Talking Retail Grocery and product news for independent retailers
The latest Kantar figures, released by the British Frozen Food Federation, show that the frozen food aisle has been the star performer of grocery retail in the past 12 months, performing better in terms of value and volume percentage growth than any other category apart from alcohol.
The latest figures for the 12 months to 29 November show that the overall grocery market grew 11.3% in value and 9.0% in volume over the 52-week period. However, frozen food sales outperformed total grocery growth in both value (+13.8%) and volume (+11.5%).
In total the frozen category added £871m in sales value in the 52 weeks to the end of November and exceeded the fresh and chilled category in both value and volume in percentage growth.
Richard Harrow, British Frozen Food Federation chief executive, said: “In grocery retail frozen food has had a fantastic year with many consumers increasing their frozen food purchasing or indeed finding the frozen aisle for the first time. During December many retailers were reporting demand remained high especially for frozen turkey crowns and seasonal products with shoppers emptying freezers as quickly as they could be stocked.
“Whilst this year’s performance has been driven by the changing shopping habits due to the pandemic and the return to the big weekly shop, many consumers have been converted to buying more frozen products by the long shelf-life, reduced food waste, value for money and variety of food on offer.”
Harrow added: “I hope 2021 will see the return of a more balanced market and a substantial recovery in out of home sales. At the same time, I’m confident that retail sales will remain strong and that shoppers renewed enthusiasm for frozen food will continue.”
