Consumers in the last ten years have changed their food and purchase choices, moving towards products considered more healthy or otherwise less refined.
At the same time we have the explosion of media about food: on one hand the television programs have exalted the culinary art by chef, on the other side social media are plenty of self-styled experts, who spread food styles that are sometimes radical (as veganism).
In this contest frozen food it’s growing, for a variety of reason.
Its consumption is increasing all over the world
In Italy, for example, according to a recent report by Ismea, in 2017 there was an increase of +3.2%,
because frozen foods respond to the needs of the average consumer: convenience in storage and consumption, innovation, selection of high quality ingredients, the possibility to reduce food waste, thanks to the long shelf life.
But also in Europe and in some non-European states there are some trends, that promote frozen foods (source Euromonitor International):
- the changing of social and demographic factors (busy lifestyle, less time for cooking, increasing of working woman and single households, search of convenience);
- less number of small supermarket in urban areas and the increasing of retail and internet shopping;
- renewed awareness of healthier lifestyles, that involve an approach in the purchase of natural food, organic food, fresh cooked food;
- innovations in health aspects (low carb and high protein, vegan/vegetarian) and in clean label.
A strategic vision of demand and supply in the 24 country European Frozen Foods market is presented; numerous companies are present together with their market shares and major brands by country and product.
to be continued