Frozen Finger Food: More than Just a Category

Frozen food had a lot to gain from an otherwise uneasy situation, as the COVID-19 pandemic made consumers turn to eat at home. One of the most popular segments remained that of finger food, albeit adapted to new, healthier preferences.

Frozen finger food has been a best-seller for a long time, but the new consumption habits developed since the beginning of 2020 might just show a fundamental change in terms of what shoppers buy when they visit a store, as revealed in the autumn edition of the Frozen Food Dossier, available here. Figures are already showing that customers start leaning towards frozen: in the UK, for example, sales of frozen food have continued to surge and increased by GBP221m in the last three months (to the week ending September 6), according to the latest statistics from Kantar and the British Frozen Food Federation (BFFF). The growth in sales follows an increase of GBP285m in the previous 12-week period from the end of March to June 14, indicating that the popularity of frozen food has continued to grow despite the easing of lockdown restrictions. The Kantar figures also reveal long-term frozen sales are increasing. Data covering the 52 weeks from September 9, 2019, to September 6, 2020, shows sales of frozen food reached GBP6.9bn, an increase of 9.7% in value, and that volume grew to 8.4%. In comparison, sales of fresh and chilled food increased in value by 7%. “We know that since mid-March, more consumers than ever have been shopping in the frozen ais...

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