pulse report frozen food q1 2014

PULSE REPORT

IRI Pulse Report Frozen Food

Welcome to the Pulse Q1 2014 edition for frozen food. We hope you

find it useful. Please do not hesitate to contact us if you have any

questions or comments at [email protected].

Q1 2014

IRIworldwide.eu

PULSE REPORT

About the Report

2

• This frozen food report is one of 10 super category reports designed to show high-level

comparison and analysis for retail markets across major countries in Europe.

• This report contains data gathered from around Europe. This market was split into the

following categories: frozen vegetables, frozen potato products, ice cream, frozen desserts,

frozen meat, frozen fish, frozen ready meals and frozen dough and bread products.

• The report highlights key metrics such as total sales figures, market trends, category

shares, and winners and losers for Europe and for individual countries.

• The data has been sourced from IRI retail databases and Eurostat, the statistical branch of

administration for the European Commission.

• The countries included in the report are France, Germany, Italy, the Netherlands, Spain and

the United Kingdom.

• The market channels used for each country in this report are as follows:

Country Channels used

UK Hypermarkets, supermarkets, drugstores and impulse outlets

ES Hypermarkets, supermarkets, hard discounters and drugstores, including the Canary Islands

DE Hypermarkets, supermarkets, hard discounters and drugstores

NL Hypermarkets, supermarkets, hard discounters and drugstores

IT Hypermarkets, supermarkets, small self service, hard discounters and drugstores

FR Hypermarkets and supermarkets

• For analytical purposes the data sourced from available retail databases has been

consolidated to provide consistent results. However, for some countries it was not possible

to source data pertaining to certain categories. When this occurred, it has been documented

in the notes section found at the end of the report.

PULSE REPORT

On the Radar

3

ECONOMIC FIGURES INFLUENCING CONSUMER BEHAVIOUR

Source: Eurostat, September 2013

Since Q1 2014, a volume sales decline has impacted all European countries. Since this time period, value sales have been stable and this is a predictable finding as for the past 18 months we have noticed that value sales have experienced growth erosion.

POPULATION IN MILLIONS

UNEMPLOYMENT (%)

AVERAGE 12 MONTHS

INFLATION RATES

GDP IN MILLIONS (€)

Jan. 2012

Jan. 2013

Sep. 2013

Average 2012

Sep. 2013

Average 2012

2012 2013

(Estimate)

France 65.3 65.6 11.1 10.2 +1.2 +2.5 2 032 297 2 059 358

Germany 80.3 80.5 5.2 5.5 +1.8 +2.4 2 644 200 2 694 499

Italy 59.3 59.6 12.5 10.7 +1.8 +3.5 1 565 916 1 568 388

Netherlands 16.7 16.8 7.0 5.3 +3.1 +2.8 600 638 604 459

Spain 46.8 46.7 26.6 25.0 +2.3 +2.3 1 049 525 1 051 076

United Kingdom

63.4 63.8 7.5 7.9 +2.7 +3.7 1 901 001 1 854 920

PULSE REPORT

1,040 1,066 1,106 1,120 1,042 1,037

536 469 564 684 528 467

221 217 246 240

217 219

764 770 914

983

742 747

2,055 2,058

2,113 2,096

2,075 2,069

956 839

917 1,002

938 843

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

30-dic-12 31-mar-13 30-jun-13 29-sep-13 29-dic-13 30-mar-14

Millio

ns

Period Ending

France

Germany

Italy

Netherlands

Spain

UK

GLOBAL TRENDS

4

TOTAL EUROPE -0.1%

-3.2%

+1.7%

+0.2%

VALUE SALES IN MILLIONS (€)

Total EU 22 910

DE 8 353

UK 4 305*

FR 3 700

IT 3 385

ES 2 243

NL 923

TOTAL FROZEN FOOD VALUE SALES AND % CHANGE VERSUS PRIOR YEAR

*based on an exchange rate of €1.150 to the pound

-1.9%

+0.7%

TOTAL FROZEN FOOD VALUE SALES FOR THE LAST SIX QUARTERS

Source: IRI retail databases; period ending 30 March 2014

-0.4%

PULSE REPORT

2 3222 337

4 878

3 749

6 529

-0.9 -1.4 -3.6

5.8 2.1

Fro

zen

Ready M

eals

Ice C

ream

Fro

zen F

ish

Fro

zen M

eat

Fro

zen

Vegeta

ble

s

Million

s

Total € Sales % € vs. YA

16.4%

10.1%

7.8%

28.5%

0.0%

0.0%

1.6%4.0%

21.3%

10.2%

Frozen Ready Meals Ice Cream Frozen Fish

Frozen Meat Frozen Vegetables Frozen Potato ProductsFrozen Desserts Frozen Dough & Bread Products All other Frozen Meats

Frozen Poultry

Europe

5

6 529

4 878

3 749

2 3372 322

1 791

926

367 6 4

Eu

ros,

in m

illi

on

s

CATEGORY VALUE SALES IN THE LAST YEAR

CATEGORY SHARE OF VALUE IN THE LAST YEAR

Europe includes: France, Germany, Italy, the Netherlands, Spain and the United Kingdom

TOP 5 CATEGORIES: EVOLUTION

Value sales (€) and % change versus year ago


KEY TRENDS

• After a consistent period of value growth,

Europe’s frozen food sales in value terms

are for the first time in decline quarter on

quarter, going from +0.5% in Q4 last year

to -0.1% in the first quarter of 2014.

• Sales in Germany and the United Kingdom

are holding up well and still achieving

value growth, although this has slowed

somewhat. The value growth from these

two countries was unable to make up for

the losses elsewhere in Europe.

• Despite the lower levels of inflation,

volumes were in decline across all the

European countries.

• Sales of ice cream and meat performed

well this quarter, whilst the likes of fish

and vegetables combined with the ongoing

long term negative trend of ready meals

drove the overall poor value performance

of the frozen food market this quarter.

PULSE REPORT

Europe

6

CATEGORY INSIGHTS

• Frozen meat outperformed the rest of the frozen food market with Germany responsible for

90% of the overall growth. Poultry and discounters drove two thirds of this growth as

consumers switched to cheaper protein sources and shopping channels to manage their

budgets.

• Ice cream: All countries, bar Italy and Spain, continued to benefit from the good weather

over last summer and the recent relatively mild winter.

• Frozen potato is the only category where value growth was seen across all the European

countries. The United Kingdom showed the highest level of value growth, although this is

purely down to price inflation rather than increased consumption.

• Frozen ready meals continued to show a consistent decline quarter on quarter. Sales were

impacted by the warmer temperatures along with shoppers continuing to switch to cheaper

meal solutions or revert back to the basics of scratch cooking. The one exception to this was

Germany, where ready meals saw value growth driven by a strong performance within

discounters.

• Frozen fish sales continued to decline and again we saw an acceleration of this trend with

sales this quarter going from -1.7% in Q3 last year to -3.6% in the latest quarter. This is the

one category where we are seeing the same negative trend across all the European

countries. Germany, Italy and the United Kingdom are the key drivers to this trend driven by

a significant decline in promotional activity and consumers switching to cheaper meal

options now that natural fish is now one of the most expensive protein sources.

Europe includes: France, Germany, Italy, the Netherlands, Spain and the United Kingdom


TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)

TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)

127.1

100.6

66.5

0.5

0 50 100 150

Frozen Meat

Ice Cream

Frozen Potato Products

All other Frozen Meats

Millions

- 141.5

- 36.0

- 23.3

- 20.3

- 90.8

-150 -100 -50 0

Frozen Vegetables

Frozen Dough & Bread

Products

Frozen Desserts

Frozen Ready Meals

Frozen Fish

.Millions

PULSE REPORT

17.7%

10.0%

9.1%

26.0%

0.3% 1.9%

22.8%

12.2%


Frozen Meat Frozen Vegetables Frozen Potato Products

Frozen Desserts Frozen Dough & Bread Products

368

450

845

656

963

-1.0 -3.2 -3.7 2.84.1

Fro

zen

Ready M

eals

Ice C

ream

Fro

zen F

ish

Fro

zen M

eat

Fro

zen

Vegeta

ble

s

Million

s


France

7

KEY TRENDS

• In the first quarter of 2014, value sales fell

quarter on quarter with sales down -1.0%

versus Q4 of last year. However, sales remained

positive year on year at +0.5%. There are some

encouraging signs including a slow down in the

volume decline. In the latest quarter, volume

was down -1.1% versus -2.5% at the end of

2013.

• Frozen foods was amongst the worst performing

sectors within fast moving consumer goods

(FMCG) in France.

• Inflation in the past has been a key driver of

value growth within frozen foods. Towards the

end of 2013, we started to see market deflation

which has been a key factor in the value decline

we are now seeing across the market.

• Private label continued to struggle and is

responsible for 49% of the total market decline.

This negative trend is now seen across nearly

every category. We would expect private label to

perform well under the economic pressures, but

this has not been the case with retailers entering

price wars on branded goods, resulting in lower

prices in turn reducing the price differential

between brands and private label.

Eu

ros,

in m

illi

on

s





Value sales (€) and % change versus a year ago

845

656

450

368 336

71 11

963

PULSE REPORT

France

8




33.3

12.2

1.2

1.1

0 10 20 30 40

Ice Cream

Frozen Meat



Products

- 3.3

- 3.9

- 32.0

- 25.2

-100 -50 0

Frozen

Desserts

Frozen

Vegetables

Frozen Fish

Frozen Ready

Meals

.Millions Millions

CATEGORY INSIGHTS

• The top 5 performing and non-performing categories remains unchanged from Q4 2013.

• Ice cream was the largest contributor to growth in absolute sales terms and also registered

the fastest growth rate in both volume and value terms. The good summer combined with a

mild winter were key factors in increased consumption. All manufacturers including private

label benefitted from these external factors.

• Frozen meat value growth continued to slow quarter on quarter (+2.8% in Q1 2014 versus

+3.9% in Q4 2013). Frozen meat was dominated by private label, the driver of this

slowdown.

• Frozen potatoes continued to perform well and demonstrated healthy category growth

driven primarily by regular on shelf sales. McCain and private label were the driving force

behind this positive trend, contributing to 51% and 46% of value growth respectively. Findus

struggled under the dominant force of the McCain and private label.

• Frozen ready meals: 2013 was a tough year for this sector; higher temperatures and the

horsemeat scandal were just some of the negative influences on the category. So far, 2014

shows no signs of improvement in the category’s performance. Consumer demand for this

type of food is in decline driven by lower consumer confidence thanks to sanitarian scandals

and the general trend of back to basics / scratch cooking fuelled by the success of many TV

shows. Pizza is the one sector which has been resistant to these factors, offering consumers

a quick, cheap, convenient meal solution.

PULSE REPORT

6.6%

7.1%

15.4%

35.5%

2.5%

4.9%

18.9%

9.0%

Frozen Ready Meals Frozen Meat Ice Cream

Frozen Fish Frozen Desserts Frozen Vegetables

Frozen Potato Products Frozen Dough & Bread Products

581732

1 595

1 301

2 985

-4.1 1.3 4.5

-3.8

8.0

Fro

zen

Ready M

eals

Fro

zen M

eat

Ice C

ream

Fro

zen F

ish

Fro

zen

Dessert

s

Million

s


Germany

9

KEY TRENDS

• In Germany, sales of frozen foods grew by

+1.7% in value terms, out performing Europe

as a whole where sales declined by -0.1%.

• Inflation was a key driver of value growth

with volume sales in decline by -1.5%. This

volume decline was seen in both base and

promotional sales.

• Three quarters of the value growth within

frozen foods came from the soft discounter

channel.

• Private label dominated the market,

contributing to over half of frozen foods sales

and continuing to drive growth resulting in a

decline of branded products.

• Frozen meat registered the highest growth

rate whilst desserts and fish experienced the

fastest decline. Desserts were perhaps

impacted by the strong performance of ice

cream. The relative price of fish compared to

other protein sources may have caused

consumers to drop fish from their repertoire.

Eu

ros,

in m

illi

on

s






1 595

1 301

732 581 540

416

202

2 985

PULSE REPORT

Germany

10

CATEGORY INSIGHTS

• Poultry continued to be the major contributor of growth within frozen meat. Discounters

were a key driver of this trend and contributed more than two thirds of growth.

• Private label was the clear winner within frozen meat with private label’s growth out

stripping that of brands resulting in an increased market share of +5.5 points to 61.4% in

value terms.

• Frozen fish sales declined by -2.9% with everyday non-promoted sales driving this

downward trend. Frozen fish also experienced a significant decline in promotionally led sales

which alludes to lower levels of support for this struggling category. Overall, the majority of

value decline came from the discount sector.

• Frozen desserts experienced the fastest decline in sales. The strong performance of ice

cream and higher temperatures impacted the cake/pie/pastry sectors which are the main

drivers of the overall downward trend. Fruit and sweet foods, however, performed well, but

this was not sufficient to offset the losses from cake/pie/pastry.

• Ice cream was in second position in terms of value growth driven by higher average prices

and volume growth driven by the strong performance of the multipacks segment.

• Within frozen ready meals, both pizza/baguette and ready/partial meals showed positive

value growth driven by inflation. The rise in average prices offset the decline in volume. The

highest value growth came from the discount sector along with strong performance of private

label.




Millions

117.6

56.4

38.5

10.7

0 50 100 150

Frozen Meat

Ice Cream

Frozen Ready Meals


- 17.1

- 10.1

- 28.7

- 25.0

-40 -30 -20 -10 0

Frozen Vegetables


Products

Frozen Desserts

Frozen Fish

.Millions

PULSE REPORT

3,2% 3,3%

20,5%

29,9%

0,8%0,9%

22,7%

18,7%

Ice Cream Frozen Fish Frozen Vegetables

Frozen Ready Meals Frozen Meat Frozen Potato Products

Frozen Desserts Frozen Dough & Bread Products

Italy

11

Eu

ros,

in m

illi

on

s






768

693 635

107

30 26

1,014

112

112

1 014

693768

635

-4.9 -2.1 -0.4 -4.6 -0.5

Ice C

ream

Fro

zen F

ish

Fro

zen

Vegeta

ble

s

Fro

zen

Ready M

eals

Fro

zen M

eat

Million

s


KEY TRENDS

• The overall sales trend of frozen foods

remained unchanged from last quarter.

Italian shoppers still are reducing the

amount that they buy as signs of economic

recovery remain weak.

• Year-on-year volume sales were down by

-2.7% with value being hit harder with a

decline of -3.2%.

• In the first quarter of 2014, volume sales

showed an acceleration in their decline with

volumes down -3.7% versus the year on

year decline of -2.7%. This was driven by

vegetables, along with the late Easter this

year (in March 2013 versus in April 2014).

• Promotional intensity increased year on

year, but showed signs of stabilizing at 37%

volume on deal in the latest quarter.

• Despite the poor performance of this

market, product assortment still saw

marginal growth. The average number of

SKUs in Q1 2014 is 335 (+8), driven by ice

cream, vegetables and fish.

PULSE REPORT

Italy

12




Millions

1.1

0 0 0 1 1 1 1


- 39.8

- 4.7

- 4.8

- 13.6

- 48.5

-60 -50 -40 -30 -20 -10 0


Products

Frozen Desserts

Frozen Ready Meals

Frozen Fish

Ice Cream

.Millions

CATEGORY INSIGHTS

• Ice cream: In the first quarter of this year, value sales grew by +4.5%. Ice cream was the

only category to register growth this quarter. This growth was fuelled by the recent mild

winter and start to 2014, resulting in increased levels of consumption (tubs and multipacks).

This helped to reverse the negative trend seen in 2013, but will this short term growth

continue to the summer?

• Frozen fish: Value sales were down by -5.4% this quarter. This decline was driven by natural

fish (volume -9.0% versus Q4 2013). Fish in general are the most expensive source of protein

resulting in shoppers leaving the category in favour of cheaper options. Sales from innovation

(mainly from the market leader Findus) within prepared fish and fish based meals helped to

offset some of the losses from the natural fish sector.

• Frozen vegetables: Sales slipped into decline and fell by -3.1% in value terms. Frozen

vegetables’ ‘cheapness’ meant that initially it faired well as the recession took hold.

Nevertheless, price inflation and lower levels of promotional activity within key sectors such as

peas and spinach caused shoppers to reduce the amount they buy. Soups and cooking mixes

performed well with sales +7.1% in value terms driven by convenience led innovation from

Findus.

• Frozen ready meals: This quarter, value sales fell by -2.4%. Looking below the surface,

there were differing trends across the sectors. Pasta based first dishes and side dishes were

still in strong decline, which accelerated quarter on quarter (-7.5% in Q4 2013 and -10.5% in

Q1 2014). Second dishes continued to grow in value (+4.0% in Q1 2014) driven by innovation

from the market leader Findus and their new range of gratin cod recipes. Despite being a

cheaper meal solution, pizza’s growth has slowed and is in danger of slipping into decline with

value sales only +0.3 this quarter.

PULSE REPORT

2.2% 8.0%

12.6%

42.2%

0.5%

0.7% 1.3%

22.3%

10.2%


Frozen Potato Products Frozen Vegetables Frozen Desserts

Frozen Dough & Bread Products All other Frozen Meats Frozen Poultry

76

384

118

207

95

5.43.6-0.6

-2.6 5.8

Fro

zen

Ready M

eals

Ice C

ream

Fro

zen F

ish

Fro

zen

Pota

to

Pro

ducts

Fro

zen

Vegeta

ble

s

Million

s


The Netherlands

13

KEY TRENDS

• Compared to last year, value sales across

frozen foods grew by +0.6%, but growth

across frozen foods was behind that of total

supermarket sales, which grew by +0.8%.

• The highest level of growth in absolute terms

came from ice cream with volume sales

performing well. Furthermore, frozen potato

products and frozen vegetables performed

well in value terms, although this was fuelled

by inflation with volumes down.

• Overall, discounters and supermarkets grew

in line with frozen foods in general.

Discounters achieved the highest levels of

volume and value growth within frozen

vegetables and frozen meals. Sales of frozen

meat declined within this channel, which may

be a direct result of the growth of fresh meat

within the discount sector.

Eu

ros,

in m

illi

on

s






207

118 95

20 12 6 4

384

76

PULSE REPORT

The Netherlands

14

CATEGORY INSIGHTS

• The top performing categories had a combined growth of €18.6 million versus the same

quarter last year. Ice cream contributed to nearly 57% of this growth, fuelled by the good

summer last year and the relatively mild winter and start to 2014. In fact, the unit sales of

multipacks in Q1 were 32% higher compared to the same quarter last year. Unilever, who

dominates the market, was the main contributor to growth with growth from their core range

as well as new product development (NPD).

• Frozen vegetables continued to grow in value terms driven by inflation whilst volumes

continue to fall.

• The largest decline in sales came from frozen ready meals, mainly from the supermarket

channel. Pizza, which offers shoppers a cheaper meal solution, faired a little better showing

only a marginal decline versus a -15% decline of core ready meals.

• Frozen fish continued to decline in volume and value terms, despite the fact that inflation

seems to be stabilising. Most segments within fish are stable apart from vissticks where sales

declined by -10% compared to the same period last year.

• Sales of frozen snacks declined by 2.2% in value terms driven by Eastern snacks, mini

snacks and other items that can be shared. The World Cup will hopefully have a positive

effect on sales next quarter.




Millions

0.5

3.3

4.2

10.6

0 2 4 6 8 10 12

Ice Cream

Frozen Vegetables


All other Frozen Meats

- 0.1

- 10.1

- 0.7

- 0.7

- 0.8

-12 -10 -8 -6 -4 -2 0

Frozen Desserts

Frozen Poultry


Products

Frozen Fish

Frozen Ready Meals

.Millions

PULSE REPORT

24.4%

5.2%3.2%

32.7%

0.2%

0.4%

26.2%

7.8%

Frozen Fish Ice Cream Frozen Ready Meals

Frozen Vegetables Frozen Dough & Bread Products Frozen Potato Products

Frozen Desserts Frozen Meat

Spain

15

Eu

ros,

in m

illi

on

s






594

543

171

73

9 4

733

116

116

733

543

594

171

-2.7 -4.0 -1.7 -1.7

-1.6

Fro

zen F

ish

Ice C

ream

Fro

zen R

eady

Meals

Fro

zen

Vegeta

ble

s

Fro

zen D

ough

& B

read

Pro

ducts

Million

s


KEY TRENDS

• Quarter on quarter sales of frozen foods

were in value decline -1.9% with volumes

being hit harder registering a -2.6%

decline.

• The main drivers of this trend were fish

and seafood (-1.7%), and unlike many

other European countries where we have

seen strong growth, ice cream struggled

and declined by -2.7%.

• Sales of private label, which dominates the

market with a 58% share, declined by

-1.0%. Demand for private label was

clearly down with volumes down at twice

the rate of value at -2.0%.

• Pescanova continues to be in the spotlight

for the wrong reasons, facing corporate

issues and financial audits further to books

falsification.

PULSE REPORT

Spain

16

CATEGORY INSIGHTS

• Pescanova remained the leading manufacturer with a 7.2% market share, however, sales

continued to decline with sales down -4.1% in value and -6.7% in volume terms. In second

position was Nestle, who remained in value growth, and in third position was Unilever, whose

sales declined by -6.8%.

• The new Findus Group (Findus and Bonduelle) changed the assortment and mix of vegetables

and ready to eat categories, turning it into the brand leader in many sectors. However, sales

continued to struggle (-11.9% in value and -13.4% in volume).

• The pizza category trend continued to slow driven by the market leaders Nestle and Dr

Oetker. Both manufacturers combined contributed to more than 59% of the category’s value

sales. Nestle had a share of 28.4% with sales down -3.4% in value terms. Dr Oetker had a

share of 31.0% but successfully managed to grow +2.9% in value terms.

• Ice cream was unable to cash in on the good summer last year and the warmer

temperatures this winter like many northern European countries were able to. Unilever was

the leading manufacturer contributing to 16.3% of the category’s value. However, sales for

Unilever were down by -6.8%, unable to compete with private label’s dominance in this

category which currently makes up 69.0% of category value and 85% of category volume.




Millions

5.8

0 2 4 6 8


- 16.6

- 9.3

- 7.1

- 1.9

- 12.8

-20 -15 -10 -5 0


Products

Frozen Vegetables

Frozen Ready Meals

Frozen Fish

Ice Cream

.Millions

PULSE REPORT

5,0%

11,0%

17,7%

23,7%

4,1%

21,3%

17,2%

Frozen Ready Meals Ice Cream Frozen Potato Products Frozen Fish

Frozen Vegetables Frozen Desserts Frozen Meat

The United Kingdom

17

KEY TRENDS

• The frozen market in the United Kingdom

continued to grow in value terms whilst

volume declined.

• Value growth was driven mainly by inflation,

whilst the volume decline depicts a general

fall in consumption as well as a shift to

smaller packs by both shoppers to manage

their spend and manufacturers to maintain

price points.

• Overall, the amount of volume on deal across

frozen foods was in decline, however, we are

seeing that this is driven more so by private

label, enabling branded products who are

generally promoted more heavily to become

more dominant in volume terms.

• ‘Off Shelf’ deals have remained relatively

constant over time, the decline in volume on

deal coming from the reduction of ‘On Shelf’

promotions, which along with the reining in of

private label promotions contributed to the

overall market volume decline.

Eu

ros,

in m

illi

on

s






918

763 743

215 175

1,019

473

473

1,019

763

918

743

7.7

-4.4

6.2

-5.9 -0.2

Fro

zen

Ready M

eals

Ice C

ream

Fro

zen

Pota

to

Pro

ducts

Fro

zen F

ish

Fro

zen

Vegeta

ble

s

Mil

lio

ns


PULSE REPORT

The United Kingdom

18

CATEGORY INSIGHTS

• Ice cream continued to reap the benefits from the summer last year. This trend looks set to

continue with a warm spring and a good start to the British summer with growth rates

increasing quarter on quarter.

• Frozen potato remained a key area of value growth, fuelled by price inflation. McCain put in

a much better performance than of late, thanks to their strong promotional campaign which

has continued with a second wave of promotional activity supported with intense above the

line media activity. Despite all this, the category remained in volume decline.

• Ready meals: Sales of frozen pizzas in the past held the sales of ready meals up, but recent

trends showed sales of frozen pizzas to be slipping into decline. Traditional ready meals

continued to decline with no sign of this trend slowing. In fact, quarter on quarter we saw an

acceleration in this decline trend as retailers continued to focus on their chilled offering.

Chilled typically offers a boarder and more convenient meal solution with, in most cases,

shorter cooking times.

• Vegetables, a category once in growth, declined in both value and volume. This trend was

driven by private label. The market leader Birds Eye successfully grew in value and units

driven by smaller added value propositions.

• Fish was under price pressure with the relative price compared to other protein sources

increasing, causing shoppers to drop this category from their repertoire. Further pressure

added through Birds Eye and Young’s aggressive tactical promotional strategy stripped

further value out of the market.




Millions Millions

44.4

65.4

0 20 40 60 80

Ice Cream


- 0.8

- 64.3

- 2.2

- 1.4

- 34.3

-80 -60 -40 -20 0

Frozen

Vegetables

Frozen Meat

Frozen

Desserts

Frozen Fish

Frozen Ready

Meals

.

PULSE REPORT

Final Notes

19

Notes on category definitions for countries

Due to the diverse products found in individual countries across this market, it was necessary

to consolidate the available data into the categories in this report. In some cases, it wasn’t

possible to align products across all six countries, hence the need to highlight any anomalies in

the report. Those exceptions are listed below:

Frozen dough and bread products

• The UK data in this report does not include this category.

PULSE REPORT

Resources

20

About IRI. IRI is a leader in delivering powerful market and shopper information, predictive analysis and the foresight

that leads to action. We go beyond the data to ignite extraordinary growth for our clients in the CPG, retail and over-

the-counter healthcare industries by pinpointing what matters and illuminating how it can impact their businesses

across sales and marketing. Move your business forward at IRIworldwide.eu

Arlington Square, Downshire Way, Bracknell, Berkshire RG12 1WA, Tel +44 (0) 1344 746000

Copyright © 2014 Information Resources, Inc. (IRI). All rights reserved. IRI, the IRI logo and the names of IRI products and services

referenced herein are either trademarks or registered trademarks of IRI. All other trademarks are the property of their respective owners.

FOR MORE INFORMATION

Please contact Isabelle Staquet, Consultant,

IRI at [email protected] or

+33 1 30 06 26 68 with questions or comments about this report.

To gain insight into opportunities across specific categories, segments, channels or retailers,

contact your IRI client service representative regarding custom analyses leveraging the

following resources:

• InfoScan Census® is a syndicated retail tracking service that enables manufacturers and

retailers to acquire industry insights used to make better business decisions. InfoScan

Census utilises the data that IRI collects from grocery, drug, and mass merchandise retailers

to provide the most comprehensive and accurate syndicated data offering in the FMCG

sector. With access to accurate, granular detail by category, geography, measure, and time

period, clients have the tools needed to develop marketing and sales strategies based on

product performance, distribution, and promotion responsiveness. All data about frozen food

comes from InfoScan Census.

• IRI Consulting provides strategic insights and advice leveraging a variety of data sources,

predictive analytics, enabling technologies, and business analyses to help FMCG

manufacturers and retailers address significant sales and marketing issues effectively.

pulse report frozen food q1 2014

Documents

frozen food report

frozen desserts

frozen fish

frozen meat

frozen vegetables

frozen dough

pulse q1

frozen potato products