Year In Review

Year In Review: Frozen Vegetables

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December 7, 2020
by Shastri Mahadeo
2 Minutes

The following insights are powered by Nielsen in partnership with Unioncrate, an artificial intelligence demand planning platform that combines consumer behavior and historical shipment data to predict sales and inventory with up to 91.6% SKU-level accuracy.

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Welcome to Day 7 of Unioncrate’s Year In Review, looking today at the Frozen Vegetable category’s 18% YOY growth in 2020.

Frozen Vegetables

  • With so much attention on health precautions throughout the pandemic, consumers took advice to make healthy choices and applied it to their diet too: in the 4-week period ended 3/21, the frozen vegetable category grew 51.9%.
  • Frozen spinach got a lot of love this year, with 26.2% growth in the 40-week period since March, making it the highest growing subcategory in that period.
  • Value-add claims didn’t resonate with consumers, with value-add mixed vegetables dropping 2.7% and value-add carrots dropping 41.8% in the 40-week period since March.

Fresh News

  • Pictsweet Farms became the first frozen vegetable brand to certify that all of their vegetables are grown 100% on American soil.
  • Green Giant donated 6,000 units of product to families in Newark to help celebrate Thanksgiving.
  • Birds Eye took the side dish and made it a meal, launching cauliflower “wings” in three flavors to match any occasion. 
  • Sunopta sold their global ingredients sector to Amsterdam Commodities, one of the biggest financial transactions this category had in 2020.

Up Next: Dog Food

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Case Studies

Year In Review: Frozen Vegetables

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The Client

Category

Location

The following insights are powered by Nielsen in partnership with Unioncrate, an artificial intelligence demand planning platform that combines consumer behavior and historical shipment data to predict sales and inventory with up to 91.6% SKU-level accuracy.

---

Welcome to Day 7 of Unioncrate’s Year In Review, looking today at the Frozen Vegetable category’s 18% YOY growth in 2020.

Frozen Vegetables

  • With so much attention on health precautions throughout the pandemic, consumers took advice to make healthy choices and applied it to their diet too: in the 4-week period ended 3/21, the frozen vegetable category grew 51.9%.
  • Frozen spinach got a lot of love this year, with 26.2% growth in the 40-week period since March, making it the highest growing subcategory in that period.
  • Value-add claims didn’t resonate with consumers, with value-add mixed vegetables dropping 2.7% and value-add carrots dropping 41.8% in the 40-week period since March.

Fresh News

  • Pictsweet Farms became the first frozen vegetable brand to certify that all of their vegetables are grown 100% on American soil.
  • Green Giant donated 6,000 units of product to families in Newark to help celebrate Thanksgiving.
  • Birds Eye took the side dish and made it a meal, launching cauliflower “wings” in three flavors to match any occasion. 
  • Sunopta sold their global ingredients sector to Amsterdam Commodities, one of the biggest financial transactions this category had in 2020.

Up Next: Dog Food

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