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Consumer and Innovation Trends in Frozen Food


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Consumer and Innovation Trends in Frozen Food

  1. 1. Consumer and Innovation Trends in Frozen Food 2014 The latest trends in frozen food Category series. Published March 2014 Consumer Insight
  2. 2. Contents 1. Executive Summary 2. The Market: Where the Opportunities Lie • Market Snapshot • Innovation Snapshot • Growth Opportunities 3. The Trends: Consumer and Innovation Insight • Made for Men • Redefining Convenience • Brand Experiences • Bridging “Trust Gaps” • “Fresh Frozen” • Targeting Millennials 4. The Future: What's Next in Frozen Food? 5. Appendix Click on the title to go directly to the relevant section 5 9 10 11 12 13 16 22 28 33 39 44 50 55 2
  3. 3. Made for Men A ‘deep dive’ into the male psyche Men are more likely to prioritise ‘high protein’ products when grocery shopping than women Nearly a quarter of male consumers surveyed globally by Datamonitor prioritise ‘high protein’ when purchasing food and drink products*. Protein has been typically associated with weight gain and used by bodybuilders and athletes for its ability to promote muscle growth, increase strength, and speed up recovery times. It isn’t surprising therefore that new dairy products are being launched with ‘high-protein’ claims to specifically target ‘fitness-oriented’ and ‘active’ men. Consumers associate meat with masculinity which has important implications for marketers According to Datamonitor's 2013 survey, men are more likely to have a high meat intake in their daily diet than women. This isn’t surprising given that a new study published in the Journal of Consumer Research concluded that consumers found meat to be more masculine than vegetables and that male meat eaters were viewed to be more masculine than non-meat eaters. This finding highlights just how important it is for frozen meal brands to consider the ‘thoughts and feelings’ raised by different foods in order to successfully shape their marketing communication. Source: Datamonitor’s Consumer Survey May/June 2013 * Consumers who consider "The flavor" highest priority when choosing food and drink, compared to other factors listed. Please see accompanying datapack for full details3 Insight On-trend innovation Take-outs Global: consumers who prioritise ‘high protein’ when purchasing food and drink products?*, 2013Global: which best describes your daily diet?, 2013 Looking ahead... Manufacturers must adopt the right marketing cues to effectively tailor their products to men such as using bold darker colors on packaging. Products with high protein claims on pack will draw male consumers into the frozen food aisle. Access the full report
  4. 4. Targeting Millennials Millennials share certain characteristics that make them highly influential consumers 4 …are connected Millennials* are conditioned to using digital technologies to communicate, socialize, work, and connect with each other. They expect brands and retailers to adapt to their digital lifestyles by ensuring that technology facilitates a simpler and more relevant shopping experience. 60% of millennials, for example, express interest in grocery product promotions sent to their mobile phone based on previous purchases, compared to less than half of baby boomers.** …do their homework Financial insecurity brought on by bleak job prospects and the residual effects of the global financial crisis has had a marked impact on youth spending patterns. Their pursuit of value is facilitated by their fluency in digital media, which allows them to instantly compare prices across brands and retailers. Indeed, 49% of millennial consumers monitor the prices of their favored groceries between different stores either all the time or most of the time. …enjoy experimenting Millennials do not exhibit the product preferences and brand loyalties that older generations hold, and thus are more inclined to try new things and seek novel experiences. Taking food and drink preferences as an example, 66% of millenials find products that have new and exotic flavor ‘appealing.’ …set and accelerate the trends The size of the millennial cohort alone affords them significant influence; however, their ability and desire to influence others ensures that the preferences of these consumers serve as early indicators of future trends. That a third (33%) of millennials attach importance to adopting the latest cosmetics looks and styles, compared with 19% of boomers, illustrates their inherent desire to shape the opinions and behaviors of others. Source: Datamonitor analysis*Millennials = 18–34 year olds for the purposes of survey analysis; **Baby boomers = 45–64 year olds for the purposes of survey analysis Millennials… Insight On-trend innovation Take-outs Millennials outnumber baby boomers** in many markets making them highly influential consumers. This combined with their willingness and ability to influence the spending choices of others, makes targeting this cohort indispensable. Access the full report
  5. 5. Stand-alone gourmet frozen food shops Scent marketing to entice consumers Cross- merchandising fresh and frozen food In-store tastings Expanding into new categories e.g. frozen pet food What next for…frozen food retail? Frozen food retail: the future Source: Datamonitor’s analysis; shutterstock.com5 Access the full report
  6. 6. What next for…frozen food packaging? ‘Self heating’ technology for frozen food Source: Datamonitor analysis; Datamonitor’s Product Launch Analytics (PLA)6 Self-heating packaging for frozen food • Applying self-heating can technology to frozen food packaging. • The ‘self-heating’ packaging would help defrost/ heat “ready to eat” frozen foods like bakery products and snacks at room temperature. Opportunities to offer ‘super-convenience’ to on-the-go consumers • Opportunities exist to extend the concept of self-heating technology from canned to frozen food. This would eliminate/ minimize preparation time and provide brands with an avenue for differentiation. • It will also help generate NPD in frozen snacks to target on- the-go consumption . Widens frozen food appeal • The packaging‘s “auto-defrost” features would offer consumers a convenient and time-saving solution to frozen food preparation and consumption. • ‘Self-heated’ frozen food products would also provide a more nutritious alternative to their canned food counterparts which have high amounts of preservatives in them. What are self-heating cans? Self-heating cans usually feature an activation button that when pressed, heats up the can’s contents in a span of a few minutes. Hot-Can Self Heating Soup US The consumer is instructed to push an activation button on the bottom of the can, then shake the can gently for 30 seconds, and wait three minutes for the soup to get hot. Access the full report
  7. 7. Like this report? Unlock the full version here. Or subscribe today to get access to our Knowledge Center Identify future innovation and market opportunities and make decisions that drive growth with access to the Datamonitor Consumer Knowledge Center. The Knowledge Center is a powerful online platform, bespoke-built to give you fast and convenient access to trend evolution in consumer packaged goods, as well as on-call support from our expert team. Just some of our reports: The Future of Probiotics in Functional Foods and Beverages Consumer and Innovation Trends in Ready Meals Consumer and Innovation Trends in Sugar Confectionery 7