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Frozen Food Europe January - February 2010
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Photo: Tipiak tion, the
frozen
sector was worth EUR 394 mn in 2008, equivalent to around 30% of the overall market. In volume terms, the
share
taken by the
frozen
category drops to around 28%, equivalent to
sales
worth 82,000 tonnes. Elsewhere, the relatively small chilled segment accounts for almost 37% of value
sales
despite remaining the smallest in volume terms (18.6%), and has gained
share
at the expense of both the
frozen
and canned sectors. In the
frozen
ready meals market, larger portion products represent the most important sector with a volume
share
approaching 65%. However, dual portioned meals have recently gained
share
and now account for over a quarter of the market by volume. In terms of preferred recipes, fish-based meals account for approximately a third of
sales
by value in the
frozen
ready meals sector. Popular dishes include lasagne, shepherd's pie and paella, along with traditional French regional recipes. Ethnic recipe products account for a relatively modest 5% of
sales
, whilst the
share
taken by healthier `light' meals rises to around 10%. Market leader of the French
frozen
ready meals market is Nestlé with its Maggi operation, which holds a 29.6%
share
of
sales
by value, and accounts for over 40% of
sales
in the individual products category. The Maggi's brand portfolio includes Saveurs du Monde (international meals), Cuisine Mediterranéenne (European recipes) and Sveltesse (light/low-fat meals). Nestlé's closest rival is Uniq's Marie St. Hubert brand, which claims 14.6% of
sales
and produces around 30,000 tonnes of
frozen
ready meals in France every year. Own-labels have increased their presence in recent years at the expense of the main brands and now account for almost 37% of market value, with this
share
steadily increasing. cent years and now account for over 42% of
sales
. Other suppliers include Oetker/Ancel, Maitre Pierre (Les Pizza), Thiriet and the Italian firm Rolli.
Ice cream
At 6.1 litres, per capita consumption is higher than in Italy (3.8 litres) but lower than in Spain (6.5 litres). In recent years, production of industrial ice cream in France has averaged around 300-320 million litres a year. Whilst some quantities are imported, the leading domestic producers include Unilever (80 million litres pa capacity), Haagen-Dazs (35 million litres pa), Boncolac-Pilpa (50 million litres pa capacity) and Rolland Flipi (40 million litres pa capacity). On the basis of retail audit data tracking
sales
through large modern grocery outlets, tubs account for the largest
share
of
sales
in value terms, taking over a quarter (27%) of
sales
. This compares with around 20% each for both stick impulse items and cones.
Prospects
With the economic context and the increase in busy lifestyles, consumers should continue to be attracted by
frozen
processed food over the 20092014 year period, in spite of its already very high penetration rate. Over the 2009-2014 year period, constant value
sales
are predicted to increase by 3%
annually. Compared with the last five years period, the growth rate is expected to rise thanks to innovation, more convenient products and healthy products. According to Euromonitor International, the
frozen
processed potatoes sector is expected to produce the strongest constant value performance over the next five years. Manufacturers should continue to launch innovative products and invest in advertising campaigns in order to attract consumers. Other
frozen
processed food is also expected to perform well. Appetizers represent the main
sales
of other
frozen
processed food, and the trend for pre-dinner snacks could have a positive impact on value
sales
.
Pizza
Nestlé leads the
frozen
pizza sector, with the Maggi and Buitoni brands taking nearly 29% of value
sales
. Uniq's Marie brand takes second place with 8.9% of
sales
, with the other key player in this market being the Canadian-owned McCain business with a 7.5%
share
. Own-label lines have gained
share
in re-
January/February 2010
39
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