Michael Hussey, Consumer Foods Division, Bord Bia

According to Frozen Food Europe magazine, consumers are buying frozen food as they seek good quality, versatile meals at lower prices. Research carried out by Insight Research and published in the magazine found that 81% of consumers purchase branded frozen food because it offers rich taste and flavour and 78% because it offers a good price/value ratio. Some 81% of consumers agreed or strongly agreed that frozen foods are versatile and convenient.

In line with the findings of Bord Bia consumer trends research, “consumers in control” is a key trend in this category. Consumers are purchasing on price and on promotion while at the same time recognising the convenience that frozen foods provide. Consumers are now aware that the freezing process locks in nutrients and also ensures that less product is wasted.

 According to TNS the UK frozen food market is now worth £5.1 billion. It has grown by 5.4% in value in the 12 months to September 2009. Some categories have performed better than others. For example, frozen potatoes grew at 6.1%, frozen confectionery and desserts at 6.5% and frozen meat and poultry grew by 6.8%.

According to the British Frozen Food Federation, the frozen food market has grown by over £700 million or 15.9% in the last 3 years. As can be seen from the table below all categories have grown in value terms in the 12 months to September 2009.

For Irish manufacturers of frozen food selling into the UK the good news is that the market is growing in value terms. The growth in value across all categories outstripped the growth and in some categories the fall in volumes. This shows that the average prices secured in all categories has increased.