Market research institute INNOFACT AG carried out a representative consumer study on behalf of the German Frozen Food Institute (dti) to shed light on purchasing behavior and attitudes towards frozen products during the coronavirus pandemic lockdowns in Germany.
According to the study, 98% of households buys and uses frozen products even in normal times, but the lockdown period caused a a third of those surveyed to intensify the use of frozen products. The top three favorite categories in the assortment are vegetables/herbs, followed by fish and pizza. Especially the 18- to 59-year-old consumers stated that they used more frozen products during the lockdown period. The choice of products varies depending on the age group: the 40- to 75-year-olds used frozen fish more often, while the 18- to 59-year-olds increased the use of potato products.
For 72% of the respondents, the most important reason for the increased purchase in the recent period is the long shelf life, which makes it easier to keep stocks. In this way, shopping processes in retail can be reduced to the extent necessary that consumers would like to avoid due to the risk of infection – this was mentioned by 68% of the respondents as a crucial point when making a decision to buy frozen food. Another decisive reason for buying is the quick and easy preparation of meals with frozen products.
The 18- to 39-year-olds rated frozen products in the survey much more positively than before the pandemic. Overall, the impression of the respondents in all frozen food groups has changed positively. The product groups surveyed in the study are rated good or very good by at least two thirds of the respondents. Vegetables / herbs, fruit / fruits, potato products, fish, and bread rolls received the highest rating, while cakes and pies were rated particularly well by older consumers. When asked about their future consumption behavior, 14% of those questioned said that they would use more frozen products.