A recent study from Nomad Foods, titled Frozen in Focus, reveals some interesting aspects of the way consumers perceive frozen foods today.
As Nomad’s research points out, almost two-thirds of European consumers – broadly speaking, as the survey includes more than 7,500 consumers across the UK, France, Germany, Italy, and Sweden – believe frozen food is just as nutritious as fresh food.
In a smaller percentage (21%), these consumers understand that frozen can even be superior to fresh in some instances. What is surprising is that younger consumers, mainly those aged 18 to 24, have this perspective in much lower numbers.
As such, just above a quarter of the respondents, 28%, believe frozen food is comparable to fresh food in terms of nutrients. So, is this an area that we should focus on? While not the most financially potent demographic, this group may have a massive influence on sales as their presence on social media is what usually drives a brand’s visibility and even reputation.
Making sure that younger consumers have a better understanding of all the benefits that frozen food brings might just be the key to unlocking better retail and foodservice performance for companies.
Perhaps the most important finding of Nomad Foods’ study, however, is the correlation between frozen food and sustainability. Nearly half of European consumers say they buy frozen food to reduce household food waste, according to the report, and in the UK, that percentage climbs to 59%.
And in a region generating an estimated 59 million tons of food waste annually, that preference matters.
One more part of the survey that I should point out is the one that details the inclusion of frozen food in daily meals: roughly 42% of European adults incorporate frozen foods into their meals two to four times a week, and nearly one in five use them more than five times weekly. Among those aged 25 to 34, 41% say they wish they had larger freezer space.
All in all, Nomad Foods’ report reveals a positive status for frozen, one that should only improve soon.
This article is part of the Frozen Food Europe July-August, 2025 issue. To read more articles, please access your complimentary e-copy here.