Covid-19 Disaster Draws Attention to Premium-priced Frozen Foods

Department stores and other retailers are increasingly focusing on frozen foods. The Covid-19 disaster has increased demand for “bulk purchases,” where consumers complete their purchases in one trip, and has also attracted attention to value-added, premium-priced frozen foods.

The reason why companies have been expanding their lineups of premium-priced products in recent years is because of the successive price hikes of food products due to the soaring prices of raw materials. An official of a food manufacturer says, “Rather than simply raising the price, it is better to add value and create a sense of luxury so that consumers consumers will feel less resistance against the raise. Even though it is expensive, it is cheaper than eating out. Frozen foods that allow consumers to enjoy the taste of famous restaurants in their homes are becoming more popular.