Frozen food accounts for 7.5% of grocery (compared with ambient at 38% and fresh & chilled at 54.4%), and the category is in growth, albeit modest.

Growth is being driven by frozen confectionery, with ice cream performing well. Much work has been done to address negative connotations around frozen food, but increased promotional activity in the fresh & chilled category has attracted shoppers away from frozen products, particularly meat.

Morrisons has seen the average price decline offset growth from shoppers buying more packs per trip, while Tesco has grown mainly through attracting more shoppers. Virtually every household in the UK buys frozen food and each household buys into the sector on average every eight days.

Focus On Frozen Food

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