Insight by Gama Compass
MANCHESTER – 15th September 2017: NPD in the frozen fruit and vegetable space is marked by increasing sophistication in flavours, formats and cooking methods, as well as greater targeting of specific needstates and usage occasions, Gama’s latest research reveals.
Despite such moves towards premiumization, however, frozen fruit and vegetables continue to represent a ‘value’ choice, especially in comparison to their fresh counterparts. According to insights from Gama Compass, the average price of global frozen fruit and vegetable launches since 2014 has been $0.57 per 100g, around half that of equivalents in the chilled space.
“Venturing beyond their role as a simple convenient staple, frozen fruit and vegetables are now seeking to reach out to a broader audience, in particular through a focus on modern recipe trends and convenience”, commented Gama editorial director Tom Warden. “Younger consumers especially are being targeted through innovative NPD, with a focus on quick and easy solutions, as well as more sophisticated flavours and textures – ranging from flavoured, roast and grilled vegetables through to ‘blendable’ fruit kits aligned to the current fashion for home-made smoothies”.
Source: Gama Compass
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Notes to editors
Tom Warden, Gama editorial director, is available for comment. To arrange an interview please contact +44 161 818 8700 or firstname.lastname@example.org.
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