Fresh frozen goes down well with consumers

Fresh frozen products end up in our trolleys or are cooked in industrial kitchens

more often. How do we know that?
The buying behavior of many end users has been studied, including in the UK and in Germany.
The results are clear: fresh frozen goes down well.

Fresh frozen products have never been more popular in the UK. Total sales exceeded GPB 5

billion in June 2009, a record (1).

Shoppers are being more open minded, changing their behavior to

purchase and appreciate the benefits of fresh frozen food. Fresh frozen also seems to be a solution for the

tight family budgets in the credit crunch. In the UK the nutritional benefits are confirmed by a study in

British primary schools which has demonstrated that fresh frozen is just as nutritious as fresh. Fresh frozen

even contributes to a reduction in food waste, increased ease of use and presents true value for money (2).

The German figures also speak loud and clear: over the past 10 years the consumption of

fresh frozen products has risen by 32.2%.

In 2008 every German consumed 39kg of these products.

That is 9.4kg more than 10 years ago. 33% of Germans regularly buys frozen products and 51%

occasionally. In their own words, because these products are easy to use, of good quality and usually

better value for money. The German food service market is very much aware of this trend (3).

(1) Source: The Grocer – 07.2009

(2) Source: BFFF - 07/2009

(3) Sources: Dti - 06/2009 – Market research agency Dialego