More customers drawn to frozen food aisle

Posted by Isobel Drake on 8th September 2009

The global recession has driven more to the frozen sector, according to a new report from Britain, which discovered that one in ten are buying frozen food more often.

Research carried out for the Food and Drink Federation’s (FDF) Frozen Food Group by Insight Track Ltd showed that 81% of respondents who buy branded frozen food do so as it has a good taste and flavour and 78% buy it as it is good quality. Also, 81% of consumers either agreed or strongly agreed that frozen foods are versatile and convenient.

The research revealed that 9 per cent of respondents are purchasing more frozen food than they were six months ago and 10 per cent are eating more food from the freezer as consumers look to stretch their food dollar further.

“The frozen food market is changing in line with consumer needs and tastes whilst retaining its fundamental store cupboard benefits of convenience, choice and availability,” Norman Soutar, Chairman of the Frozen Food Group, and Managing Director of William Jackson Food Group, said. “This research reinforces what frozen food manufacturers have suspected for some time: consumers are shopping smarter.”