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Already one of the pandemic’s biggest winners, the category continues to gain momentum, thanks to expanded package sizes, even better-for-you offerings and exotic new blends.

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During the 12 weeks ended Sept. 6, frozen fruit sales soared 36.0% to $332.89 million (versus the same period a year ago), significantly outperforming the frozen department as a whole, according to Chicago-based market research firm IRI (iriworldwide.com). Moreover, only 9.7% of volume was sold with merchandising support (down from 19.5% a year ago), making fruit the largest frozen subcategory by far to move less than 10% of volume with merchandising support.

What’s driving the growth? Particularly at the start of the pandemic, “People were looking for long-lasting, healthy foods, and frozen fruit fit the bill,” explains Amelia Houde, marketing manager at Carver, Mass.-based Cape Cod Select (capecodselect.com), which also saw significant sales increases during the past six months.

More specifically, says Barend Reijn, senior vp and general manager at Toronto-based SunOpta Fruit (sunopta.com), consumers hoping to ward off a bad case of COVID- 19 wanted products that support their immune systems, and frozen fruit proved a convenient way to add more antioxidants to their diet. “We expect the momentum in the category to continue into 2021,” he adds, citing not only the continued threat of coronavirus but growing awareness of what the frozen aisle has to offer.

BIG BAGS & BETTER-FOR-YOU

“Normal is being redefined,” continues Joe Perez, senior vp at Jersey City, N.J.-based Goya Foods (goya.com). “We will not go back to pre-COVID times. Consumers have a new-found appreciation for the variety of fruit and presentations available in frozen.”

Plus, quarantine changed the way consumers shop, says Reijn. Rather than stopping at the store after work to pick up a few fresh items for that night’s dinner, families are stocking up once a week to limit trips. As a result, a shift to larger bag sizes that started a few years ago has picked up even more steam.

Cape Cod Select is responding by introducing 40-ounce packages of both its Power Berry Blend and Tropical Blend, reports Houde. “The larger bags are great for a big family or avid smoothie drinkers,” she says. “A 1-pound bag goes quickly if you’re drinking a smoothie a day.”

“Smoothies are the number one reason people purchase frozen fruit,” says Reijn. “As consumers switch gears and work to drop some of their quarantine weight gain, we predict a strong future market for keto friendly, reduced sugar and low-carb smoothies in particular.”

To meet that demand, Westlake Village, Calif.-based Dole Packaged Foods (dolesunshine.com) recently rolled out what it says is the market’s first keto-certified frozen fruit blend. Made with low-sugar, high-fiber fruits and healthy fats plus a touch of stevia, Dole Keto Berry Blend delivers just 8 grams of net carbs per serving. “Maintaining a keto diet can be challenging given the need to consume healthy fats while limiting carbs,” says director of frozen marketing Fatma Kokon. In fact, fruit is one of the foods keto adherents say they miss the most. “Dole Keto Berry Blend makes it easy to add fruit to a keto diet and enjoy…a rich, creamy and convenient smoothie anytime.”

Dole also debuts a trio of Boosted Blends that feature some of consumers’ favorite fruit combos with an added boost of energy, protein or vitamin C. Also free of added sugar, they’re offered in three flavors: Protein (with whey and almond butter), Energize (with matcha green tea) and Vita-C (with acerola).

Beyond even-better-for-you blends, Reijn also sees a need for multi-packs of pre-portioned smoothies “that help introduce variety into consumers’ smoothie routines. We also see an opportunity to improve the convenience of the frozen fruit category overall.”

To that end, Chicago-based newcomer Better Blends (betterblends.com) continues to expand distribution of its single-serve organic frozen smoothie kits, which come in their own cup. Consumers pour the pre-portioned ingredients into a blender, add liquid, blend and then pour the finished product back into the cup. Available flavors include Strawberry & Banana, Peanut Butter & Banana, Mint & Cacao, Blueberry & Matcha, and Acai & Sweet Cherry, all vegan and gluten-free.

“I think our product is tapping into demand in this space for easy-to-make single-serve smoothies at home,” says founder John Redmond.

MORE EXOTIC FRUITS COMING

Many consumers still prefer to create their own unique blends, but they’re having trouble finding some of the more exotic fruits they were introduced to at smoothie shops pre-COVID. To meet that need, some manufacturers are adding some non-traditional choices to their portfolios. For example, Miami-based Quirch Foods (quirchfoods.com) just added diced avocado to its lineup, according to category buyer David Abadin.

Although sales of classic fruits, including blueberries, berry blends and cherries, have been strong, says SunOpta’s Reijn, he’s tracking increased demand for emerging fruits as well. “As consumers try to eat better, they are increasingly exploring unique fruits from around the world, such as dragonfruit, passionfruit, and acerola, in order to change up their routine.” He adds, “We also think there is an opportunity to bring more fruit-based snacking and meal solutions to the frozen space rather than just IQF fruit in a bag. The No. 1 challenge for the industry is how to make frozen fruit even more convenient for people to use.”

Cape Cod Select is doing its part, says Houde. In an effort to showcase frozen fruit’s versatility, “We changed our packaging by adding two recipes to each of our bags and adding our family farm photo to show where our cranberries are grown,” she reports, citing consumers’ growing interest in knowing exactly where their food comes from.

TAKE FROZEN FRUIT ON THE ROAD

To keep frozen fruit momentum going post-pandemic, Houde suggests taking frozen fruits out of the frozen aisle. “Having small chest freezers around the store next to correlating grocery items would increase sales for both categories. For example, put frozen fruit next to almondmilk or yogurt.”

The opposite works, too, says Redmond, who suggests retailers position add-on products near frozen fruit destined for smoothies. “We add dollars to the cart since people need protein powders and milks to put in their smoothies,” he says. “Cross promoting products that pair perfectly together, especially during times when people are looking for these products most – in the summer or in January when people are on their new health kicks – are great ways to position these products and sell more frozen fruit.”

Houde also recommends retailers take a step back and reassess signage. “There are so many frozen products trapped behind freezer doors that it’s easy to miss a new product or try something new without signage” she explains. “I believe the frozen aisle has room for improvement in advertising new products: call-out flags on the door, something hanging above the door.”

Abadin would also like to see retailers highlight some of the benefits of frozen fruit – whether at the point of sale or before. “Frozen fruit has numerous advantages over fresh that I do not believe are effectively marketed,” he explains. And then there’s the whole no-waste argument, which resonates with younger consumers in particular.

FROZEN FRUIT

Sales in supermarkets, drugstores, mass merchants, military commissaries and select club and dollar stores combined for the 12 weeks ended Sept. 6, 2020, according to Chicago-based market research firm IRI (iriworldwide.com). Percent change is versus the same period a year ago.

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