Frozen food is currently outperforming fresh in supermarkets, according to new data from research firm Kantar.
The data, seen by the BBC, shows that demand is strongest for items such as frozen chicken, where volumes are up 5.9%. Meanwhile, frozen prepared foods are up 2.6%.
Overall, frozen food volumes have held steady, even though overall shoppers are buying less. The data shows that in the 12 weeks to mid-March, total grocery volumes fell by 4% while the volume of frozen goods bought was unchanged.
Fraser McKevitt, Head of Retail and Consumer Insight at Kantar UK, told the BBC that frozen food is doing “notably better” than fresh at the moment in the supermarkets.
“And some of that is clearly to do with the cost-of living,” he added.
In addition, Waitrose, M&S and Iceland told the BBC that frozen food is rising in popularity, while Tesco has also seen shoppers switching from fresh to frozen.
In response, Rupert Ashby, Chief Executive of the British Frozen Food Federation, said: “Our members have worked hard to ensure that frozen food remains an affordable option for consumers who do not want to compromise on enjoying tasty, healthy and nutritious meals at home.
“There is no doubt that the rising cost of living has squeezed household budgets and consumers are looking for better value during their weekly shop. As consumers purchase more frozen food, and some try frozen products for the first time, I am confident that the quality of frozen food will speak for itself to encourage consumers make even more trips to the frozen aisle over the coming months.”
