A shift in consumer priorities is reshaping the frozen food market, with a growing emphasis on sustainability, health, and additives over cost, according to a new report by product intelligence firm Vypr.
The latest findings suggest that brands and retailers can no longer depend solely on price to drive purchases in the freezer aisle, as shoppers increasingly weigh factors such as provenance and ethical sourcing in their decisions.
Vypr’s ‘Consumer Horizon Report’ reveals that convenience remains the leading motivation for purchasing frozen food, cited by 33% of consumers, while 25% value the longer shelf life these products offer. Cost, once a dominant factor, now influences only 13% of shoppers. The report draws parallels to trends observed in the fresh produce sector, where sustainability and origin have long shaped purchasing habits.
The study highlights that two-thirds of consumers (66%) are more inclined to buy frozen foods labeled as sustainably sourced or produced. More notably, over half (55%) are willing to pay a premium for sustainably sourced products. This underscores the increasing importance of sustainability in consumer decision-making.
Provenance, a well-established consideration in the fresh food category, is becoming equally significant for frozen products. Over half of UK shoppers (52%) now regard the origin of frozen foods as important, while 34% actively look for items that are locally grown or produced. Certifications also hold sway, with 25% of consumers attracted to FairTrade labels and 23% prioritizing ethical labor practices.
Additives and preservatives remain key concerns, with 65% of shoppers checking frozen food labels for the presence of artificial flavors or preservatives. Despite lingering skepticism, perceptions of frozen food are evolving. Almost nine in 10 consumers (89%) believe the nutritional quality of frozen foods has improved, with 26% noting significant advancements.
“Frozen food has long been seen as the unsung hero of the supermarket shelves with a reputation for unhealthy and full of UPF. The work in recent years from brands, supermarkets and the BFFF is paying off as almost nine in 10 consumers (89%) think that the nutritional quality of frozen foods has improved in recent years, with a quarter (26%) saying the improvement has been significant”, said Matt Everitt from Vypr.
“This paints a great picture for the future of frozen, even more so as the key factor to make people more likely to shop frozen was more product variety (46%) which just topped those looking for a price sensitive shop (44%). There is still work to be done as nearly half (46%) of consumers associate frozen foods with being heavily processed or containing additives, with 18% feeling this strongly. But there are positive signs for frozen, as if consumers are informed this was not the case, then two-thirds (66%) would have a better opinion, rising to 70% in the 35-44 age category.”
The report also suggests an opportunity for growth through increased product variety. Nearly half of respondents (46%) indicated that a broader range of options would encourage them to shop in the frozen aisle more often, slightly outpacing those motivated by price sensitivity (44%).
The report’s insights are based on responses from 2,000 participants, drawn from a nationally representative sample of Vypr’s 80,000-member UK consumer panel. Vypr, a leading product intelligence platform, uses behavioral science and advanced research technologies to provide businesses with rapid insights into evolving consumer behavior.
With sustainability and health becoming central to purchasing decisions, the frozen food industry is presented with both challenges and opportunities. Those willing to adapt and innovate in response to changing consumer demands stand to benefit from a growing market that prioritizes ethical and sustainable practices.
Find out more at: https://vyprclients.com/