Regional Food And Drink Overview: Frozen Meals In CEE

October 2007 | Market Overview

In 2005 frozen fruits and vegetables were the most commonly purchased frozen foods in many CEE markets. Since then, however, the prominence of Western-style products, including pizzas, French fries, ready meals and similar products, has increased to a significant degree across most of the CEE. The change is reflected in the declining popularity of canned goods, which were traditionally popular. The frozen meals market in Western Europe is well established in comparison to its CEE counterpart, and lessons can consequently be learnt. Competition is tough, both in terms of price and offerings, with companies relying on innovation to maintain market share. In 2005, for example, Mintel data showed that the value of the UK's frozen meals GBP690mn market was reduced by the impact of price promotion, as well as competition among chilled ready producers. As a result, the main players have diversified into premium and luxury range prepared meals, Asian foods and other more exotic cuisines.

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