Pulse Report Frozen Food Q3 2012

Welcome to the Pulse Q3 2012 edition for Frozen
Food. We hope you find it useful. Please do not

hesitate to contact us if you have any questions or
comments at EU.Marketing@symphonyiri.com
SymphonyIRI
Frozen Food Pulse
www.SymphonyIRI.eu
Frozen Food – SymphonyIRI Pulse Q3 2012
About the Report

• This Frozen Food report is one of 10 super category reports designed to show
high-level comparison and analysis for retail markets across major countries in
Europe.
• This report contains data gathered from around Europe. This market was split
into the following categories: Frozen Vegetables, Frozen Potato Products, Ice
Cream, Frozen Desserts, Frozen Meat, Frozen Fish, Frozen Ready Meals and
Frozen Dough & Bread Products.
• The report highlights key metrics such as total sales figures, market trends,
category shares, winners and losers for Europe and for individual countries.
• The data has been sourced from SymphonyIRI Group retail databases and
Eurostat – the statistical branch of administration for the European
Commission.
• The countries included in the report are: France, Germany, Italy, Netherlands,
Spain and the UK.
• The market channels used for each country in this report are as follows:
Country Channels used

Hypermarkets, Supermarkets, Drugstores and
UK
Impulse Outlets
Hypermarkets, Supermarkets, Hard Discounters,
ES
Drugstores and includes the Canary Islands
Hypermarkets, Supermarkets, Hard Discounters
DE
and Drugstores
Hypermarkets, Supermarkets, Hard Discounters
NL
and Drugstores
Hypermarkets, Supermarkets, Small Self Service,
IT
Hard Discounters and Drugstores
Hypermarkets and Supermarkets
FR
• For analytical purposes the data sourced from available retail databases has
been consolidated to provide consistent results. However, for some countries it
has not been possible to source data pertaining to certain categories. When
this has occurred it has been documented in the Notes section found at the end
of the report.
2 www.SymphonyIRI.eu
In the Radar
“
In response to the tough economic climate, European
consumers tend to favour basic categories when seeking
“value for money” . Consumers are eating out less and
seeking a ‘dine in’ experience therefore as well as value for
money, pleasure and innovation are still an important factor.
This providing a great opportunity for National brands to
leverage: innovation and promotion.
Séverine Malmejean
Unit Director France, SymphonyIRI Group
”
Economic figures influencing consumer behavior
Average 12 Months
Population in Millions Unemployment (%) Inflation Rate GDP in Millions (€)
January January Dec. Average Dec. Average 2011 2012

2011 2012 2011 2012 2011 2012 (Estimate) (Estimate)
France 65.0 65.3 9.7 10.3 +2.3 +2.5 1,987,699 2,033,702
Germany 81.7 81.8 5.9 5.5 +2.5 +2.4 2,567,000 2,645,862
Italy 60.6 60.8 8.4 10.7 +2.9 +3.5 1,586,209 1,565,770
Netherlands 16.6 16.7 4.4 5.3 +2.5 +2.8 607,435 609,133
Spain 46.1 46.1 21.6 25.1 +3.1 +2.3 1,074,940 1,050,211
United
Kingdom 62.4 62.9 8.4 7.9 +4.4 +3.7 1,747,315 1,913,070
Source Eurostats, October 2012
Global Trends
Value sales and growth and decline in the last year
Value Sales in Millions (€)
Total EU 22,768
+2.8%
DE 7,919
UK 4,488*
+3.0% +1.3% FR 3,680
IT 3,513
ES 2,310
NL 858
+2.7% *based on an exchange rate of €1.150 to the pound
Positive Trend
Static Trend
+2.6% Negative Trend
+1.8%
TOTAL EUROPE +2.1%
Value sales for the last six quarters

7,000
Millions
6,000
941 952 961 France

920
5,000 955
812
Germany
4,000 2,072 1,910 2,065 1,982
1,949 Italy
1,923
3,000
945 994 947 1,016 Netherlands

762
788
2,000 232 210 231 219
207 Spain
202
595 661 552 600 678
480
1,000
1,175 1,128 1,187 1,149 UK
1,104 1,048
0
3-Jul-11 2-Oct-11 1-Jan-12 2-Apr-12 1-Jul-12 1-Oct-12 Period Ending
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
Europe
Category Value Sales and Share of Value in the Last Year

22.1%
7,000 6,574
16.8% 6,000
5,021
5,000
Millions Euros
3,831
4,000
10.0% 3,000
28.9%
2,285
2,083
2,000 1,655
9.1%
930
1,000
0.0% 382
1.7% 4.1% 7.3% 4
0.0% 0
Frozen Ready Meals Ice Cream

Frozen Fish Frozen Vegetables
Frozen Meat Frozen Potato Products
Frozen Desserts Frozen Dough & Bread Products
Frozen Poultry All other Frozen Meats
Top 5 Categories Evolution Key trends

Value Sales (€) and % Change vs. Yr Ago
• Across Europe, Frozen Food value
6.574
sales growth has increased slightly,
with a 2,1% rise in the latest year vs
5.021 +1,9% seen in Q2.
• The most notable increase in value
Millions
growth comes from Germany (+1,3%

3.831
vs +0,8% seen in Q2) and France
(+2,7% vs +2,4% in Q2).
2.285 • Ice Cream and Frozen Meat show the
2.083
highest value growth rates in Europe
although Frozen Ready Meals remain a
strong contributor to value growth in
7,0
3.5 several countries.
1,3 1.5 0.7
• Inflating prices €/Kg still observed in all
Frozen Ice Cream Frozen Fish Frozen Frozen
Ready Vegetables Meat
countries except in Spain.
Meals
Total € Sales % € vs. YA
Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom
Europe
Top 5 Winners: Value Sales Top 5 Losers: Value Sales

chg vs. Yr Ago (€) chg vs. Yr Ago (€)
Millions
0 50 100 150 200 Millions
-30 -25 -20 -15 -10 -5 0
Ice Cream 170.0
Frozen Meat 136.2

-0.8 Frozen Poultry
Frozen Ready
Meals
87.1 All other Frozen
-1.2 Meats
Frozen Fish 54.9

-12.0 Frozen Desserts
Frozen Potato
Products
43.5 Frozen Dough &
-24.4 Bread Products
Category Insights
• The top 5 winning categories had a combined growth of 492 millions € vs. last year.
This increase in sales (vs 467 millions € combined growth in Q2 2012) mainly driven
by Ice Cream due to a good summer and strong promotional pressure and
innovation.
• Frozen Meat value growth still driven by the German Discounters.
• Frozen Ready Meals mainly driven by Frozen Pizza and Frozen Snacks, which
provide “value for money” meal alternatives in the current economic climate when
compared to increasing prices in many other Frozen Food Categories.
• Across Europe, basic meal offers remain the best drivers for volume growth (French
Fries, Fish Sticks, Pizzas, Basic Vegetables…) when compared to more complex
meals BUT innovation and promotional support from National Brands remain two
strong levers to drive volume sales growth in response to changing consumer needs.
Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom
France

22.3% 1,200
18.4% 1,000
993
822
800
676
Millions Euros
600
11.2%
27.0% 411
373
400
325
200
0.3% 10.1%
70
8.8% 9
1.9% 0

Frozen Fish Frozen Meat
Frozen Vegetables Frozen Potato Products
Frozen Desserts Frozen Dough & Bread Products

Value Sales (€) and % Change vs. Yr Ago • Volume growth continues to slow in Q3
2012: -1.3% annual growth versus -2.3%
993
in Q2.
822 • In the same period, value growth has
increased to +2,7% versus +2.4% in Q1,
Millions
676 whilst Total FMCG shows more stable

period on period growth at +3.3%.
• Inflation remains the main driver of value
411
373
growth: from annual growth +2,9% in Q1 to
+3,3% in Q2 and +3,0 in Q3. Mix upgrades
are also seen in some Frozen Food
Markets.
7,6
3,5 • Volume decline mainly coming from
1,1 0,7 1.2
Frozen Ready Meals, Vegetables and Fish
Frozen Ice Cream Frozen Fish Frozen Frozen & Seafood.
Ready Meat Vegetables
Meals • At a total FMCG level, inflation continues
to grow, mainly driven this time by Private
Label. National Brands show greater
stability thanks to assortment, promotional
support, inflation control and innovation.
France

Millions
Millions
0 10 20 30 40 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Frozen Meat 29.1
Ice Cream 27.7
Frozen Potato
Products
16.5
Frozen Ready
Meals 11.2
Frozen Fish 4.5
Category Insights
• Frozen Meat is still the leading contributor to Frozen Food value growth in France: +7,6%
growth. However, volume growth is only +0,5% in Q3 vs +2,8% in Q2 for the whole segment,
down to the wave of Charal innovations coming to an end along with reduced promotional
support. Private Label have not yet regained volume from Charal.
• Ice Cream in value growth in Q3 (+3,5%) helped by good weather during the summer. Strong
innovation support attracted consumers and generated value.
• Value growth for Frozen Ready Meals has slowed in Q3 (+1,1% vs +1,7% in Q2) along with
a strong volume decline. Impacted by good weather conditions during the summer and strong
seasonal presence and activation of Fresh Product categories.
• Generally speaking, this scenario is the same for all Savoury categories
Germany

17.3%
3,500
3,000
2,902
15.4%
2,500
Millions Euros
2,000
36.6%
1,500 1,372
9.0% 1,221
1,000
716
577 528
500
389
7.3% 215
2.7% 6.7% 0
4.9%
Frozen Ready Meals Frozen Meat

Ice Cream Frozen Fish
Frozen Desserts Frozen Vegetables
Frozen Potato Products Frozen Dough & Bread Products
Top 5 Categories Evolution

Key trends
• Meat/Poultry is the fastest growing
category +8.1% in value terms, mainly
driven by an increase in Price/Kg
2.902
(+6.2%).
• Hypermarkets and Discounters
remaining the preferred consumer
channel helping the Ready/Partial Meal
Millions
category to grow positively.

1.372
1.221 • Frozen Ready Meals which hold around
36% of the total market has seen a
716 decline in sales driven by Pizza &
577
Baguettes where sales are down by -
8
2.4 3,6 1.1% .
-0.1 -1.2
Frozen Frozen Ice Cream Frozen Fish Frozen

• Discounters which hold around 64% of
Ready Meat Desserts total Meat/Poultry sales driving category
Meals growth in the market with value sales
Total € Sales % € vs. YA +6.2%.
Germany

Millions Millions
0 20 40 60 80 100 120 -20.0 -15.0 -10.0 -5.0 0.0
Frozen Ready
Frozen Meat 101.7 -4.2 Meals
Frozen Potato
-5.1 Products
Ice Cream 28.2
Frozen Fish 25.0

-16.9 Frozen Vegetables
Frozen Dough &

-17.6 Bread Products
Category Insights
• Private Label dominates the Frozen Meat category with a 53% share. Frozen Poultry
which alone contributes around 66% sales in this category has recorded value
growth of 7.1% helped by an increase in Price/Kg of 5.6%.
• Ice Cream which registered growth in the 3rd Quarter (2.4%) primarily due to
increases in promotional sales (circ 12%) driven mainly by multipacks which
contribute to 54% to overall sales. Discounters and Hypermarkets the key channels
driving category growth.
• Private Label also dominating the Frozen Fish category contributing to 60% of
category sales and is driving growth, growing at 8% in value and 7% in volume
terms.
• Frozen Dough & Bread Products has seen a decline in all channels with the
exception of Hypermarkets which has shown marginal growth in value terms +0.8%.
Pasta/Pastries which contributes almost 95% of the category sales has seen a
decline of -7.7%.
• All the sub-categories of Frozen Vegetables have declined in values terms,
Discounters is the only channel where there has been any growth (+1.1%).
Hypermarkets which contribute to more than 40% of sales is in decline by -3.8%.
• In the case of Frozen Desserts, marginal increases in the Fruit category cannot
compensate for the heavy losses of rest of the categories which ultimately ranked its
position in the top 5 losers.
Italy

22,2%
1200
1,064
1000
19,5%
781
800
Millions Euros
685 678
600
30,3% 400
200 128 111

34 33
19,3%
0
0,9%
1,0% 3,2% 3,6%
Ice Cream Frozen Fish

Frozen Vegetables Frozen Ready Meals
Frozen Potato Products Frozen Meat
Frozen Dough & Bread Products Frozen Desserts
Key trends
• The economic downturn continues to
have a negative impact on
consumption and volume sales.
1.064
• Price Inflation allows all the major
781 categories to maintain positive growth
685 678 in value but volume sales are in
Millions
decline which has accelerated in

recent periods.
• Ice cream is the exception; good
128 weather driving volume (+1,5 on YTD).
1,6 0,9 1.3 3,2
0,9
• Frozen Meat is still the most dynamic
market (+7% in volume YTD12) : The
m
es
ls
s
sh
ct
ea
a
category is dominated by poultry and

bl
Fi
du
re
M
a
C
en
o
et
dy
Pr
e
g
oz
as poultry is one of the cheaper meats

Ic
Ve
ea
o
Fr
at
R
en
it attracts consumers in this tough

Po
en
oz
oz
en
Fr
climate.
Fr
oz
Fr
Italy

Millions
Millions
0 5 10 15 20 25 -2,5 -2,0 -1,5 -1,0 -0,5 0,0
Frozen Ready
Meals 20,9
Ice Cream 17,0
Frozen
Vegetables 8,9
Frozen Meat 7,4
Frozen Dough &

Frozen Fish 6,7 -2,3 Bread Products
Insights and recommendations

• Ice Cream after bad start, the season took off in July, generating volume growth. Retail assortments
grew (142 skus on avg, +5,5 vs 2011) to give space to NPD (NPD contributing to 7% of volume sales)
and differentiate assortments vs competitors. Small size bulks (200-300gr) to satisfy light users and
meet consumer orientation to lower price per pack is the fastest growing segment and shows an
interesting strategy being adopted by both branded and private label.
• Frozen Meals : Pizza covers 50% of the category and still remains in good volume growth (+4,0% in
volume on YTD12) : cheapness and innovation are main reasons for success ; all other Meals,
basically first meals (pasta) and side dishes (vegetables) showing a negative trend (-6% in volume on
YTD12) : “back to basic” shopper’s orientation (more cooking at home) and strong price inflation are
weakening “value for money” proposition of this category; Leader Findus increasing its offering on its
new brand “A Regola D’Arte” (fish meals and side vegetables). .
• Frozen Fish : only the core segments (Natural Fillets and Fish Fingers) maintaining positive volume
growth YTD12 (+0,5% and +1,3%) ; price competitiveness vs Fresh fish helping to maintain and grow
sales; KPIs at market level (promo intensity , assortment variety and width) are stable ; Innovation
could do more to help the market to grow.
• Other Frozen : Vegetables declining in volume terms (-1% on YTD12), mainly on core segments like
peas and spinach ; better performance coming from Potatoes mainly French Fries with +1,5% in
volume sales YTD12 ; Vegetables showing strong growth within the Discounters over recent periods;
Coated Poultry Meat is the fastest growing segment (+9,6% in volume in 2012) driven by price
competiveness and innovation from Findus.
Netherlands
21.8%
400 372
350
300
43.3%
Millions Euros
250
12.6% 187
200
150
108
100
88
66
10.2%
0.5% 50
7.7% 19 11 4
0.5%
1.3%2.2%
0

Frozen Fish Frozen Potato Products
Frozen Vegetables Frozen Desserts
Frozen Dough & Bread Products Frozen Poultry
All other Frozen Meats
Key trends
• Frozen Foods are growing at 3% in
Value Sales (€) and % Change vs. Yr Ago value terms and shows a stronger
performance than the rest of the
FMCG market.
372
• The growth is mainly down to price
inflation but also in volume terms
frozen food is performing better than
the rest of the FMCG market. This
driven by Ice Cream, Frozen Fish
Millions
187 and Frozen Meat Snacks.

• Discounters are gaining share from
108
88 service supermarkets, showing a
66
much stronger growth in all
5.1 3.7 segments. The only exception is
2.8 -1.1 1,4
Frozen Meat Snacks. Here service
Frozen Ice Cream Frozen Fish Frozen Frozen supermarkets maintaining share.
Ready Potato Vegetables
Meals Products
Netherlands

Millions Millions
0 5 10 15 20 -1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 0.0
Frozen Ready
Meals
18.0
-0.8 Frozen Poultry

Ice Cream 6.6
Frozen Potato
-0.9 Products
Frozen Fish 3.0
All other Frozen

Frozen Dough & -1.2 Meats
Bread Products
1.1

Frozen
Vegetables
0.9
Category Insights
• Frozen Ready Meals is the biggest contributor to the growth driven by two of the major
segments: Frozen Meat Snacks and Frozen Pizza’s. Frozen Pizza’s shows the strongest
growth in value terms, driven by price inflation from Dr. Oetker Ristorante, which so far does
not seem to have led to a volume decline. Perhaps this is down to the fact that pizza is still a
cheaper meal alternative in todays economic climate. Frozen meat snacks shows the largest
growth in volume terms. Within Frozen Meat Snacks a ‘back to basics’ development seems
visible, with the traditional Dutch snacks showing growth, while oriental snacks (Spring rolls
and Sate) declining. Also a very strong growth for Party/Mini Snacks is visible, probably
related to the trend of spending more quality time at home with family and friends (in stead of
out of home).
• The second biggest contributor to the growth is Ice Cream. Surprisingly not directly driven by
the weather (multipacks hand held in decline) but mainly thanks to successful innovation
from Unilever with a single serve spoonable ice cream, making Ice Cream a more top of
mind convenient alternative for dessert or in between snack.
• Half of the growth in Frozen Fish is thanks to the traditional Fish Sticks. One of the reasons
for this growth is a strong rise of promotion pressure, along with this Fish Sticks perhaps
being considered as a value for money meal component in economic tough times. Other
Fish, including scale and shellfish gaining popularity (while meat volumes declines).
• Frozen Potato Products declining both in value and volume terms. Driven by both segments;
French Fries and specialties driven by Aviko and Private.
Spain

26.9%
800 757
700
621
600 556
Millions Euros
500
400
32.8% 24.1%
300
182
200
113
100 66
0.2% 10 5
0.4%2.9% 4.9% 7.9%
0
Frozen Fish Ice Cream

Frozen Ready Meals Frozen Vegetables
Frozen Dough & Bread Products Frozen Potato Products
Frozen Desserts Frozen Meat

• Total Frozen continues to grow in
value terms. +2,6%.
757
621 • In volume terms Total Frozen is

556 also showing growth +3.3% with
prices declining (-0,7%).
Millions
• The main drivers being Fish &

Seafood (0,7%), Pizzas (5,8%)
182 and Ice Cream (4,9%).
113
4,9 4,7
1,4 1.3
-5.6
• Private Label performing well
+4,9% with 57,4pts value market
Frozen Fish Ice Cream Frozen Frozen Frozen
Ready Vegetables Dough &
share. Branded products
Meals Bread struggling to compete and
Products showing a negative trend (-0,9%).
Spain

Millions Millions
0 10 20 30 40 -8.0 -7.0 -6.0 -5.0 -4.0 -3.0 -2.0 -1.0 0.0
Ice Cream 29.2
Frozen Ready
Meals
24.7
Frozen Potato
-0.9 Products
Frozen Fish 10.6
Frozen -1.6 Frozen Desserts
Vegetables
2.3
Frozen Dough &

-6.7 Bread Products
Frozen Meat 1.0
Category Insights
• Nestle the leading manufacturer, with 7,3 pts market share (-0,3 YA), with sales in
decline by -3,6% in value and -4,6% in volume terms. The following manufacturers in
second and third place : Pescanova (+2%), Unilever (-6,1%) respectively.
• The new Findus Group (Findus+Bonduelle) has changed the landscape of the
Vegetable and Ready to Eat categories; enabling them to take brand leader position in
many segments. However, sales are in decline by -6,3% in value and -10,7% in
volume terms.
• The growth of the Pizza Category has slowed driven by Nestle and Dr Oetker. Both
vendors combined contributing to 60,5% of sales. Nestle contributing to 30,9% with
sales in decline by -6,4%. Dr Oetker with a marginally smaller share of 29,6pts
delivering positive value growth +2,3%.
• Ice Cream sales grew by +4,9%. Unilever being the market leader with 17,5% value
share with sales in decline by -6,2%. Private Label dominates the category with
69,1pts value share with year on year growth of +2,8%. In volume terms Private
Label is even more dominant contributing to 85% of total sales.
United Kingdom

23.9%
1200 1,1061,074
17.7%
1000
793
800
659
Millions Euros
600
14.7% 451
24.6% 400
222 184
200
10.1%
4.1% 4.9% 0
Ice Cream Frozen Ready Meals

Frozen Fish Frozen Potato Products
Frozen Vegetables Frozen Desserts
Frozen Meat
Key trends
• Total Frozen Food sales continuing to
lag behind that of Ambient & Chilled
1,106
1,074
Foods both in Value & Volume terms –
more notably in volume.
• Ice Cream, Ready Meals, Fish &
793 Potato are the key drivers of growth.
659 Ice Cream and Ready Meals have the
majority share within Frozen Foods.
Millions
451 • Although Fish has contributed growth,

sales have dropped back in the latest
5.9 5.2 quarter due to delisting of some
3.5
1.6 0.6 brands.
• Earlier in 2012 year on year the levels
of promotions were down however this
Ice Cream Frozen Frozen Fish Frozen Frozen trend reversed with levels of volume
Ready Potato Vegetables
Meals Products on deal increasing year on year
peaking over the summer with levels
Total € Sales % € vs. YA now dropping back in the latest
month.
Data for the United Kingdom does not include Northern Ireland
United Kingdom

Millions Millions
0 20 40 60 80 -7.0 -6.0 -5.0 -4.0 -3.0 -2.0 -1.0 0.0
Ice Cream 61.3
Frozen Potato
Products
32.8
Frozen Ready
Meals
16.5
Frozen -3.1 Frozen Meat

Vegetables
15.3

Frozen Fish 5.1
Category Insights
• Frozen Potato remains a key growth category within Frozen Foods fuelled by price inflation which is set
to increase given the poor crop harvest in the UK this year. Frozen Potato’s growth driven by new
listings, increased distribution and promotional volume – notably ‘off shelf’. ‘Jackets’ is the new area of
growth contributing to 55% of total category growth driven by McCain and is actually the second fastest
growing brand in absolute sales terms within Frozen Foods.
• Ice Cream – Value growth driven by inflation and NPD such as Walls Magnum Infinity and Ben & Jerrys
Core. Own Label also doing well with their ‘Me Too’ products. NPD and price inflation masking the overall
drop in volume sales driven by reduced promotional activity notably ‘Off Shelf’ and ‘Multi Buys’ and the
poor British weather.
• Ready Meals – Growth driven primarily by Frozen Pizza notably Chicago Town Deep Dish fuelled by
high levels of price promotions on and off shelf. Within Ready Meals it is brands such as Made for You
and Hungry Joes and Weight Watchers that are driving growth with Findus, Birds Eye & Own Label
losing out.
• Frozen Vegetables – Like many other categories in volume terms Frozen Vegetables are in decline.
Value growth driven by inflation and NPD. NPD focussing on convenience and added value such as
single serving steam/microwavable pouches initially driven by Birds Eye Field Fresh with Own Label ‘Me
Too’s’ now evident.
• Frozen Fish – NPD less of a driver of growth within this category. Birds Eye driving growth through high
levels of off shelf promotions along with NPD such as Jamie Oliver. The underlying health of the category
is in question with rates of sale off promotion in decline which could be down to two factors – increased
promotional reliance and also the expansion of the Chilled Fish category which is dominated by Own
Label but brands such as ‘The Saucy Fish Company’ promoting the chilled market with their recent
advertising campaigns.
Data for the United Kingdom does not include Northern Ireland
Final Notes
Notes on Category Definitions for Countries
Due to the diverse products found in individual countries across this market it was necessary to
consolidate the available data into the categories in this report. In some cases it wasn’t always possible
to align products across all 6 countries hence the need to highlight any anomalies in the report. Those
exceptions are listed below:
Frozen Dough & Bread Products

•The UK data in this report does not include this category
Resources
To gain insight into opportunities across specific categories, segments, channels or retailers, contact
your SymphonyIRI client service representative regarding custom analyses leveraging the following
resources:
• InfoScan Census ® is a syndicated retail tracking service that enables manufacturers and retailers to
acquire industry insights used to make better business decisions. InfoScan Census utilizes the data
that SymphonyIRI Group collects from grocery, drug, and mass merchandise retailers to provide the
most comprehensive and accurate syndicated data offering in the Fast Moving Consumer Goods
(FMCG) sector. With access to accurate, granular detail by category, geography, measure, and time
period, clients have the tools needed to develop marketing and sales strategies based on product
performance, distribution, and promotion responsiveness. All data about frozen foods are coming from
InfoScan Census®.
• SymphonyIRI Consulting provide strategic insights and advice leveraging a variety of data sources,
predictive analytics, enabling technologies, and business analyses to help CPG manufacturers and
retailers address significant sales and marketing issues effectively
About SymphonyIRI Group

SymphonyIRI group, formerly named Information Resources, Inc. (IRI), is the global leader in
innovative solutions and services for driving revenue and profit growth in CPG, retail and
healthcare companies. SymphonyIRI offers two families of solutions: core IRI solutions for market
measurement and symphony advantage solutions for enabling new growth opportunities in
marketing, sales, shopper marketing and category management. SymphonyIRI solutions uniquely
combine content, analytics and technology to deliver maximum impact. SymphonyIRI helps
companies create, plan and execute forward-looking, shopper-centric strategies across every level
of the organization.
For more information, visit www.SymphonyIRI.eu
Contact: SymphonyIRI Group, EU.Marketing@SymphonyIRI.com, Tel: +33 1 30 26 81 00

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About the Report

Country Channels used

January January Dec. Average Dec. Average 2011 2012

France 65.0 65.3 9.7 10.3 +2.3 +2.5 1,987,699 2,033,702

Germany 81.7 81.8 5.9 5.5 +2.5 +2.4 2,567,000 2,645,862

Italy 60.6 60.8 8.4 10.7 +2.9 +3.5 1,586,209 1,565,770

Netherlands 16.6 16.7 4.4 5.3 +2.5 +2.8 607,435 609,133

Spain 46.1 46.1 21.6 25.1 +3.1 +2.3 1,074,940 1,050,211

Source Eurostats, October 2012

Value sales and growth and decline in the last year

Value Sales in Millions (€)

+2.7% *based on an exchange rate of €1.150 to the pound

+2.6% Negative Trend

TOTAL EUROPE +2.1%

Value sales for the last six quarters

941 952 961 France

945 994 947 1,016 Netherlands

Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12

Category Value Sales and Share of Value in the Last Year

Frozen Ready Meals Ice Cream

Top 5 Categories Evolution Key trends

growth comes from Germany (+1,3%

Total € Sales % € vs. YA

Top 5 Winners: Value Sales Top 5 Losers: Value Sales

Ice Cream 170.0

Frozen Meat 136.2

Frozen Fish 54.9

• Frozen Meat value growth still driven by the German Discounters.

Category Value Sales and Share of Value in the Last Year

Frozen Ready Meals Ice Cream

Top 5 Categories Evolution Key trends

676 whilst Total FMCG shows more stable

Top 5 Winners: Value Sales Top 5 Losers: Value Sales

Frozen Meat 29.1

Ice Cream 27.7

Frozen Fish 4.5

Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12

Category Value Sales and Share of Value in the Last Year

Frozen Ready Meals Frozen Meat

Top 5 Categories Evolution

category to grow positively.

Frozen Frozen Ice Cream Frozen Fish Frozen

Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12

Top 5 Winners: Value Sales Top 5 Losers: Value Sales

-6.7 Frozen Desserts

Frozen Fish 25.0

Frozen Dough &

Category Value Sales and Share of Value in the Last Year

200 128 111

Ice Cream Frozen Fish

decline which has accelerated in

category is dominated by poultry and

as poultry is one of the cheaper meats

it attracts consumers in this tough

Total € Sales % € vs. YA

Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12

Top 5 Winners: Value Sales Top 5 Losers: Value Sales

Ice Cream 17,0

Frozen Meat 7,4

Frozen Dough &

Insights and recommendations

Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12

Category Value Sales and Share of Value in the Last Year

Frozen Ready Meals Ice Cream

187 and Frozen Meat Snacks.