The industry body’s Frozen Food Group has found that 81% of respondents who buy branded frozen food do so because of the taste and flavour, while 78% say they buy it because of its good quality.
Further, 81% of those interviewed either agree or strongly agree that frozen foods are versatile and convenient.
The research carried out by Insight Track on behalf of the FDF also found that 9% of respondents are purchasing more frozen food than they were six months ago and 10% are eating more food from the freezer.
Recent developments among brands include Young’s Seafood relaunching its Chip Shop Omega 3 range with reduced fat.
Birds Eye has also invested in new product development, creating healthier options, including an Omega 3 Fish Finger, Birds Eye Soya Beans and Eat Positive Meals that contain at least one of consumers’ five a day within an individual portion.
Norman Soutar, Frozen Food Group chairman, and William Jackson Food Group MD, says: “This research reinforces what frozen food manufacturers have suspected for some time: consumers are shopping smarter – they know that the freezing process locks in nutrients and vitamins and that the versatility of frozen food means it is easily incorporated into making great tasting meals.”