The 2024 Success of Co-op's Frozen Food Business: A Comprehensive Review

In 2024, Japan's Consumer Cooperative Union, or Co-op, revealed impressive results for its frozen food sector. Despite facing challenges such as rice shortages and rising prices, the business managed to achieve its highest sales figures up to this date, recording a remarkable increase of 101.6% compared to the previous year.

Key Highlights of the 2024 Fiscal Year

The Co-op's success in the frozen food market can be attributed to its strategic initiatives, particularly the nationwide "Community Support Campaign" during the September to November period. This campaign extended the range of eligible frozen food items, which included frozen rice dishes, snacks, and gyoza (Chinese dumplings), resulting in sustained customer engagement and repeat purchases beyond the promotional period. The growing demand for frozen rice products, such as grilled rice balls and pilafs, was primarily fueled by supply shortages and price surges affecting fresh rice.

Diverse Product Categories Thriving

The expansion in frozen food consumption was noted across various categories:

- Cooking Frozen Foods: This category saw a significant boost thanks to items like frozen rice, noodles, Western-style dishes (like gratins), and Chinese cuisine (such as gyoza).
- Meat Products: Meal kits, imported grilled chicken, and frozen cutlets led this segment's growth.
- Frozen Vegetables: Domestic root vegetables, including potatoes, thrived amid increased demand for frozen products driven by high fresh vegetable prices.
- Frozen Fruits: The fruit sector also performed well, appealing to consumers in search of convenient options.

Forward-Looking Strategy for 2025

As Co-op heads into 2025, it acknowledges the continuing tough cost environment but remains dedicated to developing core products that resonate with its members. This includes improving convenience and maintaining competitive pricing. The popular frozen food ambassador, the "Frozen Prince," Takashi Nishikawa, will contribute by presenting Co-op's frozen food options through promotional materials in Co-op delivery services and stores across Japan.

Upcoming Spring 2025 Products

Anticipation builds around the exciting new products set to debut in Spring 2025, endorsed by Nishikawa himself:

- CO・OP Ginger Fragrant Xiao Long Bao (8 pieces, 200g): A delicious dumpling featuring a broth of scallop extract, oyster sauce, and clear soup combined with ginger, resulting in a vibrant flavor reminiscent of dining out.
- CO・OP Chives and Onion Pancakes (10 pieces, 250g): These pancakes maintain a healthy vegetable-to-batter ratio, providing a delightful taste of chives and sweet onions.
- CO・OP Hot Biscuits with Tea Flavor (4 pieces, 212g): Featuring a crispy outer layer and a pleasant sweetness, these biscuits highlight a robust tea flavor—a perfect addition to your snack repertoire.
- CO・OP Hokkaido Adzuki Bean Cream Puffs (6 pieces, 35ml each): This ice cream treat captivates with its well-balanced harmony of adzuki beans and creamy ice milk.
- CO・OP Cinnamon Rolls (3 pieces, 132g): A satisfying treat that is not overly sweet but packed with aromatic cinnamon flavor, making it a must-try for cinnamon lovers.

Expert Insights from Takashi Nishikawa

Takashi Nishikawa, renowned for his expertise in frozen foods, brings years of experience to the table. Starting his journey as a high school enthusiast, he worked in frozen food companies, utilizing his expertise in product development. Today, he continues to advocate for the frozen food industry, tasting over 1,000 products annually. His consultations have greatly assisted small and regional frozen food manufacturers in enhancing their offerings. Nishikawa remains committed to innovating activities and projects centered around frozen food.

With a clear vision and strategic offerings, Co-op is not just meeting current consumer needs but promising a bright future for its frozen food business in 2025 and beyond.