AFFI: Frozen Food Aisle making a strong comeback

A recent research report, the Power of Frozen by the American Frozen Food Institute (AFFI) and Food Marketing Institute (FMI) examines drivers for growth in frozen foods to help manufacturers and retailers further align innovative product offerings, merchandising, marketing and branding with how (American) shoppers live, shop and cook.

Alison Bodor, AFFI President and CEO:
 

“The frozen food aisle is in the midst of a strong comeback.”

“While sales numbers can tell us a lot about the size and strength of the frozen food category, we joined forces with FMI to understand the consumption, shopping and use of frozen food.”

“These research findings, along with actual sales and consumption data, provide a comprehensive 360-degree view of frozen food to equip our members with opportunities for continued growth with retail partners.”

Some of the observations in the Power of Frozen:

Frozen Food Sales are in the midst of a Strong Comeback

 

Frozen Food Sales are in the midst of a Strong Comeback

In 2018, both dollar (+2.6%) and units (+2.3) grew, with nine out of 10 top-selling categories up in dollars and all 10 up in units.

Total retail frozen food sales in the United States hit nearly $57 billion.

The entrée category was the No. 1 money maker, ringing up $9.2 billion. However, the top 3 frozen food categories with the largest percentage of dollar growth were: Soups/Sides, +9.8%; Appetizers/Snack Rolls, +5.8%; Breakfast Food, +5.7%.

99.4% of Households Buy Frozen Food

 

99.4% of Households Buy Frozen Food

While nearly all consumers buy frozen food throughout the course of the year, there’s an opportunity for frozen food manufacturers and retailers to work together to increase consumption frequency.

Frozen Food Shoppers Provide a Blueprint for Growth

 

Frozen Food Shoppers Provide a Blueprint for Growth

While core shoppers link frozen food to convenience, ease of preparation and time savings, core consumers stated they also value the taste, quality, variety and consistency of the food itself.

In today’s consumer environment, players in the frozen food industry have to cater to five distinctly different generations. Increasingly, one size fits no one. Shoppers’ frozen food buying decisions are influenced by larger trends, such as health and wellness, convenience and transparency.

Doug Baker, Vice President of Industry Relations at FMI:
 

“The reinvention of center store and frozen is changing the store dynamic once more. Shoppers are meeting their wants and needs in convenience, health and wellbeing, transparency and more by shopping the entire store.”

“To understand how the frozen food category fits into how people live, shop and eat, AFFI and FMI are proud to launch the first Power of Frozen research.”

For members of AFFI and FMI, the research report is available at no cost.