Scandinavia countries have relative small food market compared to western European countries owing to the lower population. Frozen food market in Scandinavia countries is expected to show significant growth in the near future owing to the increasing penetration of frozen food retailer such as Picard. For instance, in 2015, the company had 12 retail stores in Sweden and the company is aiming to add 50 retail store over the forecast period. Thus, market for frozen food in Scandinavia countries is projected to grow with significant rate in forecast period. Scandinavia population is health conscious and preferred healthy and gluten free products. Increasing consumer preference for healthy and gluten free product is expected to provide lucrative opportunity for the growth of frozen food products in these countries.
Increasing per capita consumption of frozen food products in these countries is expected to boost demand of frozen foods products in Scandinavia countries. For instance, In Sweden, per capita consumption of frozen foods products is estimated to be 52 kg. Annually, Sweden population consume 5,00,000 tonnes of frozen food products. Most of the houses in these countries contain freezers, which is main factor for the increased in frozen food consumption in these countries.
In terms of product category, frozen ready to eat meal is expected hold major market share in the forecast period. Increasing consumption of frozen pizza in the region is expected to boost the market demand for frozen ready to eat meal in the projected period. In the Scandinavia countries population prefer healthy, ecological and gluten free products. Thus, food giants such as Orkla Foods are focusing on providing premium and heathier products. Grandiosa is a main frozen pizza brand of Orkla food and had many variants with quality constituents. However, frozen fish products is expected to grow with highest rate in the forecast period owing to the increasing consumer preference for high protein products in these countries. Vegetarian frozen pizzas are also gaining momentum between vegetarian customers
Offline channel of distribution dominates the Scandinavia frozen food market in the forecast period owing to the increasing penetration of supermarket and hypermarket in the region. Furthermore, increasing promotion of healthy food products by supermarket and hypermarket is expected to boost the market for frozen food products in the region over the forecast period. However, online distribution channel is expected to grow at a relative high grow rate in the projected period. Online distribution channel provides more option, provide lucrative price and food comparison capabilities. Thus, such factors are expected to boost the market of frozen food product through online distribution channel.
Scandinavia frozen food market is consolidated in nature, with few players occupying major market share. The domestic frozen food producer, Orkla Foods dominates the market with major market share in this region. The companies leading position is due its strong hold in the ready to eat meal and frozen pizza. The company has three premium brands in frozen pizza category, of which Grandiosa dominates the market with major market share. The company offers healthier variants of these products to increase its market penetration in this region. The company have adopted brand acquisition and product launch strategy to gain more market share in the frozen food category. For instance, in 2013, company acquired Stabburet and Toro brand to strengthen its market position. Also, in 2015, Orkla Foods launched Pizza Bakeriet and Big One to maintain its leading position in the market. Some the other prominent players operating this market are Lantmännen Unibake, and Nomad Foods.
Research Support Specialist, USA