Frozen Food Market Returns To Volume Growth

Namnews,  12th May 2023

The volume of frozen food sales returned to growth in the first quarter of 2023, according to latest data from Kantar.

Over the 12 weeks to 19 March, volume sales in the sector grew by 2,572,000 tonnes, compared to the same period last year.

The value of retail frozen food sales also continued to increase in the same period, up 9.5% (£273.06m), largely driven by inflation across the food supply chain.

Frozen vegetables, meat & poultry, potato products, ready meals and savoury foods all saw a jump in volume during the 12-week period compared to last year, whilst more indulgent products, such as ice cream and confectionery, saw a drop in sales volume.

The growth in the frozen food market comes as Kantar data also shows that volume sales of fresh and chilled foods decreased by 5.0% in the same period. This suggests that more consumers are seeing frozen food as an affordable choice during the cost of living crisis.

Rupert Ashby, Chief Executive of the British Frozen Food Federation (BFFF), commented: “I am delighted to see that the frozen food market has returned to growth in the first quarter of 2023. Our members have been working incredibly hard under huge pressure of rising costs to make sure that consumers can still find the best quality products with unrivalled value for money in the frozen aisle of their supermarket.

“The cost of living crisis has had a significant impact on consumer spending habits over the winter months, which has likely driven sales of frozen food. However, I am confident that many consumers will now regularly return to the frozen aisle during their weekly shop as more people experience the exceptional quality and taste of frozen food.”

Ashby added: “Innovation is at the heart of the frozen food market, with exciting new products regularly hitting supermarket freezer shelves. I am always impressed with the products which are being brought to the market by our members, so I would encourage all consumers to make friends with their freezer and visit the frozen aisle during their next shop.”

NAM Implications:

• With so little volume growth in non-frozen categories…
• …this volume increase has to appeal to retailers…
• …helping them optimise freezer space, despite attendant high energy costs.
• Every little helps.