by BFFF
Feb 17th, 2022
2 mins
BFFF

Over the last few years, the frozen fruit category in retail has seen a significant amount of NPD. The category now benefits from a wide range of smoothie mixes that really reinforces the convivence that frozen food offers. A quick search on Tesco’s website lists 18 SKU’s ranging from Apples to Cranberries and including smoothies’ mixes and breakfast topper.

Data kindly provided by Kantar shows that frozen fruit is a subcategory of the Confectionery sector, accounting for 45.6% of value sales. This is up on the share in 2019 when it stood at 44.3%.

Whilst frozen fruit has declined from a significant up lift in sales in 2020 when it added value sales of +18.3%, the category is still up by 9.3% vs 2019 which is slightly ahead of the Confectionery category at +6.3%, although on a year on year basis it is down by 7.4%.

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