Frozen foods lead the way in convenience claims

Frozen foods lead the way in convenience claims

Insight by Gama Compass™

MANCHESTER – 16th April 2015: From the growth in on-the-go breakfast foods to the rise of multifunctional “alphabet creams” in the cosmetics market, convenience benefits have driven many of the breakthrough innovation trends in the FMCG space over the past few years. However, as the latest analysis of product launches reported by Gama Compass™ over the last 12 months can reveal, claims relating to convenience – such as “quick”, “easy”, “instant” and “microwaveable” – are not necessarily equally distributed across the FMCG landscape. Instead, the prevalence of convenience claims can fluctuate significantly based on category, geography, shelving or other factors.

Considering the first of these, Gama’s latest study of product claims in global FMCG launches has revealed that food remains a hotspot for convenience-oriented claims, with 7.9% of food products reported in the last 12 months bearing one or more convenience claims, compared to a cross-industry average of 5.8%.

From a shelving perspective, the conventional link between convenience claims and frozen products was also borne out by the research findings. While convenience claims were reported on just 3.4% and 7.8% of new ambient and refrigerated products respectively, this figure rose to 21.4% for frozen foods. Similarly, launches promoted as “quick” were more prominent in frozen products – 9.5% launches compared to a global average of 2.6%.

Source: Gama Compass™


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Cesar Pereira, founder & CEO of Gama, is available for comment. To arrange an interview please contact +44 161 818 8700 or

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