NOSH Podcast: What’s Driving Frozen Consumer Buying Behavior

In this episode:

With Halloween on the horizon, this week NOSH editor Carol Ortenberg and reporters Lukas Southard and Adrianne Deluca kickoff the episode discussing their favorite sweets before moving onto marshmallows with the news that confection brand Smashmallow won a $21 million verdict in a dispute with its former equipment maker. The team also discusses changes to West African food brand Yolélé’s supply chain.

In our featured interview, Lukas hears from Circana’s Sally Lyons Wyatt about what is driving consumer buying behavior in the freezer aisle and subcategories seeing success.

Show Highlights:

1:00 – Just in time for Halloween, the group kicks off the podcast sharing their favorite sugary treats before discussing the $21 million verdict snack brand Smashmallow was just awarded in a suit over mallow-making equipment. The NOSH team rounds out the conversation talking about Yolélé’s separation from Woodland Foods.

13:05 – Circana’s EVP & Practice Leader Sally Lyons Wyatt joins the podcast to step into the freezer aisle with fresh data and insights about consumer trends in frozen food.

19:15 – Though inflation is playing a role in purchasing decisions across the store, Wyatt says the impact is more nuanced in frozen, with supply chains and product mix also playing a role.

24:45 – Lukas and Wyatt discuss why some of the consumers purchasing frozen the most often are also over indexing in restaurant spending.

30:45 – The two finish the interview delving into strategies that brands and retailers can use to capture a larger consumer base and drive more purchases in frozen food.

“Retailers need frozen and frozen CPG needs retailers…there’s a whole host of things that natural-organic can do to find some fun ways to help consumers get speed-to-table.”

-Sally Lyons Wyatt, Circana EVP & Practice Leader, Client Insights

About the NOSH Podcast

The staff of NOSH.com takes listeners inside the business of natural, organic, sustainable and healthy food during the NOSH Podcast. Using interviews and discussion, the team illuminates the news, brands, people, trends, and money affecting the world of packaged food.

New episodes are released every week. Send us comments and suggestions anytime to podcast@nosh.com.

This week, Circana”s Sally Lyons Wyatt joins the NOSH Podcast to talk about trends in frozen food and whats driving consumer buying behavior in the category.