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Frozen Food Europe March - April 2010
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mers spent more time and thought buying
food
products offering value. Conversely, research suggests that premium
frozen
food
ranges offering indulgence through exotic fillings and traditional recipes have succeeded in persuading consumers to pay higher prices. Similarly, convenience through easyto-use, recyclable and portion-control formats are less dependent on price as consumers continue to be willing to pay more for the differentiation that they offer via quality and flavor - within reason.
Ethnicity trend predicted to expand to
frozen
snacks
segment
Despite the relatively low importance of ethnic lines in
frozen
snacks
, recent product developments suggest that the ethnic trend, already present in the
frozen
ready meals category, is likely to expand to smaller formats over the medium term. In the UK, for instance, Hong Kong-based packaged
food
manufacturer Amoy moved into the
frozen
category in 2008 by launching Asian-style wok
frozen
stir fry and rice ready meals. The stir fry range includes sweet and sour chicken, beef in black bean sauce and vegetable chow mein. Rice dishes include beef sweet soy and spring onion, aromatic prawn and garlic and sweet chili chicken. The new lines retail at £1.99 and are currently on sale in supermarket chains such as Tesco. Research suggests that similar developments in
snacks
are likely to see light across Western European countries like France and Germany, with an already well-established tradition for ethnic cuisine consumption.
Strategic industry assessment: the way forward
Packaged
food
manufacturers should tap into trends already being seen in other
food
categories. Demand for indulgence, portion control and functionality is universal across the processed
food
spectrum and is likely to continue to drive consumer behavior over the medium term. From a strategic perspective, the addition of organic lines in pastries and puddings and the extension of portion-control ranges across all
frozen
snack categories might help to increase the appeal of these products in developed European markets. In countries like Russia and Ukraine, health-oriented strategies such as the inclusion of
frozen
fruit
snacks
in school canteens might prove effective and contribute to the steady expansion of the
frozen
snacks
consumer base.
March/April 2010
15
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