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AND THE SURVEY SAYS…

A selection of curated research results and educated guesses specially selected for category managers and others who live and breathe frozen and refrigerated food.

CONSUMERS CREATE MEALS AT HOME USING FROZEN INGREDIENTS

A survey of more than 12,000 U.S. consumers, the most extensive research study ever by the National Frozen & Refrigerated Foods Association, reveals that 59% of respondents begin cooking at home using pre-cut frozen fruits and vegetables to cut down on food preparation time. Consumers are also expanding their use of air fryers to prepare meals, with 45% now using the on-trend appliance.

REFRIGERATED AND FROZEN FOOD PROMOS OUTPACE GROCERY EDIBLES

The Circana CPG Promotions Index tracks promotional activity, including displays, features and/or temporary price reductions, across grocery departments and aisles for large retail formats (grocery, mass, drug, club, military channels) and total grocery. The average promotion intensity for refrigerated (116.58) and frozen foods (116.0) outpaced total edibles (110.75) over the 12 weeks ended Jan. 7.

NEW WEIGHT LOSS DRUGS MAY CUT INTO FROZEN FOOD SALES

Americans using the new GLP-1 class of drugs for weight loss are changing their grocery shopping behaviors, including their frozen food purchases, according to new research by Numerator. Consumers looking to lose under 15 pounds have reduced dollar purchases in the frozen aisle by 6.7% year-over-year. Those seeking to shed more than 15 pounds have cut their spending in the category by 9.6%. Frozen spending among individuals who have never used GLP-1 drugs is down 0.9%.

“A year ago, almost all users of these medications were using it for diabetes management, and only 10% were using it for weight loss,” says Dr. Leo Feler, chief economist at Numerator. “Now, almost 50% of those using these medications are doing so for weight loss.” He adds that another 20% of households say they’re interested in taking these medications for weight loss in the future, which could further impact frozen food sales.

PRIVATE LABELS AND SMALL BRANDS WILL CONTINUE TO DRIVE CPG GROWTH

Kantar has identified 10 key trends that it expects will significantly impact CPG retailing in 2024. These include retailers and brands developing dual strategic approaches and small brands and private labels innovating at a faster pace than big food companies. Both retailers and brands are expected to be much more focused on driving unit and volume growth in 2024.

ENHANCED SHOPPING EXPERIENCES ARE KEY TO WINNING OVER SENIORS

Every member of the Baby Boom generation will be at least 65 by 2030, and most of those shoppers will be making fewer trips to grocery stores. An analysis of research from 84.51° Stratum finds that grocers need to enhance the shopping experience to improve in-store conversion rates in order to maximize basket size among this demo- graphic.

AMERICANS REWARD FOOD BRANDS FOR TRANSPARENCY

The percentage of grocery shoppers who say transparency about the foods they buy is important has risen from 69% in 2018 to 76% today, according to new research from FMI – The Food Industry Association. Two-thirds of those surveyed said brand manufacturers are solely responsible for providing complete product information. Less than a third say they mistrust the information provided.

FASTEST GROWING STORE BRANDS INCLUDE FROZEN AND REFRIGERATED

Four of Numerator’s top 10 fastest-growing private label CPG brands — Smart Way (Kroger), Publix Deli, Favorite Day (Target) and Specialty Selected (Aldi) — include frozen and refrigerated products. Kroger’s Smart Way topped the list. Dollar Tree, Dollar General, and Aldi each had two private labels make the list, which includes both food and non-food items.

George Anderson

George Anderson

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