Dive Brief:
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Frozen food products including dinners and entrees, pizza, side dishes, and appetizer and snack categories saw sales of $22 billion in 2016 — which are almost identical to frozen food sales in 2012, according to a report from Packaged Facts.
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Packaged Facts estimates that 75% U.S. households use frozen vegetables, and 60% buy frozen potatoes and pizzas. Between 40% to 45% of this demographic purchases frozen dinners and entrees.
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Survey data also shows that 90% of American consumers buy packaged, frozen items for heating or microwaving at home, a category share that has seen an uptick of 15% in just two years.
Dive Insight:
Few meal options are easier for busy families than frozen foods. The convenience factor has always been an important driver for frozen items, but the category is is also adapting to meet consumer health demands. Many manufacturers are livening up long-time brands, adding steam-in-the-bag veggies to their product portfolios and diversifying with distinctive dishes, including a growing number branded by restaurant chains.
The University of California, Davis and the Frozen Food Foundation have been conducting a comparative analysis of fresh versus frozen food to support FFF's contention that frozen items can have the same or even better nutritional value than their fresh counterparts.
The study found that freezing has a positive effect on the vitamin E content of fruits and vegetables, compared to their fresh counterparts. It also found that the nutrient value of five minerals – calcium, magnesium, zinc, copper and iron — as well as fiber and plant compounds known as phenolics are also well preserved in frozen fruits and veggies.
This is good news for manufacturers. Convenience and health are two of the biggest trends in the food space right now, and nutritious, ready-to-heat frozen food offerings are the perfect convergence of both. Food manufacturers should be sure to market the nutritional value of their products on packaging and in advertising campaigns to melt any long-held consumer distrust of frozen foods' health.