A variety of Signature Select frozen appetizers found at Albertsons Cos. banner stores
“We are living in a culture where people are not eating the typical three meals a day, so snacks and meals may be interchangeable and many types of products can fit the small plate trend,” said Henderson. “Particularly the breakfast category has seen manufacturers focus on portable and grab-and-go options.”
Inflation continues to impact the grocery sector despite some recent signs of cooling. According to IRI’s Inflation Tracker, most food categories have remained within the same price range from November of last year to the first several weeks of January. With inflation remaining high,
including in the freezer aisle, Henderson said that strong growth potential is expected to continue, giving retailers more of an opportunity to leverage their private brands.
“During inflationary times, we know eating away from home is curtailed,” she said. “This creates an opportunity to drive consumers to frozen.”
Examples of retailers adding new private label products to the freezer aisle in 2022 include United Natural Foods, Inc. (UNFI) expanding its Woodstock brand with six new organic pasta items, and Albertsons Companies relaunching its Waterfront Bistro line of frozen seafood.
In September of last year, two of the four winning companies in Wakefern’s Own Brands Supplier Innovation Summit offered products in the frozen category. GlutenLibre was founded by two bakers who met in manufacturing 15 years ago, and the company offers certified gluten-free and vegan plant-based frozen dumplings. It uses only all-natural ingredients with no artificial flavors or colors, preservatives, nitrates, hormones or antibiotics.
Another winner, The Perfect Bite Company, offers a “fresh take on frozen,” and has built its business by offering a foundation of foods including breakfast, single-serve meals, bowls and value-added vegetables and grains.
“Private brands have definitely benefited from the recent past and current environment,” said Henderson. “The combination of economic downturn, pandemic response and supply chain issues forced consumers to private brands. That experience created increased trust and quality perceptions for private brand products.”