The Frozen Chosen: Why you need to be in the freezer case at all times.
Author: Ken Whah, President and CEO —
Delayed deliveries, poor inventory management, and inconsistent scheduling all strain relationships with your retail and club store customer, and eventually impact your overall freezer case success. Traditionally, the freezer case needed to be stocked for popular shopping days and times in order to serve brand loyal consumers carrying their pre-planned grocery list.
That’s changing. More buying decisions are being made in the moment than ever before. Here’s five reasons why you need consistent, reliable stock in the freezer case at all times:
- High traffic and rising engagement.
According to a 2018 IRI study, 99.4% of all grocery shoppers took a trip down the frozen food aisles and made a frozen purchase. Market penetration is exceptionally high, and engagement is spread across virtually all categories. For example, 87.5% of shoppers were drawn to ice cream and 79% were drawn to vegetables, which increases visibility and floor traffic for everything in between.
- High-frequency shoppers are on the rise.
The 2019 Power of Frozen survey also confirms that shoppers are browsing and buying with increased frequency. 35% of households consume frozen food daily or every few days, and 52% of this core category is purchasing more than they did last year.
- Core consumers are impulsive.
Frequent visitors to the store report that they make impulsive shopping decisions and have adventurous tastes. The 2019 data found that core shoppers want to try new things and use frozen convenience to test a wide variety of cuisines. This growing behavior trend happens in the moment, not when consumers are writing a list at home.
- Planning also leads to unplanned purchases.
Even still, more traditional, planned trips lead to last-minute shopping decisions. According to the 2019 survey, 73% of all shoppers who planned a specific purchase left with at least one additional, unplanned item in their cart.
- Millennials are spending more and willing to explore.
The IRI annual Consumer Connect survey measured all food dollar metrics. Data showed that millennials spent 21.5% more on food in March 2019 than they did the year before. Food inflation has risen at a rate of 1.7% but food spending by seniors and retirees still dropped 3.8%. Millennials are the demographic to watch.The 2018 Acosta Behind the Buy shopper survey agreed that millennials are spending more, and their buying decisions aren’t locked down. 48% of this target demographic reported that they are not brand loyal and will switch to make a different purchasing decision while they are in the store. Millennials are more likely to try a different brand if they find a better deal or discover something new to try, which is why constant stock and visibility are essential.
In the farm-to-fridge supply chain, there are many opportunities for delays, stock outs and spoilage. As a manufacturer, you need to balance consumer demands with production, and partner with a frozen food logistics provider who is completely reliable.
Hanson Logistics is the industry-leading expert in refrigerated warehousing and transportation. Let us help you serve more shoppers with in-the-moment decisions.
Other data referenced that was not in the PowerPoint: