The global market for frozen food is highly fragmented with the top five players accounting for around 17% share in the total market. Nestle, ConAgra, H.J. Heinz are some of the leading industry participants in this market. Over the next five years the market concentration is expected to increase as the major players continue to grow through advanced technology, acquisition and different strategies to increase their market share and mainly due to their ability to bypass the wholesalers and sell directly to the retailers. In addition 12.5% of the market was occupied by private label which also acts as a major challenge for the international players to enter and establish themselves in the regional markets. Other which also includes companies such as The Schwan Food Company, McCains and also many local and unorganized brands occupied a combined share of more than 65% in the global frozen food market in 2012.