- 63 per cent believe frozen food can be as nutritious as fresh
- Study shows 35 per cent of consumers want a bigger freezer at home
- 39 per cent value frozen food for enabling seasonal cooking year-round
Consumers are embracing frozen for more than just its nutrition, sustainability, and convenience with many value that such a range enable seasonal cooking year-round, states a new report released today (June 25).
Nomad Foods, Europe’s leading frozen food company whose popular brands include Birds Eye, Ledo, iglo, Findus and Frikom, has launched its first annual Frozen in Focus report, featuring a major new multi-market study, highlighting how more than a third (35 per cent) of consumers crave a larger freezer at home.
Almost two thirds of people (63 per cent) recognise that frozen food can be as nutritious as fresh, while just under half (39 per cent) of consumers appreciate how using frozen food allows them to cook meals using seasonal produce that cannot be sourced all year round.
More than half (51 per cent) of consumers are now grocery shopping according to available freezer space.
Appliances like air fryers and smoothie makers are promoting a desire for more freezer capacity with around one in eight consumers (13 per cent) saying their purchase of a new gadget has prompted them to buy more frozen food.
While the lasting appeal of frozen food convenience continues to be a draw for many, with 51 per cent of consumers stating it saves them time, it seems that as lifestyles and attitudes evolve, people are warming to the frozen aisle for a wider range of reasons
The research shows that almost a third of people (29 per cent) are using the freezer more now than five years ago, with 59 per cent stating they cannot live without it. Such is the appreciation, nearly half (44 per cent) describe the kitchen appliance as ‘underrated’.
The study of 7,500 adults across Europe shows that demand for bigger freezers is greatest among younger consumers, with 41 per cent of 18-24 and 25-34-year-olds wanting more freezer space.
The impact of new technology and a desire to live more sustainably is also driving change. A renewed focus on cutting food waste is boosting frozen foods’ popularity with almost half of consumers (47 per cent) saying the appliance helps them discard less.
Studies from the University of Reading and the National Library of Medicine show that frozen fruit and vegetables can preserve nutrients better than fresh produce and this recognition is contributing to the shift in how consumers see frozen food.
“We’re proud to introduce our first annual Frozen in Focus report, highlighting evolving consumer needs and the trends driving them to the frozen aisle,” says Stéfan Descheemaeker, Chief Executive Officer, Nomad Foods.
“The innovations over the last decade have inspired consumers to start looking at frozen food differently. The freezer is no longer just a place to store food; it's becoming the cornerstone of a more efficient, sustainable, and nutritious lifestyle.
"While challenges remain in overcoming outdated perceptions, our research indicates a growing understanding that frozen food is essential for a healthy, convenient, and affordable future. We're committed to driving this awareness and unlocking the full potential of frozen in the years to come.”
Social media is also playing a role, with roughly one in seven (14 per cent) of those aged 18-24 saying they have picked up tips on how to make the most of frozen food from TikTok.
With almost one in ten consumers (nine per cent) either stating that they don’t know what’s in their freezer (seven per cent) or unsure of whether they know or not (two per cent), there are clearly missed opportunities to save on time, food and money, adds the report.
