NOMAD FOODS LIMITED (NOMD): ANSOFF Matrix Analysis [Jan-2025 Mise à jour]

Dans le monde dynamique de l'innovation alimentaire surgelée, Nomad Foods Limited (NOMD) se dresse à un carrefour stratégique, exerçant la puissante matrice Ansoff comme compas de croissance. En explorant méticuleusement la pénétration du marché, le développement, l'innovation des produits et la diversification potentielle, l'entreprise est prête à transformer son empire alimentaire surgelé sur les marchés européens. De tirer parti des marques de base comme Birds Eye aux offres pionnières à base de plantes et à explorer les partenariats de technologie de la technologie alimentaire de pointe, Nomad Foods démontre une approche audacieuse et multiforme de l'expansion durable qui promet de redéfinir le paysage alimentaire gelé.

NOMAD FOODS LIMITED (NOMD) - Matrice Ansoff: pénétration du marché

Augmenter les activités promotionnelles et les dépenses publicitaires pour les marques d'aliments congelés de base

En 2022, Nomad Foods a limité l'attribution de 78,3 millions de dollars aux dépenses de marketing et de publicité, représentant 6,4% des revenus totaux. L'entreprise s'est concentrée sur les principales marques Birds Eye and Findus, avec des dépenses publicitaires ciblant les marchés européens.

Marque	Budget marketing 2022	Part de marché
Œil des oiseaux	42,5 millions de dollars	32.6%
Findus	22,8 millions de dollars	18.9%

Mettre en œuvre des stratégies de tarification ciblées

Nomad Foods a mis en œuvre des stratégies d'optimisation des prix sur les marchés européens, entraînant une augmentation de 3,2% du volume des ventes en 2022.

• Réduction moyenne des prix de 5,7% pour les multipacks
• Remises promotionnelles en moyenne de 12 à 15% pendant les saisons de pointe
• Mis en œuvre des prix dynamiques dans 7 pays européens

Améliorer les efforts de marketing numérique

L'investissement en marketing numérique a atteint 21,6 millions de dollars en 2022, avec une augmentation de 28% des mesures d'engagement en ligne.

Canal numérique	Augmentation de l'engagement	Taux de conversion
Réseaux sociaux	34.5%	2.7%
Publicité en ligne	22.3%	1.9%

Développer des programmes de fidélité

L'adhésion au programme de fidélité est passée à 1,2 million de clients en 2022, avec un taux d'achat répété de 67,3%.

• Valeur à vie moyenne du client: 215 €
• Les membres du programme de fidélité ont généré 42% des revenus totaux
• Le taux de rétention s'est amélioré de 9,6 points de pourcentage

Optimiser le placement des produits

Nomad Foods a obtenu un espace de conservation élargi dans 1 245 chaînes de supermarchés dans 12 pays européens en 2022.

Pays	Nombre de chaînes de supermarchés	Augmentation de l'espace des étagères
Royaume-Uni	385	17.3%
France	276	14.6%
Allemagne	224	12.9%

NOMAD FOODS LIMITED (NOMD) - Matrice Ansoff: développement du marché

Étendre les canaux de distribution dans les pays d'Europe de l'Est

En 2022, Nomad Foods opère dans 16 pays européens avec 2,72 milliards d'euros de revenus totaux. Le potentiel du marché d'Europe de l'Est comprend:

• Roumanie: 19,2 millions d'habitants
• Bulgarie: 6,8 millions d'habitants
• Serbie: 7 millions d'habitants

Explorez des partenariats potentiels avec les chaînes d'épicerie régionales

Pays	Chaîne d'épicerie potentielle	Potentiel de pénétration du marché
Pologne	Biedronka	38,4 millions de consommateurs
République tchèque	Kaufland	10,7 millions de consommateurs
Hongrie	Tesco	9,7 millions de consommateurs

Développer des variations de produits localisés

Le portefeuille de produits actuel comprend un segment alimentaire congelé de 1,2 milliard d'euros avec des stratégies de localisation potentielles.

Investir dans des études de marché

Attribution du budget des études de marché: 3,5 millions d'euros pour les marchés européens émergents en 2023.

Tirer parti de la réputation de la marque

Le portefeuille de marque Nomad Foods comprend:

• Œil des oiseaux
• Findus
• Iglo

Reconnaissance actuelle de la marque sur 16 marchés européens.

NOMAD FOODS LIMITED (NOMD) - Matrice Ansoff: Développement de produits

Lancez des gammes de produits alimentaires surgelés à base de plantes innovantes

En 2022, Nomad Foods a investi 12,3 millions de dollars dans le développement de produits à base de plantes. La marque de cuisine verte de la société a généré 45,2 millions d'euros de revenus provenant d'alternatives à base de plantes.

Catégorie de produits	Revenus (2022)	Croissance du marché
Repas surgelés à base de plantes	45,2 millions d'euros	Croissance de 12,7% en glissement annuel
Alternatives végétariennes	32,6 millions d'euros	8,9% de croissance en glissement annuel

Développer des repas surgelés pratiques et à préparation rapide

Nomad Foods a lancé 17 nouvelles lignes de repas de préparation rapide en 2022. Le temps de préparation moyen a été réduit à 4,5 minutes par repas.

• Millennials et segment Gen Z: 63% de préférence pour les repas de préparation rapide
• Le temps de préparation des repas moyen réduit de 40%
• Les nouvelles gammes de produits ont augmenté la part de marché de 2,3%

Créer des variations de produits avec des profils nutritionnels améliorés

Amélioration nutritionnelle	Investissement	Impact du produit
Enrichissement des protéines	7,6 millions d'euros	25% d'augmentation des protéines
Réduction du sodium	5,2 millions d'euros	30% de réduction du sodium

Introduire des options diététiques spécialisées

Des gammes de produits alimentaires spécialisées ont généré 78,5 millions d'euros en 2022.

• Produits sans gluten: 28,3 millions d'euros de revenus
• Options végétaliennes: 35,2 millions d'euros de revenus
• Alternatives à faible calorie: revenus de 15 millions d'euros

Investissez dans la recherche et le développement

Investissement en R&D en 2022: 24,7 millions d'euros, représentant 4,8% du total des revenus de l'entreprise.

Zone de focus R&D	Investissement	Lancements de nouveaux produits
Innovation des ingrédients	12,3 millions d'euros	8 nouvelles formulations de produits
Intégration technologique	7,9 millions d'euros	5 Améliorations des processus de fabrication

NOMAD FOODS LIMITED (NOMD) - Matrice Ansoff: Diversification

Acquisitions potentielles dans des secteurs complémentaires de transformation des aliments

Nomad Foods Limited a déclaré un chiffre d'affaires total de 2,95 milliards de dollars en 2022. La stratégie d'acquisition de la société se concentre sur les entreprises de transformation des aliments avec des revenus entre 50 et 500 millions de dollars.

Critères d'objectif d'acquisition	Paramètres spécifiques
Gamme de revenus	50 M $ - 500 M $
Secteurs cibles	Aliments surgelés biologiques à base de plantes
Focus géographique	Marchés européens et nord-américains

Partenariats stratégiques avec les startups de technologie alimentaire

En 2022, Nomad Foods a investi 12,3 millions de dollars dans la recherche et le développement des technologies alimentaires.

• Budget de partenariat de démarrage: 5,7 millions de dollars
• Domaines d'intervention: technologies protéiques alternatives
• Collaboration cible: 3-5 startups de technologie alimentaire innovante chaque année

Intégration verticale dans la chaîne d'approvisionnement agricole durable

Nomad Foods a engagé 25,4 millions de dollars à des initiatives agricoles durables en 2022.

Zone d'investissement	Budget alloué
Partenariats agricoles durables	15,2 millions de dollars
Technologie de la chaîne d'approvisionnement	10,2 millions de dollars

Extension dans les segments de livraison de kit de repas

Le marché des kits de repas devrait atteindre 19,92 milliards de dollars d'ici 2027, avec un TCAC de 12,8%.

• Investissement initial d'entrée sur le marché: 8,5 millions de dollars
• Part de marché ciblé: 2-3% en deux premières années
• Revenus projetés du segment des kit de repas: 45 à 60 millions de dollars

Laboratives d'innovation pour les nouvelles catégories de produits alimentaires

Dépenses de R&D pour le développement de nouveaux produits: 37,6 millions de dollars en 2022.

Focus de l'innovation	Investissement
Innovations à base de plantes	15,3 millions de dollars
Développement alimentaire fonctionnel	12,4 millions de dollars
Recherche de protéines alternatives	9,9 millions de dollars

Nomad Foods Limited (NOMD) - Ansoff Matrix: Market Penetration

You're looking at how Nomad Foods Limited can push its existing brands harder in the markets where it already sells. This is about getting more volume and revenue from the current customer base, which is crucial when the top line is under pressure, as seen in the recent results.

For the nine months ended September 30, 2025, the story was one of contraction: revenue decreased by 2% to €2,259 million, with organic revenue down 2.1% driven by a volume decline of 1.6%. You need to reverse that volume trend, defintely.

Increase promotional spend on core brands like Birds Eye in the UK

The UK market has been a significant drag, with UK sales declining by 6% year-to-date and falling 7% in the third quarter of 2025. This region accounted for roughly 80% of the net sales decline year-to-date. To counter this, marketing investment needs to be sharp. While Advertising and Promotion (A&P) spend was down modestly in Q2 2025, it had risen 5% through the first half of the year. Remember, in 2024, A&P spending grew by high single digits, reaching 4% of net sales, and management expected it to outpace sales growth again in 2025. The pressure on volume growth was explicitly linked to a pull back on promotions through retail due to rising costs.

Drive higher volume sales by optimizing shelf placement in key European retailers

While overall volume was down 0.5% in Q3 2025, management noted that retail sell-through growth in the UK has recently stabilized, suggesting commercial plans are working. Optimizing shelf placement is about ensuring the right product mix is visible when consumers are making purchasing decisions, especially as the category weakness seen over the summer is considered transitory. The focus here is on turning around the volume trend, which was down 1.0% in Q2 2025.

Here's a snapshot of the recent top-line performance context:

Metric	Q3 2025 Value	Year-over-Year Change
Revenue	€752 million	Decreased 2.2%
Organic Revenue	N/A	Declined 1.6%
Volume Change	N/A	Decline of 0.5%
9-Month Revenue	€2,259 million	Decreased 2.0%

Launch a loyalty program to boost repeat purchases of frozen fish and vegetable lines

Boosting repeat purchases is key to stabilizing volume. While specific loyalty program metrics aren't public, the company is heavily leaning on its product pipeline to drive engagement. Product innovation and renovation represented 17% of sales in 2025, with plans for this figure to go 'even higher' next year. This focus on newness, alongside core brand support, is the mechanism to encourage consumers to return to the brand's frozen fish and vegetable lines more frequently.

Focus marketing on the value proposition to capture consumers trading down from fresh food

The market dynamic is clear: a reduction in promotional support was noted as 'fueling some recent trade down to private label in the market'. This indicates consumers are actively seeking value, potentially moving from branded frozen to private label, or from fresh to frozen. To capture this value-seeking segment, Nomad Foods plans to launch a new multi-media Masterbrand campaign in the UK and Ireland this fall (2025), with plans to extend it across Europe in 2026. This campaign needs to clearly articulate the value proposition against both fresh alternatives and private label competitors. Furthermore, the company has an increased efficiency program underway, announced in September 2025, targeting €200 million in operational savings through 2028, which should free up resources to fund value-focused marketing.

• UK Sales Decline (Q3 2025): 7%
• Trade Down to Private Label: Directly linked to reduced promotional support
• New Masterbrand Campaign Launch: UK/Ireland this fall (2025)
• Efficiency Savings Target: €200 million by 2028

Nomad Foods Limited (NOMD) - Ansoff Matrix: Market Development

Market Development for Nomad Foods Limited centers on taking its existing portfolio of frozen food products, which includes brands like Birds Eye, Findus, and iglo, into new geographic territories or new customer segments within existing territories. This strategy is executed against a backdrop where the company reported nine months ended September 30, 2025, revenue of €2,259 million and is guiding for a full year 2025 organic revenue decline between flat and -2%.

The foundation for this strategy is the company's significant existing footprint. Nomad Foods is Western Europe's market leader in frozen foods, commanding an 18% share of the €22 billion Western European savory frozen food market. The company's operations currently span across 22 European markets.

The pursuit of entering the North American market, leveraging existing supply chains for frozen vegetables, aligns with a historical strategic goal to expand the geographic footprint beyond Europe. While specific 2025 financial metrics for a North American launch aren't public, the existing infrastructure includes 18 manufacturing facilities strategically located near main markets. Frozen vegetables accounted for 25% of the company's total revenue in 2023, providing a core product line for such an expansion.

Targeting high-growth Eastern European countries like Poland with the iglo brand portfolio is an extension of consolidating the European frozen food sector. The iglo brand has a longstanding history and is marketed in Germany and other continental European countries. The company has already expanded into new geographies in Southeastern Europe through acquisitions, such as those bringing in the Ledo and Frikom brands.

Establishing a direct-to-consumer e-commerce channel in a new, smaller European country represents a channel development aspect within Market Development. The company is focused on improving the dialogue with consumers through brand investment, with Advertising and Promotion spending growing by high single digits to 4% of net sales in 2024, with plans to reinvest savings into digital marketing efforts.

Testing market entry via acquisition of a local distribution partner, such as in Australia, is a measured approach to geographic expansion. The overall M&A strategy remains disciplined, focusing on synergies and shareholder returns. The company has a track record of using acquisitions to expand its geographic reach, having acquired six frozen food businesses since 2015.

Key strategic focus areas supporting Market Development initiatives include:

• Focus on frozen protein and vegetables, which make up approximately 75% of revenues.
• Food service, which represented about 8% of total revenue in 2023, is another channel for market expansion.
• The company expects its organic sales to return to growth in the second half of 2025, assuming normalized weather.
• The company is planning to take products successful in one market, like frozen chicken in the UK, into new territories.

Here's a look at the financial context and geographic scale:

Metric	Value (2025 YTD/Guidance)	Context
Nine Months Ended Sep 30, 2025 Revenue	€2,259 million	Core European business performance
Q3 2025 Revenue	€752 million	Latest reported quarterly revenue
Western Europe Savory Frozen Market Share	18%	Dominant position in core markets
Total European Markets Operated In	22	Existing geographic footprint
2025 Full Year Adjusted EPS Guidance Range	€1.64 to €1.76	Expected profitability despite headwinds

The company is focused on market share recovery, having stabilized market share in the quarter ending September 30, 2025. This stabilization is crucial before aggressively pursuing new, unproven markets.

Finance: draft 13-week cash view by Friday

Nomad Foods Limited (NOMD) - Ansoff Matrix: Product Development

You're looking at how Nomad Foods Limited is evolving its core offerings, which is the essence of Product Development in the Ansoff Matrix. This isn't just about slapping a new label on an old product; it's about meeting shifting consumer demands for health and alternative proteins. Nomad Foods, which generated reported revenue of €3.1 billion in fiscal year 2024, is committing to this strategy, planning to 'meaningfully increase investment in its products and brands again in 2025.'

Introducing a premium line of frozen ready-meals focused on plant-based protein in Germany aligns with the broader European trend toward meat alternatives. Nomad Foods has a history here, having launched its meat-free range, Green Cuisine, back in 2019. This new premium push is happening against a backdrop where the company saw its organic revenue growth slow to a decline of 1.6% in the third quarter of 2025, following a decline of 1.1% in the second quarter of 2025, making innovation crucial for volume recovery.

Developing new, fortified frozen vegetable blends directly addresses the health and wellness trends you mentioned. The company's overall gross margin performance in fiscal year 2024 was strong, reaching 29.6%, partly due to a positive product mix performance, which suggests that higher-value, potentially healthier, products are gaining traction. This focus on nutrition is key, as their products feature in over 22 million meals a day across Europe.

Launching a range of frozen breakfast items under the Findus brand in Scandinavian markets is a targeted market development within an existing product category. Findus is one of Nomad Foods' iconic brands, alongside Birds Eye and iglo. While specific Scandinavian sales data isn't public, the company's overall strategy relies on brand investment; for instance, in Q4 2024, volume growth accelerated to 4.7%, showing consumer response to focused brand activity.

Reformulating existing products for a cleaner label-reducing sodium and artificial ingredients-is a necessary renovation to maintain relevance. This ties into the company's commitment to sustainability and meeting evolving standards, as evidenced by their work on packaging and the Move to Minus 15 initiative, which researches reducing freezer energy use by 10-11%.

Here's a quick look at the financial context surrounding these strategic investments:

Metric	Fiscal Year 2024 (Full Year)	Q3 2025 (Latest Reported)	FY 2025 Guidance (Revised as of Aug 2025)
Reported Revenue	€3.1 billion	€752 million	N/A (Organic expected -3% to -7% for EBITDA)
Organic Revenue Growth	1.0%	-1.6%	N/A (Implied by EBITDA/EPS guidance)
Volume Growth	1.3%	-0.5%	N/A
Adjusted EBITDA	€565 million	€143 million	Expected YoY change: -3% to -7%
Shareholder Returns (Dividends/Repurchases)	€208 million	N/A	Adjusted EPS expected: €1.64 to €1.76

The success of these product development efforts will be measured against the challenging 2025 environment. The revised full-year 2025 Adjusted EBITDA guidance projects a decline of 3% to 7% year-on-year, a significant shift from the initial guidance of 2% to 4% growth projected in March 2025. This pressure makes the success of new, premium, and health-focused product launches even more critical for driving volume back up, as volume declined by 1.0% in Q2 2025.

You can track the impact of these product initiatives through specific operational metrics Nomad Foods focuses on:

• Retail sell-out growth accelerated to +1% through mid-June 2025.
• Year-to-date retail sell-out growth was +0.7% through mid-June 2025.
• Adjusted operating expenses decreased 11.4% in Q2 2025 due to overhead cost reductions.
• Advertising and Promotion expense has risen 5% through the first half of 2025.

The company is definitely balancing investment in new products with cost control, as seen by the double-digit contraction in overhead costs in Q2 2025.

Nomad Foods Limited (NOMD) - Ansoff Matrix: Diversification

You're looking at how Nomad Foods Limited, which is currently Europe's largest frozen food company, might move outside its core frozen category, which is a classic Diversification play on the Ansoff Matrix. Honestly, while the core business is strong-with over €3 billion in annual revenues and an 18% share in Western Europe's €22 billion savory frozen food market-any move outside that core is a significant strategic shift.

The strategic intent is clear: Nomad Foods believes it is uniquely positioned to be the consolidator of choice within the frozen food industry and beyond. This suggests an appetite for non-frozen moves, even if the latest reported figures show the portfolio is entirely composed of European frozen food.

Acquire a non-frozen, ambient food company with a strong presence in the US market

This would be a major leap, as Nomad Foods' current operations are heavily concentrated in Europe, with the UK, Germany, Italy, and France accounting for 60% of revenue in a prior period. The company has a history of successful M&A within frozen food, having acquired six frozen food businesses since 2015 to build a portfolio exceeding €3 billion in net revenues at one point. Any US ambient acquisition would require capital, which could be partially supported by the announced efficiency program targeting €200 million in operational savings through 2028, which is designed to fund targeted reinvestments.

Launch a line of chilled, ready-to-eat meals in the UK, moving outside the frozen aisle

Moving into chilled ready-to-eat (RTE) meals directly challenges the company's core competency, but the market context shows opportunity. The UK Prepared Meals market was valued at $7.91 billion in 2023 and is forecast to reach $10.49 billion by the end of 2028, growing at a CAGR of 5.8% for that five-year period. Nomad Foods already has a strong brand presence in the UK with Birds Eye, which is the nation's leading frozen food brand. This move would leverage existing brand equity in the UK, where the company is actively working to stabilize retail sell-through growth, as noted in Q3 2025 commentary.

Invest in a food-tech startup focused on sustainable, lab-grown protein for future markets

Nomad Foods is actively exploring this via its Future Foods Lab, launched in partnership with Innoget. This initiative is designed to fast-track market-ready solutions from startups. The lab's first challenge specifically seeks innovations that deliver natural energy and protein-rich options and utilize sustainably sourced ingredients. The company is particularly interested in Ready-to-Eat (RTE) and Ready-to-Cook (RTC) concepts. The deadline for startup submissions was September 30th, 2025. While the specific investment amount isn't public, the company deployed roughly €700 million towards buybacks and M&A in 2021 and early 2022, showing capacity for capital deployment in strategic areas.

Here's a look at the existing channel exposure that informs potential diversification into new sectors:

Metric	Value/Percentage	Context/Year
Total Annual Revenues (Approximate)	Over €3 billion	Pre-2025 context
Q3 2025 Revenue	€752 million	Three months ended September 30, 2025
Food Service Channel Revenue	8%	2023 total revenue
Projected Efficiency Savings	€200 million	Operational savings target through 2028
UK Prepared Meals Market Value	$7.91 billion	2023

Enter the food service sector in Asia with a new line of bulk-packaged, non-frozen ingredients

Currently, Nomad Foods' food service channel accounted for approximately 8% of total revenue in 2023, with the majority of those sales being in Sweden, serving institutional and quick service restaurants. The company's stated strategy is to expand its portfolio into new geographies and channels, but the current focus remains on Europe. Entering Asia would represent a significant geographic and channel diversification. The company has flagged rising input costs, particularly in protein categories, in Q1 2025 due to heightened demand and Asian flu-related disruptions in Europe, which highlights a current exposure to Asian-related issues but not necessarily a market entry.

The company's commercial flywheel remains effective, and its innovation pipeline is robust. Finance: draft 13-week cash view by Friday.