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Frozen meat products are quick, handy & time-saving
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Thursday, 16 August, 2018, 08 : 00 AM [IST]
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Shambhu Nath Jha
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Since ages, frozen food has always seemed to augur well, especially for a population on the go. In the wake of attributes like easy-to-prepare, super convenient, nutritious, and delicious, the demand for frozen food is foreseen to substantially elevate down the lane. Frozen meat products have been continuously consumed since around 1930s and are in demand attributed to convenience factor associated. Frozen meat products are quick, simple-to-cook, handy, and time-saving.
Rise in Demand for Frozen Meat
Across various regions, consumers’ interest in frozen foods has truly taken off. Consumers spread across various regions are envisioned to increasingly invest on frozen foods attributed to convenience factor. The demand for ready-to-eat meals is at an all-time high and is not expected to slow down anytime soon. This demand, in turn, is anticipated to bode well for sales of frozen meat. Frozen meat is well positioned among all other categories of frozen foods to meet a myriad of consumer needs. Apart from convenience, here are a few other pivotal factors further responsible to push the demand for frozen meat:
Fresh is the New Healthy - A key benefit of frozen meat is that it remains fresh and is perceived as healthy for consumption. The process of freezing preserves the nutritional profile of the meat for a longer time period. This, in turn, is primarily influencing interest of the population which is always on the move.
Exquisite Packaging Formats to Retain Consumer Attention - The demand for frozen meat has witnessed new avenues of growth owing to the appealing packaging formats used. Different types of packaging films with alluring designs have complemented the growing demand for frozen foods. Manufacturers of frozen meat are further making smarter moves with innovations such as tear-notch openings, sealable zippers, and single-serve packaging.
Facets Influencing Frozen Meat Demand
As per Trends of Frozen Foods (Part I) published by the Japan Frozen Food Association, domestic production volume of frozen foods in 2013 (January to December) mounted 5% year-on-year, surpassing the record of 2006 and overshooting the figure of the previous year in four consecutive years. In the recent past, there has been a growing tendency of food traceability owing to rising demand for healthy food products. This seems to align well with the rising popularity of frozen meat, thereby fostering well for growth of frozen meat market.
Consumers across markets of both developed and emerging economies seem to be ready to explore new varieties of frozen meat substitutes, paving paths for the manufacturers for topical innovations.
Consumers’ Attitudes towards Frozen Meat
It has been witnessed that consumers are falling back on purchasing frozen foods. This, in turn, can possibly stimulate new product developments in the frozen meat market. New product varieties are believed to enhance consumer retention and diversify the market growth. According to the British Frozen Food Federation, the growth trajectory of frozen meat is down to many crucial & prevalent aspects. Some of those aspects are increasing level of consumer interest in frozen foods, surging publicity on measure of food wastes & campaigns and other initiatives emphasising on the nutritional wholesomeness of frozen foods.
Competition Landscape and Market Scenario
Some of the leading manufacturers operating in the global frozen meat market include Marfrig Group., Kerry Group Plc., BRF S.A., Associated British Foods Plc., Pilgrim’s Pride Corporation, Tyson Foods, Inc., Verde Farms, LLC, and Arcadian Organic & Natural Meat Co. & Cargill Incorporated. The key players in the market have prioritised enhancement of the supply chain connected to restaurants and food service brands. This move has augured well for the key players in the market to strengthen efficiency of the supply-demand chain.
In addition to this, market players are also indulged in aggressive marketing frameworks to reinforce the brand image and strengthen the product portfolio amidst customers. It has been identified that collaboration with cold storage services may bode well for the market players to sustain their foothold amidst competition. On one end, when consumers are counting on the benefits of consuming foods made from frozen meat cuts, the manufacturing companies are poised to be hugely dependent on the consistency in infrastructure of cold storage.
Key players in the market are also focussing on enhancement of production methods in order to amplify the yield obtained and offer cost advantages to the consumers. On the contrary, factors like lack of standard regulatory checks for refrigeration techniques and disparities related to supply chain may cause minor inconveniences. Key players in the frozen meat market are compelled to abide by strict compliance adhering to quality standards & production safety.
Online Stores – High Lucrativeness
Online stores are poised to register significant profits from sale of frozen meat. The entire market has been segmented into modern trade, departmental stores, food chain services, online stores, and others. Among all other categories, the online stores category is projected to exhibit incrementing demand. This demand can be a result of rising penetration of Internet due to which online purchase has become a convenient option. Asia-Pacific except Japan (APEJ) has been anticipated to be the most attractive market, accounting for around one-third of the global demand for frozen meat.
Freezing and Preserving Techniques to Trigger Demand
Technological enhancements in freezing and preserving techniques of frozen meat are poised to significantly elevate the demand. Those techniques have bode well in the direction of safeguarding the nutritional profile of the meat for a longer time period. Quality plays a herculean role in framing consumers’ perceptions towards the product. Changing eating patterns of the urban population in the light of hectic lives have further fostered the demand for healthy food with quality intact.
Frozen Pork & Beef - Best Selling Products
The demand for frozen beef is expected to attain new heights in the coming years. Meanwhile, frozen pork products will incur rapid sales in the light of changing consumption patterns among consumers. Down the lane, consumers are believed to be highly inclined towards consumption of frozen red meat products, which are rich in content of high quality proteins and amino acids. The changing lifestyle of people is foreseen to create a multitude of opportunities for market players of frozen meat. Increasing at-home socialising and growing acceptance of healthy food habits and requirements for on-the-move food are often cited factors creating a myriad of opportunities in frozen meat market.
It has been observed that during festivals like Christmas, the sales of frozen meat and other frozen products rev up due to high demand. The rapid penetration of Internet has introduced a heap of opportunities for market players to reap profits via online channels.
Additionally, supermarkets and hypermarkets are equally growing at a substantial rate. This, in turn, has boosted the demand for frozen food in the developing/ emerging economies. Developing countries such as India, China, Brazil, Argentina, and Malaysia are predicted to represent a huge market potential for frozen meat products, as consumers in these markets are on the lookout for readily available and healthy foods.
Fresh Vs Frozen Inhibit Demand
Fresh meat vs frozen meat- which is healthier and reliable? This has been one of the most hot-button topics while talking about the acceptance of frozen meat. People in some areas are still ambivalent when it comes to purchasing frozen food products. There are multiple advocates for and against frozen foods, meat in particular, and is a major factor leading to quandary among the consumers. This skepticism majorly revolves a question- Is the nutritional profile & freshness of frozen food up-to-the-mark?
Technology has taken along frozen food a long way. Key players in the market have been making use of liquid nitrogen to foster the process of food preservation. This safeguards the nutrition and essence of the food being frozen. This is applicable for food which is frozen and thawed once more for sale in the butcher and fish aisle, and for food which is frozen once again post being butchered. With manufacturers trying their level best to introduce safe and reliable products for consumption, consumer interest for frozen meat is envisioned to elevate considerably in the coming years.
(The author is senior consultant at fact.mr. He can be contacted at shambhu@factmr.com)
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