The volume of frozen food sales continued to grow in the second quarter (Q2) of 2023, according to new Kantar data supplied by the British Frozen Food Federation (BFFF).

The 12-week figures to 11th June show that volume sales of frozen food grew by 7,559,000 tonnes, compared to the same period last year. At 1.6%, the rate of growth increased compared to the 0.5% in the 12 weeks to 19th March.  

Frozen vegetables, meat and poultry, potato products, pizza and savoury foods all drove volume growth in the 12 weeks to 11th June. More indulgent, premium products such as ice cream, confectionery and fish saw a drop in sales volume, as shoppers became more budget-conscious due to cost-of-living concerns. The frozen ready meals sector, which saw volume growth in Q1, saw demand drop.

Cost-of-living concerns drive customers to frozen food

The value of retail frozen food sales also continued to increase in the same period, up 20% (£326,501,000). This growth in value is largely a reflection of the inflation affecting the entire food industry.

The fresh and chilled market continued to see volume sales decline (-3.3%), as price conscious consumers switched to frozen food to help stretch their budgets.

Rupert Ashby, chief executive of the British Frozen Food Federation commented: “The cost-of-living crisis continues to have a significant effect on consumer spending habits, with more shoppers buying frozen food to help make their budget go further. With more AB shoppers now visiting the frozen aisle, it’s clear that consumers are recognising frozen food as a tasty, nutritious and affordable choice that can help them deal with the current economic climate.”

Ashby added: “Whilst the growth in sales is good news, our members continue to face significant challenges throughout the entire frozen supply chain, with the effects of the coronavirus pandemic, the war in Ukraine, Brexit and inflation still putting members under huge pressure. However, volume growth shows that consumers are continuing to choose frozen food for its high quality, value for money credentials.”