Half of European households are throwing away fresh vegetables every month, in a pattern of avoidable waste that is costing families up to £539 a year, according to a new report released today by Europe’s leading frozen food company, Nomad Foods.
At a time when households continue to face significant cost-of-living pressures, the findings highlight how deeply embedded ‘fresh-first’ shopping habits are driving higher food bills.
Nomad Foods’ second annual Frozen In Focus report, which surveyed 10,750 adults across the UK, France, Germany, Italy, Sweden, and Croatia, has found that household savings are being lost due to a persistent perception gap across the continent, with many consumers defaulting to fresh over frozen under the false assumption that it is superior in quality and nutrition.
65% of those surveyed believe that fresh potatoes are more nutritious than frozen, and similar assumptions are seen for chicken and fish (63% for both).
The findings highlight a clear opportunity to cut waste and stretch food budgets further by using frozen food more effectively - something 36% of consumers say they already do to save money.
Dominic Brisby, Chief Executive Officer, Nomad Foods, said, “We’ve created a food culture where ‘fresh’ feels like the better choice, but in reality it’s costing families hundreds of euros a year in wasted food.
"At a time when people are trying to make their budgets stretch further, rethinking how we use frozen food could make a real difference.
“What works for households also matters at a national and European level. Frozen food is not a compromise; it’s one of the most practical tools we have to improve access to everyday protein, reduce waste and build resilience into the food system.
"Europe needs a more balanced approach, where frozen sits alongside fresh to secure nutrition, manage household bills and prevent waste.”
The research comes at a time when Europe is facing mounting pressure on both food inflation and food security. Climate disruption, geopolitical tensions and shifting regulations are making food systems more volatile and less predictable, with some categories already under significant strain.
New Nomad Foods analysis shows that the cost of whitefish has risen by over 130% over the past 20 years, compared to around 60% for chicken, putting what was once a staple source of protein increasingly out of reach for many households.
Against this backdrop, the role of frozen food and the cold chain becomes more critical.
The FAO (Food Agriculture Organization) estimates food waste from insufficient refrigeration at 526 million tonnes a year globally (roughly 12% of the global total).
By preserving food for longer and reducing waste, freezing not only helps households cut costs, but also strengthens supply chains by making them more stable and resilient in the face of disruption.