South African market segmentation system classifying households by living standards, assets, and consumption patterns rather than income alone. LSM categories range from LSM 1 (lowest) to LSM 10 (highest), with LSM 7-11 representing middle and upper-income households comprising frozen food’s target demographic. Understanding LSM segmentation is critical for frozen food market strategy because frozen food adoption correlates strongly with household assets (freezer ownership, reliable electricity, disposable income for convenience foods) rather than direct income measures. LSM 9-11 households drive demand for premium frozen products including IQF vegetables, portion-controlled proteins, and international specialty items, while LSM 7-8 households represent growth market for value-oriented frozen staples. The Frozen Food Courier’s service positioning targets LSM 7-11 demographics with reliable temperature control, professional customer communication, and delivery convenience justifying premium pricing over self-collection alternatives. South Africa’s frozen food eCommerce growth depends on expanding freezer ownership and electricity reliability through LSM 6-8 segments where infrastructure gaps currently limit market penetration.
Related Terms: eCommerce Cold Chain, Last-Mile Cold Chain Delivery, IQF (Individually Quick Frozen)