THE total take-home frozen food category in Scotland is down 2.2% according to Kantar Worldpanel data, but the category continues to recruit new shoppers, with an increase in footfall in frozen food aisles of 39,715 in the last year, says manufacturer Dr Oetker.
The company suggests the decline is mostly down to frozen vegetables and processed chicken as those sub-categories have seen market penetration, frequency of purchase and prices all fall.
More generally, it reckons, there have been positive developments.
“Consumers have continued to be educated about the quality of frozen food after various brands and retailers embarked on campaigns to highlight its benefits,” a Dr Oetker spokesperson said.
“Dr Oetker Ristorante has played a key part in this education process with the brand’s ‘Fresh Pizzeria Taste’ campaign championing the benefits of frozen and the brand’s strong taste and product delivery credentials. This has complemented other high-profile campaigns.”
The company also recently spent £5.5m on its Chicago Town brand, including TV advertising, supporting 2016’s new products like Limited Edition Chicago Town Pulled Beef Brisket Takeaway.
• Frozen seafood also appears to be in overall decline – down 1% in value and down 3.4% in volume year on year says salmon specialist JCS Fish quoting Nielsen Scantrack figures. But the company argues there’s plenty of potential for frozen natural fish, saying recent market data shows frozen natural fillets in sales growth.
Andrew Coulbeck, founder of JCS Fish, said: “Our sense is that there is still plenty of untapped opportunity for creative and interesting meal solutions based around frozen natural fish, which can be the ultimate convenience food.
“Our BigFish Brand is perfectly placed to capitalise on this being innovative and ready to use right from the freezer.”