Consumers still falling for frozen food

An increasing number of Britons are buying frozen food for their taste, quality and versatility of meal options, according to new research from the Food and Drink Federation.

Frozen foods
Frozen foods

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.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here