Frozen Food Trends: Strategies for Success in a New

Sally Lyons Wyatt – Executive Vice President, Client InsightsChristine Boule – Principal, Client InsightsAlison Bodor - President & CEO, American Frozen Food Institute

August 3, 2021

Frozen Food Trends: Strategies for Success in a New Consumer Environment

How America Eats

2© 2021 Information Resources Inc. (IRI). Confidential and Proprietary.

Today’s Objective

Frozen has yielded unprecedented growth as many consumers entered the segment or increased their consumption within COVID-19.

We’re going to review some key trends within Frozen which have resonated with those consumers and which are likely to continue to grow, or may need to pivot in terms of positioning in order to win in the future.


Throughout the COVID-19 Lifecycle, Food & Beverage, and Frozen In Particular, Have had the Benefit of Strong TailwindsWe’ve All Seen and Experienced The Headlines During COVID-19…

Frozen foods become ‘sales powerhouse’ during coronavirus pandemichttps://www.supermarketnews.com/center-store/frozen-foods-become-sales-powerhouse-during-coronavirus-pandemic

https://www.winsightgrocerybusiness.com/center-store/sales-frozen-foods-soar

https://www.nytimes.com/2021/04/20/business/cold-storage-real-estate.html

https://foodinstitute.com/focus/frozen-food-sales-surging-amid-pandemic/

https://www.supermarketnews.com/center-store/frozen-foods-become-sales-powerhouse-during-coronavirus-pandemic


Dollar % Change vs. YA Total F&B Frozen Refrigerated General Food BeverageTotal Omnichannel

52 WE 6-13-21 +7.4% +9.9% +7.2% +5.2% +10.9%

Total B&M52 WE 6-13-21 +3.7% +6.2% +4.2% +1.1% +7.5%

Total E-Commerce52 WE 6-13-21 +52% +46% +64% +52% +49%

The Frozen Dept. Has Maintained Momentum, Outpacing Total Food & Beverage; B&M Sales Outpace F&B, While E-Commerce Lags Slightly

Source: IRI OmniMarket – 52WE 6-13-21 vs YA | 52WE 6-14-20 vs YA


Total Omnichannel Total F&B Frozen Refrigerated General Food BeverageDollars

52 WE 6-13-21 +7.4% +9.9% +7.2% +5.2% +10.9%

Point Change vs. YA -2.3 -5.1 -2.6 -4.4 +3.9

Units52 WE 6-13-21 +1.2% +4.6% +2.3% -1.0% +4.2%

Point Change vs. YA -3.5 -4.2 -4.2 -6.3 +2.2

Frozen Continues to Lead in Unit Sales Growth Across F&B; Dollars are Outpacing Unit Sales, Indicating Much of the Growth is Driven by Price

Source: IRI OmniMarket – 52WE 6-13-21 vs YA


However, Frozen Hasn’t Seen as Fast of a Price Increase as Total F&B, Making the Department Attractive to Consumers as Prices Are Rising Across the StoreCompared to Most Fresh Direct Counterparts, the Price of Frozen Has Not Risen as Quickly

Price Per Unit vs. YAPrice Per Unit

% Change vs. YA

Fresh Meat +4.5%

Frozen Meat +3.9%

Fresh Seafood +3.5%

Frozen Seafood +3.0%

Fresh Fruit +0.5%

Frozen Fruit +2.2%

Fresh Vegetables +0.9%

Frozen Vegetables -0.8%

Source: IRI POS, Total US – MULO, 52WE 6.13.21

+2.9%

+3.1%

+3.6%

© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 7

+6.5

+1.5

+2.3

-1.3

+0.3

+1.6

0.0

+0.4

-0.1

+1.1

-0.4

To Date, Consumers Are Spending More as Promotion Reduction andPremiumization Increased Overall Price Paid, But That May Change Going ForwardDecomposition of Price per Volume % Change vs. YA / Grocery Channel / 28 WE 7/11/21

Note: Everyday price at item level. Promotions includes promotion frequency and depth (driven by frequency). Mix shift refers to different in product mix vs. YA, driven by shifts to more premium brands (positive effect) countering shift to larger pack sizes (negative effect). Source: IRI POS 28 weeks ending 7/11/21, 28 weeks ending 12/27/20, Grocery channel. IRI Strategic Analytics..

Example Frozen Categories

-0.7%

0.1%

-1.5%

0.8%

-1.3%

-0.5%

-0.1%

0.0%

-0.5%

-1.1%

-0.3%

1.5%

2.2%

1.7%

-0.9%

3.7%

1.1%

-0.7%

1.1%

1.1%

-0.3%

-0.2%

7.6%

3.6%

3.9%

4.2%

0.7%

2.4%

3.6%

1.7%

1.7%

2.6%

1.5%

2.9%

Poultry

Dinners/Entrees

Frozen Novelties

Meat

Breakfast Food

2.3%Seafood

Processed Poultry

3.0%Appetizers

8.4%

Plain Vegetables

5.9%

3.1%

1.2%

0.9%

2.8%

Tot Price/ Vol chg.

Increased Everyday Price

Reduction in Promotion

Mix Shift/ Premiumization Mix Shift/

Premiumization

Δ vs 28 WE 12/27/20

4.1%

Ice Cream

Pizza

4.1%


Frozen Dept $ Growth Share Contribution

Consumers are buying more frozen items, more often

Resulting in a nearly +10% increase in spend per buyer, compared to the time period which included COVID-19 panic buying!

Source: IRI CSIA (Panel), Total US – All Outlets, 52WE 6.13.21

Frozen Department

Measure CurrentChange vs. YA

% HH Buying 98.9 -0.2

Dollars per Buyer $611.18 +$50.95

Product Trips per Buyer 49.1 +1.9

Unit Sales per Buyer 157.7 +7.9

59.542.4

36.851.7

3.7 5.9

52WE Jun 2020 52WE Jun 2021

Buyers $/Trip Frequency

+2.2 pts

+14.9 pts

-17.1 pts


These New Buyers Are Comprised of Younger and More Diverse Consumers, and Households With Kids Are Spending More Than Their Fair ShareCohorts Are Growing Faster Than Average in Frozen

Families with 1+ Child Asians African

Americans Acculturated

HispanicsYounger Cohorts:

Gen Z + Millennials


1.2

0.1 0.0

-0.1 -0.1-0.3

-1.6Internet Club Convenience Drug Dollar Mass Food

These Cohorts are Specifically Spending More Than Their Fair Share in E-Commerce and Club, the Two Channels That Have Gained Share Within FrozenDollar Share Change vs. YA by Outlet | Total Frozen

Dollar Index = Dollar Distribution / Panel Distribution *100; IRI CSIA, Total US – All Outlets, 52WE 6.13.21

Over Indexing on Club $: Asians, Acculturated Hispanics and Families Raising Teens, Gen X, 1+ Child

Over Indexing On Online $African Americans, Acculturated Hispanics and Families Raising Teens


E-CommerceTotal Frozen 12.4

Meat 32.7Poultry 25.6

Dinners/Entrees 14.6Breakfast Food 13.9

Plain Vegetables 12.9

Brick & MortarTotal Frozen 87.5

Processed Poultry 95.3Novelties 94.8

Pies 93.1Ice Cream / Sherbet 93.0

Appetizers/Snack Rolls 91.5

Today, E-Commerce Has the Largest Share of Frozen Meal Components, Whereas Categories Not Related to Meals / Higher Variety Seeking Sell More in B&MFrozen is still primarily sold in B&M.How can retailers approach variety-seeking online differently?

Source: IRI OmniMarket - Top 5 Frozen Categories by Share of Sales – 52WE 6.13.21

Top 5 Frozen CategoriesDollar Share of Sales


Thinking About Maslow’s Hierarchy, Frozen is Well Positioned to Continue to Meet Evolving Consumer Needs Moving Through and Beyond COVID-19Frozen Can Deliver Upon Convenience, Variety, Value and Personalization

Meals with Family & FriendsReconnecting

Elevated Experiences, Flexibility, BenefitsInteresting Flavors, Indulgences, Minimal Waste, Sustainability, Aligned to Consumer Needs

Food As MedicineFunctional Ingredients, Personalization

Food, Water, Shelter The desire to stock up/spend less time in store led new consumers to frozen, and existing consumers to buy more frozen

Safety

Love, Belonging

Did not come to fruition, but could still happen

Esteem

Post COVID-19Priorities

Self Actualization

Value Shopping


Across the Frozen

Department, There Are Key Attributes to Celebrate,

Communicate and Consider

in Order to Stay Top of Mind with

Consumers

• High value with prices rising more slowly than other departments, and consumers are feeling the squeeze across the store.

• Younger, more diverse consumers have discovered (and returned) to Frozen yielding faster than average growth.

• Frozen provides flexibility without waste especially for larger households, and benefits aligned to needs.

• eCommerce opportunity to grow snack sales, as Frozen lags other departments, and consumers tend to buy Frozen meal components online, and snacks and desserts in store.

• As we move out of COVID-19, consumer needs will continue to evolve and Frozen is well positioned to meet those needs through variety, and convenience.


FROZEN CATEGORY DYNAMICS


SLU

MPI

NG

Category Share Performance Within Frozen Has Shifted Since COVID-19, Benefitting Breakfast and Novelties, but Slipping for Pizza, Veg, Meat and Poultry Share of Frozen Change vs. YA | 52 W Including Peak COVID-19, 52 W Post Peak COVID-19

STICK

YR

EBO

UN

DIN

GSL

IPPE

RY

Dinners Entrees

Ice Cream/ Sherbet

Poultry

VegetablesPizza

Meat

Soups/ Sides/ Other

Potatoes/ Onions

Fruit

Breakfast

Apps & Snacks

Novelties

Processed Poultry

Seafood

Note: Size of Bubble Based on Share of Frozen 52WE 6.13.21

IRI, Total US MULO, COVID Defined: 52WE 6.14.20; Post COVID Defined: 52WE 6.14.21, Includes Frozen Categories with >2% Share in the 52WE 6.13.21

52 W

E 6.

14.2

0 | I

ncl.

Peak

CO

VID

-19

52 WE 6.13.21 | Post Peak COVID-19


The View Looks Different YTD, with Dinners / Entrees Rebounding, and Slippage for All Other Segments, Some Possibly Attributed to SeasonalityShare of Frozen Change vs YA | YTD 2021 vs. Same Period 2020

SLU

MPI

NG

STICK

YR

EBO

UN

DIN

GSL

IPPE

RY

Dinners Entrees

Ice Cream/ Sherbet

Poultry

Vegetables

Pizza

Meat

Soups/ Sides/ Other

Potatoes/ Onions

Fruit

Breakfast

Apps & Snacks

Novelties

Processed Poultry

Seafood

YTD

WE

7.12

.20

vs Y

A | I

ncl.

Peak

CO

VID

-19

YTD WE 7.11.21 vs YA | Post Peak COVID-19

Note: Size of Bubble based on Share of Frozen YTD 7.11.21

IRI, Total US MULO, YTD WE 7.11.21 vs YA, Includes Frozen Categories with >2% Share in the YTD WE 7.11.21


5.3%

8.2%

18.9%

15.1%13.5%

12.1%

6.6%

3.5% 3.2%

IRI POS, Total US - MULO

Elevated Sales Are Still Occurring Across the Store, as Many Consumers Continue to Eat More Meals at Home

Keep in Mind That Losing Share Within Frozen Doesn’t Mean That Category Sales Have Gone Down vs. YA, as All of These Categories Continue to Grow

Dollar Sales % Change vs. YA


Seafood Appetizers / Snacks Novelties Breakfast Pizza Dinners /

EntreesIce Cream/

SherbetSocial media Pivot from

OOH alternative to

Social gathering occasions

Portion control, and

unique formats

Convenient, satiating

Familiar Exploration

Natural, personalized

offerings

Playful flavors,

something for everyone

Taking a Closer Look Across Categories Experiencing Different Growth Trajectories, There Are Pockets of Growth and Decline That Present Key Opportunities Within Frozen


Total U.S. All Outlets / 52 WE 6/13/2021

Source: IRI CSIA, Total US - All Outlets

Frozen Seafood

Frozen

Seafood Has

Outperformed

the Frozen

Department

By 2x

Through

New Buyers

and Increased

Trips

9.7

0.6

4.8

4.1

19.8

2.7

5.6

10.5

Dollar % Change

Buyer % Change

$ / Trip % Change

Trips / Buyer % Change


SHRIMP

SALMON

POLLOCK

TILAPIA

CRAB

COD

SCALLOPS

CATFISH

CRAWFISHLOBSTER

ROC

-0.8%

-0.6%

-0.4%

-0.2%

0.0%

0.2%

0.4%

0.6%

0.8%

-1.2% -0.7% -0.2% 0.3% 0.8% 1.3%

Frozen Seafood’s Gains in the Category Has Been Driven by Continued Shift Towards Shellfish Options With Shrimp as it’s Key DriverTotal Multi-Outlet | Frozen Seafood: $7.2B, 19%Species $ Share of Seafood

52WE 6.13.21 | Post COVID-19

52W

E 6.

14.2

0 | I

nclu

ding

Pea

k C

OVI

D-1

9

STIC

KY

REB

OU

ND

ING

SLIP

PERY

SLU

MPI

NG

37%37%

23%16%

4%3%

CrabScallopsSalmonShrimp

CodPollock

Crab, Scallops, Salmon and Shrimp Are Also Growing Among New

Frozen Seafood BuyersNew Buyer % Growth

Source: IRI, Total US Multi Outlet; COVID Defined: 52 WE 6.14.20; Post COVID Defined: 52 WE 6.13.21; Frozen Seafood Species; Source: IRI CSIA, Total US - All Outlets, 52WE 6.13.21

21© 2021 Information Resources Inc. (IRI). Confidential and Proprietary.*“Other” is a combo of “Pollock”, “Tilapia”, “Catfish” mentions / Source: Infegy, Data ending from 6.19 to 6.21, English Language, Total U.S. – Twitter, Instagram, Facebook, Pinterest / IRI Growth Consulting Analysis.

Social Media has Played a Big Role in Seafood Growth, as There were Substantial Increases in Mentions of Seafood During Throughout the COVID-19 Cycle

Largest Seafood Mentions During COVID-19

250K

07/19

1,250K

500K

01/20 07/20 01/210K

750K1,000K

1,500K1,750K2,000K

Seafood

Fish

Crab

Shrimp

Salmon

Start of COVID-19

Largest Seafood Category Mentions Stock-Up

(3/20 – 4/20)Shutdown

(5/20 – 7/20)Reopening

(8/20 – 12/20)Vaccine

(1/21 – 3/21)

0

2,000K

4,000K

6,000K

8,000K

CrabSeafood Fish Shrimp Salmon

+90%

+48%

+83% +3%

+51%

22© 2021 Information Resources Inc. (IRI). Confidential and Proprietary.Source: Infegy, Data ending from June 2019 to June 2021, English Language, Total US – Twitter , Instagram., Facebook, Pinterest IRI Growth Consulting Analysis / Last 2 YE 6.26.2021

Popular

Seafood

Conversations

Appear to

Be Centering

Around

Healthier

Eating and

Natural

Ingredients

Trending Seafood Social Media Posts

Healthy never looked or tasted so

good!😍😍😋😋 Our house smoked salmon, ancient grain & broccoli salad with nuts,

seeds & avocado! 🙌🙌🙌🙌🙌🙌

– an Instagram user

I’m on the Seafood Diet 🍴🍴

I see food and I eat it –

Delicious crab deviled eggs

– a Twitter user

Do you know what is low carb? Shrimp is

low carb! And for that, I am eternally grateful!

Our day involved defrosting the shrimp and making some low carb cocktail sauce. Appetizer for dinner

and all is well. Maybe I'll cook

tomorrow… maybe. – an Instagram user

Share of Joyful PostsShare of Joyful PostsShare of Joyful Posts


Sites from TikTok and Instagram, to Retailer Pages Have Made Seafood More Approachable Through Offered Cooking Lessons and Demonstrations

Tasty Pinterest Seafood Board(Suppliers and retailers post recipes)

Sources: Retailer Website Recipe Guides (Kroger, Albertsons/Safeway, Meijer), TikTok, Pinterest, Instagram,

#BraisedSalmon 5.6M views

Among top viral recipe videos on

TikTok

Creamy Garlic Tuscan SalmonAmong most liked 2020 recipes on HuffPost Instagram account


While Many Home Chefs Emerged Within COVID-19, Many Relied Upon Frozen to Deliver Convenient OOH Alternatives Visible in Growing Appetizer / Snack FormatsAs people are able to reconnect in person, is there an opportunity to pivot messaging to easy and convenient options for social gatherings?

+16%

+28%

+1% +1% +1%

+8%+11%

IRI POS, Total US MULO, 52WE 6.13.21 vs YA; 52WE 6.14.20 vs YA

Vegetablesand Multi-

Serve Were

Among theFormats Growing

Share


Both ‘Americanized’ Favorites and Authentic / Regional Offerings Drove Growth in Asian Apps / Snacks, While Buffalo Propelled Hot / Spicy

IRI POS, Total US MULO, 52WE 6.13.21 vs YA; Share gains ranked by absolute share change in the latest 52 weeks versus YA

Asian +28%

Familiarity Dominates

of Asian share driven by Potstickers and Wontons

394% “Authentic”137% Korean71% Shanghai51% Vietnamese

Regional & Authentic Growing

Styles Growing Faster Than Total Asian

Hot / Spicy +28%

“Buffalo” Rules Spicy

of hot / spicy share driven by Buffalo SKUs

© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 26

Pizza was an Obvious Crowd Pleaser During Lockdown, but Delivery Quickly Rebounded and a Year Later, Sales are Growing Slightly Faster Than Pre-COVIDFrozen Pizza Dollar Sales YoY % Chg

Source: IRI Market Advantage (POS), MULO, IRI CSIA (Panel), Total US – All Outlets, 52WE 6.13.21

4.8% 3.1%

21.9%

3.5%

2018 2019 2020 52WE6.13.21


Non-Traditional Crusts with Traditional Toppings Are Driving Pizza Growth, as Consumers are Exploring with a Mix of Something New and Something Familiar

Among the Top 20 Pizza SKU’s Growing Share:

IRI, Total US MULO, New Items and Innovation launched in the L2 years

15 Had Non-Traditional Crusts:• Croissant• Deep Dish• Stuffed• Brick Oven• Crispy Thin• Cauliflower• French Bread

11 were Pepperoni3 were Supreme3 were Cheese2 were Single Serve1 was BBQ Chicken


Look For an Emergence of Products Which Leverage Growing Trends to Infuse Excitement into the Pizza Category

Hot &Spicy

Sweet

Occasions | Flavors / FormatsWhere are there Innovation Opportunities to Explore?


As Consumers Continue to Eat More Occasions in Home, Dinners / Entrées – Driven by Single Serve Are Outpacing 2020!

Source: IRI Market Advantage (POS), MULO, IRI CSIA (Panel), Total US – All Outlets, 52WE 6.13.21

Frozen Dinners / Entrée Dollar Sales YoY

49.4

29.0

21.6

Dollar Share of CategoryChange vs. YA

Multi Serve

Handheld(non Breakfast)

Single Serve

+1.4

-0.8

-0.7

$9.3

$10.4 $10.5

2019 2020 52WE6.13.21

$ Sales (B)


Growing and Declining Claims Within SS Meals Follow an Evolving Perception of Healthy From Low Fat / Low Cal to Natural, Portioned, and Low Carb OptionsHealth & Wellness Claims I Single Serve Frozen Dinners / Entrees

Source: IRI POS; Total US – MULO; 52WE 6.13.2021

Growing Claims

Declining Claims

*Not exhaustive list

*Not exhaustive list


Comfort / Traditional SS Meal Brands Are Winning Across Cohorts, and ‘Adventurous’ Gained Traction as More Consumers Seek Global FlavorsTop 20 Brand Styles by Dollar Sales ChangeSingle Serve Frozen Dinners / Entrees

Source: IRI CSIA (Panel), Total US – All Outlets, 52WE 6.13.21 $ Sales 52WE 6.13.21 & YA > $1MM Total HH

Total HH’sGetting Started (no kids, age <45)

Young Families

(kids <12 yrs)

Raising Teens (have

12-17 yr olds)

Established Workers

(no kids, age 45+, FT empl)

Retired (no kids, age 45+, no FT)

Comfort FoodTraditional, Full Fat / Calorie Meals

AdventurousNon-

European Ethnic

Cuisine

AdventurousNon-

European Ethnic

Cuisine

Healthy HaloHealth Spin

AdventurousNon-

European Ethnic

Cuisine

Larg

est G

row

th v

s. Y

A


1.00.7

0.2

-2.2

0.0 -0.2

Entrees Handhelds OtherBreakfast

Waffles Hot Cereal* Cold Cereal*

Within Breakfast, Handhelds Dominate Dollar Growth and as Consumers Go Back to Mobile Lifestyles, Convenience Will Be Paramount in Retaining Buyers

$MM Sales Change+$140.2 +$252.9 +$23.1 +$31.1 -$52.2 -$343.8

IRI POS, Total US MULO, 52WE 6.14.20, 52WE 6.13.21

Frozen Breakfast Dollar Share Change vs. YA / *Hot & Cold Cereal Shared to Breakfast Aisle

The

convenience

of cereal will

become a

threat

to frozen

breakfast

as people

get back

to work

and school


Among Breakfast Handhelds, Sandwiches Are Driving Dollar Growth in the Last Year, But the More Portable Formats Are Growing the FastestHandheld Breakfast Growth Segments

IRI POS, Total US MULO, 52WE 6.13.21

+$165MM +$16MM+$22 MM+$44MM +$7.6MM


Larger Packs Are Driving Growth Within Handhelds in a Lower Variety Seeking Category; There May Be an Opportunity for Shelf Stable Burritos / Wraps in Multipacks

+$90.3

+$82.8

+$41.7

Dollar Sales ($MM)52 WE 6.13.21

Change vs. YA ($MM)

$153

$461

$507

1ct

12ct

8ct

> 80% = Burritos & Wraps

IRI POS, Total US MULO, 52WE 6.13.21; IRI CSIA (Panel), Total US All Outlets, 52WE 6.13.21

Variety Seeking is Notably Lower in Breakfast than in SS Dinners / Entrees

Breakfast 4.2

Pizza 4.3

Single Serve Dinners / Entrees

7.8

Avg # SKU’s Per BuyerKey Frozen Meals


Leverage Relevant Claims and Attributes to Win Breakfast; Gluten Free, Non-GMO, Whole Grains, Low Carb, While Balancing the Need for Indulgence

IRI, Total US MULO, New Items and Innovation launched in the L2 years

Growing Attributed Within Frozen Breakfast

No / Low / Less Net Carbs

No / Low / Less Sugar


Frozen NoveltiesIce Cream

Source: IRI Consumer Panel; Total US All Outlets; 52 WE 6.13.21 vs. YA

59.7 60.0 58.7 56.7 55.7 54.0

40.3 40.0 41.3 43.3 44.3 46.0

2016 2017 2018 2019 2020 52 w/e6/13/2021

Dollar Share

Ice Cream $ Per Buyer

From a Total Frozen Desserts Perspective, Novelties Have Been Chipping Away at Share, But Spend per Buyer on Each is Nearly Equal

$67 Novelties$ Per Buyer

$65

Frozen Novelties Buyers Increased Their Spending by Nearly 3x the Spend of Ice Cream Buyers


Novelties Are Appealing Because They Can Uniquely Offer Portion Control and Snackable Formats, Which We See in Recent Innovation Items In the Past Year, > 70% of Unit Sales Change in the Frozen Desserts Category Have Come From Novelties

Unique Flavors More Bites and Nuggets for Permissible Indulgence

Mochi Variety of Plant Based Options Keto and Diet Friendly


Don’t Count Ice Cream Out, as it’s Still the Category Share Leader, and New Innovation Items Also Cater to Unique Flavors and Trending Attributes

Pure Indulgencefully loaded

Unique Flavorsmay not be just for dessert

Plant Based OptionsAlmond, Oats, Sunflower

Seed Butter & more

Functional

Diet Friendlylow sugar

Keto Friendlylow carb

Hemp Lab-Madelabeled animal free

Alcohol Inspired


Ways of Connecting Have Evolved and Priorities Will Continue to Change, Therefore Important to Stay Agile• Ensure to implement optimal price and assortment (including mix of

value and premium) for the diverse Frozen audience• Social media has become a key source of information for consumers:

o Recipe sharing and tutorials help fuel the at-home chef trend, meal and holiday plans, and continue co-promoting and merchandising in aisle

o Use Social for product, sustainability efforts, nutrition & wellbeing benefits and store news, as well as a fun and easy to use way to connect with consumers

• As consumers become more mobile, priorities and needs will evolve:o Create out-of-home replacement messaging to easy, convenient options for re-

connecting with friends and familyo Convenience and quality are key to maintaining and even winning occasions

from out-of-home and other parts of the store • Leverage the competitive advantage of a longer shelf life to meet

consumers variety seeking needs


Trends Within Frozen Can Provide Inspiration Related to Innovation and Product Messaging

• Global flavors and formats are trending across the store and Frozen is no exception:

• Take advantage of younger and more diverse households’ quest for ethnic and more adventurous flavors (e.g., hot / spicy and Asian)

• Capitalize on hot to cold formats such as egg rolls and tamales to ice cream with benefits since they are gaining traction

• Continue and/or make Innovation a priority to fuel Frozen’sgrowth trajectory

• Stay attuned to consumer shifts in their health focus like the movement from low fat and low calorie to natural, portion control, and personalized options such as low carb or gluten free

• Don’t forget to have fun! Consumers love to ‘discover’ new taste experiences and textures


questions & answers


thank youSally Lyons [email protected]

Follow IRI n Twitter: @IRIworldwide

Christine [email protected]

Alison [email protected]

mailto:[email protected]




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Documents

Frozen Food Trends: Strategies for Success in a New