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Seeking fresh food, frozen meal sales continue to slip

Friday - 6/27/2014, 12:58pm  ET

The dollar sales of some frozen foods fell 3 percent from 2009 to 2013. (WTOP File Photo)

WASHINGTON -- It's no secret that the U.S. wants to get healthier. Major grocery stores are full of organic food options, and fast food chains offer healthier grub to offset the burgers, fries and milkshakes.

Yet according to the Wall Street Journal, frozen food sales have continued to nosedive for the past five years. Specifically, the dollar sales of frozen juice, chicken and pizza fell 3 percent from 2009 to 2013, according to data WSJ cited from Euromonitor International.

Also according to WSJ, Lean Cuisine has lost more than a quarter of its sales during the same time frame; several Healthy Choice dinners have been discontinued because of lagging sales. The lag could be due to the public's shift to healthy eating, or it could be due to the frozen food industry itself.

"The frozen-food industry hasn't been particularly good at communicating the benefits of frozen food," Paul Grimwood, Nestlé's U.S. chief, told the Wall Street Journal.

Essentially, the nation's older residents are the ones buying frozen foods. According to ConAgra Foods Inc., which distributes Healthy Choice dinners, more than half of shoppers buying frozen foods are 45 years old or older, according to WSJ.

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