OU Research Shows An Increase In Frozen Convenience Food For More Frugal Consumers
Birds Eye has been grabbing newspaper headlines with its report on frozen food consumption trends in Britain. The research, in collaboration with Oxford University, is the first in a series of unique academic partnerships, and shows a clear resurgence in the frozen food category, despite years of decline. Today, Birds Eye enjoys pole position with value growth of 4% in the last 52 week period.
According to the figures, family mealtimes appear to have adapted to the economic climate, with two thirds of consumers saying they eat a meal at home at least three times a week and half of parents eating out less. Birds Eye sales figures confirm this, with ‘takeaway’ products such as Birds Eye Steakhouse and Chargrills up in volume over the last year.
Retailers can stock frozen foods with even more confidence, in the knowledge that the category satisfies a continuing trend for a more frugal and thoughtful approach to food with consumers planning their meals more carefully and looking to cut down on waste.
Similarly, retailers will be pleased to hear the report revealed a confirmed buoyant market for convenience foods, with 29% of respondents buying ready meals several times per week. The equivalent of 5-million people have started purchasing more frozen food in the last 6 to 12 months, for reasons as divergent as waste, value and innovation.
Birds Eye is experiencing strong sales figures throughout the entire portfolio; in particular the poultry range - up 26.1% in value growth year on year. The consistently popular Birds Eye frozen vegetables category is up 5% in volume growth in the last 52-week period, proving retained consumer trust and loyalty. The Baked to Perfection range of fish was successfully launched in April 2009 and has already reached £5-million in sales.
Anne Murphy, General Manager for Birds Eye comments: “Birds Eye is an innovative brand which takes on NPD challenges in response to customer demand and evolving buying behaviour. As a result, we have seen a genuine turnaround in terms of performance, with both revenue and profits growing steadily after years of decline. Family time in Britain is thriving and we are proud to be the leading brand satisfying this growing trend.”
Birds Eye has been grabbing newspaper headlines with its report on frozen food consumption trends in Britain. The research, in collaboration with Oxford University, is the first in a series of unique academic partnerships, and shows a clear resurgence in the frozen food category, despite years of decline. Today, Birds Eye enjoys pole position with value growth of 4% in the last 52 week period.