FROZEN FRUIT MARKET ANALYSIS

One of the key challenges faced by the frozen fruit market is the perception among consumers that frozen fruits lack the same nutritive value as fresh fruits. While freezing produces minimal changes to the nutritional profile of fruits compared to fresh, many consumers still believe that vitamins, minerals and other nutrients are lost or degraded during the freezing and later thawing process. Some also argue that frozen fruits have a shorter shelf life once thawed compared to fresh fruits. However, effectively communicating this research and changing long-held consumer perceptions has been an uphill task for frozen fruit brands and retailers. Overcoming this perception challenge through targeted education campaigns will be critical for the future growth prospects of the frozen fruits category.

Market Opportunity: Increasing demand for organic and natural products

One major opportunity for the frozen fruit market is the increasing demand for organic and natural food products globally. Consumers are becoming more health conscious and looking to limit consumption of foods with artificial preservatives, colors, flavors or genetically modified ingredients. Frozen fruits, which involve minimal processing and do not require the use of preservatives for longer shelf life, are well positioned to tap into this demand. Frozen fruit producers can promote their products as a clean label and all-natural option. The market has also seen impressive growth of organic frozen fruits in recent years to meet the needs of health-focused consumers who prefer fruits grown without synthetic pesticides and fertilizers. This growing preference for organic and natural products is expected to drive significant growth for the frozen fruits market going forward.