Frozen food suppliers hail continuing surge in sales

The BFFF commented after the latest Kantar figures revealed frozen food sales outperformed total grocery growth by 7.8% in value and 5.2% in volume in the year to 13 June.

The overall grocery market in the same period went up 6.9% in value and 4.8% in volume.

The surge in frozen sales was first reported by the BFFF a year ago, when it emerged that British shoppers spent £131m on frozen food in four weeks, just ahead of the first lockdown.

But Richard Harrow, chief executive of the BFFF believes that frozen food will continue to sell more even after consumers return to more usual shopping patterns.

He said: “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 £1bn higher than the 52 weeks to June 2019, with an additional 241 tonnes 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 – showing double digit growth.”

The BFFF argued that while Millennials have been linked with the resurgence of frozen food, 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 flavour 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 recognised 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.”