After years of carrying an undesirable reputation, frozen food is making a comeback. The generation leading the trend is no other than Millennial.
Yes, you read right—Millennials!
The same demographic that is renown to be the foodie generation, characterized to be particularly reluctant to sacrifice a food’s quality or nutritional value for, simply, convenience.
That attitude still holds true and has not necessarily changed. What has changed is how these frozen foods are being produced.
The positive shift towards frozen food is said to have happened for various reasons.
One is the fact that the consumer packaged goods (CPG) industry has been paying attention to Millennials and did something in response to the health value concerns. “The labels weren’t clean enough and the food was not high quality enough… We addressed both of those head-on,” Sean Connolly, CEO of Conagra Brands, told Bloomberg, for example.
Also, let’s not forget the fact that freezing technology has changed the game for many with processes like cryogenic or “blast flash” freezing which help preserve products at the peak of freshness, as Foodable has reported in the past with Alaska seafood.
Another reason for the shift in popularity may be the fact that frozen meals are “an easy way to control portions” with far less food waste than buying fresh products that may spoil overtime. This is especially true for vegetables, for example, with sales “jumping 4.5 percent in the last year to $3.03 billion, according to Nielsen,” reports Bloomberg.
According to The Future of Frozen report by Acosta, a leading full-service sales and marketing agency in the CPG industry, “for Millennials, frozen foods are valuable as: quick dinner solutions (89 percent); convenient lunches (72 percent); convenient breakfasts for kids (81 percent); and as side dishes (78 percent).”
It’s not just Millennials, though. Forty-eight percent of GenXers and Boomers will only buy specific frozen foods because they believe it to be healthier. That number is slightly higher for Millennials, at 54 percent.
To learn advice from the Senior Vice President of Acosta about what to keep in mind when marketing frozen food at grocery stores, read PR News Wire; and to learn about how the success of this food category in recent years is potentially encouraging companies to merge in order to compete, read Bloomberg.