Insight by Gama Compass™
MANCHESTER – 25th August 2016: New ingredients and formats, along with an emphasis on the ‘real’ and ‘rustic’, are some of the hallmarks of product innovation in the frozen potato category over the last two years, as the latest insights from Gama Compass™ reveal.
Despite representing a relatively small fraction of NPD within the overall retail frozen food space – only 4% of total launches in the last two years, according to Gama Compass™ data – the frozen potato category nevertheless continues to exhibit a degree of dynamism and creativity when it comes to product innovation. The category also continues to benefit from its accessibility in terms of price, with Gama Compass™ data also showing that, globally, average price points in frozen potato products remain at less than half that of frozen foods as a whole, specifically when it comes to new product introductions in the category since 2014.
“Modern launches in the frozen potato space align to demand among consumers for more adventurous formats and flavours, ‘natural’ and ‘local’ ingredients, and more sophisticated and ‘gourmet’ offerings”, commented Gama editorial director Tom Warden. “Innovation also continues to be driven by a voracious appetite for new and more premium ingredients such as sweet potato, a new ‘star’ in the frozen potato category that has featured in 16% of all launches reported by Gama over the last two years”.
Source: Gama Compass™
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