Fruit and vegetables have proved fertile ground for new product development in private label frozen food over the past three years, while drives towards premiumization and greater product diversity indicate a sector in pursuit of consumers with more adventurous and discerning palates, the latest research from Gama reveals.
By Tom Warden
Across the board, private label continues to be a significant force in the frozen food sector, as borne out by the latest data and insights from Gama Compass ™, Gama’s leading platform for innovation. Since 2014, own brand products have accounted for just over 20% of all frozen launches reported on Gama Compass™ in the food space, well ahead of ambient foods – where private label penetration in NPD was recorded at only 12.3% – and only slightly less than the 22.7% of launches in the chilled aisles that were determined to be own brands.
As with products in both the chilled and ambient aisles, mid-range products continue to form the greater proportion of all new product activity in frozen food, with a combined total of only 18% of new own brand launches represented by economy and premium brands. Nevertheless – and even within retailers’ ‘standard’ or mid-range offerings – supermarket chains in Europe and elsewhere are continuing to adopt a diversified strategy of brand launches to target a multitude of occasions, consumer groups and product trends.
Fruit and vegetables in rude health
While private label NPD has been well represented in many of t...