潜水简介：
- Frozen foods are growing in popularity as consumers notice price increases and grow concerned about fresh food spoilage,根据德勤最近的一份报告。在一个2021年7月2,000名成人调查, 65% said the prices of fresh foods have risen recently, up 8 points from Deloitte's 2020 survey. And 82% said prices on fresh options have increased more than is justified. Meanwhile, almost half of consumers thought the price of frozen food hadn’t gone up at all.
- Concern about the shelf life of products is another major influence on shopper habits. In the survey, nearly half (45%) said more of the fresh food in their home goes to waste now than it did in the past as the frequency of shopping trips remains below pre-pandemic levels.
- 冷冻食品,享受着撞在销售the pandemic as consumers looked to stock up while they were stuck at home, are now seeing tailwinds from their perceived lower perishability, better pricing and a growing number of premium options, which presents opportunities for manufacturers to innovate.
潜入洞察力：
虽然便利是在大流行早期的冷冻食品的关键驱动力，易腐性在2021年的重要性上升 - 由于更多的原因。
The frequency of grocery trips is down 8 percentage points relative to 2019, according to Deloitte. Meanwhile, supply-chain breakdowns have increased the amount of time products are in transit and storage before they reach shelves, further heightening consumers' concerns around the perishability of foods. In the Deloitte survey,60% of shoppers thought the shelf life of fresh foods has decreased.
消费者也更加思考食物垃圾。超过7人在10中表示他们考虑了在购买决定时他们扔多少食物。这 - 与冷冻食品的感知更便宜的定价相结合，convenience and nutritional value—设置为在今年的消费者推车中保留这些选项。
However,Deloitte also found that “eating fresh is an identity and lifestyle" that does not translate to frozen food. In the company’s research, 90% of consumers say eating fresh food makes them happy whereas only 40% say the same about frozen. The emotions attached to fresh food were such that three-quarters (78%) of shoppers said they were willing to pay a premium for fresh food.
This seeming contradiction between the sales growth of frozen food and consumers’ continued preference for fresh options means manufacturers have the opportunity to innovate as a means to close this gap.
“供应商和零售商还应考虑通过扩大其产品产品，并恢复冰冻的过道来创造兴奋甚至更具增长，倾向于冻结的机会，”Deloitte的消费产品领导者Barb Renner在一份声明中说道。
Frozen options have particularly resonated with younger shoppers thanks to changes made by manufacturers in the versatility, quality and healthfulness of frozen substitutes, according to Deloitte. In the firm’s调查结果，57％的人中的57％相信冷冻蔬菜与新鲜的良好或更好，而55岁及以上的39％。超过一半的年轻人认为，由于能够通过冻结保持维生素和营养素的能力，冷冻肉，水果和浆果也不好或更好。
Already, brands from manufacturers such as雀巢，B＆G食物，conagra.,火星和General Mills have been focusing on healthful offerings and clean label ingredients as a means of attracting consumer attention in what is increasingly becoming a crowded and competitive freezer space.
