Capturing Flavor in the Frozen Aisle

Frozen vegetables are available in great variety in today’s market, which allows different consumers to have more healthy, convenient, and sustainable food options.

Whether it is mushrooms or even the green herbs on offer, there is something for everyone. It is not only that fruits, vegetables, mushrooms, and green herbs are consumed in large quantities and form the basis of a healthy diet, but frozen fruits and vegetables may also have a place in today’s perspective on sustainability by reducing food waste and supporting local agriculture.

In the EU, Eurostat data shows that 33% of EU respondents reported not consuming any fruits or vegetables on a daily basis in 2019, while only 12% of those surveyed reached the recommended daily intake of 5 portions per day. The average for respondents in the EU accounted for 55% as consuming 1-4 servings of fruits and vegetables daily.

Of all EU members, Ireland had the highest daily intake of five or more servings by 33% of its population, followed by the Netherlands at 30%, Denmark with 23%, and France with 20%. The lowest daily intake was recorded by Romania, with a mere 2% of its population consuming at least five servings of fruits and vegetables. It was followed by Austria at 6%, Bulgaria at 5%, and Slovenia at 5%. Among these, an average of 58% of women, as compared to 51% of men, reported a daily intake ranging from one to four portions of fruits and vegetables.

The survey reported that more men than women ate no fruits and vegetables at all (39% vs. 27%).  And while above figures might show an underwhelming degree of consumption, a recent study by Future Market Insights depicts a bright picture for the frozen vegetable industry, which is expected to see major growth in the coming decade. The report says the market will expand at a CAGR of 6.0% through 2034. Sales revenues from frozen vegetables are projected to attain USD53.83bn in 2024.

The study segregates a shift of consumer preference for frozen vegetables over fresh, canned, and cooked meals. Additionally, younger demographics are more likely to shift toward frozen vegetables as a substitute for healthier options. This factor, along with rapid urbanization and growing disposable incomes, places convenience products at the center. In 2034, the market valuation of frozen vegetables is expected to reach a worth of USD96.45bn. Among the reasons for this increasing demand, new technology, attractive packaging, storage convenience, and better access are some of the notable factors.

However, this study suggests that some consumers still do not have much awareness of the benefits of frozen vegetables as compared to fresh or canned vegetables. The frozen vegetable types continue to dominate the market due to their relatively low cost and, correspondingly, wide accessibility. As for organic types, their popularity develops, but at the same time, foods of the conventional segment are relatively cheap and suitable for a wide range of dishes, which allows them to maintain their sales level and take a noteworthy share of the market.

The demand for frozen vegetables in the United States is boosted by the increasing trend of home cooking and meal preparation. Besides, online shopping and subscription services make frozen vegetables increasingly available. Considering health-conscious initiatives like wellness programs and corporate health campaigns, frozen vegetables are being positioned as an attractive and healthy option for consumers all over the country.

To read the entire article, please access your complimentary e-copy of Frozen Food Europe September-October 2024 issue here.