Last year, great positive developments took place in frozen fruits and meals. The segment of frozen fruit is increasing rapidly, while the buyer group is still small: only 27% is buying frozen fruits.
Thanks to the international trend of making smoothies, mostly young singles and dual earners buy small packings like raspberries, berries and mango pieces.
The increase in turnover last year was 31 percent compared with the year before. Given the strong health trend, there is still considerable potential
The increase in turnover was 12 % last year compared to the year before. The ready meals category hasn’t grown more before than now. The target group consists mainly of young and older singles, they choose purely for convenience and in addition, the meals are getting better and better. Remarkable that this is possible in the frozen category, because supermarkets are mostly focused on the ‘fresh’ category.
In the battle for market share, Supermarkets benefit from their own brands and A brands of the convenience use of frozen ready meals and also the customers experience the ready meals as easy to prepare and delicious.