What you need to know
Frozen food is a near-universal part of British menus, spurred by the strong value for money proposition and convenience of the buyers’ favoured products. Yet for many people this only entails buying a handful of frozen product types, while they only visit the frozen aisle as a destination for these. With most frozen food buyers choosing their groceries based on which products catch their eye, the nature of the aisle further puts the category at a disadvantage.
Current consumer trends also pose challenges for frozen, with the shrinking size of homes and households seeing freezer space diminished and highlighting smaller pack sizes as a development area. Meanwhile, the category is struggling to capitalise on the appeal of scratch-cooking as many buyers lack confidence in cooking with frozen ingredients and see them as poorly suited for scratch-cooking.
