Convenience drives sales of frozen food, latest Kantar Worldpanel figures show

As consumer demand for convenience continues, the latest frozen food retail market statistics from Kantar Worldpanel show another period of steady growth.

The figures, which look at the 52 weeks ending 13 September 2015, show that the value of the retail frozen food market has continued to grow by 0.4% year on year (yoy) to nearly £5.8bn.

One of the stand-out performers was the frozen pizza category which has grown in value by 4.3% and in volume by 5.1% yoy. Sales in the frozen savoury food category – which includes frozen bread – has also risen in value by 1.7%.

The Kantar Worldpanel data also shows growth in the frozen ready meal category which improved by 2.3% in value and 2.1% in volume yoy respectively. This growth highlights the continued consumer demand for nutritional, great value convenience foods.

Commenting on the latest statistics, Brian Young, chief executive of British Frozen Food Federation (BFFF) said: “The figures show that frozen food continues to be a popular choice for consumers, as it provides a quick and convenient alternative for busy lifestyles.

“The phenomenal success of Slimming World’s healthy frozen ready meals, in partnership with Iceland, illustrates this perfectly. The success of the recently launched frozen food range, has seen a record-breaking number of meals, including Beef and Three-Bean Chilli Con Carne, Sweet Potato Curry and Chicken and Mediterranean Vegetable Pasta, purchased by both Slimming World members and shoppers who simply want to eat more healthily.

“We also believe that consumers are becoming more in favour of frozen food due to factors such as independent research into the nutritional value and cost of frozen food, premium NPD from the industry and third party endorsement from high profile chefs.”

Young concluded: “It is imperative that frozen food manufacturers and brands continue to push innovation within all categories. Consumers are becoming increasingly savvy with frozen food and are falling back in love with their freezers, and so manufacturers must ensure they react to consumer needs if the frozen food retail market is to continue to grow.”