What Makes Frozen Food Consumers Tick?


The market research institute INNOFACT AG from Dusseldorf has carried out a representative consumer study on behalf of the German Frozen Food Institute (dti) in order to analyze consumers’ attitudes to frozen foods and their use behavior.

By dti. 

Frozen foods have become indispensable in today’s diet. Virtually every household buys and uses them. There are many “frequent users” among them: a good two-thirds of respondents (68%) consume frozen foods several times a month. Significant differences exist between the various age groups: the young consumers prefer potato products and pizza, but older people opt for vegetables and fish from the freezer aisles.

Overall, it can be said that the image of frozen products in Germany is very positive. Above all, frozen food owes this to its practical advantages such as long durability, time savings and quick, easy preparation. Consumers value these benefits in their daily diet and therefore state them clearly and unambiguously. Other important advantages for frozen foods are freshness and the ability to be easily stockpiled. With regards to the frozen food advantages that most benefit consumers, this depends on the age of the user. For the younger ones, the practical aspects such as shelf life and quick preparation are more important. The freshness benefit is well-known among respondents over 40 years of age. Overall, the image of frozen products in older people is more positive due to their many years of experience with this category.

To read the complete article, please refer to our latest July-August 2019 print issue of Frozen Food Magazine Europe.

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