Frozen food market returns to growth

The volume of frozen food sales has returned to growth in the first quarter of 2023, according to new Kantar data from the British Frozen Food Federation (BFFF) released on Thursday (11).

The 12-week figures to March 19 show that volume sales of frozen food grew by 2,572,000 tonnes, compared to the same period last year. The value of the retail frozen food sales also continued to increase in the same period, up +9.5 per cent (£273,061,000) largely driven by inflation across the entire food supply chain, states BFFF.

Frozen vegetables, meat and poultry, potato products, ready meals and savoury foods have all seen a jump in volume in the 12 weeks, whilst more indulgent products such as ice cream and confectionery have seen a drop in sales volume in the same period.

The news of growth in the frozen food market comes as Kantar also reports a decrease in the volume sales of fresh and chilled foods by -5.0 per cent in the same period, showing that more consumers have recognised frozen food as a tasty, nutritious and affordable choice for helping them deal with the cost-of-living crisis.

Rupert Ashby, chief executive of the British Frozen Food Federation, commented, “I am delighted to see that the frozen food market has returned to growth in the first quarter of 2023. Our members have been working incredibly hard under huge pressure of rising costs to make sure that consumers can still find the best quality products with unrivalled value for money in the frozen aisle of their supermarket.

“The cost-of-living crisis has had a significant impact on consumer spending habits over the winter months, which has likely driven sales of frozen food. However, I am confident that many consumers will now regularly return to the frozen aisle during their weekly shop as more people experience the exceptional quality and taste of frozen food.”

“Innovation is at the heart of the frozen food market, with exciting new products regularly hitting supermarket freezer shelves. I am always impressed with the products which are being brought to the market by our members, so I would encourage all consumers to make friends with their freezer and visit the frozen aisle during their next shop,” Ashby added.