Darragh O’Toole, PCF Intern, Bord Bia - The Irish Food Board
According to Kantar, the Irish Frozen Category, is currently valued at €528.9m and achieved YoY value growth of +0.9% (Data for period ending 01 Dec 2019). This growth is primarily driven by shoppers spending more per trip (+0.6%).
Ice cream is the largest category within the frozen category, valued at €113m, however the category is declining by -1.9%. Penetration and frequency declines are holding the category back. In terms of size, potato products (€73m) and pizza (€73m) are the next largest categories within grocery, potato products are flat (+0.1%) while pizza is in growth (+5.4%).
Private Label products hold the largest share in the market at 45.8% valued at €242m and is the strongest driver of growth in Aldi, Dunnes, Iceland and Tesco. Birds Eye is the largest brand in the frozen category holding 14.5% of the market share followed by Unilever at 8.4%. However, Dr. Oetker is showing the strongest growth at +20.8% (Data for period ending 01 Dec 2019).
In terms of retailer performance, Dunnes remains the No.1 frozen retailer in ROI despite losing share and seeing value sales decline by -1.6% (YoY). Aldi experienced the greatest sales growth of +10.9% (YoY). (Data for period ending 01 Dec 2019).
Source: Kantar Worldpanel, 2020.