Domestic manufacturers of frozen food in Poland have already recognized that innovation plays an essential role in driving wider category use and engaging with consumers, thus they are aiming at grabbing a larger market share through increased spending on research and development. A special focus on pricing is also seen as Polish consumers are generally price-driven and marrying affordability with added features seems to be an effective strategy to adopt.
The frozen food market in Poland is fragmented, with competition between domestic players and multinationals being intense. Demand is mostly driven by convenience of use, a factor that is dynamically gaining ground, due to increasing pace of life in the country. A growing number of Poles lack the time to cook from scratch, therefore frozen meal components, such as fruit and vegetables, fish and meat, potato products and ready meals including pizza, make cooking a quicker process and also hassle-free. With brand owners looking to boost consumption further and appeal to non-users, innovation is becoming an increasingly effective tool in reaching the objective.
The analysis of new launches across the key frozen food categories in Poland introduced between January 2011 and July 2014 indicates that the most launch activity took place within dairy-based frozen products (ice cream), frozen pizzas and frozen vegetables, which accounted for 29%, 23% and 21% of all launches accordingly.
The most popular claims explored ...