Recession-hit consumers turn to frozen food

Consumers believe that frozen food could offer better value in the current economic downturn, according to the latest research from the Food and Drink Federation’s (FDF) Frozen Food Group.

Research carried out by Insight Track revealed that half of consumers (49%) believe that frozen food will help them through the credit crunch. A further 70% of consumers said they understood that frozen food would minimise waste and allow them to shop less often.

Most consumers (75%) agreed that the quality of frozen food is better than it used to be and a total of 73% said they thought frozen food offers a good range of premium products.

Norman Soutar, chairman of the Frozen Food Group, and managing director of William Jackson Food Group, said: “Consumers appreciate that there is less waste with frozen food and, in fact, over two-thirds (67%) choose frozen food because it minimises food wastage. Less wastage means that money is saved, which is obviously of concern to people in these tough times. Another advantage is, of course, the benefit to the environment.

“Consumers also find frozen food convenient to use, with good nutritional value, which is good news for manufacturers and retailers alike as the industry responds to changing consumer needs with innovative NPD and marketing campaigns.

“We saw good sales growth in frozen food last year, and we expect to see continued growth over the coming months.”