Branding in frozen foods, economy heat up sales


Consumers eating more meals at home and innovation from manufacturers have led to a spike in sales of frozen convenience foods. A number of frozen segments showed double-digit increases in the 52-week period ended May 15. Dollar sales of frozen breakfast foods were up nearly 9% across food, drug and mass (excluding Walmart), according to SymphonyIRI 
Group data.


It’s clear that consumers want quick dinner solutions, and they like the convenience of buying some ingredients at the local drug store. “Every year for the past four years we’ve seen increases in the frozen food category,” said Sue Viamari, editor of SymphonyIRI’s Times & Trends reports. “Drug stores are expanding frozen, and I expect that will continue.”


Innovation from manufacturers also is driving the category. New products bearing national restaurant brands, such as P.F. Chang’s Home Menu Meals for 2, pizzas from California Pizza Kitchen and appetizers from TGI Friday’s, make eating in more exciting.


Manufacturers also are focusing on healthier options, and consumers are responding. Nestlé Prepared Foods recently introduced Stouffer’s Farmers’ Harvest, an updated, healthier line of classic Stouffer’s products that feature such ingredients as sea salt, olive oil, real cheese and whole grains.

 The article above is part of the DSN Category Review Series. For the complete Frozen Foods Buy-In Report, including extensive charts, data and more analysis, click here.