NGA Guest Blog: The Power of Frozen in Retail By AFFI President and CEO Alison Bodor

October 15, 2019

A recent report entitled The Power of Frozen by the American Frozen Food Institute (AFFI) and the Food Marketing Institute examines drivers for growth in frozen foods. The report features opportunities to help manufacturers and retailers further align innovative product offerings, merchandising, marketing and branding with how consumers, live, shop and cook.

This comprehensive report covers the perception, consumption, purchase drivers and recommendations for improvement around frozen foods. These are valuable insights to understand the complete story to drive continued growth in this category.

I look forward to sharing more details and highlights from The Power of Frozen with the NGA membership on Wednesday, October 23, at 2 p.m. (EST). To register for the webinar, please click here.

Until then, here are a few highlights of what we’ll cover:

Frozen is a sizeable department for retailers
Generating $57 billion annually, frozen is one of the largest departments around the store. Winning in frozen food plays a big role in winning in total store. And frozen is doing just that. In addition to the sheer size, frozen covers every meal occasion, from breakfast to dinner and everything in between. Additionally, growth in the frozen food aisle is not driven by one or two areas. I’ll dive deeper into the top frozen categories where we’re seeing an increase in both dollars and units.

Opportunities for growth
With nearly 100% of American households purchasing frozen foods it might seem as though our work is done. However, there’s an opportunity to increase consumption frequency. Based on our research results, I’ll share ways frozen food manufacturers and retailers can work together to better optimize the frozen food experience.

Optimizing sales around core consumers
Core shoppers are younger, juggling families and careers, and they are heavily focused on convenience in their shopping and meal preparation. In addition to convenience, they value the taste, quality, variety and consistency of the food itself. I’ll reveal more about the core frozen food consumer and ways we can attract more of our mid-frequency consumers.

I hope you’ll make plans today to join me on October 23 to unlock The Power of Frozen. All webinar participants will receive a complimentary copy of the full report.