Insight by Gama Compass™
MANCHESTER – 10th April 2016: Fruit and vegetables have proved fertile ground for new product development in private label frozen food over the past three years, while drives towards premiumization and greater product diversity indicate a sector in pursuit of consumers with more adventurous and discerning palates, the latest research from Gama reveals.
Across the board, private label continues to be a significant force in the frozen food sector, as borne out by the latest data and insights from Gama Compass ™, Gama’s leading platform for innovation. Since 2014, own brand products have accounted for just over 20% of all frozen launches reported on Gama Compass™ in the food space, well ahead of ambient foods – where private label penetration in NPD was recorded at only 12.3% – and only slightly less than the 22.7% of launches in the chilled aisles that were determined to be own brands.
“Better-for-you options, especially categories such as fruit and vegetables, has driving much innovation in supermarkets’ frozen food lines over the past year or so”, commented Gama editorial director Tom Warden. “Meanwhile, a parallel trend is seeing many retailers – especially frozen food specialists such as Iceland and Picard – make enhancements to their premium ranges in categories such as ice cream & desserts, ready meals and meat, fish & poultry, in a bid to cast off frozen food’s reputation as a ‘poor relation’ to fresh and chilled alternatives”.
Source: Gama Compass™
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