Younger generations discovering frozen vegetables

Frozen vegetables save us time but also leave room for creativity. In addition to basic products, an increasingly wide range of mixes are also available today. The only limiting factor regarding the development of the category is probably the price advantage enjoyed by fresh products. The supply of frozen vegetables and fruits is influenced mainly by the weather. According to Zita Csanádi, sales and communication director of Globus Konzervipari Zrt, the shortage of domestic produce in the autumn of 2007 had an effect on some of their Iglo products, which had to be compensated by import. In 2008, they successfully avoided this risk by ordering more in the spring. Bonduelle, the other major market player is present in 75 countries and is also the world leader in vegetable processing. It has 5,000 contracted agricultural partners representing a land area of 110,000 hectares. – As most of the production we process comes from irrigated lands, drought is not a major risk for us – says Gabriela Bartók, brand manager of Bonduelle Central Europe Kft. As a result of a rise in agricultural prices, sales of frozen vegetables have gone up by 10 percent in terms of value, but show a 5 percent drop in terms of quantity. Frozen vegetables and vegetable mixes are available throughout the year. The potato harvest was good last year, according to Tibor Pauer, sales director of Pannon Frost Kft., distributor of the Aviko brand. He thinks that the market share of fresh products is likely to grow, owing to a drop in purchasing power. Young people prefer fast and convenient ways of cooking, which translates into good market potential for frozen vegetables. Frozen vegetables, like the micro waveable garnishes launched by Bonduelle in France are also suited to current health trends. Globus had similar considerations in mind when they renewed their IGLO assortment in 2008. These products can be prepared in 5-8 minutes. The IGLO brand is present in two categories now: frozen vegetables and convenience dishes. One of the big questions of the future is whether convenience products are going to cannibalise vegetables or not. The brand manager of Bonduelle expects growth in vegetable mixes at the expense of mono products in the future. Owing to the advanced freezing process used, the vitamin and mineral content of frozen vegetables and fruits is higher than that of “fresh” vegetables which often take 4-6 days to reach shelves. Frozen vegetables and fruits are also often cheaper than their fresh rivals outside the main season. Though the market share of private labels is growing, there are still market gaps to be filled by brands. – Two „value added” products are to be launched in the beginning of the year, the 400 gram wok Siam and wok Indonesia vegetables mixes – says the brand manager of Bonduelle. The IGLO assortment is also to be expanded this year, with new products in the frozen potato and sweet pasta categories.