Department of International Business

University of Dhaka

Course name: Bangladesh in International Business

Course code: IB-410

Submitted to

Md. Rashedur Rahman

Assistant professor,

University of Dhaka

Submitted by Annex Group

Members’ ID Members’ Name E-mail
SN-030-104 Nahida Easmin nahidaemu2014@gmail.com
FM-030-093 Tania Akter Taniashetu08du@gmail.com

RK-030-116 Maria Akter mariatuly.du@gmail.com

JN-030-026 Razib Mridha razib251995@gmail.com

SN-030-030 Sabrina Akhter Mila sabrinamila966@gmail.com

Date of submission : 13/12/2018

A Report On Frozen Foods Industry

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Contents
Introduction ..................................................................................................................................... 4

Why we choose it? .......................................................................................................................... 5

Industry Analysis ............................................................................................................................ 6

Market Trends ............................................................................................................................. 6

Porter’s Five Forces Model Analysis .......................................................................................... 7

Attractiveness in international market ............................................................................................ 9

Current Position of Frozen food in Bangladesh ............................................................................ 10

Market condition ....................................................................................................................... 11

Increase the Frozen Food in Bangladesh ...................................................................................... 13

Promotion of Frozen Food Industry.............................................................................................. 15

References ..................................................................................................................................... 18

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Introduction
Frozen foods includes fruits, vegetables, fish, meat etc. Frozen fruit and vegetables can have
higher level of vitamins and antioxidants compare to fresh produce. Just adding a cup of brown
rice or lentils to allow calorie frozen meal can pump up the nutrition value. It is possible to lose
weight because the portions of these meals are accurate additive, preservative, sugar and sodium.
Frozen foods are popular due to its better taste and appearance.

Frozen foods are the second largest export sector of the economy. The massive natural resources
available in Bangladesh make this sector particularly promising for investors looking to supply in
international as well as in domestic markets. The Public sector corporation and the private
organizations have setup about 148 numbers of shore based export oriented fish processing plants
at Dhaka, Chittagong, Khulna, Jessore, Satkhira, Bagerhat, Cox’s Bazar, Chandpur, Kishoregonj,
Syihet and Patuakhali. These plants produces Fresh Water shell On (FWSO), Ser Water shell On
(SWSO), Peeled and Deveined (P&D), Peeled and Undevined (PUD), shrimp products under the
most hygienic and sanitary condition under the supervision, control and guidance of foreign trained
handling & processing experts. At all levels, USFDA registrations and directives of the European
Communities concerning the production and exportation of frozen foods are strictly followed.

Growing urbanization coupled with rising disposable income are the major factors resulting in the
rapid expansion of fast food outlets in countries such as India, Singapore, Indonesia, Malaysia and
China. Frozen, chilled beef import allowance from Australia by the Chinese government had a
positive impact on high-end food services and retail customers. However, large unorganized
industry participants, particularly in developing regions of Asia, such as China and South East
Asian countries, face significant challenges regarding their price offerings and product quality as
compared to large multinational corporations. The WTO has helped in creating opportunities for
the market by reducing tariff barriers and promoting export subsidy measures for several products.

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Why we choose it?
The demand for frozen foods is rising day by day. So the sector is very profitable. In our country
and all over the world the use of frozen food is increasing. Now a day’s people of urban area are
very much busy so they do not get much more time for arranging foods. That’s why most of the
people like to consume frozen food. Spending too much time in shopping for daily foods products
is not possible for the people who live in urban areas. The post important thing is that frozen food
is full of nutrition and help to reduce fat.

With population increasing at a rapid pace in cities especially the capital and citizens becoming
increasingly busy – young adults, couples and with the advent of nuclear families (with working
parents) mean that the demand for “ready to cook” convenience food is on the rise. The city
dwellers and households are progressively adapting to frozen foods (not only protein- like fish and
meats but also vegetables as well). Additionally, the marketing campaigns of the frozen food
companies in Bangladesh have spurred an increase in demand.

International demand for frozen foods is increasing day by day. Growing urbanization coupled
with rising disposable income are the major factors resulting in the rapid expansion of fast food
outlets in countries such as India, Singapore, Indonesia, Malaysia and China. Frozen, chilled beef
import allowance from Australia by the Chinese government had a positive impact on high-end
food services and retail customers. However, large unorganized industry participants, particularly
in developing regions of Asia, such as China and South East Asian countries, face significant
challenges regarding their price offerings and product quality as compared to large multinational
corporations. The WTO has helped in creating opportunities for the market by reducing tariff
barriers and promoting export subsidy measures for several products. Top few companies in the
industry include General Mills Inc, Ajinomoto Co. Inc., Nestle, Unilever Plc, Allens Inc, Heinz,
and Amy’s Kitchen Inc.

The global frozen food market size exceeded USD 250 billion in 2015. Busy lifestyle coupled with
shifting preferences among consumers towards ready to cook meals owing to conveniences and
hygiene is expected to remain a key driving factor for the overall industry. Compared to the fresh
ones, these products contain maximum vitamins and minerals. This is only because freezing

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preserves the products for extended periods without any preservatives and deters against any
microbial growth that causes food spoilage.

Increasing online purchase of staple food is gaining popularity across developed nations. This, in
turn, is also expected to have a positive influence on the overall industry over the next eight years.
They also help in increasing the shell life of fruits and vegetables. Also, availability of refrigeration
media for commercial and industrial freezing is further expected to benefit the industry growth.

Industry Analysis
Rapid expansion in the industry has been possible due to increased demand for new and trendy
designs worldwide, along with a shift in production towards more cost-effective food processing
locations. Customers have become aware of the usefulness of frozen food and have begun to
expect nothing but the best quality food. At the same time, quality is given paramount priority and
it cannot be compromised merely for the sake of price.

Market Trends
Frozen foods: The cold chain industry worldwide is growing at a rapid pace. The world is
becoming more and more urbanized which supports the convenience food culture. The global
frozen food industry recorded close to 4% growth in 2010 exceeding $192 billion. The market is
expected to see 19% expansion over next five years exceeding $228 billion by end of 2015. In
terms of volume the market is expected to exceed 14% growth in the same period to reach almost
43.5 billion kilograms. Frozen meat represents the leading segment, accounting for more than 41%
of the overall market in terms of value. Europe accounts for 37.6% of the global frozen food market
value. For Bangladesh plausible lucrative export destinations are USA, Canada, Australia, Middle-
East and Europe.

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The domestic frozen foods market is also growing at a rapid pace with the expansion being almost
30% in 2011-12 over the preceding fiscal year. Currently, the market is projected to be at BDT
2,680 million+. Even if the existing growth persists, current size of the market would be
BDT3, 400million+.

Frozen Chickens: Demand for poultry demand has increased over the years with rising per capita
income. According to latest BBS statistics as of 2010-11, Bangladesh produced approximately 2
million metric tons of meat, including poultry and livestock. Meat processing in industrial plants
is a very recent addition to the food processing industry in Bangladesh. Only one modern beef
processing facility and ten poultry processing facilities are currently in operation. Overall
processed, meat constitute approximately less than one percent of total meat production

Frozen Food Market Key Market Players: The key players in the global frozen food market are
McCain, Lamb Weston, Doux and range of imported frozen goods from Al Kabeer Group, the
local brands have penetrated the market in a large scale .

Porter’s Five Forces Model Analysis

Michael E.Porter introduced five competitive forces that shapes the competitive structure of the
particular industry. The stronger each of these forces is, the more limited is the ability of
established companies to raise prices and earn greater profits. The frozen food industry is analyzed
using this model.

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Barriers to entry:

 Access to inputs - Access to inputs is easy.

 Access to distribution opportunities is high because of high market demand.
 Switching costs are low.
 Government policies –permitting and licenses are not that strict.
 Brand Identity- dominated by branded products and strong brand loyalty.
 Capital requirement- With regard to starts up capital, it may be little costly because start
up is product and capital intensive.

The bargaining power of buyer

 Price of frozen food is almost fixed.

 Product Differentiation –Low
 Buyer concentration vs. industry- Buyers are less concentrated, reduces buying power.
 Buyer Volume- buy in large quantities.
 Price sensitivity-Buyers are more sensitive to price. –Low

Bargaining power of suppliers:

 Suppliers have bargaining power in the sense that frozen food brands are mostly dependent
upon suppliers for raw material.
 Only a few companies like Brac Chicken owns and manages poultry firms to meet their
demand.
 Threat of forward integration –Low due to high entry barriers
 Supplier concentration- Fragmented
 Any supplier that meets quality standards for the company will be able to supply these
commodity goods. Low

Threats of substitute:

 As the market is becoming more and more saturated, threat of substitute is very high.
 New brands have to find unique ways to position themselves distinctively and to have a
share of the consumers’ mind as well as wallet.
 Taste and quality can work as key unique selling propositions instead of pricing strategy.

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  Switching costs are low.

Intensity of rivalry in industry:

 More of an emphasis on non-price competition.

 In spite of being a new industry in Bangladesh, it already has eight-ten well established
frozen food brands.
 Rivalry among these brands is a consistent factor for larger portion of market share.

Attractiveness in international market

Key Market Dynamics: The most crucial factor driving the consumption of frozen foods comes
from the kitchen itself. A majority of women in the western regions continue to opt for ready-to-
eat foods instead of wasting a lot of time on cooking meals. In such scenarios, dependents continue
to buy frozen foods and furnish the demands of the housewives. Homecooks, chef and other
culinary professionals, on the other hand, might not promote the use of frozen foods and will
continue catering to intricately cooked cuisines. Another driver for the growth of frozen foods
market globally includes the busy lifestyles of the working class. Proactive lifestyle has urged
people to consumer frozen food products whenever they have spare time. Easier availability of
frozen foods has influenced the purchasing patterns of consumer regarding dietary products,
rendering a firm place for frozen foods in their list of daily consumables.

Segment Analysis: Besides the geographical classification, the growth of global frozen foods
market can be fragmented on the basis the type of products. Frozen pizza, frozen bakery products
& confectionary items, frozen fish or seafood, frozen potatoes, frozen ready-to-eat meals, and
frozen meat are the categorical types of products. On the long run, the frozen ready meals shall be
the largest product segment. In 2013, this product-type segmented sold over 6,200 million
kilograms worth of volumes, globally. The revenues reaped helped the frozen ready meals segment
to attain market value of US$ 29,361.3 million in 2013, which is anticipated to grow robustly by
2020-end.

Regional Analysis: The global market for frozen foods continue to expand variably across several
regions in the world. Europe, North America, Asia-Pacific, and Rest of the World (RoW) are the
primary four regions segmented in the report. Europe recorded impressive growth and became the

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largest frozen foods market in 2013, reaching market value of US$ 44,683 million. North America
is slated to be next in the line as a lucrative region for the growth of frozen foods market. Asia-
Pacific, on the other hand, will endure the highest CAGR through 2020. With significant rise in its
urbanization, the Asia-Pacific frozen foods market is more likely to dominate the global market
during this period, and replace Europe as the largest frozen foods market.

Key Market Players: Growing consumption of frozen foods is urging companies to produce
sustainable and durable food products. Leading companies in the global food & beverages industry
are slated to participate in the growth of global frozen foods market by dedicating a division
towards the production of such food products. So much so, that the contribution of top four
companies in the global frozen foods market is anticipated to be 19% collectively. While Nestle
and H.J. Heinz Company are among these four, other key companies include, ConAgra Foods Inc.,
Maple Leaf Foods Inc., General Mills, BRF SA (Brazil), Tyson Foods Inc., Mother Dairy Fruit &
Vegetable Pvt. Ltd. (India), Pinnacle Foods Inc., Ajinomoto Co. Inc., Kraft Foods Group Inc., and
Unilever PLC, among others.

Some of the major players in the Frozen Food market:

Nestlé S.A.
Ajinomoto Co., Inc.
Kraft Foods Group, Inc.
ConAgra Foods, Inc.
General Mills, Inc.
H. J. Heinz Company.
Tyson Foods, Inc.
Unilever PLC.
Maple Leaf Foods Inc.
Pinnacle Foods Inc.
Others

Current Position of Frozen food in Bangladesh

With population increasing at a rapid pace in cities especially the capital and citizens becoming
increasingly busy – young adults, couples and with the advent of nuclear families (with working

10
parents) mean that the demand for “ready to cook” convenience food is on the rise. The city
dwellers and households are progressively adapting to frozen foods (not only protein- like fish and
meats but also vegetables as well). Additionally, the marketing campaigns of the frozen food
companies in Bangladesh have spurred an increase in demand.

BANGLADESH FROZEN FOODS EXPORTERS ASSOCIATION (BFFEA) is established in

1984 and approved by the government of the people Republic of Bangladesh under section 3 of
the trade organizations ordinance 1961 ( ordinance No. XLV of 1961 and registered with the
register of joint stock company, Dhaka under the companies Act, 1913 (Act VII of 1913) as a
company with limited liability.

Market condition
The frozen foods domestic market in Bangladesh can be broadly divided into four broad segments-

 Frozen Ready to Cook Snacks: This includes both meat and fish based snacks like
chicken nuggets, meat ball, strips, fish ball, fish cakes and vegetable based snacks like Aloo
Puri, Dap Puri, Samosa, Singara and Spring Roll.
 Frozen Ready to Cook Meat: This includes frosted whole chickens, lambs, mutton and
beef. These are currently available at super markets and order based by institutional buyers
like restaurants and fast food shops.
 Frozen Ready to Cook Vegetables: This includes frosted vegetables like Bean Seeds,
Kakrol, Patol, Ladies Finger and Jack Fruit Seeds.
 Frozen Ready to Cook Fishes: Lastly ready to cook fishes has also become popular.
Currently the market includes Hilsha, Koi, Pabda, Keski, Mola, Foli, Baila, Batashi and
Ayer.

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Did we know?

 Frozen vegetables are nutritionally more reliable than fresh as freezing prevents sensitive
vitamins and nutrients from being lost during transportation.
 Freezing allows you to choose from a vast selection of seasonal ingredients all year round.
 Frozen food contains no preservatives. It is a natural form of preservation.
 Frozen products are often cheaper than similar chilled or fresh foods and just as good as
they are preserved quickly.
 Frozen food also helps reduce food waste as you use only what you need – which means
it’s good for your pocket and the

Benefits of Frozen Pizzas

Frozen pizzas have a longer shelf life and allow for greater flexibility. You can keep them
in your freezer for months and have a meal ready in minutes.
All frozen pizzas have been ‘flash frozen’ to ensure the product holds all their nutrients
and taste. Flash freezing locks in all the product‘s goodness.
It’s always useful to have a couple of frozen pizzas in the freezer – you never know when
your kids might have a surprise visit from one of their friends after school!
Frozen pizzas are popular with all the family and are always convenient for a back-up meal
for any party – after all, frozen pizzas can be ready in no time!

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Benefits of Frozen Fish

Freezing fish allows us to eat seasonal fish all year. Thanks to freezing technology we
enjoy fish regardless of season at great prices – offering healthy nutrition for all the family.
Frozen fish is often fresher than ‘fresh’ fish. ‘Fresh’ fish can take a week to reach the shops!
Frozen fish and seafood can be 25% cheaper than fresh – great value for money! What’s
more, its hugely extended shelf life offers year round price stability and product
availability.
Eco scientists claim that buying frozen is good for the environment. Fresh exotic fish can
be flown in daily from afar but frozen fish keeps for long periods in the freezer. This
reduces your shopping trips and flights for seasonal deliveries.
Fish is recommended as part of nutritionally balanced diets. Freezing allows year-round
availability of fish and stops microbiological activity; including pathogens which cause
food poisoning – keeping the family healthy!
Fresh fish, which is caught and sold to a frozen packer will be frozen within a day of
arriving with the processor thereby ensuring it is frozen at fresh market quality and ready
for you to enjoy!

Benefits of Frozen Vegetables

o Freezing enables you to choose from the pick of vegetables all around the world with that
‘just picked’ taste experience in season or out of season.
o Frozen vegetables require no preparation, and you can use as much or as little as you want
eliminating waste.
o Fast, convenient and available all year, frozen vegetables can be steamed, stir fried, or
micro-waved to be ready in minutes.
o Frozen vegetables are a great way to get your ‘5 A DAY’.
o Freezing vegetables locks in vitamins at the point of harvest.

Recommendation
In order to sell Frozen food overseas, it is necessary to advertise. The advertising effort actually
begins at home, as the exporter first contacts with potential overseas buyers and introduces

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company and products to target markets. There is no substitute for a good working relationship
with the foreign buyers.

Six services (promotional support, buyer alerts, trade leads, foreign buyers’ lists, suppliers’ lists,
and trade shows) to help exporters get their product overseas. These services include counseling,
marketing funds, locating buyers, advertising services, trade shows etc. Products are promoted to
create new customers. Promotion requires time that should be an integral part of business plan.
Promotion should be clear, to the point, and focused.

Media: Printed materials, including newspapers, magazines, and flyers, allow marketers to explain
the what, when, where, and why people should buy from particular company or a country.

Generic: Generic promotion examples are a state aquaculture association; a department of

agriculture, who develop generic promotional campaigns for state-grown products; or large
marketing groups, such as the frozen food Institute.

Trade Leads: Trade leads are inquiries submitted by foreign buyers for specific products. They
are transmitted electronically to the Ag Export Connections Office by FAS trade officers in nearly
50 countries. Foreign buyers submitted more than 4,500 trade leads last year, which helped
facilitate export sales of more than $500 million. Trade leads may be accessed through the
following means:

Internet: Trade Leads are available on a daily basis through the FAS home page. Exporter can
access new trade leads each day or search for previous trade leads by country, product, or date. In
addition to trade leads, the home page contains information on a wide range of FAS programs and
services, as well as trade statistics and foreign market reports. Trade leads are also available on
other private and public bulletin boards. Contact State agriculture department, trade office or
chamber of commerce to determine if this service is available locally.

Fax Polling: Another way to receive trade leads is by fax. Just poll the Ag Export fax system each
week using your own fax machine. The information is free. Exporters pay only for the cost of the
call. The number to call to poll the machine with information on fish and seafood products is (202)
720-8980. Instructions on how to poll for trade leads are available by calling

14
Newspapers, trade journals, newsletters: Trade leads may also appear in newsletters or trade
journals published by private firms or State and local government offices. Check with State
agriculture department, trade office or chamber of commerce for further information.

Promotion of Frozen Food Industry

Overall retail sales in this $50 billion category have been tepid at best over the past three years,
posting an increase of just 0.9 percent in 2015 after two years of declines, according to Nielsen
data reported in Progressive Grocer's 69th Annual Consumer Expenditures Study last July. Gains
in products such as ice, dessert toppings and pizza buoyed a category pulled down by negative
sales of mainstays like vegetables and baked goods, according to PG’s report. Consumers perceive
frozen foods as unexciting, processed and less healthy than their fresh counterparts. Here are five
strategies that grocers should pursue to heat up sales in their frozen aisles in the coming year:

1. MARKET TO MILLENNIALS: Frozen vegetable marketers have recently launched campaigns

aimed at young adults, and research suggests that they’re on the right track. “The continual parental
reminder to ‘eat your vegetables’ stuck with Millennials and Gen because they are driving the
growth in fresh and frozen vegetable consumption,” reports The NPD Group, noting that health-
focused consumers under 40 have upped their annual per capita consumption of frozen veggies by
59 percent over the past decade. What’s more, Port Washington, N.Y.-based NPD forecasts
consumption of frozen vegetables to increase by 3 percent through 2024. “Vegetable consumption
among younger consumers is a reflection of their more health-conscious eating behaviors,” says
David Portalatin, VP and food industry analyst at NPD. “Our research shows that their attitudes
about eating vegetables will not shift as they age and go through their life stages.”

2. FOCUS ON HEALTH AND WELLNESS: Health consciousness isn’t exclusive to the young,
and trends toward wellness eating, along with demands for natural and organic products, have
staying power. “Health and wellness is a trend that is delivering exceptional growth today, and
with an aging population looking to lead healthier lifestyles as they age, along with a Millennial
population that is behind many of today’s better-for-you trends, it will likely continue to offer
growth opportunities tomorrow, too,” declares Julie Henderson, VP of communications at the
Harrisburg, Pa.-based National Frozen and Refrigerated Foods Association (NFRA). “Health-
conscious consumers are a large and growing segment of shoppers today, and manufacturers big

15
and small, are taking advantage of producing products that will satisfy those shoppers’
preferences.” NFRA’s “Real Food. Frozen” campaign, which offers marketing ideas and materials
to retailers, helps “tell the story that the most versatile foods can be found in the frozen food aisle,
including options for every lifestyle and every food occasion,” Henderson explains. “Frozen foods
start out the same as their fresh counterparts, from healthy produce and perfectly portioned meals
to a variety of ethnic cuisines and restaurant-quality dishes.”

3. POSITION FROZEN FOOD AS A SOLUTION: Retailers and suppliers can take the guesswork
out of grocery shopping for consumers. “Many shoppers are in search of a healthy and affordable
meal solution that they can feed their family,” says Bluzette Carline, director of marketing for
Jacksonville, Fla.-based Beaver Street Fisheries. “Busy lives call for quick and easy meal
solutions.”

The freezer aisle has a lot of opportunity for expanding category management by pairing frozen
items with other foods and beverages in the store to provide a complete meal solution. The concept
of meal assembly using frozen ingredients and full meals is one that NFRA has brought into a
majority of its content development and consumer outreach. “Meal assembly can be as easy as
pairing a fully prepped frozen lasagna with a starter salad for a full meal,” Henderson says, adding
that grocers can demonstrate to consumers that “whether it’s picking up a frozen entree or adding
frozen ingredients to a homemade meal, frozen foods help make mealtime prep a breeze.”

A NFRA consumer survey found that about 55 percent of women depend on the convenience of
frozen foods when getting dinner on the table. With the average meal taking nearly an hour of total
prep time, “perfectly portioned, ready-to-cook meals save time and guesswork,” Henderson says.
“Consumers looking for simple, healthy products can find nutrient-rich frozen fruits and
vegetables captured at the height of ripeness available in the frozen aisle. All the cleaning and
chopping is done, saving time and eliminating waste.”

4. SHOWCASE VARIETY AND INNOVATION: Consumers “want authenticity from their

favorite brands when it comes to packaging and product representation,” Carline asserts. To that
end, manufacturers of frozen foods are responding to consumers’ desires for simple ingredient
lists, more organic options, single-serve portions and culturally inspired flavors. “From signage to
demos, retailers can showcase the many innovative products the frozen aisle has to offer,”

16
Henderson says. “Sampling takes the guesswork out of a purchase and is proven to create sales
lifts.”

Earlier this year, The Schwan Food Co., in Marshall, Minn., created Schwan’s Chef Collective, a
team of chefs that will help develop the next generation of Schwan-branded frozen foods, which
include the Red Baron, Freschetta, Mrs. Smith’s and Pagoda brands. “We believe the Schwan’s
Chef Collective will help us change the way people think about the frozen food category,” says
Schwan CEO Dimitrios Smyrnios, adding that the initiative would lead to “a spectrum of great
food … with the goal of exciting our retail, foodservice and home delivery customers.”

Chefs partner with the Marshall-based Schwan culinary team, each tasked with scouting emerging
ingredients, cooking methods and global cuisines to continually influence the innovation of frozen
foods. “We gain insights from other leaders in the food world,” says Stacey Fowler, Schwan SVP
of product innovation and development, noting that the initiative “enables us to dive deeper into
emerging trends and consumers’ ever-changing lifestyles to develop new, delicious and
wholesome recipes with quality ingredients.”

5. IMPROVE IN-STORE VISUALS: For years, frozen aisles at the grocery story have been big,
cold and sterile, qualities which do little to entice shoppers to spend time there. “Retailers can
change that perception with a focus on point of purchase,” NFRA’s Henderson says, suggesting
such ideas as attractive food photography, and signs that call out new products, culturally diverse
cuisines, dietary benefits, and more. “Digital media and video is the language of Millennials, and
can help engage this demographic,” she adds.

NFRA makes POP materials and support available to retailers, particularly for March Frozen Food
Month promos.“Supermarkets can take advantage of all the national hype just by making the
frozen food aisle a focal point and featuring those items that are already being promoted by the
manufacturer,” Henderson notes. Retailers can also leverage NFRA’s Easy Home Meals online
offerings.

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“We work hard to provide our retailers with display tools that enhance their freezer space and drive
our brand to the consumer,” Beaver Street’s Carline adds. “We strive to develop packaging that
appeals to shoppers while truly representing the product inside the package.”

Conclusion
Over the past 50 years, as the amount of time people spent in meal preparation has steadily
declined, frozen food has become a convenient staple, adapting its packaging and products to better
accommodate new developments, such as the microwave oven. But convenience is not the only
benefit frozen foods have to offer. Health conscious people have discovered the nutritional
advantages of frozen vegetables and fruits to be easy-to-use key components to a healthy family
menu. Frozen foods are easy to take for granted—all that clever packaging, all those choices—
simply because their very existence hinges on simplicity, convenience, and ease. In Bangladesh
people have started exploring different types of foods including frozen foods indicating a major
qualitative change in the food habit of the people. Frozen food’s main priority is to provide people
with healthy, hygienic and tasty products in one. Existence of several strong brands and new ones
like Délifrost with diverse product line and the convenience and variety are giving this industry
extra push and giving massive opportunity to expand the perimeter.

 The most important reason why consumer purchase frozen foods is that it saves a lot of
time.
 Quality is the most important factor which a consumer considers before buying the product
of particular brand.

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