Kantar figures for the 52-week period ending June 13 reveal retail frozen food sales in the United Kingdom have continued to outperform total grocery growth in both value (+7.8%) and volume (+5.2%). The overall grocery market in the same period has registered +6.9% value and +4.8% in volume. Frozen is also still outperforming fresh and chilled on value growth, at +7.8% vs +7.3%.
The surge in sales continues a trend first reported by the British Frozen Food Federation (BFFF) a year ago, when it was reported that British shoppers spent an extra £131 million on frozen products in four weeks, ahead of the first coronavirus (SARS-CoV-2) lockdown.
On July 19 almost all lockdown restrictions were lifted in England, though other parts of the UK – Scotland, Wales and Northern Ireland – are not fully reopened yet.
While the value growth of the frozen market is slowing down as consumers return to more normal shopping patterns, Richard Harrow, chief executive of the BFFF, believes frozen will remain on an upward trajectory.
He commented: “Frozen food has, in the last 12 months, become the fastest growing sector in retail, after alcohol. Of course, much of this growth has been the result of the pandemic, which after the shutters came down on out-of-home, saw the return of the big weekly shop, from which frozen directly benefited.
“However, the market remains nearly £1 billion higher than the 52 weeks to June 2019, with an additional 241 tons of volume. Further insights from the latest Kantar figures also suggest that frozen will continue to be a winner. All nine of the categories are showing growth in both value and volume, with three categories – ice cream, fish and savoury – posting double digit growth.”
Meanwhile, retailers and younger shoppers alike are demonstrating continued commitment to frozen. M&S is just one retailer investing in expanding its frozen range, having recently organized a “meet the buyer” event with BFFF members.
And while Millennials have been linked with the resurgence of frozen food popularity, the sector has a growing number of Gen Z fans as. According to a report from Packaged Foods, under 25s are 23% more likely to eat frozen dinners.
Harrow added: “As well as convenience being of utmost importance, Gen Z consumers place a higher value on flavor and quality of ingredients, as opposed to seeking out brands. Having grown up with smartphones they are connected and informed. This is a generation looking to make responsible choices about people and the planet.
“Frozen has always been recognized as a great value option, but value is now combined with innovation as companies work to develop high-quality frozen free-from products, sustainable packaging solutions and plant-based meals. We know people across all demographics are increasingly seeking out healthy and sustainable products, so options on offer in the frozen aisle will continue to attract new consumers.”
