Frozen Potato Market: sweet, real and rustic

New ingredients and formats, along with an emphasis on the ‘real’ and ‘rustic’, are some of the hallmarks of product innovation in the frozen potato category over the last two years, as the latest insights from Gama Compass™ reveal.

Despite representing a relatively small fraction of NPD within the overall retail frozen food space – only 4% of total launches in the last two years, according to Gama Compass™ data – the frozen potato category nevertheless continues to exhibit a degree of dynamism and creativity when it comes to product innovation, with modern launches aligning to demand among consumers for more adventurous formats and flavours (most notably through the rise of sweet potato), ‘natural’ and ‘local’ ingredients, and more sophisticated and ‘gourmet’ offerings. The category also continues to benefit from its accessibility in terms of price, with Gama Compass™ data also showing that, globally, average price points in frozen potato products remain at less than half that of frozen foods as a whole, specifically when it comes to new product introductions in the category since 2014.


Innovation in the frozen potato space continues to be driven by a voracious appetite for new and more premium ingredients and flavours, and there is no better demonstration of this in recent times than the rise of one ‘star’ ingredient in particular – sweet potato. Remarkably, sweet potato featured in 16% of all frozen potato launches reported by Gama over the last two ye...

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