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Frozen Workshop: Extra SpecialA story isn’t enough, consumers search for added attributes, single-origin ingredients, an expert creator and a memorable experience.
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Agenda – Extra Special
Frozen OverviewWhat does frozen food
look like in Europe?
Health DemandsDefining health & wellnessChanging the perception
Vegan trendsIndulgent ‘moments
Craft ProcessHow the product is ‘crafted’ and the ingredients used, all to emphasise quality.
GourmetMemorable experience
through flavour and texture, and highlighting how trends in multi-sensory foods are
impacting the frozen category.
Extra Special: Frozen Overview
4 Source: Mintel GNPD
Range extension dominate frozen food launches
40%
33%
20%
6%1%
48%
28%
16%
6%1%
New Variety/Range Extension
New Product New Packaging Relaunch New Formulation
New product development by launch type, chilled & shelf stable vs. frozen launches, Europe Jan 2017 – Feb 2018
All Frozen
5 Source: Mintel GNPD
Private label more prolific amongst frozen food
47% 32%VS
% of European food NPD between Jan 2017 – Feb 2018 that were launched by private labels…
of Shelf-stable & Chilled NPD are PL
of Frozen Food NPD are PL
10.2%
3.4%2.1% 1.9% 1.8% 1.6% 1.5% 1.3% 1.1% 1.1%
Lidl Unilever Aldi Bofrost Iceland Tesco Asda Glaces Thiriet
Iglo Coop
% o
f lau
nche
s
Frozen food NPD - Europe, Jan 2017 - Feb 2018
6 Source: Mintel GNPD
Ice cream and fish with a third of frozen launches
19%
14%
8% 8% 7%5% 5% 5% 4% 4%
Dairy Ice Cream & Frozen Yogurt
Fish Products
Pizzas Vegetables Prepared Meals
Hors d'oeuvres
Poultry Products
Meat Products
Potato Products
Cakes, Pastries &
Sweet Goods
Top sub-categories in frozen food NPD, Europe, Jan 2017 - Feb 2018
7 Source: Mintel GNPD
Ethical claims feature strongly amongst frozen launches
20%
16%15%
14%13%
11% 10%
8% 8%6%
Eco Friendly Package
Microwaveable Eco Friendly Product
No Additives Ease of Use Vegetarian Social Media Gluten Free Premium Ethical -Human
Top claims in frozen food NPD, Europe, Jan 2017 - Feb 2018
8Base: 2,000 internet users aged 18+Source: Lightspeed/Mintel
The need to communicate good value, not “cheap”
Consumer reasons for buying frozen food…
of UK consumers describe frozen food that they buy as good
value for money
57%of UK consumers have certain foods in the freezer as a
fall-back option
51%of UK consumers buy
frozen products because they are
cheaper than chilled
21%
8
Extra Special: Health Demands
10
Health & Wellness
3 Major Nutrition Trends1. Positive Nutrition – High fibre/Wholegrains/ Satiety /High protein2. Personalised Nutrition – Intolerances/Vegetarian/ Flexitarian3. Natural Nutrition – Less processed / inherent goodness
Functional EmotionalWhat does this mean to consumers?
What does this mean to consumers?
Nutritional panel on pack - left• Low Sugar• Low Fat• Low Salt• Etc.
NegativesLow-in …• Low Fat• Low Salt• Low Cal
PositivesRich in/added …• High Protein• High Fibre• Vitamin enriched• Calcium
Added benefits (Upwards Trend):• Superfoods (chia seeds)• Vegetarian & lots of veg…• Free-from• Natural• Clean label• Provenance & production• Mood Food• Ethical Halo
11 More frozen foods can
Frozen needs to catch up on healthier formulations
Wholemeal Fish Fingers (Findus), Finland
Pie with Vegetables and Wholegrain (ICA), Sweden
Lentils with Curry, Vegetables and Wholegrain Rice(Iglo
Vegetarian), Belgium
Lean and High Protein Beef and Jalapeno
Pizza (Muscle Pizza), UK
8%
4%3%
2% 1% 1% 1% 0%
15%
8%
4%3%
5%4% 3%
1%
Gluten Free Vegan Low/No/Reduced Fat
High Protein Low/No Sugar High Fibre Wholegrain Low/No Sodium
Selected health claims, European food NPD, Frozen vs. Chilled/shelf stable, Jan 2017 – Feb 2018
Frozen Chilled & Shelf Stable
12 Source: Findus, Mintel GNPD
Informing consumers on how frozen locks in nutrients
Sweet Peas (Season’s Chouce), USThese peas are harvested and
naturally frozen at the peak of freshness to lock in flavour and nutrition
Battered Crunchy Shrimps (AH), Netherlands
The shrimps have been immediately cleaned and frozen after capture to preserve their taste and nutrients
The Italian Findus website dedicates a page to “frozen food myths”, in which one of the listed myths is that frozen food is less nutritious than fresh. Instead of just saying no, the company attempts to educate the consumer with citations on scientific studies to prove its point.
13
Uncured Pepperoni Flavored Pizza (Against the Grain Gourmet), US
Grain-free crust
Ben & Jerry's Chunky Monkey Non-Dairy Ice Cream, UK
Contadina Pizza (Italpizza), ItalyMade with ancient grains
Source: Mintel GNPD
And stay on trend with the rest of the food launches
Claims in food NPD, Jan 2017 – Feb 2018, Europe
Grain-free Almonds Ancient grains
8%
15%Gluten-free
4%
8%Vegan
AllFrozen
14
Oumph! targets Millennials with a fun brand image
15
69%Power to the Plants ‘meets’ Tastes of the World
would be interested in world cuisines that made it easy to incorporate lots of vegetables
Iceland claims to be the first retailer to launch an Indian street food range, in response to Britain's changing eating habits.
The range comprises 'tapas style' or small plate lines, designed to be shared, pick and mix style.
The use of vegetables not typically associated with Indian cuisine in the UK such as beetroot and kale gives the range a contemporary, modern and healthy feel.
Source: Mintel GNPD & Lighspeed/Mintel
16 Source: Lightspeed/Mintel
Snackfection: Ice-cream snacks have over-taken dessert
17
23%of Italian ice cream users find it difficult to control portion sizes
when serving ice cream from a tub
Consumer seek portion control / indulgent ‘moments
Ice Cream – UK – June 2015
Moment of indulgence should mean – literally - a moment of indulgence
23%of Italian ice cream users say that ice cream should be available in
very small, one-bite sizes
18 Source: Mintel GNPD
Consumers are cutting back on ice cream owing to concerns around sugar content, and Unilever reduced sizes last year to commit to lower calories.
Rather than risk compromising flavour quality, brands are more likely to convey a permissibly indulgent appeal by offering smaller-sized alternatives.
In the US, 26% of ice cream users prefer to buy smaller sizes/packages to limit consumption.
Mini sizes meet demand for snacking and portion control
Smaller sizes need indulgent features
Ben & Jerry's Son of A.... 'Wich(Europe)
Mini Sandwiches Sharing Tubs
Edeka Eis Pralinen(Ger)
Mini pancakes
Morinaga Hotcake Sandwiched Pancake Ice Cream (Japan)
19 Source: Mintel GNPD
Bite-sized ‘Pint Slices’
42% of UK ice cream users are interested in trying coated bite-sized ice cream (eg chocolate-coated ice cream balls)
Ice cream takes on chocolate confectionery for snacking occasions
Carte D’Or Praline Treats (Europe)
Blue Bunny BunnySnacks (US)
M&M Ice cream bars (US)
20
Halo Top offers a personal kind of positive nutrition
Extra Special: ‘Craft’ Process
22 Source: Lightspeed/Mintel
Consumers sceptical of processed food
Attitudes towards healthy lifestyles (2017)…
of German consumers would never buy food
that has been genetically modified
41%of Italian consumers regularly check the
ingredients list contained on pack
36%of French consumers
claim to avoid food and drinks that contain
artificial sweeteners
34%
22
23
The search for the real, the genuine and the true has always been at the heart of the consumer experience. But the ubiquity of spin and the globalization of culture have amplified our desire for the ‘real thing.' The fusing, hybridizing and otherwise co-opting of culture has lent an increased cachet to that which hasn’t been altered. Likewise, the saturation of pseudo-celebrities and PR-glossed communication has made authentic voices all the more powerful.
Buzz: 2Lifecycle: EstablishedAuthenticity, Aesthetics, Nostalgia, Transparency, Trust, Heritage
The Real Thing TREND
24 Mintel’s Center of Stores – US, January 2017; Soup – US - June 2017
The need to improve the perception of frozen foods
36
44
2723
29
22 2316
11
22
France Germany Italy Spain Poland
% of consumers who believe that frozen foods are as nutritious as fresh (2017 Q1)
All 16-24
29% of UK 16-24 year-olds feel that frozen food is more processed than chilled.
25 Source: Mintel GNPD
Repackaging that puts emphasis on freshness of ingredients
2015
Pizza Bufala(Pizza Vissana),
Germany
2015
2017
Paella (Coop),
Italy
2017
26
California Kitchen revamps its messaging on ingredients…
2013
2017
27 Source: Attitudes Towards Frozen Foods – UK – September 2016
Goodfella’s is highlighting the use of better ingredients in its premium Deli Di Lusso Range, which the company claims gives it a “pizzeria” taste.
Goodfella’s says the premium offering has racked up £3.6m in its first year and has a repeat rate of 21%.
…and so has Goodfella’s
28 Source: Lightspeed/Mintel
Better ingredients with sourcing details
66 6556 53
70 74
58
73
5563
I am more likely to trust a company if it manufactures products in my own country
I am more likely to trust a food/drink product if the packaging explains where the ingredients are sourced
Consumer attitudes towards food & drink companies (2017), % of respondents
France Germany Italy Spain Poland
Salmon Fillet with Tuscan Spice Mix (Royal Greenland), DenmarkThe pink salmon, also known as humpback salmon, is said to be the
smallest of the Pacific Oceans salmons and rarely grows over 50cm. It lives for two years and the male develops a humpback during the
mating season, hence the name.
Vegetarian Kebab (Anamma), SwedenIt features a minimal CO2 footprint because it is locally
produced, with consideration to animals and the environment.
29
Cook has naturalness at the centre of its messaging
30 Source: Mintel
Bonduelle markets its gratins as the authentic homemade deal
Wooden tray offers not only convenience but gives it a rustic artisanal feel
Claimed to authentically recreate the flavour and delicacy of one’s childhood gratins
Comes in three classic and very comforting flavours – potatoes and mushrooms, potatoes and cauliflower, and potatoes and spinach – all with various cheeses and an emphasis on creaminess
31Source: Lightspeed/MintelBase: Italy and Germany: 1,000 internet users aged 16+; UK: 2,000 internet users aged 16+
Consumers want transparency – sometimes literally
Scepticism in the food and drink industry has led to more consumers taking greater notice of product formulations
and origins as a way to understand the quality
of UK consumers who buy frozen food agree it is important to see the frozen food that
they buy, such as with see-through packaging
56%of UK consumers trust a food and
drink company that has a clear label
from a good quality assurance scheme
Halfof French consumers would be encouraged
to eat ice cream/sorbet/frozen
yogurt if it used locally-sourced dairy ingredients
28%
31
32 Source: Vegetables - US - May 2017; Food Packaging Trends – UK – January 2016; Attitudes Towards Frozen Foods – UK – September 2016
Literal transparency
ProdGreen Light Dumplings with with Beef
& Chicken, Russia
Marque Repère PêcheOcéan Raw Whole Wild Jumbo Shrimps, France
Lidl Salmon in Puff Pastry with Delicious Dill Cream
(Deluxe), Germany
33 Source: GNPD
Birds Eye’s new logo focuses on its chicken quality
Birds Eye’s new logo for their frozen chicken aimed to break down the negative barriers towards the category. They wanted to do so by reinforcing the fact that their chicken can reassure consumers: they are 100% natural, barn-reared and traceable. With the help of an agency they sought to do this by altering the logo, adding a “farmhouse quality” stamp.
Extra Special: Gourmet Experiences
35
Full sensory immersion is something that can appeal to all food and drink lovers
36 Source: Lightspeed Mintel
This young generation is particularly keen for new sensations. They appreciate fresh ideas which are genuinely contemporary…not recycled ideas from the past that their parents already knew about.
16-24s are keen to see multisensory food innovation
50%of French adults want biscuits that can be
eaten warm (e.g. microwaved)
…rising to
63%of 16-24s (2017)
40%of German adults want
sweets with more unusual or extreme
flavours
…rising to
50%of 16-24s (2017)
69%of Italian consumers like ice cream with
ingredients that add different textures (eg crunchy, chewy, hard)
…rising to
77%of 18-24s (2018)
36
37 Source: Lightspeed/Mintel
The rise of food-centric media has sparked a new interest in cooking, not only for nourishment, but for the purposes of sharing creations online via social media.
Eat With Your Eyes
40%of UK female consumers aged 18-27 have used social media to post pictures of food
37
38
Young’s Seafood’s Gastro sub-brand has grown by over 50% between 2015 and 2016, and by the end of 2016 it was worth over £44m.
The range clearly attempts to premiumise frozen fish: sophisticate flavours and supposedly restaurant-quality, this positioning is reinforced with its date-night focused advertisements. This targeting is important, as with family-targeting the message it communicates is “convenience”. With “date-night” cues it becomes immediately more “special” and gourmet.
Young’s Gastro range experiencing success
39
The budget frozen food grocer has launched their premium range in a bid to target the middle class.
Source: Mintel GNPD, The Guardian
Iceland moves upmarket with gourmet range
Lamb Cutlets with Moroccan Inspired Butter
(Iceland Luxury), UK
Orange Glazed Salmon Plait with Cranberries & Orange Slices (Iceland Luxury), UK
Vintage Somerset Cheddar Soufflés (Iceland
Luxury), UK
“Stupid, middle-class people think chilled is better. I am trying to remove the prejudice against frozen food and get people to understand it is better for you [than chilled or fresh],”
Malcolm Walker, Chief Executive of Iceland
40 Source: Mintel GNPD
Enter the chefs
3934
37 38 4043
35
4347
41
France Germany Italy Spain Poland
"Prepared meals that are endorsed by a chef, restaurant or celebrity appeal to
me" (2016), % of respondents
All 16-24 Spinach-Cheese Dumplings (Spar Premium), AustriaThis product is made to a
recipe by chef Johanna Maier
Heston from Waitrose, Salted Caramel Popcorn
Ice Cream
41
Private label explore premium ‘sharing’ options
Source: Mintel GNPD
2.3%
9.5%
Branded
Private Label
Premium Claim, % of launches, Hors d'oeuvres/Canapes, Europe, Jan 2016 – Feb 2018
Carrefour Selection Mini Potato Gratins with Boletus & Cep
Mushrooms – France
La Sirena Premium Mini Goat Cheese Cones, Sesame cones filled
with cheese and chive – Spain
42
Consumers seek comfort from modernised updates of age-old formulations, flavours and formats. The ongoing consumer interest in a product’s narrative is reflected in the release of hybrid products as well as updated concepts, where products can adapt to a new market by connecting with heritage.
In Tradition We Trust: Mini takes on old classics
Lidl Foie Gras and Herbs Macarons – Spain
Morrisons The Best 12 Mini Yorkshire Puddings – UK
Source: Mintel GNPD42
43
‘Cracking’ new format from Magnum
Unilever has introduced new Magnum tubs which are designed to be squeezed to crack the chocolate which completely encases the ice cream within.
Final Thoughts
Communication, communication
and more communication
Emerging, sophisticated and made for
sharing
Literally ‘memorable’
Literally transparent
44
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THE WORLD’S LEADINGMARKET INTELLIGENCE AGENCYOur expert analysis of the highest quality data and market research will help you grow your business.
Edward BergenGlobal Food and Drink [email protected]
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