Frozen and Canned Fruit and Vegetables - UK

Published by: Mintel International Group Ltd.

Published: Jun. 1, 2007 - 139 Pages

Table of Contents

Issues in the Market

Key themes

Definitions

Market in Brief

Moderate growth

All segments are smiling

Aiming for 5-A-Day

Poor image remains

Looking forward

Internal Market Environment

Key Points

A matter of perception

Figure 1: Agreement with selected lifestyle statements, 2002-06

Healthy eating fever

Scary statistics for obese kids

Figure 2: Prevalence of obesity in children aged 2-15, by gender, 2003 and 2010

Consumers with a conscience

Figure 3: Agreement with the statements ‘It’s worth paying more for organic food’ and ‘I buy fair trade products when available’, 2002-06

Poor image plagues frozen and canned

Just can’t get the supply

Other factors

Time to cook from scratch

Full steam ahead

Figure 4: UK retail sales of electirc steamers, by volume and value, 2001-06

The latest fashion in freezers

Broader Market Environment

Key Points

5-A-Day campaign

Government health campaigns

Food labelling

Ageing population

Figure 5: Changes in the UK population (‘000s), by age group, 2001-11

Potential for premiumisation

Figure 6: PDI and consumer expenditure, at constant 2002 prices, 2002-12

Going it alone

Figure 7: UK households and one-person households, 2002-12

Working women seek convenience during the week

Figure 8: Working population by gender, 2002-12

Competitive Context

Key Points

Fascination with all things fresh

Figure 9: Retail sales of fresh, frozen and canned fruit and vegetables, 2006

Pace of life saves puddings from plummeting

Canned is full of beans

Time to can the can?

Strengths and Weaknesses in the Market

Strengths

Weaknesses

Market Value and Forecast

Key Points

Continued growth

Figure 12: Retail sales of frozen and canned fruit and vegetables, 2002-07

NPD delivering convenience and health

Revival of ‘from-scratch’ cooking

A tie between frozen and canned

Figure 13: Value sales of frozen and canned fruit and vegetables, 2004 and 2006

Future growth potential

Figure 14: Forecast of the UK frozen and canned fruit and vegetables market, 2007-12

Learnings from the Fresh sector

Canned breaking away from frozen

Factors incorporated in the forecast

Segment Performance - Frozen Fruit and Vegetables

Key Points

Birds Eye champions frozen

Figure 15: Retail sales of frozen fruit and vegetables, 2002-07

Vegetables dominate the sector

Figure 16: Value sales of frozen fruit and vegetables, 2004 and 2006

Steaming vegetables lead growth

Figure 17: Retail sales of frozen vegetables, 2002-07

It’s good to be prepared

Figure 18: UK retail sales by type of frozen vegetables, 2004 and 2006

Premium varieties still limited

Peas held back by slow NPD

Supermarkets back fruit

Figure 19: UK retail value sales of frozen fruit, 2002-07

Segment Performance - Canned Fruit and Vegetables

Key Points

Growth despite staid image

Figure 20: Retail sales of canned fruit and vegetables, 2002-07

In the can - vegetables lead sector

Figure 21: Value sales of canned fruit and vegetables, 2004 and 2006

Organic produce fuels growth

Figure 22: Retail sales of canned vegetables, 2002-07

Cooking gets fruity

Figure 23: Retail sales of canned fruit, 2002-07

Market Share

Key Points

Figure 24: Manufacturer market shares for frozen vegetables, 2004 and 2006

Few major brands in canned vegetables market

Figure 25: Manufacturer market share for canned vegetables, 2004 and 2006

Del Monte takes a dive

Figure 26: Manufacture market shares for canned fruit, 2004 and 2006

Inspiration from fresh

Companies and Products

Frozen fruit and vegetables

Key Points

Birds Eye (Permira)

Findus

Canned fruit and vegetables

Fresh Del Monte Produce Inc

Pillsbury

Princes Foods Ltd

Brand Communication

Key Points

Mediocre media spend

Figure 27: Main monitored media advertising expenditure on canned and frozen fruit and vegetables, 2003-07

Press catching up TV spend

Figure 28: Main monitored media advertising expenditure on frozen and canned fruit and vegetables, 2002-07

Spending on canned now matching frozen

Figure 29: Main monitored media advertising expenditure on frozen and canned fruit and vegetables by sector, 2003-April 2007

Birds Eye and General Mills fight for top position

Figure 30: Main monitored media spenders on frozen and canned fruit and vegetables, by advertiser, 2004-06

Campaigns target children’s health

Rampant below-the-line activity

Channels to Market

Key Points

Multiples multiply

Figure 31: Retail sales of frozen and canned fruit and vegetables, by type of outlet, 2004 and 2006

Bottom of the shopping list…

Varied in-store placements

Independents and convenience stores lose out

Growing territory of supermarkets

The Consumer - Usage Patterns and Habits

Frozen vegetables are staple items

Figure 32: Usage of frozen peas/frozen vegetables (excluding potatoes) in the last 12 months, 2002-06

Wealthier consumers prefer fresh

Young families are medium users

Established families love frozen vegetables

A ceiling of ice

Figure 33: Expenditure on fresh vegetables, frozen vegetables and fresh fruit in the last week, 2002-06

Supermarkets control supply

Figure 34: Where the main shoppers usually buy their fresh vegetables and fresh fruit, 2002-06

Increasing fruit and vegetable intake

Figure 35: Attitudes towards eating fruit and vegetables, October 2006

Government has biggest influence

Figure 36: Factors affecting the way consumers eat, drink, cook and shop for food, March 2006

The Consumer - Frozen vs. Canned Preferences

Canned and frozen preferences

Figure 37: Canned or frozen fruit and vegetables purchased in the last 12 months, January 2007

Consumers are creatures of habit…

Figure 38: Net of types of fruit and vegetables purchased in the last 12 months frozen vs. canned, January 2007

Figure 39: Profile of consumers who ate frozen fruit and vegetables in the last 12 months frozen vs. canned, January 2007

Changing consumer habits

Figure 40: Consumption of frozen fruit and vegetables by socio-economic grour, January 2007

Figure 41: Profile of consumers who ate canned fruit and vegetables in the last 12 months frozen vs. canned, January 2007

Figure 42: Consumption of canned fruit and vegetables by socio-economic grour, January 2007

Fresh rules over frozen

Figure 43: Attitudes towards frozen fruit and vegetables, January 2007

More affluent mainly buy fresh

Figure 44: Profile of consumers who prefer fresh fruit and vegetables, January 2007

Convenience and cost benefits of frozen

Figure 45: reasons for purchasing frozen fruit and vegetables, January 2007

Own-label wins out compared to branded

Figure 46: Attitudes towards canned fruit and vegetables, January 2007

In season, within reach

Figure 47: Reasons for purchasing canned fruit and vegetables, January 2007

Appendix

Consumer research

ACORN

Advertising data

Abbreviations

Internal market environment

Figure 50: Agreement with selected lifestyle statements, by demographic sub-group, 2006

Figure 51: Agreement with selected lifestyle statements, by demographic sub-group, 2006

Who’s Innovating?

Figure 52: Top 10 positioning claims in UK NPD for fruit and vegetables, January 2006-March 2007*

Figure 53: Top 10 countries with the most product launches, January 2006-March 2007

Broader market environment

Figure 54: Trends and projections in UK population (‘000s), by age group, 2001-11

Companies and products

The Consumer - Usage patterns and habits: Detailed Demographics

Figure 55: Usage of frozen peas/frozen vegetables (excluding potatoes) in the last 12 months, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2006

Figure 56: Expenditure on fresh vegetables in the last week, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2006

Figure 57: Expenditure on frozen vegetables in the last week, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel’s Special Groups, 2006

Figure 58: Expenditure on fresh fruit in the last week, by demographic sub-group, 2006

Figure 59: Changing consumption habits, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, technology usage, commercial TV viewing, supermarket usage, household size, car usage and detailed lifestage groups, October 2006

Figure 60: Changing consumption habits, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, region, ACORN category, technology usage, commercial TV viewing, supermarket usage, household size, car usage and detailed lifestage groups, October 2006

The Consumer - Frozen vs. Canned: Detailed Demographics

Figure 61: Canned or frozen fruit and vegetables purchased in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2007

Figure 62: Canned or frozen fruit and vegetables purchased in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2007

Figure 63: Canned or frozen fruit and vegetables purchased in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2007

Figure 64: Net of types of fruit and vegetables purchased in the last 12 months frozen vs. canned, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2007

Figure 65: Attitudes towards frozen fruit and vegetables, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2007

Figure 66: Attitudes towards frozen fruit and vegetables, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2007

Figure 67: Attitudes towards canned fruit and vegetables, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2007

Figure 68: Attitudes towards canned fruit and vegetables, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, supermarket usage, household size, car usage, detailed lifestage groups and terminal education age, January 2007

Figure 69: Cross-analysis of canned or frozen fruit and vegetables purchased and attitudes towards frozen fruit and vegetables, January 2007

Figure 70: Cross-analysis of canned or frozen fruit and vegetables purchased and attitudes towards canned fruit and vegetables, January 2007

Figure 71: Cross-analysis of attitudes towards frozen fruit and vegetables and attitudes towards canned fruit and vegetables, January 2007

Consumer - Further Insights

Figure 72: Repertoire of types of canned and frozen fruit and vegetables bought in the last 12 months by demographics (row %)

Figure 73: Repertoire of types of canned and frozen fruit and vegetables bought in the last 12 months by types of canned fruit and vegetables bought in the last 12 months (col %)

Figure 74: Repertoire of types of canned and frozen fruit and vegetables bought in the last 12 months by attitudes towards canned fruit and vegetables (col %)

Figure 75: Attitudes towards frozen and canned fruit and vegetable typologies by demographics (row %)

Figure 76: Attitudes towards frozen and canned fruit and vegetable typologies, by attitudes towards frozen and canned fruit and vegetables (col %)

Figure 77: Repertoire of types of canned and frozen fruit and vegetables bought in the last 12 month,s by attitudes towards canned fruit and vegetable typologies (col %)

Figure 78: Attitudes towards frozen and canned fruit and vegetable typologies, by types and number of types of frozen and canned fruit and vegetables bought in the last 12 months (col %)

Abstract

This report assesses analyses the frozen and canned fruit and vegetable market since the last Mintel report on the subject was published in June 2005.

Despite its maturity, the market continues to grow in value sales, with all segments displaying growth.

However, Mintel’s research shows that frozen and canned produce still suffers from the image of being second best to fresh and chilled alternatives, with the majority of consumers preferring to buy fresh. Frozen vegetables have however had a little more success in shedding this image.

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