BFFF Exclusive: Trends in Frozen Vegetables


Despite economic uncertainty, the U.K. frozen food market, including vegetables, continues to grow, with the most recent Kantar Worldpanel statistics for showing a 0.5% volume growth alongside a value growth of 0.1% with a total market value of GBP5.71bn, with continuous growth predicted for 2017.

While frozen fruit and vegetables have been around for years, recent months have seen an emergence in more exotic products being brought to the market, as well as a greater awareness of the products currently available. We put this down to a number of factors including health and wellbeing trends as well as the recent fresh vegetable shortage.

The increasing demand from consumers for healthy alternatives both when eating out and preparing food at home has seen the industry put a lot of work into developing NPD to make it easy for consumers to have the great taste and convenience they want, when they want it and many of these are innovative frozen vegetable products.


Retailers and wholesalers in the UK were recently hit with a fresh produce shortage as a result of poor weather in Spain and Italy. Many shoppers were faced with empty shelves and signs displaying ‘product unavailable’ warnings. Fresh courgettes and spinach in particular were affected with wholesalers seeing the price per kilo increasing dramatically.

However, frozen stock of these products remained plentiful throughout the situation, which was named on twitter as #courgettecrisis. Not only were they rea...

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