The UK frozen food market remained resilient throughout 2024 as consumers chose frozen options for affordability and convenience.
To find out which categories performed best and what challenges lie ahead in 2025, we spoke to Rupert Ashby, chief executive of the British Frozen Food Federation.
Frozen Food Europe: What were the key market dynamics and consumer trends that shaped the British frozen food industry’s performance in 2024, including market growth and revenue?
Rupert Ashby, chief executive of the British Frozen Food Federation: Despite economic pressures, the UK frozen food market remained resilient throughout 2024, showing a 0.8% increase in total consumer spend in the 12 months to March 2025, according to the latest Kantar figures. Consumers embraced in-home dining experiences, favouring frozen options for affordability, convenience, and quality. Premium offerings, inspired by international cuisines and chef collaborations, also proved popular. The demand for quality frozen ingredients, such as pre-chopped vegetables and sauces, continued to rise, reflecting an emphasis on convenience and reducing food waste.
Which categories performed best last year?
The strongest performing frozen food categories in 2024 included confectionery, vegetables, potato-based products, ready meals and poultry. The growth in frozen ready meals has been driven by demand for premium and internationally inspired options.
How did regulatory changes and industry developments impact the British frozen food market in the past year, and what implications do these shifts have for future market strategies?
There have been several regulatory and legislative changes that have put additional cost pressures on BFFF members, and this is set to continue for the foreseeable future. For example, the UK’s Extended Producer Responsibility (EPR) scheme, designed to encourage producers to use more sustainable packaging, will result in significantly increased costs for many.
The cost of employing people in the UK is also rising rapidly, as a result of minimum wage rises and a newly introduced increase in National Insurance contributions following last year’s Budget. This has seen rationalisation of workforces and some BFFF members freezing recruitment.
All these increases are on the back of a period when the industry has faced increased costs related to supply chain disruptions and rising energy prices, requiring many to adopt more efficient storage and transportation solutions. Separately, a key discussion point for the industry has been the potential introduction of higher frozen storage temperatures.
There is evidence to suggest that the long-standing temperature of minus 18 degrees could be increased, saving a significant amount of energy, without compromising food safety. While there remains much work to be done regarding any effects on product quality, it could be an exciting opportunity to further enhance the already excellent environmental performance of frozen food.
To read the entire interview, please access your complimentary e-copy of Frozen Food Europe March-April, 2025 issue here.