With the cooperation of manufacturers and distributors, the Frozen Food Platform has launched the Frozen Food Month campaign to provide information on the virtues of packaged frozen products.
The Frozen Food Platform is a pioneering initiative in Spain, involving companies such as Angulas Aguinaga, Dr. Oetker, Findus, Pescanova, Salica and Unilever, under the coordination of the Spanish Association of Commercial Coding (AECOC).
As part of the campaign, Kantar Worldpanel has issued a report called "Frozen Products, How to Grow in a Mature Market?" It notes that there was just a 1.1% increase in demand last year, keeping pace with the natural growth of the population, as the average household consumption remained at 52 kilograms annually.
Meanwhile, the average costs per household fell seven euros (1.6%), to EUR 242.
According to the consulting firm, there are three ways in which they should focus on market development:
• Increasing the consumption frequency;
• Improving frozen product image;
• Supporting investment in innovation.
Kantar's report also details that virtually all households (99%) buy frozen products, and that in 69% of those households they are consumed weekly. In addition, it reveals that by comparing frozen and fresh food categories, average consumption of fish, vegetables, meat and frozen ready meals is below that for fresh/chilled versions. Yet surveys conducted by the consulting firm indicated that over 51% of housewives surveyed believe that frozen products are as good as fresh ones.
