by Matt Weik
I hate to say I told you, but I made this prediction back in early April 2019. I mentioned that more and more people will go down the freezer and get frozen food, and now … I was right. No, I had no inside knowledge and I am not a Nostradamus. I just felt that there would be a resurgence of people who wanted quick, easy to prepare, and convenient meals.
Is everything in the freezer aisle that flies off the shelf? No. Nevertheless, people change their eating habits even more, which makes frozen dishes more attractive.
The numbers speak for themselves
Yesterday I was browsing the internet when I saw an article that I noticed on a Google search. The article dealt with frozen foods. The article published by CNN Business mentioned that frozen foods fly out of the freezers of the grocery store. According to the data, a study over a period of 11 weeks (end of May 16, 2020) found an increase in frozen food consumption of 40.2% compared to the previous year. The total amount in dollars, according to Nielsen, was an astonishing $ 15.5 billion.
There has been an increase in healthy food purchases – not the commonly accepted TV dinners that we generally think of when we talk about frozen foods. It’s pretty interesting. It shows that Americans are looking for healthy alternatives and are actually trying to eat better.
Interestingly, the data also showed that freezer sales increased by 195% over the same period. Consumers pack their freezers with prepackaged frozen foods that are low in carbohydrates, low in fat, high in protein, gluten-free and even meat-free.
Why the behavior change?
For starters, if you’ve lived in a cave and have no idea what’s going on in the world, this corona virus spreads not just once, but several times around the world. People don’t know what to do. The numbers go down and then up again. Therefore, people stay at home and eat instead of ordering to protect themselves. The only place that many visit every week is the supermarket and grocery.
People seem to be storing frozen foods and everything they can to stock up and have enough groceries on hand in case something else happens and more things are shut down. We have already seen food shortages in different food channels and people don’t want to have to think about how they will eat when certain items are sold out or prices rise due to this food shortage.
All this change in behavior is not only due to the virus we are facing. According to FoodProcessing.com, the shift happened long before this happened. They reported that, according to the National Frozen & Refrigerated Food Association, “the freezer department in grocery stores grew by $ 918 million in the 52 weeks to June 29, 2019, and generated sales of $ 54.6 billion” .
The President of the National Frozen & Refrigerated Food Association said: “Frozen food has grown rapidly in recent years as innovative products now meet consumer demands for plant-based, gluten-free, organic products and more. NFRA’s PR efforts for consumers have successfully worked to tell this positive story about today’s frozen foods. It’s real food, just frozen. “
Brands listen to consumers
I am happy to see that brands listen to the wishes and needs of consumers. We see brands that have never really been classified as “healthy” and which bring health-conscious products and frozen dishes to the market. The demand is there and nowadays more and more people are looking for healthy food with the added convenience of shortening the preparation and cooking times for meals.
One brand that has developed very well and that I mentioned in a previous article is Real Good Foods. You have just launched frozen meals in six different flavors. This functional food brand is crushing them and continually expanding their space with delicious food options. If you remember, Real Good Foods first came out with a healthy pizza option. Among other things, they then moved into the ice room.
People want healthier options, period. And Real Good Foods’ high-protein frozen dishes are no exception. You can eat them whenever you want by simply throwing one of their frozen dishes in the microwave. You can sit down and eat in a few minutes.
Each of their frozen meals provides you with more than 19 g of protein and 16 g of carbohydrates – which meets most nutritional needs and requirements. The best thing is that none of their frozen dishes contain additional sugar and are grain-free.
The next question we need to ask ourselves is, “How much are we willing to pay for the convenience of healthy frozen foods?” Real Good Foods with its new frozen foods brings you $ 8.99 back per meal. Do you think that’s too high, just right or low? I think it depends on the financial circumstances of the individual.
What have you experienced personally? Do you consume more, less or approximately the same frozen meals in 2020? Let us know in the comments.