Growth in the UK’s frozen food category is increasingly being driven by perception as much as price. Rupert Ashby, CEO of the British Frozen Food Federation, says changing consumer attitudes toward quality are playing a central role in the sector’s resilience and expansion.
‘The UK frozen food category continues to demonstrate strong resilience. Circana data shows the total market now stands at just over GBP9.2bn in the 12 months to February 2026, with year-on-year value growth of 3.4%. Within that, savoury frozen remains the largest segment at GBP6.7bn, while sweet frozen, at GBP2.5bn, is driving much of the momentum with double-digit growth of +12.7%,’ according to Rupert Ashby, CEO of the British Frozen Food Federation.
‘What is particularly striking is how this growth is being fuelled by a shift in consumer perception. Research from consumer insight specialist Vypr shows that almost nine in ten shoppers believe the quality of frozen food has improved in recent years. That marks a real turning point for the category, which is increasingly seen not as a compromise, but as a high-quality, and increasingly healthy option,’ he explains.
Affordability and healthier eating, main challenges for UK consumers
That shift, Ashby points out, comes at a critical time. Frozen sits at the intersection of two major challenges facing UK consumers, affordability and healthier eating. ‘It offers strong value, helps reduce waste, and provides convenient access to nutritious options all year round. The affordability benefits are undeniable – we carried out research last year that showed that the cost of the government-recommended diet of five portions of fruit and vegetables a day was GBP1100 less per year when buying frozen, compared to chilled products.’
The study that he is referencing was released in October 2025 and showed that British households aiming to eat healthily could cut grocery bills by more than GBP1,100 annually by switching from fresh to frozen fruit and vegetables. Using supermarket prices (valid at the time of research), the BFFF compared the cost of an 80-gram portion of five commonly purchased fruits and vegetables—broccoli, spinach, mixed vegetables, strawberries, and blueberries—in both fresh and frozen forms.
The analysis found that fresh portions cost an average of GBP0.46, compared with GBP0.30 for frozen alternatives. That 16-pence difference per portion translates into potential savings of GBP0.80 per person per day for those meeting the “5-a-day” target. For a family of four, the weekly savings amount to roughly GBP22.40—or about GBP1,165 per year.
The research was part of the BFFF’s Frozen Food Revolution campaign, launched to inform and engage consumers about the affordability, nutrition, and sustainability benefits of frozen foods. TA consumer survey conducted by insight platform Vypr for the BFFF found that 51% of UK adults believe rising prices for fresh produce have made it harder to achieve their daily fruit and vegetable goals.
The federation said it hoped to demonstrate that frozen food provides a more accessible route to nutritious eating by offering longer shelf life, convenience, and value. In addition to lower prices, frozen produce often retains its nutrients for longer. Studies show that chilled spinach retains just 20% of its vitamin C content after seven days, while frozen spinach maintains nearly 80%—a level that declines to only 50% after a full year.
Additional data from Nomad Foods’ Frozen in Focus report suggests even greater potential savings. Nearly one in five consumers said they could save between GBP6 and GBP10 per week simply by organizing their freezer contents—an efficiency that could add up to roughly GBP530 per year.
To read the entire article, please access your complimentary e-copy of Frozen Food Europe March-April, 2026 issue here.