The clouds over the frozen food aisle have taken an unmistakably equine shape of late. The frozen sectors hit by last year’s horsemeat scandal are struggling: ready meals are down 5.4% in value and volume, while prepared red meat products are down 7% in value and 11.4% in volume [Kantar Worldpanel 52 w/e 2 March].
Inevitably, this is reflected in the performance of the overall category, which has grown 2.2% in value, lagging the wider grocery industry, and slipped into negative territory volume-wise, declining 0.3%.
Our special report canvasses expert opinion and harnesses exclusive data; examines the impact of inflation on the sector; assesses the most recent advertising campaigns for frozen food; weighs up the growth of prepared poultry lines; and looks at which brands are turning to NPD to inject new life in the category.
You can purchase Focus on Frozen Food above. Alternatively, it is available FREE OF CHARGE to existing subscribers.
- PDF, Size 3.78 mb