What will shoppers make of Poundland expanding its chilled and frozen proposition?

Sylvia Jeanes
Shopper Insight Manager

Date : 05 March 2020

This week Poundland announced its plan to roll out its new chilled and frozen range to a further 60 stores following a successful trial at the end of last year.  In October 2019, Poundland started trialling 350 new chilled and frozen lines at its store in Asbourne, Kent. This was quickly followed by introducing the range in four more stores in November’19 and is now planned to be extended further by the end of June 2020.

The chilled and frozen range is part of a partnership with Frozen food retailer, Fulton Foods. The range will include a range of frozen pizzas and fresh vegetables.

The evolution of Poundland

2019 was a year of change for Poundland with the retailer making significant deveoplements to its proposition.  In November, I reported on Poundland’s plan to target the ‘top-up’ mission to encourage bigger basket sizes following the introduction of multiple-price points and the launch of chilled ready meals across all stores. Whilst non-food missions (60%) are the primary reason for shopping in variety stores, a fifth choose to shop in variety discounters for a ‘top-up’ shop (22%), Oct-Dec’19. Top-up shops are the most common mission across all channels.

Our latest quarterly multichannel trends saw an increase in the proportion of British shoppers claiming to visit Poundland for food and grocery products from 51% in Oct-Dec’18 to 57% in the same period for 2019.

Claimed store usage in the last 4 weeks to purchase food and groceries

Base: 606 variety discount grocery shoppers, ShopperVista, Oct-Dec’19

In addition, just over four in ten (45%)  variety discount shoppers agree ‘ I would use a variety store more if they had a bigger range of food, drink and grocery products’ increasing to 51% amongst Poundland most recent shoppers (Oct-Dec’19).  So as, Poundland shoppers are receptive to more choice and increased range it will be interesting to see whether the offer awarm welcome Poundland’s ‘Project Ice’. 

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