The Frozen Meat Market in Europe Shows Promise

Frozen Meat

The total Processed Meat market in Europe is estimated at some Euros 150 billion in 2017, with Frozen Meat making up Euros 16 billion or a little over 10% of this total. This estimate covers 23 countries including Russia.

By Alan Deane, founding partner & Ana-Maria Tatucu, head of research Food for Thought.

Germany, United Kingdom and France are the top 3 countries in terms of market value for Frozen Meat with close to 50% of the total market. Across these three markets, France shows the most potential in terms of future growth.

The frozen convenience meat market includes hamburgers, meat balls, sausages, nuggets, including pork and poultry products, excluding cooked meat. Meat in general is a very sensitive market, and has been impacted by all kind of crises, such as animal diseases, meat supply chain crises, not to mention burgeoning local and/or global regulations, not to mention the trend towards veganism.

In this context, frozen convenience meat is doing better than simply defending itself, thanks to the trend towards convenience, boosted by continuous innovation in product choice, packaging and ease-of-use.

Changing Consumer Perceptions

Frozen food is becoming more and more attractive to consumers. Frozen meat has been considered by some consumers as a product of low quality, low level of freshness and unclear origin, but these perceptions are changing. Thus, a majority of consumers are becoming aware that especially frozen meat products are providing more quality control and more attention to origin and food safety, including that of meat specialties.

Riding on these positive perceptions, even family consumers with young children are now choosing frozen meat as a constant item in their shopping basket, which provide:

  • The possibility to story meals in advance in their freezers.
  • A widening range of meal portion or full meal recipes.
  • A viable and indeed happy solution for working couples returning from work, picking up their kids from school on the way, and with little time to indulge in traditional cooking.

Riding on these positive perceptions, the market growth outlook in selected countries is promising.

You can find the full article on this topic in the September-October print issue of Frozen Food Europe.

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