A new research report by the American Frozen Food Institute (AFFI) and the Food Marketing Institute (FMI) examines the frozen food shopper to optimize current and potential purchasing. Highlights from the second Power of Frozen report will be presented virtually on February18, at 1 p.m. (EST), during AFFI’s Frozen Food Convention (AFFI-CON) to help the industry enhance production, marketing, merchandising and branding decisions.
Delveling into data will be AFFI President and CEO Alison Bodor along with 210 Analytics President Anne-Marie Roerink and Sally Lyons Wyatt, IRI executive vice president and Client Insights practice leader.
The Power of Frozen combines the results of more than 1,500 consumer surveys with retail measurement and consumption information to glean information about consumers who are new to the frozen food aisle because of the Covid-19 pandemic. Also focused on is how manufacturers and retailers can maintain double-digit gains beyond the pandemic. Additionally, understand what consumers want from frozen foods is examined in terms of package size and variety; new, seasonal flavors; online shopping; sustainability.
Commenting on the Power of Frozen research, Bodor stated: “The frozen food aisle has been a growth driver for retailers since 2016 with acceleration ahead of most other departments. Frozen foods are a pandemic powerhouse ringing in $65.1 billion in retail sales in 2020, a 21 percent increase compared to a year ago. The actual sales data from IRI, along with consumer insights, provides a comprehensive 360° view of frozen food to equip our members with opportunities for sustaining this growth.”
The Arlington, Virginia-headquartered American Frozen Food Institute is a member-driven national trade association representing all segments of the frozen food supply chain from manufacturers to suppliers and distributors. AFFI advocates before legislative and regulatory entities on the industry’s behalf, serves as the voice for the category and convenes business leaders to create an environment where frozen foods are essential in a dynamic marketplace.
