Study questions serving sizes on frozen meals
Aug. 17, 2011
by Meat&Poultry Staff
CHICAGO — According to a recent NPD study, labeled portion sizes of frozen meals do not accurately correlate to the number of people eating.
One in three family/party-sized frozen meals that are labeled to have four plus servings are eaten by only one to two individuals, according to its recent study titled Frozen Meals Stay Hot! Where are Your Opportunities? More than one-fourth of frozen meal users eating from a package labeled for two to three servings, consumes the frozen meal on their own, claims the study, which is based on a custom survey completed by a nationally representative sample of 2,500 adults ages 18 and older.
“There is a disconnect between the stated serving size on a frozen meal package and what an individual is consuming,” said Darren Seifer, food and beverage industry analyst at NPD. “As it is now, for one-quarter to one-third of frozen meal consumers, the labeled package serving size is more of a guideline to the frozen meal user than an actual serving size.”
Many consumers are concerned with portion sizes for a variety of reasons, even though they disregard the servings size indicated on the frozen food package. The study finds males, younger users and even non-users are dissatisfied with the current portion sizes in frozen meals and want larger portions. Single-serve frozen meals, which account for two out of every three frozen meals eaten today, are popular as a carried lunch with young, working females and seniors who consume single-serve frozen meals in their homes.
“Consumers continue to seek out quick and convenient meal options and frequently frozen meals are the answer,” Seifer said. “It’s important for manufacturers and retailers to understand that various generational and demographic groups perceive frozen meals differently, and then respond to these variant needs with the right products, flavors, and marketing messages.”