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Growth perspectives for frozen fruit in retail

Growth perspectives for frozen fruit in retail
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your commentator:

Tom De Preter

Untapped potential in the freezer

Currently frozen fruits account for only 1% of frozen sales in Europe. The largest products in the frozen food segment are meat (34%), ready meals (18%) and fish (11%). In value, frozen fruits represent 230 million of the 23 billion euro of total frozen food sales. At Dirafrost we believe that the small segment of frozen fruits & desserts has room for innovation.

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Source: Our research

Beyond the typical frozen fruit range in retail

In general, the range of frozen fruits in retail is very limited: raspberries, a fruits of the forest mix and an exotic mix. The typical frozen fruit range of retailers consists of 29% raspberries, 23% fruits of the forest and 23% exotic fruit mix. However, there are growth perspectives for frozen fruits to expand the category, next to the dull top-3 products. The Untapped potential is linked to 3 trends:

  • health
  • price-conscious consumer
  • home-cooking

Check out our graph with share per fruit in the retail portfolio >

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Source: Datassential

Consumers prefer homemade breakfast

It might not be what you expect to read in these fast-paced days, but research by Datassential shows that the majority of consumers prefer a homemade breakfast. Of all people who have breakfast, 65% prefer making or assembling their meal from scratch, while only 17% prefer refrigerated or pre-packed breakfast food.

At Dirafrost we believe the breakfast moment is an eating opportunity where the consumption of frozen fruits could be expanded: wholesome gently warmed red fruits combined with oatmeal, or a homemade smoothie, which serves vitamins in the blender in just 35 seconds. There is room for innovation in the category.

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Source: Le Monde du Surgelé

The Ikea example

The Swedish furniture retailer has a limited range of food items, which accounts for 5,4% of the total sales of the group. What strikes us, is that 41 out of their 143 food SKUs is frozen food. This means frozen food accounts for 27% of their food range. Of course salmon in the most important product, but we notice that 16 out of 41 frozen references are in the sweet category / desserts category.

Quote of the week

Next to "the classics" - raspberries, red fruit mix & exotic fruit mix - we notice the rising popularity of blueberries & mango in retail

Tom De Preter, New Business & Project Manager

Conclusion: ask feedback

3 trends are creating new opportunities for frozen fruit in the freezer:

  1. Health:

    the fruits are frozen in 2 max 4 hours after harvest, so vitamins & nutrients are well preserved

  2. Price conscious consumer:

    frozen compared to fresh

  3. Home-cooking :

    just like the professional chef, consumers can work with frozen fruits in their home-made desserts.

    New Product Example: Blend your home-made smoothie like a pro, with these smoothie bags in a funny outer bag


If retailers play on these trends & manage to work on consumer awareness, there is more to expect of frozen fruits & frozen desserts.

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