Fieldfare explores how shoppers are re-evaluating how they shop and what opportunities this presents for our sector:
If you could make one change to your business in 2025, what would it be? More sustainable options? More luxury products? An exciting new concept, such as loose or refill?
In recent years, consumer shopping habits have evolved significantly, compelling retailers to adapt quickly to survive. The pandemic propelled a record number of people online, an increasing awareness of climate change has influenced purchasing decisions, and the cost-of-living crisis has reshaped spending priorities. But what lies ahead as we enter 2025? Do you need to make big changes or is it simply a case of promoting what you have more effectively? Let’s explore…
Last year, we collaborated with the respected independent research agency YouGov to better understand how shopper habits are shifting. This research* offered us a valuable glimpse at potential future trends. We are eager to share these findings with you and explore how we can seize the opportunities they present.
Everyday Treats: In 2024, there were some positive signs as consumer spending increased across several sectors. However, spending trends indicate that people are re-evaluating how they allocate their funds. Many shoppers are limiting their spending on essentials and big-ticket items, opting instead to indulge in everyday treats, such as enjoying a restaurant-quality meal at home, a special dessert, or a delightful weekend brunch. They seek premium luxuries at an accessible price point. They want to be able to pick up something special as a treat while shopping for key items. This is where great-tasting loose or individually portioned ranges offer retailers a great opportunity. Loose premium frozen foods like Fieldfare’s products are ideal for these shoppers to just pop in the basket and take home to treat themselves and the family.
Exploring the Frozen Opportunity: There has been a marked increase in shopper interest in frozen products, and our research supports the opportunity that premium frozen options, like Fieldfare, present for retailers. One-fifth of survey respondents would choose premium frozen items over other products because they perceive these items to taste better, while another fifth believe that premium frozen products are of higher quality, while also presenting good value. Conclusion: if you are not yet stocking premium frozen items, now is the time to consider doing so!
Catering to Smaller Households: According to the Office for National Statistics, one-person households account for about 30% of all households in the UK, and two-person households are the most common size. This makes it essential to cater to the needs of these shoppers. Loose or single-portion products, like those from Fieldfare, are particularly appealing to this demographic, as they allow consumers to select what they would like, in the quantities they need.
Sustainability and cost-saving go hand-in-hand: Freezing is a natural method of preserving food, which resonates with sustainability and budget-conscious shoppers since it leads to less waste and is ultra-convenient as they can keep small treats such as our individual puddings, in the freezer until needed. For retailers, frozen also offers a cost-saving opportunity as it presents a low-risk option due to its significantly longer shelf life, compared to fresh or chilled items. This means there is less risk of having to waste products past shelf life – maximising opportunities to increase profitability.
The Loose Opportunity: The popularity of loose foods is on the rise as shoppers become more familiar with the concept, and retailers improve their ability to handle these products. Our research shows that this is a significant trend, with over a third (38%) of shoppers considering the ability to choose the right amount or portion of food—rather than accepting pre-packaged amounts—as a priority when shopping. Additionally, another third (36%) actively seek out products that are offered with minimal packaging or that are plastic-free, making loose very attractive.
For retailers, the key challenge lies in effectively managing loose products. This is where Fieldfare steps in. We work with retailers to curate the ideal range for their store and their shoppers, selecting products that complement their existing offer. For example, we wouldn’t recommend stocking our chicken kievs if it was already a best-selling product on their in-store butchery but we may suggest products that complement it such as our flavoursome sides or award-winning desserts.
Our team will install Fieldfare’s unique merchandising solution and eye-catching branding, for free. We also support retailers with guidance on how to look after the range to get the best from it, as well as maintaining the freezers and merchandising so that it will always draw the shopper’s attention.
Our stockists also receive ongoing marketing support from our central team and our regular range reviews help to ensure that retailers always have the best possible offer in store for shoppers to discover and enjoy the benefits of our unique pick-your-own loose frozen foods concept.
Whatever 2025 brings, there are some great opportunities for the farm shop and deli sector to tap into. Make sure you listen to your shoppers and talk to your suppliers to see how they can help you address your shoppers’ needs. As a specialist supplier to farm shop and specialty food retailers, our dedicated team knows your sector inside and out and can advise on range selection, help with promotion and marketing and much more. Just get in touch and we can have a chat about how we can support you.
* Total sample size: 2,150 adults. Fieldwork was undertaken between 14th - 15th February 2024. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).