consumer demand.

According to the report, stockpiling in Italy had begun in the week ending February 15, with the Frozen Foods category leading the pack of edible products in Italy and the US and placing third in France and the UK. In the US, the frozen cookie dough subcategory saw the biggest spike, of over 570%, compared to last year’s sales. In Italy, the subcategories to record important increases were Natural vegs & Fruits (+54.8%), Multipack Ice creams (+18.9%), and Natural fish (+47.1%). Ice creams were also sought after in France (+7.4%), with Frozen meats and Frozen fish the best-performing subcategories. In the UK, Frozen vegetable subcategory has seen a 42% increase in sales, while New Zealand customers mostly bought Frozen meat (+30%).

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