The total market for frozen potato in Europe is estimated in 2018 at EUR6.66bn. Moreover, market growth is showing an encouraging positive trend of 3% annually until 2020, stimulating the interest of both manufacturers, as well as the traders.
By Alan Deane, founding partner and Ana-Maria Tatucu, head of research Food for Thought
The frozen potato market is gaining stability every year. Frozen fries or wedges are more and more the preferred side dish or the snack during a day.
Shopper Influence
Consumers are unconsciously contributing to the growth of this market through their nutrition habits and attitude toward meals, supporting its development. Sure, we all want to eat healthy products, but taste remains the dominant influence on consumption. Why avoid a tasty plate with French fries and possibly an accompanying sauce? This is especially valid now since nutritionists say that eating a tasty snack during the day can even have health benefits. Not to mention that the potato is a key source for energy, potassium, and many other nutrients. Parents as well are no longer worried about their children’s appetite for this easy to eat meal. Some of the time, French fries are even replacing hyper-caloric and maybe not so healthy desserts.
Market evolution
The segment of frozen fries in Europe is probably not so dynamic as in the USA in recent years, but as forecasts show, the rhythm of growth is becoming more important. In the next few years, there will definitely be a more dynamic market for frozen fries in Europe. In the USA, the foodservice sector will grow in demand for this type of product, and Europe will follow this trend. In general, frozen potatoes in Europe are becoming more interesting for foodservice, in the sense of diversity. Catering companies and restaurants are increasingly looking for suppliers, not only for French fries but also for frozen potato specialties such as mashed potato, dauphinoise or duchesse potato, hash browns, croquettes and so on. In terms of assortment, frozen potatoes are being continuously diversified to produce new tastes and formats in support of the foodservice sector, as well as the more curious consumer. Cooking shows and upcoming young “chefs de cuisine” are encouraging a new segment of consumers to prepare sophisticated potato-based dishes at home. Cooking at home is becoming a new “cool” behavior, and the frozen potato segment offers a convenient dish that can be prepared quickly while being both tasty and fancy.
Country by country
The European landscape for frozen potatoes by value is encouraging. The UK, France, and Germany have 53% of the total market of EUR6.66bn. European countries include Austria, Belgium/Lux, Bulgaria, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Romania, Russia, Slovakia, Spain, Sweden, Switzerland, United Kingdom. On a consumption per capita basis, Ireland is the leading market with over 11kg per capita, in front of the UK with a little over 10 and France with 8.8kg. Overall, Europe is now consuming some 3.3bn tons of frozen potatoes annually.
You can read the full article in the Jan-Feb print issue of Frozen Food Europe.
