pulse report frozen food q3 2012
TRANSCRIPT
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Frozen Food
SymphonyIRI
Welcome to the Pulse Q3 2012 edition for FrozenFood. We hope you find it useful. Please do not
hesitate to contact us if you have any questions orcomments at [email protected]
Pulse
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About the Report
This Frozen Food report is one of 10 super category reports designed to showhigh-level comparison and analysis for retail markets across major countries in
Europe.
This report contains data gathered from around Europe. This market was splitinto the following categories: Frozen Vegetables, Frozen Potato Products, IceCream, Frozen Desserts, Frozen Meat, Frozen Fish, Frozen Ready Meals andFrozen Dough & Bread Products.
The report highlights key metrics such as total sales figures, market trends,category shares, winners and losers for Europe and for individual countries.
The data has been sourced from SymphonyIRI Group retail databases andEurostat the statistical branch of administration for the EuropeanCommission.
The countries included in the report are: France, Germany, Italy, Netherlands,Spain and the UK.
The market channels used for each country in this report are as follows:
For analytical purposes the data sourced from available retail databases hasbeen consolidated to provide consistent results. However, for some countries it
has not been possible to source data pertaining to certain categories. Whenthis has occurred it has been documented in the Notes section found at the endof the report.
Country Channels used
UKHypermarkets, Supermarkets, Drugstores andImpulse Outlets
ESHypermarkets, Supermarkets, Hard Discounters,Drugstores and includes the Canary Islands
DEHypermarkets, Supermarkets, Hard Discountersand Drugstores
NL
Hypermarkets, Supermarkets, Hard Discounters
and Drugstores
ITHypermarkets, Supermarkets, Small Self Service,Hard Discounters and Drugstores
FRHypermarkets and Supermarkets
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In the Radar
Economic figures influencing consumer behavior
In response to the tough economic climate, Europeanconsumers tend to favour basic categories when seekingvalue for money . Consumers are eating out less andseeking a dine in experience therefore as well as value formoney, pleasure and innovation are still an important factor.This providing a great opportunity for National brands toleverage: innovation and promotion.
Sverine MalmejeanUnit Director France, SymphonyIRI Group
Source Eurostats, October 2012
Population in Millions Unemployment (%)Average 12 Months
Inflation Rate GDP in Millions ()
January2011
January2012
Dec.2011
Average2012
Dec.2011
Average2012
2011(Estimate)
2012(Estimate)
France 65.0 65.3 9.7 10.3 +2.3 +2.5 1,987,699 2,033,702
Germany 81.7 81.8 5.9 5.5 +2.5 +2.4 2,567,000 2,645,862
Italy 60.6 60.8 8.4 10.7 +2.9 +3.5 1,586,209 1,565,770
Netherlands 16.6 16.7 4.4 5.3 +2.5 +2.8 607,435 609,133
Spain 46.1 46.1 21.6 25.1 +3.1 +2.3 1,074,940 1,050,211
UnitedKingdom 62.4 62.9 8.4 7.9 +4.4 +3.7 1,747,315 1,913,070
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Global Trends
Positive Trend
Static Trend
Negative Trend+2.6%
+2.7%
+3.0%
+2.8%
TOTAL EUROPE +2.1%
Value Sales in Millions ()
Total EU 22,768
DE 7,919
UK 4,488*
FR 3,680
IT 3,513
ES 2,310
NL 858
1,175 1,128 1,1041,048
1,187 1,149
595 661 552 480600 678
232 210207
202
231 219
945 994762
788
947 1,016
2,072 1,910
1,9491,923
2,065 1,982
941
955
812
952 961920
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
3-Jul-11 2-Oct-11 1-Jan-12 2-Apr-12 1-Jul-12 1-Oct-12
Millions
Period Ending
France
Germany
Italy
Netherlands
Spain
UK
*based on an exchange rate of 1.150 to the pound
Value sales and growth and decline in the last year
Value sales for the last six quarters
+1.8%
+1.3%
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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6.574
2.2852.083
5.021
3.831
7,0
1,3 1.5 0.73.5
Frozen
Ready
Meals
Ice Cream Frozen Fish Frozen
Vegetables
Frozen
Meat
Millions
Total Sales % vs. YA
Top 5 Categories Evolution
28.9%
22.1%
16.8%
10.0%
9.1%
7.3%4.1%1.7%0.0%
0.0%
Frozen Ready Meals Ice CreamFrozen Fish Frozen VegetablesFrozen Meat Frozen Potato ProductsFrozen Desserts Frozen Dough & Bread ProductsFrozen Poultry All other Frozen Meats
Europe
Value Sales () and % Change vs. Yr Ago
6,574
1,655
930
3824
5,021
3,831
2,2852,083
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom
MillionsEuros
Category Value Sales and Share of Value in the Last Year
Key trends
Across Europe, Frozen Food valuesales growth has increased slightly,with a 2,1% rise in the latest year vs+1,9% seen in Q2.
The most notable increase in valuegrowth comes from Germany (+1,3%vs +0,8% seen in Q2) and France(+2,7% vs +2,4% in Q2).
Ice Cream and Frozen Meat show thehighest value growth rates in Europealthough Frozen Ready Meals remain astrong contributor to value growth inseveral countries.
Inflating prices /Kg still observed in allcountries except in Spain.
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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Europe
Top 5 Losers: Value Saleschg vs. Yr Ago ()
Top 5 Winners: Value Saleschg vs. Yr Ago ()
170.0
136.2
87.1
54.9
43.5
0 50 100 150 200
Ice Cream
Frozen Meat
Frozen Ready
Meals
Frozen Fish
Frozen Potato
Products
Millions
-0.8
-1.2
-12.0
-24.4
-30 -25 -20 -15 -10 -5 0
Frozen Poultry
All other FrozenMeats
Frozen Desserts
Frozen Dough &
Bread Products
Millions
Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom
Category Insights
The top 5 winning categories had a combined growth of 492 millions vs. last year.This increase in sales (vs 467 millions combined growth in Q2 2012) mainly drivenby Ice Cream due to a good summer and strong promotional pressure andinnovation.
Frozen Meat value growth still driven by the German Discounters.
Frozen Ready Meals mainly driven by Frozen Pizza and Frozen Snacks, whichprovide value for money meal alternatives in the current economic climate whencompared to increasing prices in many other Frozen Food Categories.
Across Europe, basic meal offers remain the best drivers for volume growth (FrenchFries, Fish Sticks, Pizzas, Basic Vegetables) when compared to more complexmeals BUT innovation and promotional support from National Brands remain twostrong levers to drive volume sales growth in response to changing consumer needs.
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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993
411 373
822
676
1.21,1 0,7
7,63,5
Frozen
Ready
Meals
Ice Cream Frozen Fish Frozen
Meat
Frozen
Vegetables
Millions
Total Sales % vs. YA
27.0%
22.3%
18.4%
11.2%
10.1%
8.8%1.9%
0.3%
Frozen Ready Meals Ice CreamFrozen Fish Frozen MeatFrozen Vegetables Frozen Potato ProductsFrozen Desserts Frozen Dough & Bread Products
France
Value Sales () and % Change vs. Yr Ago
993
822
676
411373
325
709
0
200
400
600
800
1,000
1,200
Top 5 Categories Evolution
MillionsEuros
Category Value Sales and Share of Value in the Last Year
Key trends
Volume growth continues to slow in Q32012: -1.3% annual growth versus -2.3%in Q2.
In the same period, value growth hasincreased to +2,7% versus +2.4% in Q1,whilst Total FMCG shows more stableperiod on period growth at +3.3%.
Inflation remains the main driver of value
growth: from annual growth +2,9% in Q1 to+3,3% in Q2 and +3,0 in Q3. Mix upgradesare also seen in some Frozen FoodMarkets.
Volume decline mainly coming fromFrozen Ready Meals, Vegetables and Fish& Seafood.
At a total FMCG level, inflation continuesto grow, mainly driven this time by Private
Label. National Brands show greaterstability thanks to assortment, promotionalsupport, inflation control and innovation.
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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France
Top 5 Losers: Value Saleschg vs. Yr Ago ()
Top 5 Winners: Value Saleschg vs. Yr Ago ()
29.1
27.7
16.5
11.2
4.5
0 10 20 30 40
Frozen Meat
Ice Cream
Frozen Potato
Products
Frozen Ready
Meals
Frozen Fish
Millions
0.0 0.0 0.0 0.0 0.0 0.0 0.0
Millions
Category Insights
Frozen Meat is still the leading contributor to Frozen Food value growth in France: +7,6%growth. However, volume growth is only +0,5% in Q3 vs +2,8% in Q2 for the whole segment,down to the wave of Charal innovations coming to an end along with reduced promotionalsupport. Private Label have not yet regained volume from Charal.
Ice Cream in value growth in Q3 (+3,5%) helped by good weather during the summer. Stronginnovation support attracted consumers and generated value.
Value growth for Frozen Ready Meals has slowed in Q3 (+1,1% vs +1,7% in Q2) along witha strong volume decline. Impacted by good weather conditions during the summer and strongseasonal presence and activation of Fresh Product categories.
Generally speaking, this scenario is the same for all Savoury categories
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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Germany
Value Sales () and % Change vs. Yr Ago
36.6%
17.3%
15.4%
9.0%
7.3%
6.7%4.9%2.7%
Frozen Ready Meals Frozen MeatIce Cream Frozen FishFrozen Desserts Frozen VegetablesFrozen Potato Products Frozen Dough & Bread Products
2,902
716528
1,3721,221
577
389 215
0
500
1,000
1,500
2,000
2,500
3,000
3,500
2.902
1.372 1.221
577716
2.4-1.2
3,6-0.1
8
Frozen
Ready
Meals
Frozen
Meat
Ice Cream Frozen Fish Frozen
Desserts
Millions
Total Sales % vs. YA
Top 5 Categories Evolution
MillionsEuros
Category Value Sales and Share of Value in the Last Year
Key trends
Meat/Poultry is the fastest growingcategory +8.1% in value terms, mainlydriven by an increase in Price/Kg(+6.2%).
Hypermarkets and Discountersremaining the preferred consumerchannel helping the Ready/Partial Mealcategory to grow positively.
Frozen Ready Meals which hold around36% of the total market has seen adecline in sales driven by Pizza &Baguettes where sales are down by -1.1% .
Discounters which hold around 64% oftotal Meat/Poultry sales driving categorygrowth in the market with value sales+6.2%.
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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Germany
Top 5 Losers: Value Saleschg vs. Yr Ago ()
Top 5 Winners: Value Saleschg vs. Yr Ago ()
-4.2
-5.1
-6.7
-16.9
-17.6
-20.0 -15.0 -10.0 -5.0 0.0
Frozen Ready
Meals
Frozen Potato
Products
Frozen Desser ts
Frozen Vegetables
Frozen Dough &
Bread Products
Millions
101.7
28.2
25.0
0 20 40 60 80 100 120
Frozen Meat
Ice Cream
Frozen Fish
Millions
Category Insights
Private Label dominates the Frozen Meat category with a 53% share. Frozen Poultrywhich alone contributes around 66% sales in this category has recorded valuegrowth of 7.1% helped by an increase in Price/Kg of 5.6%.
Ice Cream which registered growth in the 3rd Quarter (2.4%) primarily due toincreases in promotional sales (circ 12%) driven mainly by multipacks whichcontribute to 54% to overall sales. Discounters and Hypermarkets the key channelsdriving category growth.
Private Label also dominating the Frozen Fish category contributing to 60% of
category sales and is driving growth, growing at 8% in value and 7% in volumeterms.
Frozen Dough & Bread Products has seen a decline in all channels with theexception of Hypermarkets which has shown marginal growth in value terms +0.8%.Pasta/Pastries which contributes almost 95% of the category sales has seen adecline of -7.7%.
All the sub-categories of Frozen Vegetables have declined in values terms,Discounters is the only channel where there has been any growth (+1.1%).Hypermarkets which contribute to more than 40% of sales is in decline by -3.8%.
In the case of Frozen Desserts, marginal increases in the Fruit category cannotcompensate for the heavy losses of rest of the categories which ultimately ranked itsposition in the top 5 losers.
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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Italy
30,3%
22,2%
19,5%
19,3%
3,6%1,0%0,9%
3,2%
Ice Cream Frozen FishFrozen Vegetables Frozen Ready MealsFrozen Potato Products Frozen MeatFrozen Dough & Bread Products Frozen Desserts
1,064
781685 678
128 11134 33
0
200
400
600
800
1000
1200
Value Sales () and % Change vs. Yr Ago
Top 5 Categories Evolution
1.064
781
685 678
1283,21,6 0,9 1.3 0,9
IceCream
Frozen
Fish
Frozen
Veg
etable
s
Froz
enReady
Meals
Frozen
Potato
Produ
cts
Millions
Total Sales % vs. YA
MillionsEuros
Category Value Sales and Share of Value in the Last Year
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
Key trends
The economic downturn continues tohave a negative impact onconsumption and volume sales.
Price Inflation allows all the majorcategories to maintain positive growthin value but volume sales are indecline which has accelerated inrecent periods.
Ice cream is the exception; good
weather driving volume (+1,5 on YTD).
Frozen Meat is still the most dynamicmarket (+7% in volume YTD12) : Thecategory is dominated by poultry andas poultry is one of the cheaper meatsit attracts consumers in this toughclimate.
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Italy
Top 5 Losers: Value Saleschg vs. Yr Ago ()
Top 5 Winners: Value Saleschg vs. Yr Ago ()
20,9
17,0
8,9
7,4
6,7
0 5 10 15 20 25
Frozen Ready
Meals
Ice Cream
Frozen
Vegetables
Frozen Meat
Frozen Fish
Millions
-2,3
-2,5 -2,0 -1,5 -1,0 -0,5 0,0
Frozen Dough &
Bread Products
Millions
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
Insights and recommendations
Ice Cream after bad start, the season took off in July, generating volume growth. Retail assortmentsgrew (142 skus on avg, +5,5 vs 2011) to give space to NPD (NPD contributing to 7% of volume sales)and differentiate assortments vs competitors. Small size bulks (200-300gr) to satisfy light users andmeet consumer orientation to lower price per pack is the fastest growing segment and shows aninteresting strategy being adopted by both branded and private label.
Frozen Meals : Pizza covers 50% of the category and still remains in good volume growth (+4,0% involume on YTD12) : cheapness and innovation are main reasons for success ; all other Meals,basically first meals (pasta) and side dishes (vegetables) showing a negative trend (-6% in volume onYTD12) : back to basic shoppers orientation (more cooking at home) and strong price inflation areweakening value for money proposition of this category; Leader Findus increasing its offering on its
new brand A Regola DArte (fish meals and side vegetables). . Frozen Fish : only the core segments (Natural Fillets and Fish Fingers) maintaining positive volume
growth YTD12 (+0,5% and +1,3%) ; price competitiveness vs Fresh fish helping to maintain and growsales; KPIs at market level (promo intensity , assortment variety and width) are stable ; Innovationcould do more to help the market to grow.
Other Frozen : Vegetables declining in volume terms (-1% on YTD12), mainly on core segments likepeas and spinach ; better performance coming from Potatoes mainly French Fries with +1,5% involume sales YTD12 ; Vegetables showing strong growth within the Discounters over recent periods;Coated Poultry Meat is the fastest growing segment (+9,6% in volume in 2012) driven by pricecompetiveness and innovation from Findus.
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Netherlands
43.3%
21.8%
12.6%
10.2%
7.7%1.3%0.5% 2.2%
0.5%
Frozen Ready Meals Ice CreamFrozen Fish Frozen Potato ProductsFrozen Vegetables Frozen DessertsFrozen Dough & Bread Products Frozen PoultryAll other Frozen Meats
372
187
10888
6619 11 4
0
50
100
150
200
250
300
350
400
Value Sales () and % Change vs. Yr Ago
Top 5 Categories Evolution
372
187
8866
108
3.7-1.12.8
5.11,4
Frozen
Ready
Meals
Ice Cream Frozen Fish Frozen
Potato
Products
Frozen
Vegetables
Mil
lions
Total Sales % vs. YA
MillionsEuros
Category Value Sales and Share of Value in the Last Year
Key trends
Frozen Foods are growing at 3% invalue terms and shows a strongerperformance than the rest of theFMCG market.
The growth is mainly down to priceinflation but also in volume termsfrozen food is performing better thanthe rest of the FMCG market. Thisdriven by Ice Cream, Frozen Fishand Frozen Meat Snacks.
Discounters are gaining share fromservice supermarkets, showing amuch stronger growth in allsegments. The only exception isFrozen Meat Snacks. Here servicesupermarkets maintaining share.
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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Netherlands
Top 5 Losers: Value Saleschg vs. Yr Ago ()
Top 5 Winners: Value Saleschg vs. Yr Ago ()
-0.8
-0.9
-1.2
-1.5
-1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 0.0
Frozen Poultry
Frozen Potato
Products
All other Frozen
Meats
Frozen Desser ts
Millions
18.0
6.6
3.0
1.1
0.9
0 5 10 15 20
Frozen Ready
Meals
Ice Cream
Frozen Fish
Frozen Dough &
Bread Products
Frozen
Vegetables
Millions
Category Insights
Frozen Ready Meals is the biggest contributor to the growth driven by two of the majorsegments: Frozen Meat Snacks and Frozen Pizzas. Frozen Pizzas shows the strongestgrowth in value terms, driven by price inflation from Dr. Oetker Ristorante, which so far doesnot seem to have led to a volume decline. Perhaps this is down to the fact that pizza is still acheaper meal alternative in todays economic climate. Frozen meat snacks shows the largestgrowth in volume terms. Within Frozen Meat Snacks a back to basics development seemsvisible, with the traditional Dutch snacks showing growth, while oriental snacks (Spring rollsand Sate) declining. Also a very strong growth for Party/Mini Snacks is visible, probablyrelated to the trend of spending more quality time at home with family and friends (in stead ofout of home).
The second biggest contributor to the growth is Ice Cream. Surprisingly not directly driven bythe weather (multipacks hand held in decline) but mainly thanks to successful innovation
from Unilever with a single serve spoonable ice cream, making Ice Cream a more top ofmind convenient alternative for dessert or in between snack.
Half of the growth in Frozen Fish is thanks to the traditional Fish Sticks. One of the reasonsfor this growth is a strong rise of promotion pressure, along with this Fish Sticks perhapsbeing considered as a value for money meal component in economic tough times. OtherFish, including scale and shellfish gaining popularity (while meat volumes declines).
Frozen Potato Products declining both in value and volume terms. Driven by both segments;French Fries and specialties driven by Aviko and Private.
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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Spain
32.8%
26.9%
24.1%
7.9%4.9%0.4%
0.2%
2.9%
Frozen Fish Ice CreamFrozen Ready Meals Frozen VegetablesFrozen Dough & Bread Products Frozen Potato ProductsFrozen Desserts Frozen Meat
757
621
556
182
113 6610 5
0
100
200
300
400
500
600
700
800
Value Sales () and % Change vs. Yr Ago
Top 5 Categories Evolution
757
621
556
182
113
-5.61,4
4,74,91.3
Frozen Fish Ice Cream Frozen
Ready
Meals
Frozen
Vegetables
Frozen
Dough &
Bread
Products
Millions
Total Sales % vs. YA
MillionsEuros
Category Value Sales and Share of Value in the Last Year
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
Key trends
Total Frozen continues to grow invalue terms. +2,6%.
In volume terms Total Frozen isalso showing growth +3.3% withprices declining (-0,7%).
The main drivers being Fish &
Seafood (0,7%), Pizzas (5,8%)and Ice Cream (4,9%).
Private Label performing well+4,9% with 57,4pts value marketshare. Branded productsstruggling to compete andshowing a negative trend (-0,9%).
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Spain
Top 5 Losers: Value Saleschg vs. Yr Ago ()
Top 5 Winners: Value Saleschg vs. Yr Ago ()
29.2
24.7
10.6
2.3
1.0
0 10 20 30 40
Ice Cream
Frozen Ready
Meals
Frozen Fish
Frozen
Vegetables
Frozen Meat
Millions
-0.9
-1.6
-6.7
-8.0 -7.0 -6.0 -5.0 -4.0 -3.0 -2.0 -1.0 0.0
Frozen Potato
Products
Frozen Desserts
Frozen Dough &
Bread Products
Millions
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
Category Insights
Nestle the leading manufacturer, with 7,3 pts market share (-0,3 YA), with sales indecline by -3,6% in value and -4,6% in volume terms. The following manufacturers insecond and third place : Pescanova (+2%), Unilever (-6,1%) respectively.
The new Findus Group (Findus+Bonduelle) has changed the landscape of theVegetable and Ready to Eat categories; enabling them to take brand leader position inmany segments. However, sales are in decline by -6,3% in value and -10,7% involume terms.
The growth of the Pizza Category has slowed driven by Nestle and Dr Oetker. Bothvendors combined contributing to 60,5% of sales. Nestle contributing to 30,9% withsales in decline by -6,4%. Dr Oetker with a marginally smaller share of 29,6ptsdelivering positive value growth +2,3%.
Ice Cream sales grew by +4,9%. Unilever being the market leader with 17,5% valueshare with sales in decline by -6,2%. Private Label dominates the category with69,1pts value share with year on year growth of +2,8%. In volume terms PrivateLabel is even more dominant contributing to 85% of total sales.
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United Kingdom
24.6%
23.9%
17.7%
14.7%
10.1%
4.1% 4.9%
Ice Cream Frozen Ready MealsFrozen Fish Frozen Potato ProductsFrozen Vegetables Frozen DessertsFrozen Meat
184
1,1061,074
793
659
451
222
0
200
400
600
800
1000
1200
Value Sales () and % Change vs. Yr Ago
Top 5 Categories Evolution
1,074
793
659
451
1,106
5.2
1.6 0.63.5
5.9
Ice Cream Frozen
Ready
Meals
Frozen Fish Frozen
Potato
Products
Frozen
Vegetables
Millions
Total Sales % vs. YA
MillionsEuros
Data for the United Kingdom does not include Northern Ireland
Category Value Sales and Share of Value in the Last Year
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
Key trends
Total Frozen Food sales continuing tolag behind that of Ambient & ChilledFoods both in Value & Volume terms more notably in volume.
Ice Cream, Ready Meals, Fish &Potato are the key drivers of growth.Ice Cream and Ready Meals have themajority share within Frozen Foods.
Although Fish has contributed growth,
sales have dropped back in the latestquarter due to delisting of somebrands.
Earlier in 2012 year on year the levelsof promotions were down however thistrend reversed with levels of volumeon deal increasing year on yearpeaking over the summer with levelsnow dropping back in the latest
month.
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United Kingdom
Top 5 Losers: Value Saleschg vs. Yr Ago ()
Top 5 Winners: Value Saleschg vs. Yr Ago ()
-3.1
-6.4
-7.0 -6.0 -5.0 -4.0 -3.0 -2.0 -1.0 0.0
Frozen Meat
Frozen Desserts
Millions
61.3
32.8
16.5
15.3
5.1
0 20 40 60 80
Ice Cream
Frozen Potato
Products
Frozen Ready
Meals
Frozen
Vegetables
Frozen Fish
Millions
Data for the United Kingdom does not include Northern Ireland
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
Category Insights
Frozen Potato remains a key growth category within Frozen Foods fuelled by price inflation which is set
to increase given the poor crop harvest in the UK this year. Frozen Potatos growth driven by newlistings, increased distribution and promotional volume notably off shelf. Jackets is the new area ofgrowth contributing to 55% of total category growth driven by McCain and is actually the second fastestgrowing brand in absolute sales terms within Frozen Foods.
Ice Cream Value growth driven by inflation and NPD such as Walls Magnum Infinity and Ben & JerrysCore. Own Label also doing well with their Me Too products. NPD and price inflation masking the overalldrop in volume sales driven by reduced promotional activity notably Off Shelf and Multi Buys and thepoor British weather.
Ready Meals Growth driven primarily by Frozen Pizza notably Chicago Town Deep Dish fuelled by
high levels of price promotions on and off shelf. Within Ready Meals it is brands such as Made for Youand Hungry Joes and Weight Watchers that are driving growth with Findus, Birds Eye & Own Label
losing out.
Frozen Vegetables Like many other categories in volume terms Frozen Vegetables are in decline.Value growth driven by inflation and NPD. NPD focussing on convenience and added value such assingle serving steam/microwavable pouches initially driven by Birds Eye Field Fresh with Own Label MeToos now evident.
Frozen Fish NPD less of a driver of growth within this category. Birds Eye driving growth through highlevels of off shelf promotions along with NPD such as Jamie Oliver. The underlying health of the categoryis in question with rates of sale off promotion in decline which could be down to two factors increased
promotional reliance and also the expansion of the Chilled Fish category which is dominated by OwnLabel but brands such as The Saucy Fish Company promoting the chilled market with their recentadvertising campaigns.
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7/29/2019 Pulse Report Frozen Food Q3 2012
19/2019
Frozen Food SymphonyIRI Pulse Q3 2012
www.SymphonyIRI.eu
Final Notes
Notes on Category Definitions for Countries
Due to the diverse products found in individual countries across this market it was necessary toconsolidate the available data into the categories in this report. In some cases it wasnt always possibleto align products across all 6 countries hence the need to highlight any anomalies in the report. Thoseexceptions are listed below:
Frozen Dough & Bread Products
The UK data in this report does not include this category
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7/29/2019 Pulse Report Frozen Food Q3 2012
20/20
Frozen Food SymphonyIRI Pulse Q3 2012
Resources
To gain insight into opportunities across specific categories, segments, channels or retailers, contact
your SymphonyIRI client service representative regarding custom analyses leveraging the following
resources:
InfoScan Census is a syndicated retail tracking service that enables manufacturers and retailers toacquire industry insights used to make better business decisions. InfoScan Census utilizes the datathat SymphonyIRI Group collects from grocery, drug, and mass merchandise retailers to provide themost comprehensive and accurate syndicated data offering in the Fast Moving Consumer Goods(FMCG) sector. With access to accurate, granular detail by category, geography, measure, and timeperiod, clients have the tools needed to develop marketing and sales strategies based on product
performance, distribution, and promotion responsiveness. All data about frozen foods are coming fromInfoScan Census.
SymphonyIRI Consulting provide strategic insights and advice leveraging a variety of data sources,
predictive analytics, enabling technologies, and business analyses to help CPG manufacturers andretailers address significant sales and marketing issues effectively
Contact: SymphonyIRI Group, [email protected], Tel: +33 1 30 26 81 00
About SymphonyIRI GroupSymphonyIRI group, formerly named Information Resources, Inc. (IRI), is the global leader in
innovative solutions and services for driving revenue and profit growth in CPG, retail andhealthcare companies. SymphonyIRI offers two families of solutions: core IRI solutions for marketmeasurement and symphony advantage solutions for enabling new growth opportunities inmarketing, sales, shopper marketing and category management. SymphonyIRI solutions uniquelycombine content, analytics and technology to deliver maximum impact. SymphonyIRI helps
companies create, plan and execute forward-looking, shopper-centric strategies across every levelof the organization.For more information, visit www.SymphonyIRI.eu