Progressive Grocer Product

WIN 2015

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Frozen foods have to improve a historical reputation by building an image around healthy and convenient. Image Control ombined, refrigerated and frozen foods account for $166.7 billion, according to Chicago's IRI multi-outlet data, plus convenience, for the 52 weeks ended Aug. 9, 2015. Frozen food itself generated $54.6 billion, accounting for 33 percent of frozen/refrigerated sales. And while there are some fast-growing categories within the freezer case, as consumers seek healthier options – and some are willing to spend more to get them – frozen foods have struggled to overcome a less-than-healthy reputation and build a healthy image. REFRIGERATED & FROZEN Winter 2015 / Progressive Grocer Products Showcase 1 7 A handful of notable frozen subcategories have seen growth, likely because they tap some of today's leading market trends. For one, meat and seafood, up 3.9 percent and 3.1 percent, respectively according to IRI, satisfy the protein-rich diet many consumers have committed to in recent years. Frozen meat and seafood carry slightly more palatable price points than fresh on most occasions, and they also fulfill the convenience factor for busy consumers not willing – or able – to shop daily for fresh ingredients. Frozen soups/sides/other grew 12.2 percent, according to IRI, again touching on the value shoppers place in convenience. Having frozen soups and sides in the freezer ready to feed a family, or even entertain, appeals to many consumers. While consumers have returned to restaurants after a recession-induced lull, some recession-driven behaviors have become the norm. People still do like to entertain and cook at home. Frozen options that make entertaining easier and more affordable will resonate, especially those products that include innovative, trendy or healthy ingredients. Another frozen subcategory reaching double-digit growth is frozen fruit. Shopping fresh produce is just not accessible for all of today's busy, on-the-go consumers, and frozen fruit helps ensure they still get to have the healthy, refreshing, vitamin-rich ingredients on hand. The popularity of smoothies likely has driven attention to frozen fruit, as well. GRAb them At GRoCeRy Once the go-to for frozen foods, traditional grocery stores have experienced new Fastest Growing Categories 4 Soups/Sides/Other +12.2% 4 Fruit +10.0% 4 Meat +3.9% 4 Novelties +3.3% 4 Seafood +3.1% Source: IRI multi-outlet data, plus convenience, for the 52 weeks ended Aug. 9, 2015

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