March is the national frozen food month in the US. According to the American Frozen Food Institute (AFFI), a major organization backing up the industry, the frozen food aisle is in the midst of a strong comeback, ringing up nearly USD5.7bn annually.
“In terms of sales, the frozen food category is only a fraction smaller than fresh produce, bigger than all other fresh perimeter departments, bigger than candy and even snacks. While the category cannot be ignored due to its magnitude, shoppers surveyed in our research requested ways to better optimize their frozen food experience through recipe ideation, coupons, shopper education, and improved organization and signage,” said Doug Baker, vice president of industry relations at Food Marketing Institute (FMI).
Frozen food has a long history in the US. In anticipation of the occasion, the United States Census Bureau noted that “the international frozen food industry started in the United States. Frozen vegetables, fruit, meat, and fish were first packaged and offered to consumers in 1920, contributing greatly to the convenience of life and freeing consumers permanently from the cycle of limited seasonal availability of many foods.”
Throughout the month of March, frozen food is expected to take center stage throughout the US via a series of dedicated campaigns. For example, The National Frozen & Refrigerated Foods Association (NFRA) has a consumer promotion going out under the message “Savor the Taste of Real Food…Just Frozen.” The NFRA and sponsoring frozen food brands aim to reach consumers across multiple platforms, including by offering digital coupons, but also via radio, email, online and social media.