UK consumers are increasing buying frozen food, the Food and Drink Federation’s Frozen Food Group claimed today (7 September).

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According to a survey carried out for the Frozen Food Group by Insight Track, 81% of respondents buy frozen products due to the “good taste and flavour” offered, while 78% buy for “good quality”. Meanwhile, 81% of consumers either agreed or strongly agreed that frozen foods are versatile and convenient.


Although taste and quality came out as important, value also remained a driver of sales, a spokesperson for the FDF told just-food.


“Value is still important at the moment, with 53% saying they buy frozen for value,” the spokesperson said.


The research revealed that 9% of respondents are purchasing more frozen food than they were six months ago and 10% are eating more food from the freezer.
 
Norman Soutar, chairman of the Frozen Food Group and MD of William Jackson Food Group, said that increased sales showed that frozen food makers were responding to changing consumer needs.

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“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. 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.”