Rupert Ashby, chief executive of the British Frozen Food Federation (BFFF) said that the trade body “expects volume to pick up again during the next quarter”, following a recent slump in frozen food sales.

For the first time in 2023, frozen food volume sales have declined, according to new Kantar data from the British Frozen Food Federation (BFFF). Figures for the 12 weeks to 3rd September show that volume has declined by 1.2% (5,943,000 tonnes), compared to the same period last year.

This data, covering the months of June, July and August, follows market trends seen in previous years. According to the BFFF, frozen food sales typically drop during the summer months, and this year the UK saw 6% more sunshine than average in the summer season and was 0.8°C warmer than previous years, being the 8th warmest summer on record. As a result, sales of foods such as ready meals and meat and poultry declined, by 1.7% and 2.5% respectively.

The fresh and chilled market also saw volume sales decline, at a greater rate than frozen food. In the 12 weeks to 3rd September, fresh and chilled sales dropped by 2.4% (136,870,000 tonnes), compared to the same period last year. This comes as shoppers continue to swap pricier fresh foods for more budget-friendly options due to cost of living concerns.

The BFFF stated that there were some “encouraging figures” which showed that not all frozen categories saw demand drop. Frozen fish, for example, saw volume grow by 3.2%, and vegetables by 5.3%. The trade association said this was likely because of consumers becoming increasingly more health conscious.

The value of frozen food sales remains in growth, up 12.5% (£218,423,000) in the 12 weeks to 3rd September, compared to the same period last year. This continues to be, said the BFFF, a reflection of inflation affecting the entire food industry. While inflation did slow down to 13.6% in August and further to 12.2% in September, food prices remained high and continue to “strain household budgets”.

Promoting frozen food to reduce waste

Rupert Ashby, chief executive of the BFFF, said: “We have seen for the first time this year that volume sales of frozen food have suffered a modest decline. Historical trends do show a seasonal wane in frozen food sales and so we expect volume to pick up again during the next quarter. The Christmas season is fast approaching, and frozen food is ideal for buffets and sharing boards at festive parties.”

“As economic challenges continue to exert ongoing strain on household budgets, frozen food can offer great value for money without having to compromise on quality, taste or nutritional value. The 16th to the 22nd October 2023 was Frozen Food Week, where the BFFF launched the FrozenFoodRevolution.co.uk to promote the benefits of frozen food to consumers and raise awareness of the BFFF as the voice of the industry.

“Through a series of press and digital communications, the weeklong campaign informed, educated and engaged consumers about how and why frozen food has many overlooked benefits. These include waste reduction, cost savings, sustainability, quality and nutrition.”