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:
- price-conscious consumer
Check out our graph with share per fruit in the retail portfolio >
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.
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:
the fruits are frozen in 2 max 4 hours after harvest, so vitamins & nutrients are well preserved
Price conscious consumer:
frozen compared to fresh
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.