‘More shoppers buying frozen food’

The volume of frozen food sales continued to rise in during the second quarter of 2023, according to new Kantar data released by the British Frozen Food Federation (BFFF).

The 12-week figures to June 11 show that volume sales rose by 7,559,000 tons, compared to the same period last in 2022. At 1.6 per cent, the rate of growth is increasing compared to the 0.5 per cent in the 12 weeks to March 19.

Frozen vegetables, meat and poultry, potato products, pizza and savoury foods all drove volume growth in the 12 weeks to June 11. More indulgent, premium products such as ice cream, confectionery and fish have seen a drop in sales volume, as shoppers have become more budget conscious during the cost-of-living crisis. The frozen ready meals sector, which saw volume growth in Q1, has seen demand drop.

The value of retail frozen food sales also continued to increase in the same period, up 20 per cent (£326,501,000). This growth in value is largely a reflection of the inflation affecting the entire food industry. The fresh and chilled market continued to see volume sales decline (-3.3 per cent), as price conscious consumers switched to frozen food to help stretch their budgets.

Rupert Ashby, chief executive of the British Frozen Food Federation, 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 recognizing frozen food as a tasty, nutritious and affordable choice that can help them deal with the current economic climate.”

“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,” he added.