"There is a disconnect between the stated serving size on a frozen meal package and what an individual is consuming," says Darren Seifer, food and beverage industry analyst at NPD. "As it is now, for one-quarter to one-third of frozen meal consumers, the labeled package serving size is more of a guideline to the frozen meal user than an actual serving size.
"Although many consumers disregard the servings size indicated on the frozen food package, they are concerned with portion sizes for a variety of reasons. The Frozen Meals Stay Hot! report finds that males, younger users, and even non-users are dissatisfied with the current portion sizes in frozen meals and want larger portions. Single-serve frozen meals, which account for two out of every three frozen meals eaten today, are popular as a carried lunch with young, working females and seniors who consume single-serve frozen meals in their homes.
"It's important for manufacturers and retailers to understand that various generational and demographic groups perceive frozen meals differently, and then respond to these variant needs with the right products, flavors, and marketing messages," says Seifer. www.npd.com
