Frozen Food Growth Slows As Shopping Habits Return To Normal

Namnews, 19th October 2021

Whilst demand remains buoyant, frozen food sales growth is slowing as consumers return to pre-pandemic shopping habits.

Kantar data published by the British Frozen Food Federation (BFFF) shows that frozen sales over the year to 5 September 2021 are nearly £900m higher than the same pre-pandemic period in 2019. However, with the reopening of hospitality and shoppers reverting to smaller basket sizes and more frequent shopping trips, frozen sales have declined, a trend reflected across the whole of the grocery market.

Over the 12-weeks ended 5 September, total grocery sales were down 2.7%, fresh and chilled sales were down 1.2% and frozen fell by 3.6%. Across the nine frozen categories monitored seven remain in value and volume growth with meat and poultry and frozen vegetables seeing small value declines.

Richard Harrow, Chief Executive of the BFFF, commented: “The latest figures are to be expected, as consumers start to eat out again and make more regular shopping trips. However, I suspect current supply chain issues and consumers stocking up for Christmas earlier than normal will lead to an uplift in frozen sales in November and December.

“Since 2019 the frozen category has seen value growth of 14.2% and volume growth of 10.4%. When compared to 2019 value growth of frozen is ahead of both total grocery (+13.1%) and fresh and chilled (+12.4) so the outlook remains positive.”

He added: “Whilst the market is returning to normal, we are still seeing the growth of shopper numbers across the total category and frozen has attracted over 400k more shoppers than in 2019. This latest Kantar data also shows that across six categories we have retained on average 50% of the additional shoppers gained in 2020.

“Frozen has always been recognised as a great value option, but value is now combined with innovation as companies work to develop high-quality frozen free-from products, sustainable packaging solutions and plant-based meals. We know people across all demographics are increasingly seeking out healthy and sustainable products, so options on offer in the frozen aisle will continue to attract new consumers.”