Christmas is a key period for boosting sales, and given the positive changes in perception towards the frozen category during the lockdown periods, there’s a real opportunity for retailers to maximise sales and meet shopper needs over the seasonal period.
Why frozen matters more in 2021
Over the last 12 months, attitudes towards have significantly changed. 40% of shoppers are more likely to buy frozen food now compared to before the pandemic¹, marking a significant sales opportunity retailers can capitalise upon.
Following last year’s restricted Christmas, shoppers will be looking for ways they can maximise time spent with loved ones. At a time when producing a Christmas dinner can be time intensive, but spending time with family has never been more valued, frozen food is the perfect solution to helping families conveniently create a showpiece meal without dedicating a huge amount of time to cooking.
How to maximise Christmas dinner sales
Roast dinners are a staple meal during the winter months, and also hold a special place in shoppers’ Christmas celebrations. As a result, retailers need to ensure they have these must-stock items to accommodate shopper demand for roast dinner items in the lead up to Christmas.
- Timing is crucial
December is the most important retail month in the lead up to Christmas, with shoppers seeking their festive dinner essentials. In fact, during December 2020, 1.2m Yorkshire pudding shoppers only purchased the item that month². With Aunt Bessie’s Yorkshire Puddings being the top selling product across the entire frozen category in December last year, retailers should consider stocking these products to capitalise on the Christmas dinner opportunity that peaks in December. - Appeal to brand loyal shoppers
We know shoppers are attracted to well-known brands, with 22% of roast dinner shoppers only buying into Aunt Bessie’s². Aunt Bessie’s shoppers also spend more per trip on this brand than competitor shoppers⁴, making it a must-stock brand for convenience retailers looking to maximise their Christmas dinner sales. - Attract money-savvy customers
Value remains a key purchasing motivation for many shoppers, particularly when it comes to Christmas and getting value for money. With the long-shelf life of frozen products meaning less food is wasted, shoppers can make their money go further. To appeal to this type of shopper further, retailers should offer PMPs formats where possible. Birds Eye Petits Pois and Birds Eye Mixed Veg are both available in PMP formats and offer shoppers a quick and easy solution for bringing multiple vegetables into a meal.
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¹ Censuswide study of 2,023 parents between 16/07/2021 – 21/07/2021. Censuswide abides by and employs members of the Market Research Society which is based on the ESOMAR principles
² Kantar & Nielsen Christmas 2020 review across data periods 4/we. 27/12/2020, 26/12/2020, 29/12/2020
³ Kantar & Nielsen Christmas 2020 review across data periods 4/we. 27/12/2020, 26/12/2020, 29/12/2020
⁴ Kantar & Nielsen Christmas 2020 review across data periods 4/we. 27/12/2020, 26/12/2020, 29/12/2020
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