Cash-Strapped Consumers Continue To Turn To Frozen Food

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 Namnews, 1st September 2023

The volume of frozen food sales continued to grow in the second quarter of this year as consumers impacted by the cost of living crisis looked for ways to save money.

Kantar data covering the 12 weeks to 11 June shows that volume sales of frozen food grew by 1.6% compared to the same period last year.

In contrast, the fresh and chilled market continued to see volume sales decline (-3.3%) as price-conscious consumers switched to frozen options.

Growth was driven by increased demand for frozen vegetables, meat and poultry, potato products, pizza and savoury foods. More indulgent, premium products such as ice cream, confectionery and fish saw a drop in sales volume as shoppers remained price-conscious. The frozen ready meals sector, which saw volume growth in the first quarter, saw demand drop.

The total value of retail frozen food sales climbed 20% to £326.5m, boosted by price inflation.

Rupert Ashby, Chief Executive of the British Frozen Food Federation (BFFF), commented: “The cost-of-living crisis continues to have a significant effect on consumer spending habits, with more shoppers buying frozen food to help make their budget go further. With more AB shoppers now visiting the frozen aisle, it’s clear that consumers are recognising frozen food as a tasty, nutritious and affordable choice that can help them deal with the current economic climate.”

He added: “Whilst the growth in sales is good news, our members continue to face significant challenges throughout the entire frozen supply chain, with the effects of the coronavirus pandemic, the war in Ukraine, Brexit and inflation still putting members under huge pressure. However, volume growth shows that consumers are continuing to choose frozen food for its high quality, value for money credentials.”

NAM Implications:
  • Carefully managed, frozen food can be as tasty and nutritious as fresh.
  • Coupled with value…
  • …makes frozen food a no-brainer for most consumers.
  • Hopefully these trends can become permanent…

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