Once considered ‘beige’ or a ‘back up’ option, freezer food has shed its old image as shoppers prioritisie convenience, according to a leading retailer.
Sales at Ocado show sales of frozen products are up 18 per cent year-on-year, with almost half of all adults buying more over the past year, with younger shoppers leading the charge.
The resurgence of freezer food has primarily come from changing perception and crucially a desire to save money.
Three quarters of shoppers say they believe the quality of frozen food has improved in recent years, while four in five say there is more choice than ever.
And with grocery inflation showing no sign of slowing down, frozen food is considered a cheaper alternative. A kilo of frozen mixed vegetables hovers around the £1.60 mark in most supermarkets, a fraction of the cost of buying the fresh equivalent.
Frozen fruit and vegetables are increasingly popular as shoppers prioritise convenience
Frozen fruit and vegetables have been the fastest growing category on Ocado’s platform, with sales up 23 per cent and 38 per cent respectively in the past year. The most popular are frozen strawberries, with sales increasing 85 per cent, and broccoli florets, up 97 per cent.
Demand is also growing for frozen pastries, with sales of Pret’s Frozen Croissants and M&S Frozen Croissants up 80 and 56 per cent, respectively.
Shoppers are also replacing cupboard staples like sauces with frozen equivalents, with searches for frozen sauces up 63 per cent and sales of cupboard staples like tomato sauce up 29 per cent.
Small supplier Ice Kitchen has seen sales rise 16 per cent, with its Thai Red Curry and Panang Curry pastes particularly popular, up 56 per cent and 139 per cent respectively.
Ocado’s research shows the shift to frozen is as much about convenience as money concerns.
Two thirds of consumers say frozen ingredients help with meal planning, while three quarters say it helps speed up preparation time.
Nicola Waller, buying director for fresh & frozen at Ocado Retail, said: ‘Frozen food is seeing a real resurgence as shoppers are discovering that it offers reassuringly good value and quality, as well as unmatched convenience.
‘It’s no longer just a backup option or last resort for rainy days – frozen products are helping households reduce food waste, making cooking more manageable without compromising on taste.’
Concerns over ultra processed foods (UPFs) are also driving a shift, with 43 per cent of shoppers saying that buying frozen helps them cut back, instead opting for staples like fruit and vegetables that can be cooked from frozen without preservatives.
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