Overview
We conducted market research to study frozen food consumption in UAE, patterns, and changes in usage during Ramadan and throughout the year. We analyzed the data by different market segments. We highlight the monthly frequency, quantity, and overall volume consumed by UAE consumers.
We also focus on the types of frozen foods, the different items usually purchased, and preferred locations on Ramadan days against regular times of the year.
The findings of this report could drive marketing planning and execution.
Methodology
Sample size = 400
Where = Abu Dhabi 40%, Dubai 20%, Sharjah = 20%
How = Quantitative research via telephonic interview (CATI)
Who = Males & Females residents of the UAE, Aged 20 to 54 years
Key Questions
- What are the reasons that drive you to purchase/not purchase Frozen Foods during Ramadan/non- Ramadan days?
- How does Frozen Foods consumption vary between Ramadan and non- Ramadan days?
- What types of Frozen Foods do you purchase the most on Ramadan/non- Ramadan days?
Segmentation
We created three segments of consumers via cluster analysis and based on their interest and consumption behavior.
Caring Moms
- Have the slightest interest in frozen foods
- Have the greatest concerns towards frozen foods.
- Frozen foods don’t suit their lifestyle
- Purchase the least quantity of frozen foods
- Mainly purchase frozen foods when no other alternatives are available
- Female dominant
- It consists of more Arabs
Carefree Foodies
- Have the most interest in frozen foods
- Have the most minor concerns towards frozen foods Believe frozen foods is a suitable replacement for fresh food
- Consider frozen foods a handy/convenient option Purchase second-largest amounts of frozen foods suits their lifestyle
- Composes of the most singles
Busy Bees
- Have a modest interest in frozen foods
- Have great concerns towards frozen foods Consider frozen foods a handy option Frozen foods suits their lifestyle Purchase frozen foods because their kids like it
- Male dominant Consists of more non- Arabs
Frozen Food are purchased because of the comfort they bring
Convenience, availability, and lifestyle are the three main reasons for purchasing frozen food among all market segments. Carefree foodies care about convenience and availability than the other two clusters. Caring moms are less affected by offers/promotions and costs as frozen food is not their preference.
Frozen Chicken leads purchase trials
Frozen dough, frozen seafood, and frozen pastries are the least purchased items by all clusters, and caring moms buy all items at fewer proportions than the other two clusters. According to the data, frozen meat is purchased slightly more by males than females; Busy bees (male-dominant cluster) possess the highest preference for frozen meat.
Majority of frozen food is purchased from hypermarkets
Places of purchase frozen food in UAE don’t differ between the three clusters; hence all reflect similar order of preference to that of the total sample.
Estimating average volume of frozen food consumed in Ramadan
The volume of frozen food consumption in UAE during Ramadan is deduced by multiplying the amount used outside Ramadan by the penetration of frozen food consumption during Ramadan.
Research Key Take-Outs
1
Convenience, Availability, and Lifestyle are the three main reasons for purchasing frozen food, outside and during Ramadan, across different consumer segments.
2
Frozen chicken, followed by frozen meat is the leading frozen food product purchased in an average month and during Ramadan.
The frozen raw material that can be cooked is the most purchased type of frozen food.
3
The majority of the respondents purchase frozen foods from hypermarkets, as these usually include extensive sections that offer a wide variety of different brands.
The total volume of frozen food purchased decreases during Ramadan.
4
Consumption of frozen food in the UAE drops during Ramadan because fresh food is preferred. People enjoy cooking their meals and have more time to do so.
All respondents agree that fresh food is better than frozen food when it comes to health, quality, freshness, and even taste. On the other hand, frozen food is viewed as cheaper, quicker to prepare, and handy than fresh food.
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