One in four retailers intends to invest further in their frozen category in 2022, according to new research carried out by Birds Eye and KAM Media – a 6% increase on last year.

From a survey of 200 independent retailers, the supplier has found that 34% of convenience retailers have witnessed increased shopper demand for the frozen category over the last 12 months.

When looking at key barriers to growth, the survey found that 39% of retailers had insufficient space to incorporate additional freezers, while 23% preferred to keep their ranges the same, missing out on new consumer trends and shopper demands.

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Joss Bamber, head of convenience at Birds Eye, said: “2021 has proven the important role that retailers play in supporting their local communities, with a major part of that being the services and products they provide. Demand for frozen products within the convenience channel is here to stay, so there is a definite need for retailers to prioritise their frozen range in store, ensuring they are stocking the right products to capitalise on a real sales growth area.

“In-store space is always at a premium for store owners, so the challenge for retailers is utilising what little freezer space there already is to ensure maximum frozen sales. It’s crucial that retailers are making informed decisions on the best products to stock, so our advice is always to listen to what customers are asking for, stock the core bestsellers and top up with new products that will excite and attract shoppers to the category.”

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According to the survey, plant-based and free-from products will be a key trend for 2022, with 81% of retailers now stocking ‘free-from, plant-based and meat alternative’ meal centres.

“With Veganuary just around the corner, many shoppers will be looking for convenient, healthy and cost-effective plant-based options that can be easily added to their diets,” said Bamber. “Birds Eye’s Green Cuisine range has performed exceptionally well within the channel over the last year, helping convenience retailers to capitalise on the frozen meat-free sector growth of 50.5% over the last two years.”

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