Category advice

Frozen Food icon
Frozen Food

Market Insight

Category advice2023


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

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

Keep it Simple:

We know shoppers spend the least amount of time in store at the frozen cabinet so ensure it is easy for shopper to make quick decisions.


Get the Flow right:

We recommend you merchandise your freezer, so shoppers arrive at core meal products like burgers and fish fingers first, then those all-important sides like chips and veg, followed by meal solutions like pizza and ready meals and finally ice cream.

Less will mean MORE:

Don't be tempted to overfill your freezer with every product you see. Maintain a core range of the most popular products and use any extra space for promotional lines, Meal Deals or to include seasonal favourites or local specialties.

Tier UP and down:

Where space allows make sure you range for those looking for a treat too. These items are even more likely to be bought on impulse, so a shopper's local convenience store is where they will go to get them, and Chips is a great place to do this. McCain Gastro Chips elevate your offering with something special.

Male shopper

Keep it Clean and tidy:

Try and keep your Frozen space organised with each product group together, a messy freezer can really put your shoppers off. Always think clean, neat and frost free!

Make sure you cater to these shopper missions:

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.

Convenient Solutions

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

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.

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%*.

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

Information correct at time of print.

Pie chartFridges
Frozen Food

Must Stock Lines

Category advice2023


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

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