Free-From Foods To Drive Future Growth In Frozen

Namnews, 27th May 2021

Free-from innovations could help maintain the long-term growth of the frozen food market.

This is according to the British Frozen Food Federation (BFFF), which said its recent industry awards highlighted that companies are increasingly developing high-quality frozen free-from products.

For the second year running, the BFFF Retail Product of the Year went to a free-from product: in 2019, Yorica’s Double Chocolate Cookie 14 Allergen Free Frozen Dessert took the title, and now Crown Foods No Duck Chinese Selection product holds the accolade.

Richard Harrow, BFFF Chief Executive, said: “Although lockdown has undoubtedly given frozen a sales boost, it has also introduced the category to younger consumers who are looking to improve their own health and that of the environment.

“I’m confident the quality of frozen free-from, plant-based and meat-free products has helped attract this new generation of frozen shoppers who will drive continued growth post-pandemic.”

As well as the free-from category performing well, recent Kantar figures revealed that the frozen sector overall outperformed the total grocery market over the last year, increasing by 14.4% in value and 11.5% in volume. This is compared to 11.5% in value and 7.9% in volume for total grocery. The frozen category also outperformed the fresh and chilled in value.

The surge in sales continues the trend first reported by BFFF a year ago, when data revealed British shoppers spent an extra £131m on frozen in four weeks, ahead of the first lockdown.

Harrow added: “It’s encouraging to see a continuation of the success we saw in 2020. With the ongoing innovation we’re seeing from both start-ups and mainstream players in the market, I’m confident retail sales will remain strong and consumer enthusiasm for frozen will continue.”

NAM Implications:

• Frozen obviously on a lockdown roll.
• So free-from could maintain momentum.
• Suppliers of ambient might benefit from factoring into strategies?