Consumers find more value in frozen food aisles, latest market data reveals

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Frozen food continues to thrive in the current economic environment with year-on-year growth of 6.1%, according to the latest market data from Kantar Worldpanel. 

The frozen food category has seen year-on-year value growth in all product sectors with frozen meat and poultry, in particular, performing well and achieving 13.2% value growth.

Brian Young, director general of British Frozen Food Federation, said: “As much of the retail food industry continues to be squeezed at the hands of ever diminishing household budgets, frozen foods continue to buck the trend.

“Frozen food manufacturers have invested in premium new product development and, as a result, perceptions of frozen as an inferior choice are beginning to be challenged. Consumers are starting to see there is much more choice in the frozen aisle for their budgets.”

In volume terms, frozen meat and poultry has enjoyed the strongest growth, up 8.4%.

Young said: “In times of economic difficulty, householders are under pressure to cut back on spending at every level. Frozen food allows consumers to continue cooking their favourite meals and provide family nutrition at a much lower price point.”

Other success stories include frozen pizza, which has seen a 5.7% increase in value and a 2.6% increase in volume; and frozen savory food, including bread, stuffing and cooked meat and poultry products, which has seen 5.7% value and 2.9% volume increases.

Potato products, vegetables and ice cream have also sold well with value growth of 9.9%, 6.8% and 5.4% respectively.

Young said: “With continued celebrity endorsement, product innovation and a public desire to reduce waste, I predict the frozen market will continue to succeed and see growth over the coming months. As consumers continue to realise the benefits of frozen food in providing value for money family nutrition, the frozen food retail market looks set to prosper.”