The volume of frozen food sales continued to grow in the second quarter of 2023, according to new Kantar data from the British Frozen Food Federation (BFFF).
The 12-week figures to 11 June show that volume sales of frozen food grew by 7,559,000 tonnes compared to last year. At 1.6 percent, the growth rate is increasing compared to 0.5 percent in the 12 weeks to 19 March.
Frozen vegetables, meat and poultry, potato products, pizza and savoury foods drive volume growth in the 12 weeks to 11 June. More indulgent, premium products such as ice cream, confectionery, and fish have dropped sales volume as shoppers became more budget-conscious during the cost-of-living crisis. The frozen ready meals sector, which saw volume growth in the first quarter, has seen demand drop.
The value of retail frozen food sales continued to increase in the same period, up 20 percent (£326,501,000). This value growth primarily reflects the inflation affecting the entire food industry.
The fresh and chilled market continued to see volume sales decline (-3.3 percent) as price-conscious consumers switched to frozen food to help stretch their budgets.
Rupert Ashby, chief executive of the British Frozen Food Federation, said the cost-of-living crisis has significantly affected consumer spending habits, with more shoppers buying frozen food to help make their budget go further. With more AB shoppers now visiting the frozen aisle, it’s clear that consumers are recognising frozen food as a tasty, nutritious and affordable choice that can help them deal with the current economic climate.
Ashby continued that while the growth in sales was good news, BFFF members continued to face significant challenges throughout the frozen supply chain, with the effects of the coronavirus pandemic, the war in Ukraine, Brexit, and inflation still putting members under tremendous pressure. However, volume growth shows consumers continue choosing frozen food for its high quality and value-for-money credentials.