Over one in four UK adults rarely venture into the frozen food aisle of the country’s supermarkets, a survey claimed today.

Conducted by YouGov, the report also shows that a considerable number of consumers have not embraced new and non-traditional frozen food products.

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Consumers are unhappy with the variety of foods on display in the frozen food aisle, YouGov claimed.

Almost half of consumers (47%) believe that the frozen food section is ‘uninspiring’, whilst over a third think that the choice of frozen food on offer is ‘limited’. ‘Despite 40% of consumers saying they often vary the frozen food products they buy, almost as many (37%) claim that they continually buy the same frozen food items.

“The reluctance on behalf of many customers to change their frozen food buying habits may be related to packaging design. 65% of respondents believe that frozen food packaging should be changed so that ‘you can see more of the product’, while 62% think that ‘it is difficult to tell whether frozen food is good quality or not’,” the report said.

Commenting on the findings James McCoy, research director of YouGov SixthSense, said: “With frozen food aisles located at the back or the middle of most supermarkets, customers are less likely to browse in search of new products and are less suggestible to impulse buys from the frozen food selection.”

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The report also reveals that the ready meal market has suffered slightly from the growing trends towards cooking from scratch and healthy eating. Some 49% of respondents agree that cooking from scratch is often just as quick as preparing ready meals. Despite this, ready meals still remain a convenient option for many.

A total of 35% of consumers say that they eat ready meals as a last minute stop gap, while the same number claim to eat ready meals when they are too tired to cook.