Practical food keep good pace of expansion

Despite the bad economy, which began to be drawn in the last year, the consumption of some products with higher added value continued expanding. In the case of frozen, which grew 13.9% in volume on 2013. In this segment are not included ready meals and frozen pizzas, whose high was 17.4%. They also had significant increases in ice cream (with 17.1%) and fresh pasta (12.1%). The data of survey by Kantar Worlpanel.
According to the Institute, which has boosted sales of these products was the fact that people have reduced the food away from home. This happened because the families are more in debt. According to Kantar Worldpanel: consumer, they spend 49% more than they earn.
Another factor that encouraged the purchase of items such as these was the appeal to practicality. For Carolina Andrade, marketing executive of the company, this attribute becomes more valued due to the fact that there are more and more women in the labour market. "The double shift causes they need to optimize their purchases, and the frozen facilitate it," he says.
For this year, it is expected that this type of category continue high, even in the face of the uncertainties of the economy. Second, these products will be held in the shopping cart, but to a lesser frequency and/or volume.