Klara Lynch, Strategic Insights & Planning, Bord Bia – Irish Food Board
Convenience and health continue to grow in importance to consumers. These trends are echoed in the Bord Bia Consumer Lifestyle Trends. The Fuller Lives Trend showcases the importance consumers place on convenience and convenient products, helping them to maximise their days and create more time to spend doing what they deem important or valuable. The Health & Wellbeing Trend is receiving greater focus than ever, with many consumers realising the key connection between their different bodily systems – such as gut health and neurological health.
For many years, consumers had the perception that frozen food was of lower quality than fresh food. However, this perception is shifting and according to a recent article by Stylus(2018), technological advances in freezing processes are changing consumer perceptions. A GlobalData report reinforces these perception changes and reports that “negative health perceptions around frozen goods (are) dissipating” (2018).
Industry has responded and has been receptive to the increasing importance and emphasis that consumers place on both health and convenience. Food brands are looking at the frozen food category in a new light, which has resulted in many new and interesting product innovations emerging and some captivating products coming to the market.
Birds Eye launched a microwavable Steamfresh Veggie Made Riced Cauliflower, which plays to both the convenience and health trends – it contains less carbohydrates and can count towards servings of vegetables (GNPD, 2018). While Green Giant launched microwavable Zucchini Veggie Spirals, which also play to both of these consumer trends (GNPD, 2018).
In Australia, Vesco Foods launched their Super Nature products. These products include the Super Collagen Wellness Bowl, which contains added collagen to help boost the natural collagen levels found in the body, as well gut health; the Super Green Wellness Bowl that is not only vegan, but also contains many superfoods and claims to help fuel the body and improve well-being; and the Super Pulses Bowl which has natural, healthy ingredients and is “full of nutrients that energise the body, fuel the brain, help fight infection and help one stay leaner for longer” (GNPD, 2018).
The meal occasions that are traditionally associated with frozen products are also changing. Traditionally, frozen was strongly associated with dinner-time meals, and somewhat with lunch, but it was rarely related to breakfasts. Stylus (2018) report that this has changed in recent years, with frozen breakfast products becoming more popular. The ease and convenience that these products provide is likely the reason. There has been an uptake in the introduction of new, healthier options and products to the market, in addition to the traditional indulgent products such as frozen waffles, pastries and similar items. An intriguing example that was recently launched in the UK is Farmersland Breakfast Bowls – one of which is made with Greek Style Yogurt and the other with Acai Puree, making them likely to appeal to the health conscious consumer (GNPD, 2018). These products also claim to be convenient and suitable for ‘on-the-go’ consumption, which shows they play to that trend too.
Consumers are clearly more interested than ever in health and convenience. Frozen products are one area that can fulfil the needs of the busy and health conscious consumer. Any Irish brands that can create and market products that align with these needs are likely to experience positive and growing consumer interest as these trends continue to take hold!
References
Consumer Lifestyle Trends - https://www.bordbiaconsumerlifestyletrends.ie/
Fuller Lives – https://www.bordbiaconsumerlifestyletrends.ie/trends/fuller-lives/
Health & Wellbeing - https://www.bordbiaconsumerlifestyletrends.ie/trends/health-wellbeing/
Stylus - https://www.stylus.com/
Global Data, 2018 – Sector Report Series - Hot Topic: Frozen Food
Mintel GNPD Database, 2018 – Frozen Vegetables, Frozen Ready Meals, Frozen Breakfast in the last year