Category advice

Frozen Food icon
Frozen Food

Market Insight

Category advice2022


Frozen is a key category in your store with 1 in 4 convenience shoppers purchasing Frozen Food.

Make the most of events!

Shoppers visit convenience stores more during bank holidays, extreme weather & televised sporting events.

Key products to include:

  • Pizza
  • Burgers
  • Sausages
  • Ice Cream Tubs
  • Chips
  • Ice

Stock PMPs!

  • 18 of the top 20 lines are PMP’s*
  • Competitive pricing
  • Reassurance – for the shopper, and for you!
  • *BW Sales data

Meal Deals!

Shoppers love a meal deal, and Frozen provides great meal solutions!

22% of Frozen shoppers are more likely to purchase frozen if included as part of an evening meal deal*

Keep the core sub categories in stock!

Over 70% of Frozen sales come from the following categories:

  • Take Home Ice Cream
  • Impulse Ice Cream
  • Pizza
  • Chips
  • Traditional Ready Meals
  • Fish & Chicken
  • Vegetables/Sides

Being cool at Frozen: Handy tips

  • Keep it neat – it’s your Frozen “shop window” – clean, tidy and defrosted
  • Keep it clean – ice build up costs you money, defrost and clean down at least twice a year
  • Keep it cool – ensure your freezer stays below -18°C
  • Keep it easy to shop – use the suggested merchandising flow and keep in stock by double facing your best sellers
Fish fingers

Make sure you cater to these shopper missions:

  • 24/7

    Frozen Flexibility!

    Build flexibility into your range by allowing smaller sectors to shrink/expand to accommodate seasonal demands.

    ie: less demand for ice cream & ice cubes at Christmas so use this space for seasonal lines.

  • Scales

    Convenient Solutions

    Good value for shoppers, healthy margins and minimal wastage for retailers.

  • Meal

    Make a meal of it!

    Impulse shoppers will “Make a Meal” and look for “Meal Solutions” whilst in store so balance choice across meal centres, sides solutions and sweet.

  • Ice cream

    Ensure you have the right range

    By switching to the best performers/formats within convenience, and removing poor performers you could increase your sales value by 25-30%*.

Information correct at time of print.

Data Sources: Nielsen Total Impulse | we19th June 2021 *Claim based on internal case study of Independent retailers

Pie chartFridges
Frozen Food

Must Stock Lines

Category advice2022


These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store. By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Must stock lines
Must stock lines
Must stock linesMust stock lines
Frozen Food


Category advice2022


We suggest you stock the following range:

Click shelf to hide/show shelf product list

1m Frozen Shelf 1
View Shelf 1 Products
1m Frozen Shelf 2
View Shelf 2 Products
1m Frozen Shelf 3
View Shelf 3 Products
1m Frozen Shelf 4
View Shelf 4 Products
1m Frozen Shelf 5
View Shelf 5 Products
1m Frozen Shelf 6
View Shelf 6 Products

View previous

View next

Visit our other sites: