Birds Eye Study Highlights Opportunities In Frozen Food For Convenience Sector

Namnews, 15th December 2021

New research from Birds Eye has revealed some of the key trends and challenges that convenience retailers face within the frozen food category.

The survey of 200 independent retailers, undertaken in partnership with analysts at KAM Media, confirms how demand for frozen food has continued to increase during the pandemic.

34% of retailers said they have seen increased shopper demand for frozen products over the last 12 months, with 25% of retailers intending to invest further in the frozen category during 2022 – a growth of 6% compared with last year’s survey results.

The study also explored the potential barriers to expansion that many retailers face, with 39% of respondents citing insufficient space for additional freezers as the biggest challenge to growing frozen sales in their store. A large number of retailers were also found to be missing out on new consumer trends and shopper demands, with 23% sticking with the products they’ve always stocked.

“2021 has proven the important role that retailers play in supporting their local communities, with a major part of that being the services and products they provide,” said Joss Bamber, Head of Convenience at Birds Eye. “Demand for frozen products within the convenience channel is here to stay, so there is a definite need for retailers to prioritise their frozen range in store, ensuring they are stocking the right products to capitalise on a real sales growth area.

“Instore space is always at a premium for store owners, so the challenge for retailers is utilising what little freezer space there already is to ensure maximum frozen sales. It’s crucial that retailers are making informed decisions on the best products to stock, so our advice is always to listen to what customers are asking for, stock the core bestsellers and top-up with new products that will excite and attract shoppers to the category.”

Birds Eye sees the plant-based and free-from segments continuing to grow in 2022, with 81% of retailers now stocking such products. Price-marked packs (PMPs) are also expected to become more important amid the tough economic conditions and rising inflation.

NAM Implications:

• Some supplier is bound to see this as an opportunity to disrupt…
• Worth consolidating your presence for 2022, just-in-case?