Frozen food outperforming the wider grocery sector during the cost of living crisis
Rupert Ashby, CEO of BFFF.
Image: BFFF
With BBC News reporting consumers are swapping from fresh to frozen food in a bid to combat rising grocery prices, Rupert Ashby, chief executive of the British Frozen Food Federation commented that new Kantar data reported by the BBC is “great news” for the frozen food industry.
“Our members have worked hard to ensure that frozen food remains an affordable option for consumers who do not want to compromise on enjoying tasty, healthy and nutritious meals at home,” Ashby said. “There is no doubt that the rising cost of living has squeezed household budgets and consumers are looking for better value during their weekly shop. As consumers purchase more frozen food, and some try frozen products for the first time, I am confident that the quality of frozen food will speak for itself to encourage consumers make even more trips to the frozen aisle over the coming months.”
Ashby said the BFFF has also seen incredible innovation by frozen food producers recently – recognised at the annual Frozen Food Awards.
“The innovation in frozen food will undoubtably come as a surprise to some consumers who have maybe not looked in the frozen aisle for some time. This includes an ever-increasing range of plant-based products such as Frozen Food Award winner M&S “No Chicken Gyozas” which shows that there really is something for everyone in the freezer,” Ashby said of the category.
He concluded: “In addition, data from WRAP shows that if UK households were to cut out food waste from cooking or preparing too much, families could save a total of £3.5 billion each year. Frozen food presents a solution to this problem, as the long shelf-life means that frozen food doesn’t go off like fresh food might in the back of the fridge, and portions can be easily controlled so you can cook what you need when you need it and save the rest for another day.
“Food waste accounts for up to a staggering 10% of global greenhouse gas emissions, so consumers can do the right thing for the environment and their budgets by making friends with their freezer.”
According to the latest statistics, frozen food is outperforming fresh in supermarkets at the moment, data from research firm Kantar suggests.
Frozen chicken, ready meals, pizzas and chips are the most popular items. Frozen specialist Iceland performing strongly, increasing its market share to 2.3%, up 0.1 percentage point as sales rose by 9.6%,
