BBC radio stations and its news website last week provided a lot of coverage about how frozen food has been outperforming the wider grocery sector in the United Kingdom during the current cost of living crisis. Recently released Kantar data cited showed that there was especially strong demand for frozen chicken, where volumes rose 5.9% during the 12-week period through mid-March. At the same time, sales of frozen ready meals, pizzas and chips were up 2.6%.
“The 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,” commented Rupert Ashby, chief executive of the British Frozen Food Federation (BFFF). “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 they 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.”
He added: “We have also seen incredible innovation by frozen food producers recently, which we recognize at our 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.”
Additionally, the chief executive pointed out that 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 its long shelf life means that frozen products don’t go off like fresh food might in the back of the refrigerator, and portions can be easily controlled so one can cook what is needed and save the rest for another day.
