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FROZEN FOOD Keeping frozen in MOTION During the COVID-19 pandemic, many frozen food brands are said to have attracted unprecedented demand for their products. How can retailers and brands retain this popularity post-coronavirus? BTy Nicholas Rider. he frozen food category continues to offer consumers convenient and often reasonably priced meals. In recent months, according to IBISWorld Senior Industry Analyst Blair Li, supermarkets and grocery stores in Australia experienced “surging demand” for frozen food in response to COVID-19 stay-at-home restrictions. Such demand isn’t expected to be maintained, however, Ms Li says. “The substantial rise in \\\[the\\\] March- April quarter can result in a weaker outcome in June-July, given COVID-19 has been well controlled in Australia and fridges are full,” she said. With this in mind, she offers retailers some advice when it comes to nurturing the category’s potential. “As young professionals return to work with less time to prepare for meals and purchasing frozen food for their convenience, retailers should focus on providing healthier varieties of existing products and premium goods \\\[such as superfood and seafood\\\] which will keep supporting demand for frozen food,” Ms Li said. “In general, price-based competition still dominates the industry. Retailers are expected to keep providing specials and promotions and maintain a price- sensitive client base.” Patties savours savoury The frozen savoury category in grocery, according to Patties Foods General Manager Marketing & Innovation Anand Surujpal, is showing strong growth year on year. 44 RETAIL WORLD JUN, 2020 In terms of Patties, he says Australians have fond memories and emotional attachment to the company’s products and brands. “Whether it’s childhood memories or family traditions that continue today,” Mr Surujpal said, “these positive associations with Patties products mean that we’re continuing to grow in the market, because the demand is always there.” He added: “Four’N Twenty remains the number one brand in the Australian grocery frozen savoury segment, with recent launches including extensions to the Four’N Twenty Traveller range and new Four’N Twenty Meat Free Pie.” In recent months, says Mr Surujpal, Patties and its brands have experienced “unprecedented demand” for freezer products as consumers seek convenient comfort foods and restaurant-quality meals during a time when dining out is not an option. “In response, we’re continuing to innovate in the space and come up with unique, delicious new options,” he said. Beyond Patties’ COVID-19 response, Mr Surujpal says the company invests in consumer insights to ensure it is delivering insight-led innovation and evolving with cultural trends and consumer behaviour. One such trend, he notes, is a demand for plant- based foods. “We offer a delicious variety of plant- based and vegan friendly options across our branded portfolio,” he said, “including Ruffie Rustic Foods, Nanna’s, Four’N Twenty, Patties and Herbert Adams, to cater for vegetarians, flexitarians and vegans. Australia is changing, and we’re listening.” Patties also recently identified a “clear opportunity” to speak to a new audience looking for restaurant-quality, ready-made meals packed with fresh ingredients that can be seen and tasted. “The Ruffie Rustic Foods range came at a time when consumers were seeking quick and easy meals that were still nutritious and wholesome,” Mr Surujpal said.