While frozen food is sometimes associated with a poor quality image, especially in markets such as the UK, French consumers approach the freezer aisle with a different attitude. In France, many consumers perceive frozen food to be fresh, healthy and of a high quality. This fits in well with consumer attitudes in this health conscious nation, where half state that they are always striving for a healthier lifestyle.
The positive view of frozen food is no doubt boosted by the strong positioning of the French premium frozen food brand, Picard, in the country. In the past five years, Picard has accounted for one fifth of all new frozen food launches, continually maintaining its foothold in the market, and boosting the image of frozen food with its innovative launches. In France, the majority of new product launches in the frozen food market are in the Desserts and Ice Cream, and Meals and Meal Centres categories, which together accounted for more than half of frozen food launches between 2008 and 2012
Ice cream dominates NPD
In France, the Desserts and Ice Cream category accounts for three in 10 frozen food product launches. The volume of ice cream sold in the country is falling, however, dropping by 2.3% in 2012 compared to 2011, with per capita consumption down 2.6% in the same period. While penetration is high (eight out of 10 adults eat ice cream), there is a significant proportion of light users, who eat in moderation and infrequently. The value of the market is continuing ...