Frozen-food sales decreased by 3% to US$8.92B from 2009 to 2013 as more US consumers shopped for fresh, healthier foods

LOS ANGELES , June 27, 2014 () – As more U.S. consumers have opted for healthier, fresh foods at their local supermarkets, frozen foods sales have been struggling in return for the past four years, the Wall Street Journal reported June 26.

According to market-research company Nielsen, dollar sales for frozen pizza, chicken, juice and other products have decreased since 2009. Overall sales of frozen premade meals went down by 3% to US$8.92 billion between 2009 and 2013.

This has also affected the big brands that target the health-conscious consumers with its frozen meals that are lower in calorie and sodium content, according to the Wall Street Journal.

Nestle’s Lean Cuisine, for example, experienced a loss of more than a quarter of its sales within the last five years, coming in at less than US$1 billion.

Some companies have gone as far as simply discontinuing some of its products due to sales suffering, like ConAgra Foods Inc., which no longer makes some of its Healthy Choice frozen dinners, according to The Wall Street Journal.

According to Paul Grimwood, Nestle’s U.S. chief, the frozen food industry “hasn’t been particularly good at communicating the benefits of frozen food.”

On the other hand, frozen fruit has been one of the very few frozen foods on the market that has been quite successful, as many people use it to make smoothies.

The primary source of this article is The Wall Street Journal, New York, New York, on June 26, 2014. Click here to read the primary source's full version of the article.

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