Private Label Buyer
Merchandising Report - Frozen Foods

Time To Freeze Frame These Products

November 27, 2012

 Each month, PLBuyer brings you a different Merchandising Report, which will give you a snapshot of private label ads and key facts for a particular category or product segment. This issue looks at what is happening in pet products.

See the various frozen foods that Copps, Food Lion, Meijer and Safeway were featuring in their ad circulars during August.

Also, scan some key facts on the frozen foods category. These monthly reports are compiled with data supplied by Chicago-based research firm Market Track, and Mintel International Group, Ltd.

FEATURED FROZEN FOODS

Roundy's beef patties

APPLETON, Wis.
Copps was featuring its Roundy’s 3-pound package of frozen beef patties for $8.99 with its loyalty card in early September.
 

Food Lion cooked shrimp

BALTIMORE
Food Lion was featuring its Food Lion large cooked or raw shrimp, a 16-ounce bag of 41-50 count shrimp, on a buy one, get one free offer in late September.
 

Meijer pizza snack rolls

DETROIT
Meijer was featuring its Meijer 40-count pizza snack rolls for two
for $5 in late September.

Safeway Select pizza


SEATTLE
Safeway was featuring its Safeway Select pizza for $3.49,
with a limit of three, with a loyalty card and coupon in mid-September.

FROZEN FOODS FACTS

U.S. MARKET SIZE: Sales of frozen handheld foods reached $2.67 billion in 2011 and were expected to grow 6.5 percent to $2.7 billion in 2012.

GROWTH PROSPECTS: Frozen handheld foods are expected to rise between 7 percent and 8 percent through 2016, with sales topping out at $3.8 billion in 2016.

WHERE IT SELLS: As dollar stores and nontraditional retailers have expanded their frozen food offerings, they have cut into the formerly dominant share of frozen handheld foods controlled by supermarkets. From 2006-11, sales at supermarkets rose 11 percent, but sales in other retail channels rose 32 percent. Supermarkets with large loyalty programs, such as Albertsons and Big Y, and those which have focused on private label have seen sales rise faster.