Key takeaways from the American Frozen Food Institute’s research provide useful insights on consumer perceptions, usage and expectations tied to the categories.
Newly released research published by the American Frozen Food Institute, Arlington, Va., provides a roadmap for targeting users of frozen fruits and vegetables and selling more product to them. The study, sponsored by Hillphoenix, Conyers, Ga., includes extensive consumer insights as well as sales data for both the total United States and SNAP-eligible households specifically.
Copies of the study are available for purchase by non-AFFI members at https://affi.org/insights/retail/ for $250. It is free for AFFI members. Here are nine key takeaways for U.S. households as a whole.
1. Frozen fruits and vegetables (FF&V) have high house-hold penetration, which means growth needs to come from buying a greater variety and buying more 
often.
2. Core consumers, using FF&V every few days or daily, are 30% of the total. Their usage provides a blueprint to grow use among light and medium consumers.
3. Consumers meal plan with FF&V and use them as a backup. They help save money and waste while allowing consumers to integrate more fruit and vegetables in their diets.
4. Greater availability would drive more FF&V spending for 33% of current buyers. Indeed, core consumers buy in a wider range of channels.
5. Core consumers buy a greater variety of FF&V items and use them in a wider set of applications.
6. Freezer capacity is a limitation to purchasing more and freezer capacity directly correlates to usage. Package optimization is a must.
7. It is not frozen versus fresh, but frozen and fresh. Core consumers are just as likely to mix and match the two as light consumers.
8. Core FF&V consumers are much more likely to look for new items, especially from familiar brands, featuring health benefits and in attractive packaging.
9. Growth predictions show most growth will come from current core consumers, complemented with medium users.
Core consumers buy every few days or daily; medium users buy every other week or weekly; light consumers buy less than once a month, or every few weeks.
