Photo: Crispy Chicken Grills Company: Birds Eye
2.1 Retail Chapter Champion
2020 was a phenomenal year for frozen food. Buoyed by the change in shopping habits as a consequence of the Covid-19 pandemic, we saw record retail sales and growth as shoppers reappraised the category and rekindled their relationship with the freezer.
Steve Challouma
Not only did we see a surge in short term penetration of the category, we also saw a 50% increase in the sales of in-home freezers(1), an increase in the proportion of frozen food sales going through e-commerce and a spike in consumption of frozen at the ‘lunch’ occasion. This is driven by children being home schooled and the move to working from home – all tailwinds which will have positive structural impacts for the category in the future.
General Manager UK, Birds Eye
The UK entered its third national lockdown in January Next Article (1) GFK FY 2021 Freezer Sales
www.BFFF.co.uk
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